| Today's Top Stories | | #1 | New Horizon Media System Promises Programmatic Ads It Buys Are 'In View'
| | | The agency has been quietly testing the system, which programmatically filters non-viewable inventory out of the mix before Horizon's bids are made, according to a MediaPost report. It was developed in conjunction with Horizon's bidding agent, demand-side platform Turn, and analytics firm RealVu. But there is a caveat— for the system to work, publishers have to agree to embed RealVu's coding into its inventory.
Why This Matters: Horizon chief digital officer Donnie Williams says since the agency began testing the system it has achieved in-view ad levels "north of 99%." Williams believes it's a win-win for both clients and publishers—ads might cost a little more but advertisers like the great viewability.
A Take: MediaPost |
| | #2 | Dish And DirecTV Combine Addressable Ad Efforts For Political Campaigns
| | | The satellite companies are able to deliver different ads to different subscribers on a household-by-household basis and together can reach more than 20 million households. The partnership will allow political campaigns to use both companies' addressable capabilities to target specific viewers.
Why This Matters: Warren Schlichting of Dish says together Dish and DirecTV reach nearly one of every five U.S. TV households. This is another way to provide scale for national, statewide and local candidates.
Three Takes: B&C | Ad Age | MediaPost
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| | #3 | Chipotle Skipping The Super Bowl To Stealth Market On Hulu
| | | Instead of spending its money on a one-time 30-second spot during the big game, the Mexican restaurant chain will stream a four-part comedy series via Hulu that takes a satirical look at industrial farming. The series will not include scenes from Chipotle restaurants but will promote the company's concerns about sustainable agriculture and the humane treatment of animals used for meat, The New York Times reports. It will be supported by some Chipotle commercials during breaks.
Why This Matters: While the series producer says, "it's not about selling burritos," the message of the series is that Chipotle frowns upon practices that other chains might be using.
Two Takes: NYT | Ad Age
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| #4 Market Strategist Says Being First In Mind Is Key To Brand Success (Ad Age)
#5 NFL Vikings Punter Urges Consumer Boycott Of Olympic Sponsors (Adweek)
#6 Facebook's Latest Ad Tweaks Target LinkedIn's Ad Dollars (Digiday)
#7 Hyundai, Audi, Oikos, Squarespace Latest To Unveil Super Bowl Ads (Ad Age)
#8 Millennial Parents More Likely To By Apps For Their Kids (eMarketer)
#9 Radio Shack To Stress Customer Service In Its Newest Campaign (Ad Age)
#10 A Sampling Of Brand Tweets During The Grammys (Digiday) |
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Percentage of Internet user parents who say the most important factor when selecting apps to buy for their children is that the company is not advertising the app to their children, according to a survey by PBS Kids.
– Reported by eMarketer
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| | MBPT Spotlight | Velocity Delivers Integrated Campaigns in a Hurry—Viacom's custom video content generates viewers, engagement for Pizza Hut marketing campaign
By Jon Lafayette
Even before being branded Velocity last week, Viacom's integrated marketing and custom content operation was already doing brisk business for its music and entertainment networks group and its advertising clients.
"Every client that has dealt with Viacom Velocity so far has increased their spending, every one," says Jeff Lucas, head of ad sales for music and entertainment at Viacom. "Our clients are starting to double down because they realize they're getting a lot of value here and they're going to get a better return."
Velocity will be a big part of Viacom's pitch to clients in the upfront. Clients won't be charged separately for Velocity's efforts. "This is all part of a comprehensive buy," Lucas says. "Basically it increases the value of what's being put on the table."
There will still be a cost-per-thousand rate attached to media buys, and guarantees attached to the deals, but what clients are buying is what Velocity delivers.
Many TV networks have units devoted to creating integrated campaigns for clients. Others have groups that create custom content. Viacom, particularly with MTV, has long been active in these areas and is upping the ante by combining them in a one-stop-shopping arrangement.
Velocity's Triple Play
Lucas says Velocity consists of three parts: integrated marketing, creative content solutions and insights. It has been building up its capabilities over the past two years, increasing the staff under integrated marketing executive Dario Spina threefold to a few hundred people. And Niels Schuurmans has been brought over from Spike as executive VP, Viacom Velocity creative content solutions. Spina and Schuurmans report to Lucas.
"This group has really been evolving and it's evolving off what our clients are asking for. They're asking for more integrated marketing solutions of a higher quality and caliber and we've been raising the bar in the last two years along with this investment," Lucas says.
What is the motivation behind these Velocity moves? And how did it work for Pizza Hut—and with what kind of success?
For more, click HERE (sub required)
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| | Fates & Fortunes | • LUIS DeANDA was named to the newly created position of general manager at TBWA/Chiat/Day's West Coast office in Playa del Rey, Calif. DeAnda joined TBWA in 2002 and was most recently chief operating officer of TBWA Hakuhodo in Tokyo, the unit dedicated to the Apple account. Adweek reports that DeAnda's new role at TBWA's largest worldwide office will be focused on operations account management and recruitment. The office is staffed by about 550 people and works on accounts that include Gatorade, Pepsi, Nissan, Energizer and Southwest Airlines.
• ANDY ZONFRILLO was named chief executive officer of global trading at Omnicom Media Group, according to an Ad Age report. He was most recently head of global trading, commerce and new platforms for Mindshare Worldwide. Before that he was global head of pricing for GroupM, the media agency network that includes Mindshare.
• BARRY CHAMBERLAIN was promoted to president of sales, CBS Studios International. Since 2009, he has served as executive VP, sales for the studio. He joined CBS Broadcast International in 1999 as VP, sales and was promoted to senior VP, sales in 2005, shortly after the division merged with Paramount International Television.
• JOHN MAXHAM was named chief creative officer at DDB Chicago. He was most recently a managing partner and executive creative director at Cole & Weber in Seattle.
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| | What They're Watching | BROADCAST RATINGS
Early Returns Have Grammys On Par With Last Year
Compared to early-returns from last year, CBS' telecast of the 56th Annual Grammy Awards were down slightly in the 18-49 demo but up among total viewers. According to Nielsen overnight numbers, the nearly four-hour kudosfest dipped two tenths in the demo, but rose about 0.5% among total viewers. CBS led Sunday. NBC aired the NFL Pro Bowl. The annual All-Star game was also trending even with last year in fast-national returns. Fox kicked off the evening with reruns before jumping into originals with the first new episodes since Jan. 12 of The Simpsons, Bob's Burgers, Family Guy and American Dad. Fox tied with ABC for third place on the evening. ABC aired the special The Bachelor: Sean & Catherine's Wedding, which was followed by a rerun of Castle.
For more, click HERE
CABLE RATINGS
'Pawn Stars' Wins Thursday Night
History's 9:30 p.m. and 9 p.m. episodes of Pawn Stars took the top two cable spots on Thursday with 1.5 and 1.4 adults 18-49 ratings and 5.2 and 4.7 million total viewers, respectively. Adult Swim's 11:30 p.m. airing of Family Guy rounded out the top three, earning a 1.3 in the demo and 2.8 million watchers.
For more, click HERE
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| Overnight Ratings: Sunday, January 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE 56TH ANNUAL GRAMMY AWARDS
| 9.5
| 29.2
| NBC
| 2014 PRO BOWL
| 3.5
| 10.7
| ABC
| THE BACHELOR
| 1.6
| 6.0
| FOX
| THE SIMPSONS (8:00)
BOB'B BURGERS (8:30)
| 1.7
1.5
| 3.9
3.3
| UNIVISION
| MÁS ALLÁ DEL IMPACTO
| 0.7
| 1.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE 56TH ANNUAL GRAMMY AWARDS
| 10.8
| 30.7
| NBC
| 2014 PRO BOWL
| 3.0
| 8.9
| FOX
| FAMILY GUY (9:00)
AMERICAN DAD (9:30)
| 2.0
1.5
| 4.2
3.3
| ABC
| THE BACHELOR
| 1.5
| 6.3
| UNIVISION
| MÁS ALLÁ DEL IMPACTO
| 0.7
| 1.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| THE 56TH ANNUAL GRAMMY AWARDS
| 10.0
| 29.0
| NBC
| 2014 PRO BOWL
| 2.7
| 7.7
| UNIVISION
| SAL Y PIMIENTA
| 0.6
| 1.6
| ABC
| CASTLE (R)
| 0.5
| 3.3
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Hotel Impossible' Where You Can Check In Any Time You Like
Hotel fixer Anthony Melchiorri returns for a fourth season of Hotel Impossible on Monday night at 10 on the Travel Channel. Melchiorri, famous for that tough-love style that most hotel and restaurant fixers are known for, will again secretly scout hotels, identify their problems, meet with the staff, determine the operational issue, motivate the staff and transform the place. In the opening episode, Melchiorri travels to Juneau, Alaska, to help a 100-year-old hotel and bar that's beset by feuding owners, a belligerent manager and a trespassing bear. The upshot: Like other restaurant/hotel fixer reality series Hotel Impossible plays like an hour-long TV scripted drama with characters who come around to see the benefits of the fix. It has a small but loyal TV audience, but is very popular among hotel operators (no surprise there) who compete each season to be one of the 13 selected.
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| • Will 'The Following' Followers Follow?
Fox's most-watched drama premiered its second season in a special time period airing on Sunday, Jan. 19 at around 10:30 p.m. leading out of the NFC Championship game. The series, with Kevin Bacon playing a flawed former FBI consultant with a continued urge to track down criminals, drew a very solid 11.2 million viewers and a 4.4 18-49 demo rating in its second season premiere. However, Fox decided not to air it in its regular time period of Monday night at 9 last week, choosing instead to wait till this Monday. The upshot: The Following kept only 20% of the 55.9 million NFC championship game viewers and only 23% of its 19.0 18-49 demo rating. That's not a good percentage. Add to that the eight-day delay in airing the second episode and this raises the possibility of even more audience loss. But the series averaged 8 million viewers and a 2.6 demo rating last season, so we'll see if the post-championship slot changes its fortunes for the better.
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| • Discovery Keeps Wheels of Fortune Turning with 'Rods'
Discovery Channel adds its third car-centric reality series when Rods N Wheels premieres on Monday night at 10. The series follows Billy Derian and Steve Reck, friends and owners of Southern California garage Da Rod Shop, where they fix up and restore vintage cars and hot rods. In the first episode, the guys do some restoration work on a collector's 1932 Ford, while their 20-something sons buy a 1968 Camaro, which they hope to restore and sell. Of course there's the usual conflicts between the partners, and between the dads and their sons. The upshot: Rods N Wheels joins two other car shop reality series—Fast N' Loud and Street Outlaws. For advertisers wanting to reach a primarily male audience, this is another series for them to jump into.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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