| Today's Top Stories | | #1 | VivaKi Exec: Don't Let Demand-Side Platforms Control Programmatic Ad Spend
| | | In a first-person article written for Digiday, Marco Bertozzi, president of Audience On Demand for EMEA and NA client services, says the worse "culprits" of all are "the new, up-and-coming tech vendors who are chasing the direct-to-advertiser relationship at any cost." He adds, "To release tens of millions of dollars to a managed service DSP is to release all your intellectual capital to an external company where the same rules expected of an agency may or may not apply."
Why This Matters: Bertozzi says allowing a real-time bidding ad network to control programmatic spend can undermine a media agency's role in working for its client. "This is no longer just a question of outsourcing some digital buying but rather the outsourcing of your agency role to a third party."
A Take: Digiday
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| | #2 | Ad Tech Companies Create Mobile Ad Exchange to Rival Google, Twitter
| | | Rubicon Project, a tech company that helps publishers sell ads programmatically, is partnering with mobile ad network InMobi to launch the exchange. It will be restricted to native mobile advertising that will appear in-stream rather than banner ads. Frank Addante, CEO of Rubicon, which is powering the InMobi exchange, says the new offering will "provide native ads at tremendous scale."
Why This Matters: InMobi is based in India and has a sizable chunk of the mobile ad markets in Asia, Africa and the Middle East, so this new service will be good for advertisers looking to reach consumers in emerging markets, where mobile phones outnumber TVs.
2 Takes: Ad Age | MediaPost
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| | #3 | Nielsen to Expand Its Local TV Market Samples
| | | Nielsen will increase the sample size in 15 Local People Meter markets beginning this year. Dallas, Houston, Miami, Denver and Washington, D.C. will see an increase of 200 homes each in 2014. New York and Los Angeles will increase by 300 homes next year, while Charlotte, St. Louis, Chicago, Philadelphia, San Francisco, Boston, Atlanta and Phoenix will each have their sample size increased by 200 homes in 2015. Nielsen will also expand its sample in the 31 set meter markets by 200 homes each over the next two years.
Why This Matters: Marketers have been clamoring for a larger, more representative sample size for years with the feeling that its current sample is too small to accurately represent the viewing patterns of the nation's more than 100 million TV households.
3 Takes: B&C | MediaPost | Media Life
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#4 How Coke Creates a World Cup Campaign That's Both Global and Local (Ad Age)
#5 Publicis CEO: Merger With Omnicom Would Have 'Diluted' Business Model (MediaPost)
#6 Facebook CMO Offers Marketers Four Rules for Going Mobile (Ad Age)
#7 White Castle Contest Winner Gets Visit by Mobile Food Party Truck (MediaPost)
#8 Data: Native Content Doesn't Have as High Engagement Level as Real Edit (Digiday)
#9 Social Media Helps Mazda Sell Out Limited-Edition Preorders of MX-5 Miata (Adweek)
#10 Pinterest Gets a New Direct Competitor for Ad Dollars (Ad Age)
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|  | • 53
Percentage of ad recall by viewers who watch TV and use Twitter, according to a study by Millward Brown Digital. That compares to ad recall of 40% by TV-only viewers.
– Reported by The Wall Street Journal
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| | MBPT Spotlight | Study Offers Marketers Advice on Retaining and Attracting Millennial Consumers
By John Consoli
Millennials right now are the most written-about demo group in the country, and a large portion of marketers are über-focused on finding ways to get them to buy their products.
The Intelligence Group recently conducted an online survey that delved into the shopping habits of 1,300 14- to 34-year-olds and came up with four themes that differentiate today's young consumers from their predecessors.
Assorted media reports have covered these themes rather randomly, but few have reported in detail the suggestions the survey has for marketers who want to motivate millennials to actually buy their brands.
The survey finds today's younger consumers shop with less of a specific purpose as their predecessors did, with millennials now finding as much enjoyment searching for products as they do in actually making purchases. To them, e-commerce has become its own form of entertainment, the study says.
The shift away from purposeful shopping demonstrates the development of a new "Fauxsumerist" mindset, the study says. And the Web has made it easier for millennials to be more than just consumers, resulting in a "MEtail" culture, where every consumer can also be a merchant of products, services, content or ideas.
The survey also describes another theme or characteristic of younger consumers as being the first generation of "NOwners" or individuals who prize access over ownership to the extent that the very concept of owning seems passé. These NOwners are increasingly turning to ownership alternatives such as renting, sharing and bartering.
And finally, the study says, "faced with a surplus of options and information, young people are more inclined than ever before to seek validation before committing to a decision." And "this is made easy by the presence of online reviews, comments, likes and crowd-sourced Q&A sites." All of this has given rise to a "Gut Check" response by many younger consumers to even the smallest and inconsequential daily choices.
What does the study suggest are the best ways to reach this generation of consumer? And what does the research say about how much research and browsing millennials do before considering purchases?
For more, click HERE
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| | Fates & Fortunes | • KEVIN REILLY is leaving his post as entertainment chairman at Fox, effective at the end of June. Reilly joined Fox in 2007 as entertainment president, and was named to his current post in 2012. Prior to Fox, he was entertainment president at NBC from 2004 to 2007, and before that served as entertainment president of cable network FX. He also served as president of Brad Grey Television. Until a successor is named, all senior executives on Reilly's programming team will report to Peter Rice, chairman and CEO of Fox Networks Group. In a statement from Fox announcing his departure, Reilly said he had been discussing "this transition" with Rice "for a while" and said with the network's new slate of programming for next season recently announced, "it felt like the timing was as right as it could be."
• KAT GATES was named to the newly created position of global creative director on Procter & Gamble's Always brand at Leo Burnett in Chicago. She was most recently group creative director at Publicis New York.
• LINDA RUFFINS has joined Up network as VP, advertising sales. She will be based at the network's Chicago office and oversee sales in the Midwest region. Ruffins joins Up from NBCUniversal, where she spent 24 years working in assorted executive roles. She also spent 11 years at A&E Television Networks where she oversaw business in the Midwest region.
• CHELSEA HANDLER will end her tenure at E! on Aug. 26, as she departs her hour-long late-night show Chelsea Lately after a seven-year run. Handler's contract is up at the end of this year, and she reportedly has been wanting to leave.
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| | What They're Watching | BROADCAST RATINGS
'So You Think You Can Dance' Tops Night
The two-hour season premiere of So You Think You Can Dance was the evening's highest rated broadcast show, though it was down 16% from last May's season premiere. Fox was the night's top broadcaster. NBC News aired the special Inside the Mind of Edward Snowden, which featured Brian Williams interviewing the former NSA contractor, at 10 p.m. to 5.9 million total viewers. NBC finished second overall. CBS aired reruns, tying ABC for third. ABC's Motive was even with last week's premiere. The CW's The 100 improved one tenth from last week.
For more, click HERE
CABLE RATINGS
TNT Tops Cable With NBC Conference Finals
Coverage of the NBA Conference Finals on TNT topped all of Tuesday cable with a 2.6 adults 18-49 rating. Deadliest Catch on Discovery came next with a 1.1 rating in the demo, which was even with last week.
For more, click HERE
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| Overnight Ratings: Wednesday, May 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.6
| 5.3
| ABC
| THE MIDDLE (R) (8)
THE GOLDBERGS (R) (8:30)
| 1.1
1.1
| 4.7
4.1
| NBC
| LAST COMIC STANDING (R)
| 1.0
| 4.0
| CBS
| HAWAII FIVE-0 (R)
| 0.8
| 5.7
| UNIVISION
| DE QUE TE QUIERO, TE QUIERO
| 0.7
| 2.0
| CW
| ARROW (R)
| 0.3
| 0.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | FOX
| SO YOU THINK YOU CAN DANCE
| 1.6
| 5.3
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.4
| CBS
| CRIMINAL MINDS (R)
| 1.2
| 7.2
| NBC
| LAST COMIC STANDING (R)
| 1.2
| 4.1
| ABC
| MODERN FAMILY (R) (9)
THE GOLDBERGS (R) (9:30)
| 1.3
1.1
| 4.2
3.7
| CW
| THE 100
| 0.6
| 1.7
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| INSIDE THE MIND OF EDWARD SNOWDEN
| 1.3
| 5.9
| CBS
| CSI (R)
| 1.1
| 6.1
| UNIVISION
| QUÉ POBRES TAN RICOS
| 1.0
| 2.5
| ABC
| MOTIVE
| 0.9
| 3.9
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • NBC Sheds Some Light on—and Makes Light of—the 'Undateable'
This new summer comedy about a group of guys, and one recently divorced woman, who hang out at a bar owned by one of the guys—and who offer each other advice about dating and coping with other problems—premieres Thursday at 9 p.m. Among the ensemble cast on Undateable are Chris D'Elia (Whitney) and Bianca Kajlich (Rules of Engagement). The upshot: NBC did not have a very successful year with its new comedies last season, so the network is hoping this one might catch on over the summer.
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| • 'Gang Related' Not Relating to Viewers
Fox action series Gang Related, which airs its second episode on Thursday at 9 p.m., needs to draw more viewers if it wants to survive the summer. The scripted series follows a gang task force in Los Angeles that takes on the city's most dangerous gangs. Last week leading out of Fox summer reality series Hell's Kitchen, Gang Related drew only 2.9 million viewers and a 0.9 18-49 demo rating. That was far below its Hell's Kitchen lead-in, which drew 4.3 million viewers and a 1.6 18-49 demo rating. The upshot: This is Fox's second new scripted summer series, after earlier this month premiering 24: Live Another Day. Fox's goal is to program the network with fresh series on a year-round basis, but the shows will need to draw larger crowds. This next episode will be an important one in this new series' future.
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| • The Offbeat Goes on 'With Lisa Ling'
Our America With Lisa Ling returns for its fifth and final season on Thursday at 10 p.m. on OWN. During the course of its run, the series has focused on stories that fall below the surface of mainstream news coverage with Ling striving to offer a unique perspective on how people live and behave in the country outside of traditionally accepted values. In this season's opening episode, Ling investigates people who believe in the Devil and explores how this relates to some current day religious practices. Next week, Ling reconnects with four transgendered individuals whom she interviewed three seasons ago on the show. The upshot: Like most series on OWN, this one draws fewer than 1 million viewers, although the production quality is on par with the major newsmagazines. Last season the series averaged 430,000 viewers, pretty much on par with season three.
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| Media Buyer & Planner Today
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Phone: 201-314-0424 | Send Email
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Phone: 917-281-4708 | Send Email
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