| Today's Top Stories | | #1 | J&J Baby Brand Targets Millennial Moms In Big Social Media Campaign
| | | Johnson & Johnson's flagship brand is undertaking its largest-ever social-media effort, with more than 40 online videos focused on a promise to remove controversial ingredients from its products, Ad Age reports. The campaign will also include paid advertising on Facebook, YouTube and in print. BBDO New York developed the campaign, J3 is doing the media planning and buying and Crowd Tap is handling the social elements.
Why This Matters: Giving young mothers peace of mind about infant products is key in building a loyal consumer base. Kelly Gottfried, marketing director of Johnson's Baby, says, "We recognized that in order to connect with the millennial mom, we really needed to be very transparent."
A Take: Ad Age
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| | #2 | Privacy Coalition Urges FTC To Block Facebook's Behavioral Ad Plans
| | | The TransAtlantic Consumer Dialogue coalition has sent a letter saying that Facebook's statements telling users they can opt out are misleading since doing so will not prevent companies from gathering data that will be used for targeting, MediaPost reports. The group contends that Facebook is violating a 2012 FTC consent decree that imposes a number of obligations on the company, including one to avoid misleading users about privacy issues. "We urge you to act immediately to notify the company that it must suspend its proposed change in business practices," the letter states.
Why This Matters: Facebook has a lot of advertising dollars riding on its ability to have marketers share in users' behavioral data. The next FTC move will have a lot of impact.
A Take: MediaPost
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| | #3 | Twitter User Base And Ad Revenue Surge In Second Quarter
| | | The social media service announced that its ad revenue grew 129% to $277 million in the second quarter, compared to the same period last year. That was Twitter's highest ad sales year-on-year growth in the last six quarters. Twitter also added 16 million new users in the quarter, increasing its monthly base of active users to 271 million.
Why This Matters: The second quarter results beat analyst projections by a wide margin, although the quarter did include two weeks of World Cup competition so that seemingly accounted for a good portion of the increase in ad revenue and the growth in users.
A Take: Adweek | MediaPost | Multichannel News
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#4 Macy's Buses College Students To Stores In Back-to-School Push (Ad Age)
#5 'The New Yorker' Selects SS+K As Creative Agency (Adweek)
#6 Agency Tries To Perfect "Unskippable" Pre-Roll Video Ads (WSJ)
#7 Bic Names Cramer-Krasselt Creative Agency Of Record (Ad Age)
#8 Why Too Much Of Something May Not Work For Marketers (#Hashtags) (WSJ)
#9 New Budweiser Global Campaign Features Jay Z, Rihanna (MediaPost)
#10 Airbnb Could Become Major Player in Corporate Travel with Millennials (eMarketer)
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|  | • 5.8
Percentage of global ad growth in 2014, according to market research company Warc. Countries expected to show the biggest percentages of growth are Brazil (12.8), India (11.3), China (11.1) and Russia (9.0). The U.S. is projected to see an ad spending increase of 5.3%.
– Reported by MediaPost
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| | MBPT Spotlight | Why Ads Should Name Brands Early and Often
By Joel Weinberger, principal, Implicit Strategies
A recent Adweek guest column by Martin Olesky ("Why Does Your Brand Wait Until :29 to Show Up in Your Ad," published July 15, which can be found here) bemoaned the absence of brand names for the first 29 seconds of many 30-second commercials. It advised introducing the brand earlier and mentioning it more often, with Olesky explaining that people forget the name of the product/brand if it is not repeated early and often.
Olesky, the founder and creative director of Flying Minds Agency, offered the right advice, but for the wrong reasons. He also made two serious mistakes in his assumptions. One was asserting that brand recall is key to purchase; the second was that product placement in a show is ineffective because it is cheesy. My claim is not simply my opinion; a great deal of research strongly supports my assertions.
Problems with Conscious Recall
Let me begin with the mistakes. Conscious recall is not proof that an ad is effective. Although this flies in the face of common sense, not realizing that something was presented can be more effective than explicit recognition.
There is a well-established phenomenon in psychology called the mere exposure effect. Research shows that the more often something is presented to people, the more they tend to like it (within limits and certain technicalities). The reason is that the more often something is presented, the easier it becomes to mentally process or, in the terminology of the science, the more fluent it becomes. People like fluency; they like easier and quicker processing. That's where Olesky has it right: Multiple presentations of a brand or product do lead to better results. But here is where he got it wrong: This is not because of better recall but because of the greater fluency underlying the mere exposure effect.
Why does Weinberger believe the mere exposure idea works? And how does he suggest this type of recall can be measured?
For more, click HERE
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| | Fates & Fortunes | • NICK SONDERUP and ANDY GRANT have joined Translation as creative directors. Sonderup was most recently VP, creative director at BBDO. Prior to that he was a copywriter at Wieden + Kennedy and also served as a copywriter at MTV Networks. Grant was most recently an associate creative director at Crispin Porter + Bogusky and prior to that was associate creative director at Bartle Bogle & Hegarty Singapore.
• SUHAILA SUHIMI HOBBA was named to the newly created position of Head of Independent Agencies at AOL. Her role will be to work with C-level executives at agencies and facilitate their digital advertising ventures with AOL and its brands and platforms. She was most recently managing director, investment at media agency Initiative. She also served as executive VP, director of digital for Initiative. Prior to that she was a group digital director at MediaVest.
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| | What They're Watching | BROADCAST RATINGS
'Food Fighters' Up Big in Second Week
NBC's Food Fighters was up 30% from last week's premiere episode. Food Fighters saw the highest percentage growth from episode one to episode two of any new show this summer. America's Got Talent followed, staying even with last week and finishing as the night's top broadcast series. NBC finished as the evening's No. 1 broadcaster. Univision finished second. ABC's Extreme Weight Loss was up one tenth from last week. The season finale of Celebrity Wife Swap was down one tenth from last July's finale. CBS, Fox, and The CW aired reruns.
For more, click HERE
CABLE RATINGS
'Love & Hip-Hop: Atlanta' Keeps Monday's Heart
Love and Hip-Hop: Atlanta on VH1 continued to be Monday's top cable show with a 1.8 rating in the 18-49 demo, down from last week's 2.1, and 3.4 million viewers. USA's three-hour showing of WWE Entertainment followed with all hours pulling a 1.4 rating in the demo. The 8 p.m., 9 p.m. and 10 p.m. hours had 4.4 million, 4.5 million, and 4 million viewers, respectively.
For more, click HERE
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| Overnight Ratings: Tuesday, July 29
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | FOOD FIGHTERS | 1.3 | 4.8 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.1 | 3.0 | | CBS | NCIS (R) | 1.0 | 8.3 | | ABC | EXTREME WEIGHT LOSS | 1.0 | 3.7 | | FOX | FAMILY GUY (R) (8)
BROOKLYN NINE-NNE
(R) (8:30) | 0.7
0.5
| 1.7
1.1
| | CW | ARROW | 0.3 | 0.9 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.4 | 10.2 | | UNIVISION | LO QUE LA VIDA ME ROBÓ
| 1.5 | 3.7 | | ABC | EXTREME WEIGHT LOSS | 1.1 | 3.7 | | CBS | NCIS: LOS ANGELES (R) | 1.0 | 6.4 | | FOX | NEW GIRL (R) (9)
THE MINDY PROJECT
(R) (9:30) | 0.5
0.5
| 1.0
1.1
| | CW | SUPERNATURAL (R) | 0.2 | 0.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | AMERICA'S GOT TALENT | 2.4 | 10.9 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.4 | 3.3 | | ABC | CELEBRITY WIFE SWAP | 1.0 | 2.8 | | ABC | PERSON OF INTEREST (R) | 0.7 | 4.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Flying Sharks Back By Popular Demand On Syfy
Last summer, Syfy network had the somewhat shocking good fortune of scoring big with original horror movie Sharknado, about a waterspout that lifted sharks out of the ocean and dropped them in Los Angeles. The film became a social media phenomenon. The first telecast drew about 1.4 million viewers and a 0.4 18-49 demo rating, but a subsequent airing got mega social media publicity and drew about 2.1 million viewers. On Wednesday night at 9 p.m., the network will air Sharknado 2: The Second One, which has a similar theme only this one takes place in New York City. Anthony Ferrante returns to direct and the stars of the first film, Tara Reid and Ian Ziering, reprise their roles. Vivica A. Fox and Kelly Osbourne join the cast and there are cameos by Judd Hirsch, Billy Ray Cyrus and Robert Klein. Also making appearances are NBC Today show hosts Matt Lauer and Al Roker. The upshot: Hard to tell how this sequel will draw. Reviews so far have panned this follow-up, saying it's cheesier than the original and not as well produced. But the original got so much publicity last summer, many viewers may tune in to see how it measures up.
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| • Look Who's Talking And Not Talking On The CW
The CW premieres a new entertainment-type series on Wednesday night called Penn & Teller: Fool Us. In the series, aspiring magicians are invited to perform their best trick and try to fool the well-known illusionist team of Penn Gillette and Ray Teller. Those who succeed get to perform with the duo in their live show at the Rio Hotel & Casino in Las Vegas. British TV and radio personality Jonathan Ross hosts. The upshot: The CW has been trying different kinds of summer programming and so far not much is working. It just canceled two new sitcoms after two airings each. The network has to be hoping the popularity of Penn & Teller draws more viewers. While most of The CW millennial audience does not watch much TV during the summer, the network has aged up a bit so some of its older audience might tune in.
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| • Guillermo Del Toro in 'The Directors Chair'
The next installment of El Rey Network Presents: The Director's Chair will air on Wednesday night at 9 p.m. on the recently launched cable network. In this installment, El Rey Network founder and chairman Robert Rodriguez interviews filmmaker Guillermo Del Toro whose projects include the films Pan's Labyrinth, Mimic and Hellboy, and his most recent TV series on FX, The Strain. The first installment of this series, with Rodriguez interviewing John Carpenter, aired in May. The next in the series will feature a two-part interview with Quentin Tarantino set to air in August. The upshot: El Rey, which launched in December 2013, is in the process of producing original series. The net's first original, drama From Dusk to Dawn, has been renewed for a second season. The Director's Chair is an interesting addition, playing well on founder Rodriguez' cinema cred.
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