| Today's Top Stories | | #1 | Yahoo Rolls Out 'Content Recommendation' Boxes On Other Publisher Sites
| | | Boxes include Yahoo-sold native content sponsored links and also positions within the boxes for each publisher that places them on their sites to highlight sponsored content. Currently, content recommendation boxes can be found on Vox Media's SB Nation site, as well as CBS Interactive's GameSpot and TV Guide sites, Ad Age reports. Like a traditional ad network deal, Yahoo is giving publishers a share of the money it makes from people clicking. The content box appears on desktop and mobile sites.
Why This Matters: It might help Yahoo CEO Marissa Mayer's wish to grow the company's off-network ad business. CFO Ken Goldman has said Yahoo's goal generally will be to run more ads on non-Yahoo properties going forward.
A Take: Ad Age
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| | #2 | Survey: New Business Director Posts Have Shortest Tenure At Agencies
| | | An Agency-Marketer Business Report from RSW/US finds 80% of agency respondents say the tenure of their new business director is only two years or less, according to an Adweek report. RSW president Mark Sneider says while some of the execs are poached, a majority are ousted because they cannot meet unrealistic performance expectations.
Why This Matters: Quickly firing execs in charge of bringing in new business? That doesn't make for a promising company future. Top agency execs believe it's because today's new business directors don't understand how to sell the agencies to marketers. Marketers, in turn, don't believe the agencies understand the client's business.
A Take: Adweek
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| | #3 | Mountain Dew Launches Mobile Campaign Featuring Animated Video Shorts
| | | Called "Dewdles," this series of eight 15-second videos features an animated character shot on top of live action, Ad Age reports. The character, known as "little dewd" at the brand, wears a helmet and cap in Mountain Dew's trademark green and red colors. BBDO New York is handling creative.
Why This Matters: The soft drink brand is trying to make inroads with millennials who are heavy mobile phone users. To promote the videos, Mountain Dew ran a 30-second spot showing two actual Dewdles clips strung together during Sunday's MTV Video Music Awards.
A Take: Ad Age
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#4 Mediahub/Mullen Awarded TV Land Media Account (Adweek)
#5 Expect Lots More Digital And Social Media Activations During Emmys (NYT)
#6 Gap Kids Runs First Social Campaign (Adweek)
#7 Survey Finds Seniors Unhappy With Ad Stereotypes (MediaPost)
#8 'Marie Claire' Goes Long On Targeting NFL's Female Fans (Adweek)
#9 Mexico Places Restrictions On Food Ads For Kids (WSJ)
#10 U.S. Ranks 10th Globally Among Digital Video Viewing Popularity (eMarketer)
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Percentage of U.S. consumers age 70 and over that feel senior citizens are realistically depicted in brands' marketing campaigns, according to a survey by GlynnDevins.
– Reported by MediaPost
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| | MBPT Spotlight | Want To Learn About Modern Content Strategy? Check Out Jack Benny
By Peter Hubbell, CEO, BoomAgers
With the emergence of new technology comes new terminology. Just about every brand pundit I hear from with these days is talking a new language, and a phrase I hear a lot these days is "Content Strategy."
It seems that digital technology, screen proliferation, social media and the concept of "native" advertising have all brought our business to a new world in which advertising messages—good old-fashioned persuasion—aren't enough. What brands need today, the pundits say, is a new and deeper association with exclusive, premium content.
I've always said that the essence of marketing is executing timeless themes in timely ways. To my way of thinking, there is nothing new, disruptive or particularly revolutionary about the idea of a content strategy. Marketers have been partnering with content creators since the dawn of advertising. Alas, it seems that everything old does in fact become new again.
Consider, for instance, classic comedian and early TV megastar Jack Benny. From 1933-65, Benny was among the most dominant entertainers in America. His top-rated radio show eventually made the successful transition to TV, and garnered huge ratings and audience share for the duration of its run, inspiring the modern-day sitcom along the way.
But, during the radio years, Jack did not even get top billing on his own show. First it was The Canada Dry Program; after that came The Chevrolet Program and then The General Tire Revue. It wasn't until General Foods signed on to sponsor The Jell-O Program Starring Jack Benny that Jack's name made it into the title—and even then he got second billing. Eventually, the show moved to TV in 1949 as The Jack Benny Program.
What was the early lesson for associating with Benny's brand? And how did this same message work for Procter & Gamble and the creation of the first soap opera?
For more, click HERE
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| | Fates & Fortunes | • MIKE FINNEGAN was named VP programmatic and product innovation at Live Nation Entertainment. He was most recently director of product development at Xaxis, WPP's programmatic unit. Live Nation has its own website as well as a number of other music websites and one of Finnegan's missions will be to help marketers buy advertising programmatically to reach the millennial audiences using those site, according to an Ad Age report.
• MIKE ANDRES was named president of McDonald's USA, succeeding Jeff Stratton, who is stepping down after 41 years with the company. Andres was most recently chief executive officer of the Logan's Roadhouse chain. Andres began his career at McDonald's, where he owned his own McDonald's restaurant in California. He later joined the corporate offices, serving in assorted executive roles, including as president and CEO of Boston Market when it was a McDonald's subsidiary.
• SALLY PRESTON was appointed president, North America, of Orion Capital, a unit of IPG Mediabrands. She was most recently VP and publisher of Time Inc.'s Real Simple. Preston will be responsible for driving the company's strategy, partnerships, investment activities and overall growth across the U.S, Canada and Mexico. She will also work closely with the teams of IPG Mediabrands' agencies to strengthen Orion's partnered solutions. |
| | What They're Watching | BROADCAST RATINGS
'Big Brother' Climbs for CBS
CBS' Big Brother was up 14% from last week to finish as the evening's top broadcast offering. CBS was the night's No. 2 network. Unforgettable was up one tenth of a point and Reckless was even with last week. Lifted by preseason NFL football, NBC was the night's top broadcaster. Full ratings for the Cincinnati Bengals-Arizona Cardinals game will be available later Monday. The season 1 finale of ABC's Rising Star was up one tenth from last week. Fox aired reruns.
For more, click HERE
CABLE RATINGS
'Big Bang Theory' Leads Thursday Night
TBS' The Big Bang Theory hour led cable on Thursday, with both episodes pulling a 1.0 rating. The 10 p.m. episode had a viewership of 2.6 million, while 10:30's showing had 2.4 million. Adult Swim had the top original program of the night with Black Jesus drawing a 0.9 rating and 1.8 million viewers. The 10:30 p.m. Family Guy airing on the net also had a 0.9 rating, bringing in 2.2 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, August 24
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | DATELINE | 1.2 | 6.4 | | FOX | AMERICAN DAD (R) (7)
THE SIMPSONS (R) (7:30) | 1.3
1.0 | 3.8
2.3 | | CBS | 60 MINUTES | 1.1 | 8.4 | | ABC | WIPEOUT | 0.7 | 3.0 | | UNIVISION | AQUÍ Y AHORA
| 0.7 | 2.3 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | BIG BROTHER | 2.5 | 7.3 | | NBC | NFL FOOTBALL | 2.0 | 7.3 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.1 | 3.0 | | FOX | THE SIMPSONS (R) (8)
BOB'S BURGERS
(R) (8:30) | 1.0
0.8 | 2.5
1.9 | | ABC | WIPEOUT | 0.8 | 3.0 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 2.0 | 6.7 | | UNIVISION | QUÉ POBRES TAN RICOS
| 1.3 | 3.5 | | FOX | FAMILY GUY (R) (9)
BOB'S BURGERS (R) (9:30) | 1.1
1.0
| 2.3
2.0
| | CBS | UNFORGETTABLE | 0.9 | 6.4 | | ABC | RISING STAR | 0.9 | 3.2 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 1.7 | 5.8 | | UNIVISION | QUÉ POBRES TAN RICOS (10)
SAL Y PIMIENTA (10:30) | 1.5
0.8 | 3.7
2.1 | | ABC | CASTLE (R) | 0.6 | 3.3 | | CBS | RECKLESS | 0.5 | 4.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Primetime Emmy Awards Come Early This Year
The 66th Emmys will air in August and on a Monday instead of the traditional Sunday night in September because NBC would not preempt Sunday Night Football. This year's show (tonight at 8 p.m.) will be hosted by Seth Meyers. Presenters include Halle Berry, Bryan Cranston, Viola Davis, Kerry Washington, Julianna Marguiles, Matthew McConaughey and Julia Roberts. A special tribute to Robin Williams will be given by Billy Crystal. The upshot: The show aired on CBS last year and drew 17.6 million viewers and a 4.9 18-49 demo rating, a 25% increased in both viewers and the demo over the 2012 show on ABC. Televising the awards in late August when lots of folks are still vacationing could hold down the audience, but at least it won't have to compete with football.
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| • 'Love & Hip Hop: Atlanta' Stays Hot . . .
The third season of the VH1 spinoff reality series, airing at 8 p.m., has been drawing one of the largest audiences on cable on Monday nights since it premiered May 5. Apparently the show's new faces—hit rappers Yung Joc and Waka Flocka Flame, along with Diddy-Dirty Money singer Kalenna Harper—have been a welcome addition. The upshot: Through 17 episodes Love & Hip Hop: Atlanta is averaging 3.4 million viewers and a 1.8 18-49 demo rating, making it the most watched non-sports show on Monday night cable for nearly four months.
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| • . . . As 'Family Hustle' Returns For The Summer
The popular VH1 reality series T.I. and Tiny: The Family Hustle returns for the summer portion of its fourth season at 9 p.m. on VH1. The series follows the personal life and career of hip-hop singer T.I., his wife Tameka "Tiny" Harris and their kids. The upshot: The series averaged 2 million viewers and a 0.8 18-49 demo rating during the first half of season 4 and is one of the network's most-watched shows. Leading out of Love & Hip Hop: Atlanta could boost its viewership even more.
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