| Today's Top Stories | | #1 | Publicis Acquires Data-Driven Digital Ad Tech Firm
| | | The holding company has acquired Run, whose technology specializes in tying together data collected from multiple mobile-related sources, including Internet service providers and cellular carriers, The Wall Street Journal reports. Run will operate as a standalone unit of Starcom MediaVest Group but its tech and expertise will also be available to ZenithOptimedia, Digitas and Razorfish. VivaKi's Audience on Demand trading desk will use Run's programmatic capabilities.
Why This Matters: The acquisition will accelerate Publicis Groupe's digital capabilities in the mobile space, says Laura Desmond, global CEO of SMG. "The role of the agency has changed. We are no longer negotiating on traditional currencies. We're negotiating on data and technologies."
Two Takes: WSJ | MediaPost
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| | #2 | Real-Time Marketing Is Now Right-Time Marketing
| | | A new eMarketer report says many brand and agency execs say it's no longer written in stone that sending out catchy posts timed to new events represents the most effective use of social media. Instead they say it's more important to deliver a social media message at the right time, even if that message was created days or weeks before.
Why This Matters: The goal of marketing is to get consumers to buy a brand and sometimes that purchase decision is better based on a longer-term discussion than a cute shoot-from-the-hip snippet.
A Take: eMarketer
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| | #3 | Analyst Sees More 'Thursday Night Football' In CBS' Future
| | | Michael Nathanson of MoffettNathanson Research says CBS broke even in covering the cost of its $275 million rights fee for Thursday Night Football, but received some intangible benefits, Broadcasting & Cable reports. Those intangibles include some of NBC's and Fox's new Thursday night series being dwarfed in the ratings by TNF, and the network moving The Big Bang Theory temporarily to Monday night to help successfully launch new drama Scorpion. CBS also improved its overall C3 ratings in primetime among adults 18-49.
Why This Matters: Advertisers have to be happy with the C3 ratings bump, so CBS is likely to pursue a renewal of its one-year TNF deal with the NFL. Nathanson believes the network will get another year for about $290 million.
A Take: B&C
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#4 Kleenex Campaign Stresses Random Acts of Tissue-Sharing Kindness (Ad Age)
#5 Facebook Ad Revenue Totals $2.96B In Third Quarter (MediaPost)
#6 L.A. Clippers Under New Owner Steve Ballmer Begins Branding Campaign (Ad Age)
#7 In Marketing Terms, Duck Tape and Duct Tape Both Stick (Adweek)
#8 Fisher-Price Collaborates On Product Line, Web Series With Shakira (MediaPost)
#9 Agency Privacy Specialists Aim To Keep Consumers From Opting Out (Ad Age)
#10 Nielsen Predicts 1.9% Hike In Consumer Holiday Spending (MediaPost)
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Percentage of marketing professionals worldwide who say their companies are "very successful" at lead generation, according to a poll by Ascend2. At the opposite end of the spectrum, 21% say their companies are "not successful."
– Reported by eMarketer
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| | MBPT Spotlight | Sprinklr Offers Marketers Advice On Moving Their Social Media Operation In-House
By John Consoli
With social media advertising expected to reach $15 billion by 2018, analytics and management company Sprinklr is recommending that brands begin moving their social media operation in-house to facilitate better control, and make it more efficient and scalable.
A majority of the leading brands right now enlist the services of a social media agency to handle the job, but Sprinklr, in its latest whitepaper, says that while this plan is "functional" right now, it will lead to shortcomings for brands down the road.
Agencies currently handle the day-to-day management of many brands' paid social ad campaigns, while the brand's internal teams, or even another agency, handles the creative and organic efforts.
"As more brands ramp up their paid efforts, they'll need more control over performance metrics, social data and budgetary allocations," the whitepaper says. "This isn't possible when all the keys are held by someone else."
The solution, Sprinklr says, is "to bring it all in-house" and the whitepaper offers advice on which brands should make the move, how to manage the transition and how to excel at in-house paid social media once they get there.
"Moving social advertising in-house is a big investment," Sprinklr says, "but the potential gains…make it more than worthwhile."
What are the benefits of moving paid social media advertising in-house? And what makes up Sprinklr's 10-question checklist for when a brand should make the move?
For more, click HERE
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| | Fates & Fortunes | • SIMON SIKORSKI and CATH MAWER were named to the newly created position of chief client officers at Craft, the global adaptation and production agency within McCann Worldgroup. Sikorski, who is based in New York, was most recently managing director, North America at Craft and has been with McCann Worldgroup since 2006. Mawer is based in London and most recently served as global client services director at Craft. She has been with Craft since Jan. 2013 and prior to that was global business director on the Philips global account team at DDB London.
• RICH ROSS has joined Discovery Channel as president, effective Jan. 2015. He was most recently chief executive officer of Shine America. Prior to that he was chairman of The Walt Disney Studios from 2009-12 and also served as president of Disney Channels Worldwide from 2004-09.
• RICHARD LICATA will step down from his post as executive VP, communications, NBC Entertainment. Licata has held the position since joining NBC is 2011 from Showtime, where he oversaw that network's public relations under current NBC Entertainment chairman Bob Greenblatt. In a memo to staff, Greenblatt said Licata decided to wind down following the death of his father earlier this year. He will remain at NBC until sometime in December.
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| | What They're Watching | BROADCAST RATINGS
'Voice' Down Against World Series
Game 6 of the World Series on Fox, blowout that it was, gave The Voice a shot across its bow (it was down 15% from last week), but the singing competition still finished as the night's top broadcast entertainment show. Marry Me was down 13% from last week, About a Boy was down 14% and Chicago Fire was down 11%. NBC finished third among the broadcast networks. The Kansas City Royals' 10-0 drubbing of the San Francisco Giants on Fox drew an 8.9 metered-market household rating as Fox won the night. CBS' NCIS and Person of Interest were both up one-tenth from last week and NCIS: New Orleans was down a tenth. CBS came in second. ABC finished fourth, airing special The Great Halloween Fright Fight at 8 p.m. Marvel's Agents of S.H.I.E.L.D. was up one-tenth and Forever was down a tenth. On the CW, The Flash was down 13% from last week and Supernatural was down one-tenth of a point.
For more, click HERE
CABLE RATINGS
'Monday Night Football' On The Rise
ESPN's Monday Night Football led the night once again on cable. The Dallas vs. Washington matchup drew a 6.9 rating with adults 18-49—up from last week's 4.8—to go along with 18.8 million viewers. SportsCenter followed the game for second place with a 2.1 in the demo and 4.7 million viewers. VH1's Love & Hip Hop: Hollywood had a 1.3 rating, up one-tenth from last week, and 2.3 million viewers. The reality show led into Drumline: A New Beat, a made-for-TV sequel to the original 2002 movie, which had a 1.1 in the demo and 2.4 million viewers.
For more, click HERE
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| Overnight Ratings: Tuesday, October 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | THE WORLD SERIES | 2.9 | 11.5 | | NBC | THE VOICE | 2.8 | 10.8 | | CBS | NCIS | 2.5 | 17.2 | | CW | THE FLASH | 1.3 | 3.4 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.1 | | ABC | THE GREAT HALLOWEEN FRIGHT FIGHT | 1.1 | 3.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | THE WORLD SERIES | 3.2 | 12.3 | | CBS | NCIS: NEW ORLEANS | 2.3 | 15.7 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.7 | 4.5 | | NBC | MARRY ME (9)
ABOUT A BOY (9:30) | 1.6
1.2 | 5.6
4.4 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.0 | | CW | SUPERNATURAL | 0.8 | 2.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 1.7 | 7.2 | | CBS | PERSON OF INTEREST | 1.6 | 9.7 | | ABC | FOREVER | 1.1 | 4.9 | | UNIVISION | LA MALQUERIDA
| 0.7 | 2.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'American Pickers' On the Road Again
The hit History channel reality series returns for season 7 (9 p.m.). In the premiere episode, the guys head to Virginia to visit a car and carriage museum where a collection dates back to 1725. In future episodes, they stumble on a rare 1935 Auburn convertible in a barn in South Dakota. The upshot: American Pickers continues to be one of the most-watched series on cable, having averaged about 3.3 million viewers and a 0.7 18-49 demo rating during season 6.
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| • Fall Classic Concludes On Fox
Game 7 of the World Series between the San Francisco Giants and the Kansas City Royals airs on Fox, with first pitch scheduled for 8:07 p.m. Tim Hudson is scheduled to pitch for the visiting Giants vs. Jeremy Guthrie for the Royals, but expect to see Royals-killer Madison Bumgarner appear on short rest. Since 1982, the home team has won nine-straight game sevens. The upshot: World Series viewership is averaging 12.1 million with an 18-49 demo rating average of 3.1, both incredibly low. Not helping is that five of the first six games have been blowouts. But the deciding game should produce some ratings fireworks.
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| • 'Lucha Underground' Comes Up On El Rey
This special brand of Mexican freestyle professional wrestling, highlighted by masked wrestlers (luchadores), premieres with a two-hour show on El Rey Network (8 p.m.). It is coproduced by Lucha Libre AAA, which develops similar series for Mexican TV; and One Three Media, a joint venture between Mark Burnett and Hearst Corporation, which currently produces Survivor, The Voice and Shark Tank. The upshot: El Rey founder Robert Rodriguez is hoping Lucha Underground will eventually earn the numbers that WWE Entertainment series have gotten on USA and Syfy.
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