| Today's Top Stories | | #1 | Tumblr Rolls Out First Wave Of Autoplay Video Ads For 10 Brands
| | | Lexus, Unilever's Axe, Universal Pictures, JCPenney, Hulu and The CW network will be among the first to test Yahoo-owned Tumblr's Sponsored Video Posts beginning today, Ad Age reports. Other advertisers will be able to buy the video ads beginning in mid-November. Tumblr is projecting that the ads will bring in $100 million in 2015 revenue.
Why This Matters: A major revenue stream for Tumblr, but also another social network that marketers can use to tout their brands and reach younger, more tech savvy consumers, with the social network claiming 420 million monthly users.
A Take: Ad Age
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| | #2 | Dos Equis' 'Most Interesting Man' Virtually Visits Oculus Rift
| | | The Heineken-owned beer brand has prepared a three-minute video story featuring a masquerade theme and starring the face of the brand (a.k.a. actor Jonathan Goldsmith). In late November, 21 Oculus Rift headsets will be sent to bars in key sales markets for the brand, primarily in the southwest. Dos Equis' agency, Havas Worldwide New York, is expecting up to 2,000 bar patrons will view the video and that the promotional effort will get broad attention on social media.
Why This Matters: Marketers are experimenting with all sorts of interesting ways to reach consumers using new technologies. This promotion might benefit more from the publicity surrounding it than from the actual consumers who view the video.
Two Takes: WSJ | Mashable
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| | #3 | Taco Bell Blacks Out Social Sites To Launch Mobile App
| | | The fast food chain has unveiled a mobile app that lets consumers order and then pay for their meals via their smartphones and then pick up their food in-store or through the drive-through. To draw attention to the promotion, Taco Bell's social media platforms, which include Facebook, Twitter, Tumblr and Instagram will go dark. The Taco Bell website and each of those platforms will only provide a link that allows consumers to download the app. There is also a TV spot promoting it. Digitas LBi created the app and the digital campaign.
Why This Matters: The app has been in development for two years, making this a major event for Taco Bell, which is trying to do something unique to grab attention.
A Take: Ad Age
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#4 DigitasLBi To Handle Pitney Bowes Global Media Business (Adweek)
#5 Twitter Q3 Ad Revenue More Than Doubles (Mediapost)
#6 The 14 Instagram Data Findings Every Marketer Should Know (Adweek)
#7 McCann New York Offers Pro Bono Gun Safety Campaign (NYT)
#8 YouTube Considers Adding Paid, Ad-Free Subscriptions (WSJ)
#9 More Retailers Turn Videos Into Direct Sales Channels (Digiday)
#10 McDonald's Readies New Ad Campaign For January Rollout (WSJ)
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|  | • 66.2
Percentage of Facebook's projected $11.24 billion worldwide ad revenue in 2014 that will come from paid advertising on mobile, according to estimates. By 2016, revenues from advertising on Facebook will reach $17.43 billion, with ads on mobile devices accounting for 75% of that total.
– Reported by eMarketer
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| | MBPT Spotlight | The CW's Male-Pattern Boldness—With The Flash and Jane the Virgin, The CW is reaching demos it had once written off. Network president Mark Pedowitz and marketing and digital chief Rick Haskins talk about their three-year run to daylight.
By Daniel Holloway
In a fall season that has offered critics plenty of cannon fodder, The CW's Jane the Virgin and The Flash and have been rare darlings. Online aggregator Metacritic rates the two series—the only new additions to The CW's lineup this fall, both given full-season orders Oct. 21—as No.'s 1 and 3, respectively, among the best-loved broadcast freshmen. But an undercurrent of bemusement ran through many of the otherwise positive reviews that greeted the shows. Exhibit A: Variety's Brian Lowry, who wrote that Jane "contains a secret ingredient that is in short supply, perhaps especially on many of The CW's recent soaps: charm."
The CW president Mark Pedowitz is only a little irritated at the "backhanded compliments" that found their way into what was otherwise a crush of positive press.
"It was great to be a critical darling," says Pedowitz. But (mostly) good notices are not the only things new at The CW. When Pedowitz arrived in 2011, he and Haskins set about expanding the network's audience beyond the teen girls laser-targeted by former entertainment president Dawn Ostroff. That effort is bearing fruit. The CW's audience has gone from 29.6% men in 2011-12 to 39.2% in the current season to date. The network's median age has risen from 36.8 to 41.7 over the same period.
How do Pedowitz and Haskins define the current charter of The CW? And what impact have the Netflix deal and digital in general had on the network's present and future?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • TOBY BYRNE was promoted to president, advertising sales for Fox Networks Group. Byrne will be responsible for overseeing national ad sales and revenue-generating strategies for FNG's domestic entertainment and sports TV businesses, including Fox Broadcasting, Fox Sports and the Fox national cable outlets. Fox cable sales head Lou LaTorre will now report to Byrne. Byrne was most recently president of sales for Fox Broadcasting, a post he was promoted to in 2010, succeeding Jon Nesvig, who retired. Byrne has been with Fox for almost two decades, joining the company in 1996 as an account services representative. He became a VP in 2003 and was named Eastern sales supervisor in 2006. Prior to joining Fox, Byrne was a media buyer at BBDO New York.
• NIGEL COX-HAGEN has joined ABC Family as senior VP, marketing, creative and branding. He was most recently executive VP, creative and consumer, for VH1 Networks, where he was responsible for branding, promotion, design, and consumer and social media marketing for the VH1 family of networks. Prior to VH1 he was director of on-air promotion and graphic design at G4 network and earlier worked at MTV.
• LESLEY BIELBY and ADAM LUTZ were promoted to partners at DiMassimo Goldstein. They join Mark DiMassimo and Lee Goldstein as partners. Bielby continues as chief strategy officer and managing director of Propolis, the agency's brand strategy consulting and research unit. Lutz continues as managing director of Proove, the agency's media planning and buying unit.
• BRIAN BURDICK was named executive VP of digital and programmatic at ad management software company WideOrbit. He will oversee all sales, business development, operations and product direction for the company's digital and programmatic business globally.
• ROB KABUS was named global CEO at BPN, a unit of IPG Mediabrands. He succeeds Mauricio Sabogal who left the agency earlier this year to become CEO of Kinetic. Kabus was most recently president and chief marketing officer at San Francisco-based agency Eleven. He has also held positions at Vizeum Global Management, Aegis Group and McCann Erickson.
• MARK LIEBERMAN was named to the Cable Advertising Bureau board of directors. Lieberman is president and CEO of Viamedia.
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| | What They're Watching | BROADCAST RATINGS
CBS' '2 Broke Girls' Premieres Down
Comedy 2 Broke Girls took over CBS' leadoff 8 p.m. spot Monday night, premiering its fourth season down 14% from last fall's season-three premiere. The Big Bang Theory, which began the season in that time slot, will move back to its former Thursday spot later this week, now that CBS' Thursday Night Football package has ended. The Millers hit a series low, down 14% from last week's premiere. Scorpion was down 8% and NCIS: Los Angeles declined a tenth. CBS and ABC tied for second among broadcasters. NBC's The Voice was the night's top broadcast show, up 6% from last week. The Blacklist also gained 8% as NBC led all broadcasters. ABC's Dancing With the Stars was up one-tenth of a point from last week and Castle gained 27%. Fox finished fourth as Gotham was down one-tenth from last week and Sleepy Hollow declined 11%. On the CW, The Originals was even with last week and Jane the Virgin was down a tenth.
For more, click HERE
CABLE RATINGS
'Walking Dead' Outruns the 'Boardwalk Empire' Finale
AMC's The Walking Dead continues to be Sunday night's top cable show. The horror drama drew a 7.0 rating with adults 18-49, down from last week's 7.7, and 13.8 million viewers. The Talking Dead followed on AMC for second place with a 2.6 rating, keeping 5.3 million viewers from its lead-in. HBO's Boardwalk Empire series finale had 2.3 million viewers and a 1.3 in the demo. Bravo's Real Housewives of New Jersey special featuring cutting room floor footage had a 0.7 rating and an audience of 1.8 million.
For more, click HERE
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| Overnight Ratings: Monday, October 27
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.4 | 11.9 | | FOX | GOTHAM | 2.2 | 5.8 | | CBS | 2 BROKE GIRLS (8)
THE MILLERS (8:30) | 2.4
1.8 | 8.7
7.2 | | ABC | DANCING WITH THE STARS | 2.0 | 12.6 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.3 | | CW | THE ORIGINALS | 0.6 | 1.3 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.8 | 12.3 | | ABC | DANCING WITH THE STARS | 2.2 | 13.8 | | CBS | SCORPION | 2.2 | 10.1 | | FOX | SLEEPY HOLLOW | 1.6 | 4.7 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.2 | | CW | JANE THE VIRGIN | 0.4 | 1.1 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE BLACKLIST | 2.6 | 9.8 | | ABC | CASTLE | 1.9 | 9.7 | | CBS | NCIS: LOS ANGELES | 1.6 | 8.6 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.2 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • USA Network Adds A Comedy
New sitcom Benched (10:30 p.m.) follows a high-powered corporate lawyer (Eliza Coupe) who, after being fired from her law firm, is forced to work in the public defender's office, where she must learn to connect with her new coworkers and go head-to-head with the DA, her ex-fiancé. It will lead out of USA reality series Chrisley Knows Best. The upshot: After paying big bucks for Modern Family reruns, original comedies have been lukewarm performers on USA, which will turn most of its focus on drama.
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| • Lifetime Unlocks the 'Prison Wives Club'
This new reality series (10 p.m.) follows four women who have decided to remain married to convicted felons; the women struggle to find normalcy despite their unconventional relationships with spouses serving anything from 10 years to life. The upshot: Lifetime is known for edgy movies but most of its reality series, such as Dance Moms, Kim of Queens, Preachers' Daughters and True Tori don't push the envelope outside the mainstream quite as much as Prison Wives Club will. But if the net's movie audience tunes in, this series should do all right.
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| • 'My Crazy Love' Comes To Oxygen
Each week, this half-hour anthology series (10 p.m.) looks at the sometimes wild and hilarious and even extreme things men and women have done in the name of love. The series interviews the real people and also reenacts some of the antics (like, say, jumping out of a plane). An occasion celebrity appears to confess their most outrageous stories. The upshot: Oxygen is adding My Crazy Love as part of its rebranding to target a younger female audience.
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