| Today's Top Stories | | #1 | MEC Wins Planning Duties For L'Oreal USA's $130M Lancome Account
| | | The GroupM media agency was awarded lead planning responsibilities for the cosmetics brand as well as for assorted designer fragrances following a review. Fragrance brands include Giorgio Armani and Yves Saint Laurent among others. Planning account was previously handled by Optimedia. Other agencies participating in the review were fellow GroupM agency Maxus and independent agencies Point One Percent and Mediastorm, according to an Ad Age report. Optimedia will continue to support planning for L'Oreal's top brands Garnier and Maybelline.
Why This Matters: The L'Oreal business is prestigious as well as active in media spending. According to Ad Age data, Lancome is the fourth largest ad spender within L'Oreal's portfolio of brands.
Two Takes: Ad Age | MediaPost
|
| | #2 | NBCUniversal Offering Program That Simplifies Social Media Buys
| | | Social Synch helps brands create social media campaigns using NBCUniversal programming and talent to help drive social conversations in real time. It also concurrently runs messaging on-air and across NBCU's digital platforms. About 30% of NBCU's current crossplatform partnership deals have used Social Synch, including those with Mazda and Audi.
Why This Matters: MediaVest managing director Jonathan Anselmo says Social Synch significantly cuts down on the time it would take agencies to negotiate and coordinate social elements with each separate property.
A Take: Ad Age
|
| | #3 | SMG Launches Location Analytics Platform With PlaceIQ
| | | Starcom MediaVest Group and the location-based audience targeting firm have created SMG Maps, a location analytics platform and tool set that leverages consumer behavior insights for media planning, activation and measurement. Media buyers can activate ads based on consumer's location and different creative can also be activated based on location and time, according to a MediaPost report. The new platform is open to all the group's clients.
Why This Matters: Lisa Weinstein of SMG says this new platform—the culmination of two-years effort between SMG and PlaceIQ—"ensures we can find consumers on behalf of our clients with greater precision and improved return."
A Take: MediaPost
|
|
#4 Study Finds Facebook's Mobile Ad Network Ripe For App Marketers (WSJ)
#5 McCann Worldgroup Awarded Creative For RB's Vitamin, Supplements Brands (Ad Age)
#6 Tumblr Exec Talks Video Ad Possibilities (eMarketer)
#7 Twitter Begins Selling Ads In Russia (Ad Age)
#8 United Airlines Begins 24th Year Of Holiday Fantasy Flights For Needy Kids (MediaPost)
#9 Stuart Elliott's Final 'Times' Ad Column: A Madison Avenue Retrospective (NYT)
#10 Craft Beers Succeeding With Innovation And Collaboration, Not Marketing (Washington Post)
|
|  | • 51
Percentage of travel content shared by U.S. Internet users via mobile devices, according to research by ShareThis. Within that total, 41% share travel content through smartphones and 10% share it through tablets.
– Reported by eMarketer
|
| | MBPT Spotlight | Where to Spend Your Marketing Budget in 2015
By Frank Paterno, VP, marketing, IntelliConnection
Allocating your marketing budget is never an easy task and in the fast-paced digital landscape, companies need to stay relevant in order to build customer relationships and generate revenue. An effective marketing budget means you can properly invest in a variety of integrated communication efforts.
According to Gartner Research, the top three challenges in marketing are: growing profitable revenue, connecting with customers and keeping up with the competition. Here are six marketing spends to consider for 2015 that answer these challenges and maximize company revenue.
1. Market Research
Investing in research is the key to creating effective content that will drive sales. Whether it's the media habits of your target audience, the latest trends in the ever-changing digital realm or identifying new opportunities or threats to your business, effective market research will keep your team informed and your content relatable.
Creating effective messages comes from market insights, which comes from research. Investing in your research is an investment in your content.
What is it important to set funds aside for a "contingency plan" is the current digital economy? And in what ways does Paterno suggest investing in one's staff?
For more, click HERE
|
| | Fates & Fortunes | • FRED STUDER was named chief marketing officer of tech software company NetSuite. Studer previously spent seven years at Microsoft and was most recently general manager of Microsoft Dynamics CRM. He was also GM of the U.S. Microsoft Office business. Prior to Microsoft, Studer spent 12 years at Oracle, where he was group VP of marketing.
|
| | What They're Watching | BROADCAST RATINGS
'Mom,' 'Big Bang' Rerun Top Thursday Night
CBS' Mom was down 12% from its performance last week, tying its lead-in, a rerun of The Big Bang Theory, as the night's top broadcast show. Two and a Half Men was down 17% from last week while The McCarthys and Elementary stayed even. CBS was the night's top broadcaster. NBC finished second as The Biggest Loser hit a series low, down 18% from last week, followed by the inaugural People Magazine Awards. Fox came in third, airing back-to-back reruns of Bones. ABC was fourth as The Taste stayed even. The CW rounded out the night with its broadcast of the iHeart Radio Jingle Ball, up one-tenth of a point from last year's broadcast.
For more, click HERE
CABLE RATINGS
'American Horror Story' Leads In Year's Last Episode
FX's American Horror Story: Freak Show was Wednesday night's top cable entry. The fall finale stayed even, pulling a 1.5 rating with adults 18-49 and 3 million viewers. The Daily Show on Comedy Central was the second top original on cable with a 0.8 rating and 1.6 million viewers. USA's WWE Tribute to the Troops and The Colbert Report penultimate episode tied for third, both drawing a 0.7. The USA special had 2.2 million viewers while Colbert drew 1.5 million.
For more, click HERE
|
| Overnight Ratings: Thursday, December 18
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY (R) (8)
MOM (8:30) | 2.3
2.3 | 10.7
10.1 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.0 | 2.8 | | NBC | THE BIGGEST LOST | 0.9 | 3.8 | | FOX | BONES (R) | 0.8 | 3.6 | | ABC | THE TASTE | 0.8 | 3.1 | | CW | IHEART RADIO JINGLE BALL | 0.6 | 1.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | TWO AND A HALF
MEN (9)
THE MCCARTHYS (9:30) | 1.9
1.6
| 8.9
7.1 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.0 | 2.8 | | FOX | BONES (R) | 0.8 | 3.8 | | NBC | PEOPLE MAGAZINE AWARDS | 0.8 | 3.5 | | ABC | THE TASTE | 0.8 | 3.0 | | CW | IHEART RADIO JINGLE BALL (9)
WHOSE LINE IS IT ANYWAY (R) (9:30) | 0.7
0.4
| 1.8
1.1
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | ELEMENTARY | 1.4 | 7.7 | | NBC | PEOPLE MAGAZINE AWARDS | 0.9 | 3.8 | | UNIVISION | LA MALQUERIDA
| 0.8 | 2.0 | | ABC | HOW TO GET AWAY WITH MURDER (R) | 0.6 | 2.5 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Amazing Race' Draws To A Close
Season 25 concludes with Friday's telecast (8 p.m.) on CBS. This season four teams are going to the final show instead of three. They include: The Wresters (Brooke & Robbie); The Surfers (Adam & Bethany); The Dentists (Misti & Jim) and The Scientists (Amy and Maya). The upshot: The Amazing Race was one of the network's most-watched series for many years, particularly when it aired on Sunday nights. Last season it averaged 9 million viewers and a 2.0 18-49 demo rating. This season, CBS moved it to Fridays and it has averaged 6 million viewers and a 1.2 demo rating. The finale should draw more than that for the Emmy favorite.
|
| • Oh, 'Magoo'—You're 52
The CW on Friday night (8 p.m.) televises Mister Magoo's Christmas Carol, a musical adaptation of the Dickens tale. The animated special originally aired on NBC in December 1962 and reportedly was the first animated holiday program ever produced for TV, out before Rudolph the Red-Nosed Reindeer. The upshot: This animated classic has made the rounds on TV over the years and most of The CW's audience, which has a median age of under 50, was not born when it first aired.
|
| • CBS Highlights Finding 'A Home For the Holidays'
The network will air the 16th annual A Home for the Holidays adoption special on Friday (9 p.m.). The annual telecast is presented by Dave Thomas Foundation for Adoption and the Children's Action Network. Musical performances—which are intermingled with real-life stories—include Jennifer Hudson, Train, Earth Wind & Fire and Katharine McPhee. The upshot: Last season this aired on a Wednesday night in December, with the show drawing 4.9 million and a 0.6 18-49 demo. Moving it to lower-viewing Friday night is not going to help.
|
|
|
| |  |  |
| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
|
| | |
|
|
|
| | | | | | |
