| Today's Top Stories | | #1 | DailyMail.com Solicits Programmatic Ad Sales Via 'New York Times' Ad
| | | The U.K. newspaper is offering $1 in free programmatic advertising for every ad dollar bought traditionally on its U.S. website, Ad Age reports. The promotion is called "Programmatic Match" and the Daily Mail will match what marketers spend on the site up to $1 million. The program begins today and runs through March 31 and includes viewable ads above the fold.
Why This Matters: DailyMail.com is one of the most visited websites in the U.S. and the world, attracting 46.6 million unique visitors in the U.S. in November. But North America CEO Jon Steinberg says the site suffers from a lack of exposure within the U.S. ad community. He calls this promotion a "gift card for advertising on the site."
A Take: Ad Age
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| | #2 | Retailer Prepares Ads That Will Interact with Apple Watch
| | | Marsh Supermarkets has installed beacons in all of its 75 stores and once the Apple Watch hits the market, the brand plans to run smartwatch-triggered ads inside its stores, Adweek reports. The in-store activation is being powered by inMarket, the mobile shopper marketing company. Customers wearing the watch will get pinged inside the stores with discount offers or recipe suggestions.
Why This Matters: Marsh claims to be the first company ever to use UPC bar code scanners in 1974, and now wants to be the out in front, tech-wise, as first to run beacon ads on smartphones.
Two Takes: Adweek | WSJ
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| | #3 | Media Rating Council Validates Nielsen Methodology For 'CNN All Screen'
| | | The measurement process combines the news network's viewership among in-home audiences and people watching in places outside the home not normally measured by Nielsen. The verification is not meant to be a full accreditation of the process for the industry, because CNN All Screen is a customized process for CNN use alone.
Why This Matters: Nielsen has been criticized for being slow in developing an industry-wide approach to measuring out-of-home viewing across platforms and last week CNBC said it will no longer use Nielsen TV data for its ad sales. But the CNN/Nielsen partnership shows that the measurement service is working on a solution.
A Take: B&C | MediaPost
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#4 Twitter Planning To Sell Ads On Apps, Sites Of Other Companies (WSJ)
#5 Publisher Says Gifts Have Replaced Dinners As Way To Reward Agency Buyers (Digiday)
#6 Gallo Exec Says Brand Trying To Reach More Casual Wine Drinkers (Adweek)
#7 McDonald's Gets Mixed Social Media Reaction To 'Signs' Campaign (WSJ)
#8 Agencies Continue To Integrate Mobile Teams Into Mainstream Operations (Digiday)
#9 P&G Gives 'Partner' Awards To Four Agencies, Including Carat, Starcom (MediaPost)
#10 Newcastle Seeks To Crowdsource Local Super Bowl Spot (Ad Age)
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Percentage of U.S. digital media buyers who say ad fraud is the most important aspect considered when buying online ads, according to a study by Integral Ad Science. Another 26% cited brand safety as a top concern, followed by 21% who mentioned viewability.
– Reported by eMarketer
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| | MBPT Spotlight | History Pitches Branded Content That Tells a Story—Advertisers support vignettes produced for network's scripted dramas Sons of Liberty, Vikings and Texas Rising
By Jon Lafayette
To enhance the value of its upcoming scripted dramas to viewers and advertisers, History is ramping up the production of sponsored content that both adds to the show's story and reflects each sponsor's brand.
The approach has already attracted advertisers to specials Sons of Liberty, airing Jan. 25, and Texas Rising, which will air on Memorial Day, as well as the third season of Vikings, which premieres Feb. 19, according to Peter Olsen, executive VP of ad sales at A+E Networks, parent company of History.
"These events are really our best chance to go in and compete with the big-ticket landscape out there, The Walking Dead and sports and broadcast," says Olsen. "With Hatfields and McCoys and The Bible, we have a track record and a creative pedigree and the marketplace is recognizing History's place in the high-end drama landscape."
Over the past five years, original programming helped boost History from a sleepy war documentary channel to a top-five-rated network, particularly among young men. Last year, as reruns of reality shows lost their potency, History's ratings took a double-digit decline. Olsen notes that some of that viewership went to History sibling H2 and says the main channel has a strong development pipeline of historical fiction in the vein of its recent Houdini and Bonnie & Clyde that should draw viewers.
How did the network's sales department strategically try to turn History's event programs into multiplatform franchises? And what sponsors bought into the ideas?
For more, click HERE (sub needed)
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| | Fates & Fortunes | • RONALD NG was named chief creative officer, North America, at DigitasLBi. He was most recently chief operating officer at BBDO & Proximity in Singapore. In his new role, he succeeds Lincoln Bjorkman, who left the agency in 2013 to become global CCO at Wunderman, and Ng will now oversee creative for Digitas LBi's six North American offices.
• COLBY SMITH was promoted to VP of ABC News Digital, replacing Joe Ruffolo. Smith was previously director of business development for ABC News Digital. He has been with ABC News since 2011.
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| | What They're Watching | BROADCAST RATINGS
Due to a Nielsen processing error, ratings for Sunday, Jan. 11 were not available at presstime.
CABLE RATINGS
'Archer' Returns on Top
FX's Archer was the No.1 original show on cable Thursday night as its season premiere drew a 0.8 rating with adults 18-49 and 1.5 million viewers. History's Pawn Stars hour followed with both episodes drawing a 0.7 rating. A&E's The First 48 along with back-to-back NBA showings on TNT all drew a 0.6 in the demo, with First 48 having the largest audience at 1.6 million viewers.
For more, click HERE
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • National Championship Could Set Viewer Record
Oregon and Ohio State, both 13-1, meet in the 2015 College Football Playoff National Championship game on ESPN (8:30 p.m.). The game will be played in AT&T Stadium in Arlington, Texas, home of the Dallas Cowboys, and AT&T is also presenting sponsor. The upshot: Last year's national championship game on ESPN drew 25.6 million, however, this year's Sugar Bowl (28.3 million) and Rose Bowl (28.2 million) on ESPN became the two most-watched cable telecasts ever. Expect Oregon/Ohio State to most likely pass both those telecasts on Monday night.
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| • 'Eye Candy' Looking For Eyeballs On MTV
This new hour-long, 10-episode scripted thriller (10 p.m.), based on the best-selling novel by R.L. Stein, centers on a 21-year-old tech genius Lindy (Victoria Justice) with a gift for seeing clues and connections in the digital world that others can't. When Lindy tries online dating, she begins to suspect one of her suitors is a deadly cyber stalker. The upshot: Youth-skewing MTV is continuing to add scripted dramas to its lineup, with this series a next try after Faking It and Finding Carter.
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| • Bravo Tries Turning 'Friends' Into 'Lovers'
This new "social experiment" reality series (10 p.m.) follows five sets of best friends as they give dating seriously a try. The couples on Friends To Lovers? include a few that tried dating each other briefly before evolved into friends, and a couple that traveled the world together as friends. The upshot: The concept sounds interesting and fits right in Bravo's wheelhouse. To drum up interest, the network posted a sneak peek of the show on its website in mid-December.
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| 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
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