| Today's Top Stories | | #1 | Media Agencies Locked in Makegood Battle Over Ad Viewability
| | | Digital publishers tell The Wall Street Journal that while they have been out front in the viewability issue, they are getting claims from agencies and marketers that significant chunks of ad inventory on their sites is not viewable. This has led to agencies receiving significant makegood ads to make up for the deficiencies. Publishers are saying if agencies want to pay for only viewable ads, pricing needs to be increased. Agencies disagree and accuse publishers of charging them for non-viewable ads for years.
Why This Matters: The stakes are high for both sides. Publishers say they are working with tech companies to move toward 100% viewability, but it will take time to get there. They want agencies and marketers to be more understanding.
A Take: WSJ
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| | #2 | Grey Creates Domestic Abuse Ad That NFL Will Air During Super Bowl
| | | The league's ad agency has created a public service announcement for No More, an umbrella organization working to combat domestic violence, The Wall Street Journal reports. Grey created the spot at no charge and the NFL is donating some of its airtime to televise it during the big game this coming Sunday. In the spot, a woman calls 911 pretending to be calling for a pizza delivery in order to get help as the camera pans the house in the aftermath of a domestic dispute.
Why This Matters: Kudos to Grey for its pro bono participation for this worthy cause, and to the NFL which is trying to show its concern about domestic violence in the wake of several assault cases involving its players. "This is us trying to do the right thing," says Dawn Hudson, CMO of the NFL.
A Take: WSJ
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| | #3 | Condé Nast Editors to Create Content For Advertisers
| | | The publisher of magazines including Vogue and Vanity Fair has launched a new branded content division called 23 Stories by Condé Nast. Editorial staffers will write articles and create videos for advertisers under the direction of Pat Connolly, VP of marketing solutions. Marketers will have to spend a certain amount of ad dollars before they can tap into this resource.
Why This Matters: The separation of the editorial and advertising departments is still sacred at most media companies. But as print ad revenue declines, these new types of editorial-side content units are becoming more popular. Competitor Hearst has previously begun using editorial employees to work with advertisers on content.
Three Takes: Ad Age | WSJ | MediaPost
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#4 Mindshare Finds Millennials Believe They Can Outsmart Marketing (MediaPost)
#5 Falling Gas Prices No Guarantee for More Travel Business (Ad Age)
#6 AT&T Taps Fluent to Develop Customized College Marketing Program (MediaPost)
#7 Coke Airs Super Bowl Ad Teasers on TV, Supporting Vignettes Online (Ad Age)
#8 Hershey's Facing Possible Boycott for Blocking Cadbury (Digiday)
#9 Blizzard That Wasn't Has Some Media Agency Employees Working From Home Today (MediaLife)
#10 Procter & Gamble Spent Slightly Less on Advertising in 2014 (Ad Age)
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|  | • 46
Percentage of marketers worldwide that said they used some form of mobile marketing in 2014, up from 23% in 2013, according to a study by Salesforce Marketing Cloud.
– Reported by eMarketer
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| | MBPT Spotlight | When Buying Online Ad Space, Protecting the Brand Is Key
By Haydn Simpson, product director of brand protection, NetNames
You've made the leap to integrating your advertising strategy, or that of your clients, to include all channels. This may include a Facebook or Twitter link at the end of your TV or print ads, or banner ads that run alongside Facebook or other Internet outlets.
I'm sure your clients have considered incorporating strategies to protect their online brand and digital content, and you're doubtless aware of the threats to both brand and security in cyberspace. I spend my time catching cybercriminals who infringe on brands.
First, there's showrooming—consumers shopping in physical stores and using online environments to check pricing and get the best bargain. But fake online ads can turn the customer into a perpetrator of fraud. This past holiday season, Walmart offered to match select online prices and got caught unawares. Walmart cashiers were shown fake Amazon listings showing $400 Playstation 4 consoles being offered for $100 or less.
Mobile apps and social media are two other platforms where fraud and counterfeiting can take root through advertising. Social media networks are used to promulgate links to counterfeit products on both online marketplaces and rogue websites. Copycat social media pages can use your company name and logo to lend greater credibility to fraudulent ad activity; some of them even accept payments for "orders."
What's an online advertiser to do?
Not only do fake ads and websites need to be taken down, but online marketplaces that support counterfeiting and fraudulent Facebook pages need to be eliminated, too. And be careful not to make offers that could open you up to fraudsters, as in the Walmart example.
Finding the fakes, knowing how to identify them and blowing their cover is an ongoing task that requires constant vigilance—and one you may not have thought about much until now.
Preventing fraud in online advertising is a painstaking, but artful, exercise in tracking down the suspected fake, doing forensics to establish whether or not it's legitimate, and "knowing who to call," so to speak, to take it down.
How are e-commerce platforms such as Alibaba and Amazon coping with fake advertising and sellers of counterfeit goods? And how do legitimate brands compete with consumers' growing interest in getting low-cost products from territories outside the U.S.?
For more, click HERE
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| | Fates & Fortunes | • MARK READ was named global CEO of digital agency Wunderman, succeeding Daniel Morel, who will become nonexecutive chairman. Read is currently global chairman of Wunderman and digital CEO of WPP, Wunderman's holding company. He will continue in his role as digital CEO at WPP but will step down from the WPP board.
• BRUCE LEFKOWITZ was promoted to executive VP-advertising sales at Fox Networks Group. He will report to Toby Byrne, president-ad sales for FNG, and will oversee ad revenue and sales strategy for all broadcast, cable, sports, Spanish-language media and non-linear platforms. Lefkowitz will also oversee a new FNG system called "agency leads," under which several of the largest media agencies will each have their own sales team lead. Lefkowitz was previously executive VP, advertising sales for Fox Cable Entertainment. Prior to joining Fox in 2002, Lefkowitz was senior VP, national ad sales for Discovery Networks.
• JOHN MORAYNISS has signed a new agreement to continue as president and chief executive officer of Entertainment One (eOne Television) through 2018. Morayniss joined eOne in 2008 when the company acquired Blueprint Entertainment, where he was a cofounder and CEO. Prior to that, he was head of television at Alliance Atlantis.
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| | What They're Watching | BROADCAST RATINGS
'The Bachelor', 'Super Bowl's Greatest Commercials' Up
ABC's The Bachelor was up one-tenth of a point from last Monday. The Bachelor was the night's top-rated show, and ABC was the night's top broadcaster. Fox finished second as Gotham was down one-tenth of a point from last week and Sleepy Hollow gained a tenth of a point. NBC was third, with both The Celebrity Apprentice and State of Affairs down one-tenth of a point. CBS' special Super Bowl's Greatest Commercials was up 11% from last year's edition. CBS came in fourth. The CW's The Originals and Jane the Virgin were both up one-tenth of a point. The CW netted its most total viewers for a Monday night since 2011.
For more, click HERE
CABLE RATINGS
Discovery Leads Friday Night
Discovery had the top two cable shows on Jan. 23, as Gold Rush finished first with a 1.4 rating among adults 18-49 and 4.7 million viewers and Alaskan Bush People had a 1.1 in the demo and 3.7 million viewers. Lifetime's Bring It! rounded out the top three shows for original cable with a 0.7 and 1.8 million viewers. Adult Swim's Newsreaders hour had a 0.6 rating.
For more, click HERE
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| Overnight Ratings: Monday, January 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR | 2.2 | 8.0 | | CBS | SUPER BOWL'S GREATEST COMMERCIALS | 2.1 | 10.8 | | FOX | GOTHAM | 2.1 | 6.1 | | NBC | CELEBRITY APPRENTICE | 1.8 | 6.4 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.4 | | CW | THE ORIGINALS | 0.7 | 1.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | THE BACHELOR | 2.3 | 7.8 | | NBC | CELEBRITY APPRENTICE | 1.9 | 6.4 | | CBS | SCORPION (R) | 1.4 | 8.5 | | FOX | SLEEPY HOLLOW | 1.4 | 4.3 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.3 | | CW | JANE THE VIRGIN | 0.6 | 1.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCIS: LOS ANGELES (R) | 1.0 | 6.8 | | NBC | STATE OF AFFAIRS | 1.0 | 4.5 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.3 | | ABC | CASTLE (R) | 0.9 | 5.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Sirens' Looks for More Ratings Volume
This USA scripted comedy, developed by Denis Leary, is back for season 2 (10 p.m.), and follows the exploits of three Chicago emergency medical technicians. It's loosely based on a British series of the same name. The upshot: The first season of Sirens didn't spark much excitement, averaging only about 1.1 million viewers and a 0.4 18-49 demo rating. Leary's involvement probably had something to do with it getting another go-round.
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| • It's a Wrap For 'Real Husbands'
BET's The Real Husbands of Hollywood airs its final episode of season 3 (10 p.m.). In the "mockumentary" series, created by comedian Kevin Hart—who also costars with Boris Kodjoe, Duane Martin, J.B. Smoove and Nick Cannon—the men enact dramatic situations that poke fun at various female-centered reality shows on cable. The upshot: Real Husbands lost a significant amount of viewers in season 3, averaging just around 1 million viewers, after pulling in 2.1 million per episode in season 1 and 1.8 million in season 2.
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| • 'Bye Felicia' Ends First Season
The VH1 comic reality series that follows Atlanta-based life coaches Deborah Hawkes and Missy Young, who came to L.A. to help white women turn their lives around, airs the finale of its eight-episode season (10 p.m.). The women have been friends for 40 years and have a style of offering advice with an edge. The upshot: The show premiered with 1.1 million viewers and a 0.6 in the 18-49 demo, but those numbers dropped and it has averaged below the 1 million mark since.
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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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