| Today's Top Stories | | #1 | Native Ads Could Be Vulnerable to Blocking
| | | Experts say native advertising, or ad content made to appear as if it is legitimate editorial, can be just as susceptible to ad blocking as traditional banner ads, a Wall Street Journal report says. While native content prepared for a specific site might be safe, technology is increasingly being used to deliver native ads to multiple sites, and this third party distributed content can be vulnerable to ad blockers.
Why This Matters: Ben Williams of Adblock Plus, says native ad content can indeed be blocked, but if it is well executed, users may choose not to. But marketers should not risk it by programmatically placing their content on multiple sites. Says Mike Dyer of The Daily Beast, "It is insane to me that any publisher is doing programmatic in a native way."
A Take: WSJ
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| | #2 | Rentrak-comScore Combo Turns Up Heat on Nielsen
| | | Many on the media agency buying side have applauded the merger of the two measurement services that will now have more combined resources and scope to compete with Nielsen in the race to come up with a standard cross-platform measurement currency. Kate Sirin of Starcom MediaVest Group believes as much as 50% of today's TV viewing is not being counted. Joel Meyer of Omnicom Media Group's Annalect today's TV measurement methodology is "antiquated" and more competition will pressure Nielsen to work harder for a solution.
Why This Matters: Linda Yaccarino, chairman of ad sales and client partnerships for NBCUniversal has described the TV measurement situation as being in "crisis." A solution needs to be found sooner than later for the sake of both advertisers and the TV networks. This merger should fast track an audience measurement system that can be used as the industry standard for buying and selling ads across all platforms.
A Take: B&C
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| | #3 | McDonald's Promotes All-Day Breakfast Rollout With Major Campaign
| | | The fast food giant has set Tuesday as the launch day for its all-day breakfast availability and is using advertising from multiple agencies to promote it, Ad Age reports. The effort includes commercials from Leo Burnett, DDB and spots from three multicultural agencies: Alma, Burrell and IW. McDonald's is also using Snapchat and Twitter and partnering with Threadless to allow consumers to create t-shirts, bags and other merchandise with all-day breakfast themes. While the campaign is premiering in October, it will continue throughout next year.
Why This Matters: Deborah Wahl, McDonald's U.S. chief marketing officer, calls it "one of the biggest platforms that we've launched in quite a long time." With sales at the chain declining, the new all-day breakfast is seen as a way to turn slumping sales around. And also as an answer to competitors like White Castle who also recently introduced its own all-day breakfast.
A Take: Ad Age |
| #4 Mobile Web As Popular As Mobile Apps Among Smartphone Users (WSJ)
#5 First Campbell's Soup Brand Campaign In 5 Years Features Real Families (Ad Age)
#6 Butler, Shine, Stern & Partners Wins Logan's Roadhouse Account (MediaPost)
#7 Pinterest Doubles Amount of Buyable Pins to 60 Million, Adds Merchants (Ad Age)
#8 One Fraudulent Site Serves 161M Weekly 'Ads' to Less Than 1 Million Visitors (Digiday)
#9 Tech Giants Top Most Valuable Global Brands List (NYT)
#10 Integrated View of Customer Data Vital for Cross-Channel Campaigns (MediaPost)
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Percentage of U.S. retail Ecommerce smartphone traffic share during second quarter of 2015, according to research from software tech company Demandware. That's up from 30% in second quarter of 2015. Meanwhile, order share via smartphones was up to 19%, compared to 12% in 2014.
– Reported by eMarketer |
| | Ratings Intelligence | Cowboys and Saints Boost 'SNF' Ratings The Cowboys vs. Saints match-up on NBC's Sunday Night Football took the night, with preliminary ratings up again compared to the comparable week during the 2014-15 season. Among metered market households, the game averaged a 14.8 Live+SD rating.
For more from Ratings Intelligence, including a 2-week free trial, click HERE |
| | Fates & Fortunes | · CHRISTINA NORMAN has joined Water Cooler Group as CEO. She succeeds Antony Young who recently departed. Norman most recently served as an independent consultant but previously was executive editor of Huffington Post's Black Voices. She also spent two years as CEO of the Oprah Winfrey Network, three years as president of MTV and several years as president of VH1. Both of those later two networks are part of Viacom. She first joined MTV in 1991.
· JACK DORSEY was named the permanent CEO of Twitter. He had been interim CEO since June when then-CEO Dick Costolo left the company. Dorsey was a co-founder and CEO of Twitter before he left the company, so this is his second stint in the top role. Dorsey will continue to also serve as CEO of mobile payment company Square, which he founded in 2009.
· SAAD CHEHAB has resigned as global chief marketing officer of Maserati. He had been with the company since 2013 and prior to that was director of advertising and brand marketing for Chrysler Group. Before that he was director of creative services at Ford.
· BRENT CHOI was named chief creative officer of JWT New York. He was most recently CCO and chief integration officer for JWT Canada. He will continue to served as CCO of JWT Toronto. In New York, Choi replaces Adam Kerj, who left the agency after about one year in that post.
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| | Event Updates | Advanced Advertising
October 20, 2015 | Waldorf Astoria, New York
Featured Speaker:
Carrie Seifer, President, Digital, Data & Technology – Mediavest USA
The Importance of Data in Improving the Value of TV Advertising
Learn More Hispanic TV
October 22, 2015 | The Park Central Hotel, New York
Featured Keynote:
Gary Stevenson, President and Managing Director, MLS Business Ventures
A Look Ahead at the Business of Soccer on Television
Learn More |
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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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