| Today's Top Stories | | #1 | Apple's First TV Series Promotes App Store
| | | The new unscripted series will explore how apps are created and developed and while Apple execs have released few details beyond that, a New York Times article says it sounds like a marketing campaign for Apple's own app store. No word yet on whether there will be outside ad opportunities.
Why This Matters: Apple wants to create original programming that might eventually compete with Netflix but so far has only offered musical programming and nothing scripted. Apple execs say the app series was not their idea but was brought to them by former NBC programming head Ben Silverman who now has his own production company.
Two Takes: NYT | Ad Age
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| | #2 | Starbuck's Ad Promotes Civility
| | | The coffee chain ran a two-page print ad in the New York Times and Wall Street Journal featuring a list of opposing thoughts next to one another. For example, the word unity appeared across from division. Cowardice appeared across from courage. Fear across from love. The copy suggests people could be making better choices.
Why This Matters: The ad reflects the thoughts of Starbuck's chairman and CEO Howard Schultz and is not the first commentary the chain has made on social issues. It previously did a campaign where it had its baristas write "Race Together" on customers' cups to spur conversation. That campaign was met with some public backlash.
A Take: Creativity
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| | #3 | 10-Story Climbing Wall In Times Square Promotes Toyota
| | | Toyota for three days this week ran a stunt in the heart of midtown New York in which amateur climbers ascended up the automaker's 100 ft. high climbing wall/billboard that showcases the brand's RAV4 Hybrid and its "passion for adventure," MediaPost reports. The OHH billboard took 8 days to create and 10 to 15 minutes for the climbers to scale.
Why This Matters: Marketers continue to look for ways to carry out unusual promotions and this is one of them. One of the climbs was filmed and is being used on various digital channels and on Toyota's social media platforms. It is also part of a larger Toyota campaign that stars X-Men actor James Marsden.
A Take: MediaPost |
| #4 U.S. Paid Media To Top $192B In 2016 (eMarketer)
#5 Publishers Say Snapchat Must Improve Discover (Digiday)
#6 Pizza Hut Creative Account In Review (Agency Spy)
#7 Publishers Hiring Social Specialists (WSJ)
#8 In-Style Building Audience On Pinterest (Digiday)
#9 Still Life Photography Works (Adweek)
#10 More Modest Playboy Talks Sale (USA Today)
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Percentage of app users who generate 85% of in-app revenue, according to a RadiumOne. Its report states that high-value app users engage four times more than their average counterparts, operating across retail, music, books, sports and communications apps.
– Reported by MediaPost |
| | Ratings | ABC's 'The Catch' Premieres Soft
By Luke McCord
ABC's latest Shonda Rhimes drama The Catch had a modest premiere, pulling in a 1.2 rating among adults 18-49, according to Nielsen overnight numbers. Grey's Anatomy dipped a tenth from last week to a 2.0, while Scandal was flat at a 1.6. ABC finished in third among broadcasters Thursday with a 1.6 rating/6 share.
CBS won the night with its coverage of the Sweet 16 in the NCAA men's basketball tournament with a 2.0/7.
Fox followed with American Idol, nearing the close of its final season, matching last week with a 1.7/6.
NBC came in fourth with a 0.7/3. Shades of Blue and You, Me and the Apocalypse were even with a 1.0 and 0.6, respectively.
The CW aired repeats and earned a 0.3/1.
For more, click HERE
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| | Fates & Fortunes | • JESSE CAHILL was named North America head of media at GroupM's digital agency Essence. He was previously North America head of planning. He's been with Essence since 2012. Prior to that he was a digital group director at Omnicom Media Group and has also held positions at Mediacom LA, Beyond Interactive and MediaVest. • REBECCA STAMBANIS has joined TBWA/MAL as chief strategy officer, GEORGE CALLEJA as executive creative director, and KAITLYN WILKINS as executive director of integration. The agency is the Media Arts Lab that handles the Apple account. Stambanis was previously global group strategy director for the Nike account at Wieden + Kennedy. Calleja was most recently executive creative director at The Martin Agency. Wilkins was previous global director of brand and product marketing at Burberry. Prior to that she was at Ogilvy where she oversaw Ford's social marketing activity. • ERIC RATCHMAN was named executive VP, content distribution at Univision. He was previously senior VP of global distribution strategy and business development for Disney Media Networks. |
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