| Today's Top Stories | | #1 | Programmatic Buying Helping P&G ROI
| | | The packaged goods marketer is seeing three-to-five times greater return on investment through programmatic buying than it did through traditional ad buying, according to Scott Franzer, associate director at OMG who handles that aspect of media buying for Procter & Gamble. Franzer says P&G would like to buy even more digital advertising but there are obstacles including limits on available video inventory, lack of mobile standards and lack of measurement on connected device viewing, Ad Age reports.
Why This Matters: P&G is a major ad spender so its heavy move into digital advertising and programmatic buying is worth watching. However, packaged goods advertisers are reaching out to more targeted audiences than many other brands, so that shift into digital makes much more sense for the company.
A Take: Ad Age
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| | #2 | MLB RSN Telecasts Draw More National Ad Dollars
| | | Ad revenue sellout levels for the regional sports networks' upcoming Major League Baseball season telecasts are expected to reach 80% by this Sunday's opening day, up 5% over last season, Broadcasting & Cable reports. Among national advertisers buying their first packages across the 29 RSNs are Capital One, Hyundai, Quicken Loans and Mini Cooper. Returning advertisers increasing ad spending include: USAA, Liberty Mutual, Cricket Wireless, MillerCoors, Geico, DirecTV, Apple, T-Mobile, Bank of America, Taco Bell and Chevrolet.
Why This Matters: What has motivated brands to increase their RSN ad spending is that that ratings for many of the MLB team telecasts were up significantly in the regional markets and these networks are watched by passionate local viewers. A study by SmithGeiger finds that home team sports fans are twice as likely than primetime viewers to feel loyalty to a brand whose commercials they see during an RSN telecast and they are twice as likely to purchase a product advertised during a game telecast.
A Take: B&C
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| | #3 | FTC Commissioner Pans Privacy Program
| | | Julie Brill, who is stepping down after six-years on the Federal Trade Commission, believes the ad industry's self-regulatory body for digital privacy, the Digital Advertising Alliance, fell down on the job when it created the AdChoices privacy program, Ad Age reports. Brill believes a majority of consumers don't understand it and don't interact with the icon that appears on their computer screen. She also believes the breakdown in 2013 of the effort to establish a standard Do Not Track mechanism is partly to blame for the growth of ad blocking devices.
Why This Matters: Brill thinks the ad industry can do better and she says, "I think that the ad tech industry in particular can provide consumers with robust, meaningful and useable tools so that they can make choices with respect to data collection and use." As for Ad Choices, she says, "I'm glad it exists but I think it can be vastly improved."
A Take: Ad Age |
| #4 MRC Proposes Mobile Viewability Guidelines (MediaPost)
#5 Five Suggestions for e-Commerce Retailers (Digiday)
#6 Carat Downgrades 2016 Forecast (MediaPost)
#7 Brands Offer April Fools' Day Pranks (Ad Age)
#8 Agency Holding Companies Active 1Q Dealmakers (MediaPost)
#9 What Marketers Should Know About Tech Landscape (eMarketer)
#10 Political Ads Projected to Reach $11.7B in 2016 (MediaPost)
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|  | • 11
Number of 2016 first quarter acquisition deals made by WPP Group, according to data from investment banker Petsky Prunier. Next in number among the media/advertising holding companies were Dentsu with 9 and IPG and Publicis with 4 each.
– Reported by eMarketer |
| | Ratings | 'Idol' Pops, Fox Wins
By Michael Malone
American Idol, down to its last few episodes, paced Fox to a broadcast ratings title Thursday, the net posting a 2.1 rating in adults 18-49, with a 7 share. CBS was next up with a 1.8/6, then ABC at 1.7/6, NBC at 0.7/3 and The CW at 0.6/2.
American Idol, with—spoiler alert—MacKenzie Bourg sent back to Lafayette, Louisiana—grew 24% to a 2.1.
On CBS, The Big Bang Theory was off 3% to a 3.4, and Life in Pieces slid 10% to 1.9. 2 Broke Girls rated a 1.6, down 6%, while the debut of Rush Hour averaged a 1.1.
Over ABC's way, Grey's Anatomy tallied a 2.2, up 10%, and Scandal climbed 13% to 1.8, before The Catch fell 17% to 1.0.
NBC had the finale of You, Me & the Apocalypse at a flat 0.6 and a repeat of The Blacklist, then Shades of Blue at 1.1, up 10%.
CW aired DC's Legends of Tomorrow at a flat 0.7 while The 100 grew 25% to 0.5. For more, click HERE |
| | Fates & Fortunes | • HANS NEUBERT was named global chief creative officer at digital agency Huge. He fills a position that has been open since 2013. Neubert was most recently global CCO at Frog Design, where he spent 8 years. He has also held positions at Razorfish, VML and VSA Partners.
• CODY WINTER was promoted to managing director of VML West, where he has worked since 2009. Also at the agency, CAMY TAN was elevated to director, global network development. She was previously with VML Singapore. MINDY LENOX was named group director, client engagement. She was most recently a group account director at BGT Partners.
• AMY FRIEDMAN was named senior VP, programming and development at kids network Sprout. She was most recently a senior advisor at Viacom's Scratch, and also president of Redhead Consulting. She previously has held executive roles at Nickelodeon networks Nick, Noggin and TeenNick.
• WILLIE ROBERTSON has joined Fox News Channel as a contributor and will also host a weekly podcast on Fox News Radio. Robertson is best known for his role in A&E reality series Duck Dynasty, which is based on his family's duck-hunting merchandise business.
• The National Association of Broadcasters has elected six board members to two-year terms. They include EMILY BARR, president and CEO, Graham Media Group; STEVE HAMMEL, VP and general manager, WRAL-TV, Raleigh, N.C.; HILTON HOWELL, president and CEO, Gray Television; BRIAN LAWLOR, senior VP, broadcast, E.W. Scripps. Co.; VINCENT SANDUSKY, president and CEO, Media General; and LOUIS WALL, president, Sagamore Hill Broadcasting.
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Phone: 201-314-0424 | Send Email
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