| Today's Top Stories | | #1 | YouTube Launches Unskippable Mobile Ads
| | | The online video site will introduce six-second mobile ad units called Bumper ads that viewers will not be able to skip. The ads will run before videos. They are similar to YouTube's skippable TrueView ads, which can be any length. They will begin rolling them out to advertisers this month and can be bought through Google AdWords. The ads could be snippets of larger ads run by an advertiser on the site.
Why This Matters: YouTube product manager Zach Lupei says the site has been exploring ad formats better suited for smartphone video viewers – quick bursts. He says in early tests, these Bumper ads drove strong lift in metrics like recall, awareness and consideration, which complemented YouTube's long TrueView ads, boosting favorability and purchase intent.
Three Takes: Business Insider | Adweek | TechCrunch
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| | #2 | VAB Offers Way to Compare TV and Digital
| | | The Video Advertising Bureau, which represents broadcast and cable TV, has come up with a formula it says provides an accurate snapshot of the number of people using TV versus those using social media sites – average audience per minute. APM takes into account reach, frequency and time spent, which VAB says are factors most important to advertisers. Under this system, unique audience is multiplied by average minutes viewed per visitor to get total minutes viewed. Then that is divided by total minutes in the time period to get an average audience.
Why This Matters: VAB says this formula would dispel social media claims of massive audiences and put measurement of social media sites and television on a level playing field. Using this formula, Facebook's average audience would be 4.4 million viewers, on par with NBC's Today show, and would rank it the 158th most viewed TV program among adults. Pandora's average adult audience is 2.1 million, about the same as ABC's General Hospital. Google's average audience of 930,000 is on par with HGTV's Tiny House Hunters.
Two Takes: B&C | Ad Age
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| | #3 | Canvs Helps Turner Target Branded Content
| | | The research company is providing data on emotional reactions that will help Turner Broadcasting better target branded content, Broadcasting & Cable reports. Canvs' technology scouts Twitter, Facebook and YouTube and measures 56 different types of emotional responses to programming and branded material. The data is provided in real time, so Turner can adjust the campaigns it runs for clients while they are still appearing on social media.
Why This Matters: Turner has created a dozen campaigns using its Launchpad service, which accesses social data to help with the creation of branded content. Canvs' data enhances the program. Among clients that have used Launchpad data are AT&T, Hewlett-Packard, Cinemax, Warner Bros., Intel and Bethesda.
Two Takes: B&C | MediaPost |
| #4 Pepsi Promotes Emoji Bottles With Five-Second Spots (Ad Age)
#5 P&G Seeks More Agency Cost Cuts (WSJ)
#6 MullenLowe Adds Digital Performance Marketing Capabilities (Adweek)
#7 Twitter Video More Lucrative Than Facebook for Publishers (Digiday)
#8 United Airlines Retains mcgarrybowen (Adweek)
#9 Clorox Drops DDB for Creative (Ad Age)
#10 Women's Perspectives Needed in Healthcare Campaigns (Adweek)
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Percentage of U.S. digital marketing professionals who say they are "very satisfied" with current real-time bidding win rates, according to research by ExchangeWire. Another 72% say they are "somewhat satisfied" and 16% say they are "somewhat dissatisfied."
– Reported by eMarketer |
| | Ratings | 'Voice' Paces NBC
By Michael Malone
The Voice led the way for NBC Monday with a 2.1 in viewers 18-49, per the Nielsen overnights, down 5%, while Blindspot rated a 1.4, up 8%. NBC did a 1.9 for the night, with a 6 share. Next up was ABC at 1.5/5, then CBS at 1.3/4, Fox at 0.9/3 and The CW at 0.4/1. On CBS, Mike & Molly returned to a 1.3 before a Big Bang Theory repeat. The season finale of Scorpion rated a 1.6, up 7%, while NCIS: Los Angeles tallied a flat 1.2. On ABC, Dancing With the Stars did a 1.8, up 13%, while Castle posted a 1.1, up a tenth. Fox had a Gotham repeat before the Lucifer finale, which rated a flat 1.3. On CW, Reign did a 0.3 (it signed off to a 0.4 last spring) and Jane the Virgin a flat 0.4. For more, click HERE |
| | Fates & Fortunes | • ALBERT PATTON was named senior VP and executive creative director at 22squared Atlanta. He was previously group executive creative director at R/GA. Prior to that he was creative director at TribalDDB.
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