| Today's Top Stories | | #1 | Viacom Vantage Goes to the Movies
| | | The TV company is introducing Viacom Vantage Studio Edition, which accounts for the special marketing needs for films and utilizes a data set that provides title level information about which households like to see which pictures. The goal is to enable studios to reach consumers with preferences to see certain types of movies. The data goes beyond the traditionally used credit card data and can track which people see ads and who are likely to go to specific movies. Vantage worked closely with Paramount Pictures, also part of the Viacom family, to develop the unit.
Why This Matters: Reaching the right consumers quickly is of particular importance to movie studios since films are in and out of theaters in a relatively short period of time. Bryson Gordon, senior VP of data strategy at Viacom, says the aim is not to have studios restrict their ad spending or try to reach fewer people, but to reach the same number of people who are those most likely to buy a ticket to a particular movie.
A Take: B&C
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| | #2 | NBCUniversal Acquires DreamWorks Animation
| | | NBCU will acquire DreamWorks Animation for $3.8 billion. The animation studio will be part of NBCU's Universal Filmed Entertainment Group. Online TV network Awesomeness TV and tech unit NOVA will become part of new operation DreamWorks New Media. Both Verizon and Hearst own a 24.5% stake in Awesomeness TV and NBCU will now own a controlling 51% stake.
Why This Matters: The acquisition puts NBCU in further competition with Disney in the film and online TV arena. ABC parent Disney owns both Marvel Studios and Lucasfilm, as well as online programming supplier Maker Studios. It's possible that DreamWorks could produce some kids movies and programming specials for NBC, while NBC and Awesomeness TV could collaborate with online programming. All of this opens opportunities for marketers.
Three Takes: THR | B&C | Adweek
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| | #3 | Fox Sports Concludes Upfront Tour
| | | Fox Sports Media Group has completed its first-ever upfront roadshow, which covered six cities – San Francisco, Dallas, Seattle, Chicago, Detroit and Atlanta – according to an Ad Age report. Different segments of the ad buying community were addressed in each city. For example in Chicago a contingent of Starcom media buyers, along with assorted clients including execs from MillerCoors. Each presentation was attended by between 30 and 40 agency execs and clients.
Why This Matters: With the myriad of upfront presentations currently being held in April and May, Fox Sports president and COO Eric Shanks says the 45-minute presentations were held separately from Fox broadcast network's upfront presentation in New York in May to afford more time to concentrate on sports outside of Fox entertainment programming.
A Take: Ad Age |
| #4 Facebook 1Q Ad Revenue Up 57% (Adweek)
#5 UM Named H&M Media Agency (Ad Age)
#6 Twitter, Facebook Discourage Snapchat Links (Digiday)
#7 Ancestry.com Taps OMD (Adweek)
#8 NBA Playoffs Score With Young Hispanics (Media Life)
#9 Viacom, Roku Make Addressable Deal (B&C)
#10 Adobe Offers Programmatic Triggers (MediaPost)
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Percentage of U.S. and European company executives who say analytics and big data skills will be the most important digital competencies within the next three years, according to a survey by The Economical Intelligence Unit. Currently, that skill set ranks in importance behind security and privacy, web and mobile development, digital marketing and software development.
– Reported by eMarketer |
| | Ratings | Fox Wins on Growing Dramas
By Michael Malone Thanks to Empire, Fox won the Wednesday ratings race with a 2.5 in adults 18-49, per the Nielsen overnights, alongside a 9 share. CBS trailed at 1.4/5, then ABC at 1.3/4, and NBC and The CW at 0.8/3. Empire grew 3% to 3.7, following Rosewood's 1.3, up 8%. CBS had Survivor at 2.1, up 5%, then a repeat, then Criminal Minds: Beyond Borders down 8% to 1.2. On ABC, The Middle rated a 1.6, down a tenth, and a Goldbergs clip show a 1.6, down from 1.8 in its last original airing. Modern Family was a repeat, while a fresh Black-ish, tasked Rainbow with setting up a school raffle and Dre fearing layoffs, doing a 1.5, down 6%. Nashville rated a 0.9, up a tenth. NBC had Heartbeat at a flat 0.8, then repeats. The CW's Arrow grew 12% to 0.9 and Supernatural was a flat 0.7. For more, click HERE |
| | Fates & Fortunes | • WILLIAM MATZNICK has left his position as senior VP, group creative director at DigitasLBi, according to Agency Spy. Matznick had been with the agency for more than eight years and worked on the MillerCoors account. Prior to joining Digitas, he was art director at SkyMall.
• JACKIE de CRINIS has joined Universal Cable Productions, where she will be an executive producer of crime drama Eyewitness which will be part of the USA Network lineup beginning later this year. De Crinis was most recently executive VP of original programming at USA. Both Universal Cable Productions and USA Network are part of NBCUniversal Cable Entertainment. Prior to joining USA Network, de Crinis was VP of drama at ABC. She also held programming executive posts at 20th Century Fox Television and TriStar.
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