| Today's Top Stories | | #1 | Facebook to Show Ads to Non Users
| | | The social network is expanding its Audience Network to allow marketers to reach all internet users who visit websites or mobile apps that are in its entire ad network. Previously it allowed them to reach only Facebook users. People who are not Facebook users can opt out, as can Facebook users who don't want to see ads outside of Facebook.
Why This Matters: The move will enable Facebook to better compete with Google in the area of ad targeting by expanding its range. Facebook, which generated over $17 billion in ad revenue in 2015, believes it can increase that total even more by expanding where it sells ads.
Three Takes: WSJ | Ad Age | USA Today
|
| | #2 | MRC to Issue Mobile Viewability Guidelines
| | | The Media Rating Council, the self-regulatory body that oversees standards for media measurement, plans to issue guidelines on mobile viewability measurement by mid-June, MediaPost reports. The MRC developed standards for viewability guidelines in 2014 and these latest guidelines will be aimed at measuring mobile ad viewability so it can be used as an ad buying currency.
Why This Matters: These guidelines are important because as David Gunzerath, senior VP and associate director of MRC says, right now "digital is still being monetized largely on the basis of gross impressions – at least for brand advertisers – that aren't segmented on any consistent basis."
A Take: MediaPost
|
| | #3 | Bad News Hurting J&J Perception
| | | After a series of court rulings requiring the company to pay millions of dollars related to cancer deaths, Johnson & Johnson is now at its lowest consumer perception level in more than three years. But while the parent company is facing negative opinions among consumers over its Johnson's Baby Powder, two other brands without the Johnson name in the title – Band-Aid and Tylenol have not been as adversely impacted. According to YouGov BrandIndex, J&J's perception levels have dropped by as much as two-third since February, but Tylenol's has only slipped by 13% and Band-Aid's has actually risen by 18%.
Why This Matters: Time usually heals negative public perception, although in this case, YouGov BrandIndex CEO Ted Marzilli doesn't think the baby powder brand will ever recover. "There is a large and growing body of research suggesting a link between talcum powder and increased cancer risks," he says. Even if the research proves to be flawed in the long run, it may be a product J&J chooses to no longer produce.
Two Takes: MediaPost | Ad Age |
| #4 Applebees Hires New Global PR Firm (Ad Age)
#5 Marriott Using WeChat to Reach Millennials in China (Digiday)
#6 Mars Plans Super Bowl Commercial (Ad Age)
#7 Which Agency Should Manage Social Media? (Ad Age)
#8 Studios Increase Summer Movie TV Spend (MediaPost)
#9 Does Programmatic TV Buying Actually Exist? (B&C)
#10 FTC to Discuss Privacy and Ad Disclosure (Ad Age)
|
|  | • 45
Percentage of U.S. wearable device owners who own fitness bands, according to a PricewaterhouseCoopers survey. Some 27% say they own a smart watch and 15% smart glasses.
– Reported by eMarketer |
| | Ratings | CBS Repeats Rule Soft Night
By Michael Malone CBS was top of the heap Thursday among broadcasters, but the heap was not all that high. CBS garnered a 0.9/4 in adults 18-49, per the Nielsen overnights, with a 4 share. ABC was runner-up at 0.8/3, Fox at 0.7/3, NBC at 0.6/2 and The CW at 0.3/1. CBS was in repeats throughout prime, including The Big Bang Theory and Life in Pieces. ABC had two hours of 500 Questions at 0.9, down 25% from last year's premiere, then comedy repeats. Fox's Bones rated a flat 0.8 and American Grit was down 17% to 0.5. NBC's Strong did a 0.7, up a strong 17%, then the celeb-driven charity event Red Nose Day Special a 0.6, with 2.1 million viewers. The event raised $31.5 million for children's charities. The inaugural event last year did a 0.8 and raised around $21 million. The CW was in repeats. The broadcasters were up against NHL and NBA post-season action, among other things. For more, click HERE |
| | Fates & Fortunes | • GREGG LINDNER was promoted to managing director of GfK MRI, the marketing research and consumer insights company. He was previously executive VP of media research. Prior to joining GfK last year, he spent some time at the Media Rating Council. Before that, Lindner was executive VP, service innovation and chief research officer at Arbitron and also served as executive VP of Scarborough Research. • KARAN DANG was named digital creative director at 180LA. He was previously an associate digital creative director at Deutsch and prior to that served as a senior creative director with TBWA Singapore. Editors' Note: The Media Buyer & Planner Today newsletter won't publish on Memorial Day. Enjoy the long weekend. We'll be back Tuesday.
|
|
| |  |  |
|  |
| 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
|
|  |
|  | | |
