| Today's Top Stories | | #1 | Magna Shifts $250M From TV to YouTube
| | | The media buying giant has entered into the largest-ever deal with YouTube's Google Preferred and will shift $250 million in client ad dollars from TV to digital video. The money will be spent over a three-year period and is about four-to-five times as much as Magna spent on Google Preferred last year. Magna will get special rates for the premium, unskippable video ads.
Why This Matters: For YouTube, it's the biggest upfront deal ever. And for linear television, it means less money that Magna will spend for its clients across the networks. Magna cited declining TV ratings and the ability to reach younger viewers digitally for the move. "Scaled [digital] players like YouTube have been driving the industry forward and are creating the cultural currency of today," the agency said in announcing the deal.
Three Takes: WSJ | B&C | Adweek
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| | #2 | Election Result Could Impact Advertising
| | | Dan Jaffe, executive VP of government relations at the Association of National Advertisers, says the results of the national political elections for president and other congressional offices could have a huge impact on the ad industry. Jaffe says if the Democrats take control of the Senate, it will put into leadership positions a number of officials "who have taken strong, highly restrictive positions on advertising, privacy, data security and business regulation in general." He adds that a tax on advertising could have a real possibility of being instituted and whoever the new Supreme Court justice is could impact several regulatory issues."
Why This Matters: Regardless of the election outcomes, Jaffe says the ad industry must join together, stay diligent, and continue to put pressure on legislators in Washington.
A Take: MediaPost
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| | #3 | MDC Executives Blast Short Seller's Report
| | | Agency holding company MDC Partners announced that while the SEC investigation into practices by previous executives continues, it increased first quarter revenue by 2.3% to $302 million, with organic revenue up 2.2%. At the same time, CEO Scott Kauffman addressed a recent derogatory report about the company by Gotham City Research short seller Daniel Yu. "We take strong issue with every single element of this report," he said, adding that the report "raises issues that have long been addressed" in a way designed to "destroy shareholder value."
Why This Matters: Gotham City Research continues to stand by its findings, but other Wall Street analysts continue to line up in support of MDC. That MDC was able to increase revenue while operating under a cloud is a feather in the holding company's cap. Its agencies added clients including Jose Cuervo and Four Seasons, and is expected to make a handful of acquisitions this year.
Two Takes: MediaPost | Ad Age
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| #4 AOL Moves Into Live Video (Digiday)
#5 Hulu Gets Into Interactive Advertising (B&C)
#6 Publishers Scoff at Adblock Plus Micropayment Plan (Digiday)
#7 Vox Media Makes Deals With Snapchat, Telemundo (B&C)
#8 Moonves Says Double-Digit Upfront CPM Price Hikes Possible for CBS (B&C)
#9 Dentsu Aegis Acquires Chinese Agency (Ad Age)
#10 Apple Plans Campaign for Music Service (Ad Age)
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Percentage of marketing executive worldwide who say analytics and social marketing competencies are critically important digital marketing capabilities, according to a survey by Forbes Insights.
– Reported by eMarketer |
| | Ratings | 'Person of Interest' Comes Back Strong
By Michael Malone CBS and NBC virtually split the broadcast title on Tuesday, both posting a 1.6 in viewers 18-49, according to Nielsen's overnights, with CBS showing a 6 share and NBC a 5. On CBS, NCIS rated a flat 1.9, while NCIS: New Orleans did a 1.8, up 13%. Person of Interest, kicking off its final season, grew 9% from where it left off at 1.2. NBC's The Voice rated a 1.6, down 16%, then Chicago Med slipped 17% to 1.5, and Chicago Fire was down a tenth at 1.6. The CW was next at 0.9/3, then ABC and Fox at 0.8/3. CW had The Flash at 1.2 and Containment at 0.5, both down a tenth. On ABC, Fresh Off the Boat did a 1.1, down 15%, and The Real O'Neals a flat 1.0. Marvel's Agents of S.H.I.E.L.D. did a 0.9, down a tenth, and Beyond the Tank a flat 0.5. Fox's New Girl rated a flat 1.0 and Grandfathered grew 17% to 0.7, then a second New Girl did a 0.9 and The Grinder a 0.5, down 17%. For more, click HERE |
| | Fates & Fortunes | • KIRSTEN FLANIK was promoted to president of BBDO New York, succeeding John Osborn, who will retain his CEO title. Flanik was previously managing director, overseeing several accounts. She has been with BBDO since 2006. Prior to that she was business development director at Bartle Bogle Hegarty New York and also held agency positions at Cliff Freeman and Partners and Fallon.
• KATE BOWER was named global chief strategy officer at media agency Initiative, succeeding Sarah Ivey. Bower was most recently executive VP/U.S. strategy at Starcom MediaVest Group, where she was strategic lead on the Samsung account. Prior to that she headed up SMG strategy in Asia for clients including Procter & Gamble. She has also worked on the planning side at Unity and Naked in London.
• DENNIS RYAN appointed CEO at creative and digital agency Digital Kitchen. He was previously chief creative officer at Olson Minneapolis, leaving that agency after a four-year stint. At Digital Kitchen he succeeds Bill Fritsch, who will continue on the agency's board of directors. Ryan has also worked as CCO at Element 79 and held positions at DDB Needham and JWT Chicago.
• PERLA FARIAS was promoted to senior VP, scripted development, and CARMEN URBANEJA was elevated to senior VP, scripted productions at Telemundo Studios. Farias was most recently VP of novella development at Telemundo network. Urbaneja was previously VP, novella production at Telemundo Studios. Farias has been with Telemundo for 13 years and Urbaneja for 12 years.
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