| Today's Top Stories | | #1 | Mondelez Puts Money on Branded Content
| | | The snack maker is partnering with studios and publishers to create content, teaming up with Fox, BuzzFeed and others to put together programming, videos and games its assorted brands can sponsor. Fox will broadcast a live sky-diving stunt on July 30 that will air in conjunction with the Mondelez launch of its "Mad Instense" flavor Stride gum. BuzzFeed is helping Mondelez create brand integrations that include recipes on its Tasty online site.
Why This Matters: Mondelez global head of content and media monetization Laura Henderson says media fragmentation by consumers means marketers must not put all their ad spending in just a few places but must go where the consumers are. "Advertising is no longer a huge part of the content consumption experience," she says. So Mondelez wants to experiment with a new model to promote its brands.
Three Takes: Ad Age | WSJ | Reuters
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| | #2 | TD Bank Reviewing U.S. Media, Creative
| | | The financial services giant is conducting a routine, closed review, Ad Age reports. Philadelphia-based Tierney, part of IPG, has handled creative, digital and media planning and buying in the U.S. for several years. The company spent $191 million on U.S. advertising in 2014.
Why This Matters: TD Bank is a sizable ad spender and as very often happens, when a new marketing chief comes into a company, agency reviews usually follow. In this case, Patrick McLean was promoted in December from senior VP, head of brand and product marketing to chief marketing officer.
Two Takes: Ad Age | Adweek
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| | #3 | Chinese Detergent Maker Apologizes for Racist Ad
| | | The maker of Qiaobi Laundry Gell Balls issued a statement saying the company was sorry for the harm the commercial, featuring a paint-spattered black man who is pushed into a washer by an attractive Chinese woman and transformed into a clean-cut Asian man who climbs out. But the company also denied racist intent and said the media read "too much into it."
Why This Matters: Clearly the company apologized because of all the negative attention the TV spot got. There have been close to 8 million viewers on YouTube since the ad was brought to the attention of the English-speaking internet last week, The Wall Street Journal reports. And a Chinese foreign ministry spokeswoman called it "an isolated and inappropriate act by a commercial company."
A Take: WSJ |
| #4 Luxury Ad Spending Projected to Grow 3% (MediaPost)
#5 Where Women Stand at Agency Holding Companies (Ad Age)
#6 Wyndham Checks In at 'America's Got Talent' (B&C)
#7 Facebook Moves Anger Ad Tech Companies (Digiday)
#8 Samsung Adding Ads to European Smart TVs (WSJ)
#9 How Much Does Tech Really Help Ad Sales? (Digiday)
#10 McDonald's Being Tough on Conflicts (Ad Age)
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|  | • 5.97
Dollars in billions that U.S. consumer packaged goods advertisers will spend on digital advertising in 2016, according to a new eMarketer report. That's up 18.2% from 2015 and will account for 8.7% of total U.S. digital ad spending for the year.
– Reported by eMarketer |
| | Ratings | ABC Tops on Soft Broadcast Night
By Michael Malone
ABC took top broadcast ratings Sunday on the strength of The Bachelorette, the network scoring a 1.3 in adults 18-49, per the Nielsen overnights, with a 4 share. That was a wee bit better than NBC's 1.2/4 on a night when the NBA playoffs and the Roots mini-series drew viewers to cable.
The Bachelorette rated a 1.6 across two hours, down 20% from its premiere, then Mistresses did a 0.7, down 22% from last summer's premiere.
NBC had Stanley Cup hockey action across prime, the Pittsburgh Penguins versus the San Jose Sharks, for its 1.2. Last year's opener gave NBC a 1.8 on the night.
CBS and Fox had a 0.7/2. CBS aired two Scorpion repeats, then Person of Interest at 0.8, down 11%. Fox had So You Think You Can Dance at 1.0, down 17% from its debut last June, while Houdini & Doyle slid 17% to 0.5.
CW scored a 0.3/1 with the movie Memorial Day. For more, click HERE |
| | Fates & Fortunes | • DAN BROWN was promoted to the newly created position of VP, director of digital experience at 22squared. He was elevated from VP, digital design director.
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Phone: 201-314-0424 | Send Email
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