| Today's Top Stories | | #1 | Twitter's Charging $2M to $8M for NFL Packages
| | | The social media platform, which has a deal with the NFL to live stream 10 games this season, has been pitching advertisers and agencies with ad packages ranging from $2 million to $8 million, Digiday reports. The deals would include commercials during the live streams, along with sponsorships of NFL highlight clips that run separately. However, sources say a $2 million package doesn't include in-game commercials, but instead includes pre-roll spots before the games.
Why This Matters: The games are also being televised on NBC and CBS so the audience on Twitter will be limited. And Twitter reportedly can only sell 10 spots in each game so they have to sweeten the ad package pot with lots of other sponsorships and incentives. One incentive is category exclusivity. So far Budweiser, Ford, Nestle and Sony have bought packages.
A Take: Digiday
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| | #2 | BBH to Agencies: Feed Hungry Kids Instead of Egos
| | | Bartle Bogle Hegarty New York creative executives at the Cannes Lions event are promoting an Action Against Hunger campaign and Can Gold website where agencies and execs can donate as little as $45 to save the life of a malnourished child, Adweek reports. They estimate that ad agencies worldwide spend some $21 million to submit entries to the Cannes Lions competition every year in hopes of winning a trophy. They say some of that money should be donated to feed hungry kids.
Why This Matters: The extravagant spending to attend the Cannes event has been highlighted more than ever this year. While winning a Cannes trophy for a creative campaign is a feather in an agency's cap, it is also an ego booster for agency execs. The BBH creatives say their own agency is not exempt as it has also entered and won Cannes Lions trophies.
A Take: Adweek
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| | #3 | Consumer Education Key to Virtual Reality Future
| | | Google is showcasing its virtual reality technology at the Cannes Lions ad festival this week, but the reality is that among the mass consumer audience only a tiny fraction know what virtual reality is, The Wall Street Journal reports. Even Clay Bavor, VP of virtual reality at Google, says he often has to remind his team that outside of the company and the media industry, few know much about virtual reality and virtual reality advertising, in particular.
Why This Matters: Smart marketers like BMW, McDonald's, Hyundai and Oreo are experimenting with virtual reality advertising and putting it on YouTube for the more savvy consumers to experiment with. And Google believes its launch this fall of Daydream, a new software platform designed for virtual reality that will be built into Android devices will allow more users to try it. But much like the development of high-definition television, it's just going to take a majority of consumers time to become familiar with it.
A Take: WSJ |
| #4 George Hamilton Newest KFC Colonel (Ad Age)
#5 Nielsen Acquires Sports Analytics Firm Repucom (MediaPost)
#6 Creative Advice From Iggy Pop (Adweek)
#7 Havas Makes Content Deal With Vice (MediaPost)
#8 Sites Asking Ad Blockers for Email Addresses (Digiday)
#9 FCB CEO Sees More Tech in Future (Adweek)
#10 FTC Fines InMobi for Collecting Kids Location Data (MediaPost)
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Percentage of worldwide marketers who say they will partner with two or three agencies in 2016, according to a survey by SoDA. The survey also found that 50% of clients rely on agency partners to help them innovate on products and services.
– Reported by eMarketer |
| | Ratings | 'Big Brother' Drives CBS Win
By Michael Malone CBS took the top broadcast prize Wednesday, with the season 18 premiere of Big Brother at a 1.8 in adults 18-49 across two hours, per the Nielsen overnights, and the debut of American Gothic at 0.7. That gave CBS a 1.5/6 for the night. Big Brother debuted to a 2.0 last summer. Next up was NBC at 1.0/4, then Fox at 0.9/3, ABC at 0.8/3 and The CW at 0.2/1. NBC had two hours of American Ninja Warrior repeats at 1.0, then a new The Night Shift at 0.9, down 10%. Fox featured MasterChef at 1.0, down 17%, and Wayward Pines at a flat 0.7. ABC was in repeats, as was The CW. For more, click HERE |
| | Fates & Fortunes | • CHARLIE WILKIE was named VP of sales at viral content website Upworthy. He was most recently senior VP of Guardian Labs, the branded content unit for Guardian News & Media. He has been with Guardian News since 2008. Prior to that he was a divisional director at sales and marketing recruitment agency Austin Benn. • JEFF GENNETTE, currently president of Macy's, will be promoted to CEO in 2017, replacing current CEO Terry Lundgren, who will stay on as executive chairman. Gennette has previously served as Macy's chief merchandising officer, along with other executive roles in the company. Meanwhile Macy's is continuing its search for a new chief marketing officer following the departure of Martine Reardon in May.
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