| Today's Top Stories | | #1 | Mobile Ad Format Called 'Unblockable'
| | | A new study released by the Interactive Advertising Bureau touts "scrollers," mobile ad units that appear as a full-screen window onto a creative execution as users scroll down on a web page. And they can't be blocked. Ad Age reports that the concept has been around since 2013 but its introduction to mobile has been more recent. In addition to being unblockable, scrollers significantly outperformed expandable banner ads in areas of creativity and viewer enjoyment in consumer testing. And they also scored high in brand favorability and purchase intent.
Why This Matters: IAB says it's not promoting scrollers as a new standard ad unit, but it wants to encourage testing by the ad industry. Scroller units are encrypted and meet IAB's LEAN Guidelines.
A Take: Ad Age |
| | #2 | NBA Sponsorship Dollars Up 8%
| | | Marketer sponsorship spending with the National Basketball Assocation and its 30 teams totaled nearly $800 million this past season, up 8% from the previous season, according to IEG research. MediaPost reports that the percentage of increase is well above IEG's projected 4.5% increase in overall North America sponsorship spending and projected 5% increase in sports spending. State Farm was the most active NBA sponsor, edging past previous leader Anheuser-Busch. Adidas, Gatorade and FanDuel rounded out the top five most active.
Why This Matters: The NBA had extremely successful post-season TV ratings, including the championship finals. Smart marketers should be jumping on board for next season's sponsorship action now.
A Take: MediaPost
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| | #3 | P&G Says 'Craft Over Crap' Approach Works
| | | The packaged goods giant's global brand officer, Marc Pritchard, believes his company can continue to both lower agency and production costs and increase the creative bar even further than has been done already. Production costs are down from a high of $2 billion two years ago to around $1 billion this year. Pritchard says P&G, like a lot of brands, "were just throwing too much stuff out there." Now he says, the company is "trying to turn down the noise and turn up the quality" of its advertising messages.
Why This Matters: P&G still spends a huge amount on advertising for a wide assortment of its brands, but his message is one that doesn't take spending cutback threats to accomplish. Any brand can work with its agencies to develop advertising that better creatively targets the audience it is trying to reach.
A Take: Ad Age |
| #4 Disney Upfront Boosted By Big Toymakers (Adweek)
#5 Turner Sees Upfront Volume, Price Gains (B&C)
#6 MediaCom Wins $50M BRP Account (MediaPost)
#7 Apple's Second Try At Ad Business (Adweek)
#8 Why Stella Artois Is Spending More on Mobile (Digiday)
#9 NBCU Content Studio Launches Sabra Ads (Adweek)
#10 General Mills Plans More Spending Cuts (Ad Age)
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Approximate people in billions who will access a social network regularly in 2016, according to eMarketer estimates. That's up 9.2% from 2015 and makes up 32% of the global population and 68.3% of all internet users. Of that total, 1.88 billion will access a social network via a mobile phone.
– Reported by eMarketer |
| | Ratings | CBS Wins With 'Big Brother'
By Michael Malone CBS snagged top broadcast ratings Wednesday, with Big Brother posting a flat 1.8 in adults 18-49, per Nielsen's overnights, and summer suspense drama American Gothic doing a 0.7, which was flat with its premiere. That gave CBS a 1.2 rating and 5 share in 18-49. NBC and Fox both put up a 0.9/4. NBC aired Olympic swimming trials at 1.2 and The Night Shift at 0.8, the latter down 11%. Fox's MasterChef grew 10% to 1.1, and Wayward Pines climbed 14% to 0.8. ABC scored a 0.8/3 with repeated comedies, while The CW had a 0.2/1 with repeats as well. For more, click HERE |
| | Fates & Fortunes | • BRENT ANDERSON was promoted to chief creative officer at TBWA/Chiat/Day Los Angeles, and NEIL BARRIE was elevated to chief strategy officer. Anderson has been with the agency since 2005 and was most recently executive creative director. Prior to joining TBWA, Anderson was a senior art director at JohnsonSheen. Barrie was previously a group planning director at TBWA. He joined the agency in 2012 from Bartle Bogle Hegarty London unit ZAG, where he was a partner and strategy director. • COLIN MITCHELL was named to the newly created position of global VP, McDonald's Brand. He was most recently worldwide head of planning at Ogilvy & Mather, a position he held since 2008. He first joined Ogilvy in 1999. In his new role at McDonald's, Mitchell will report to global chief marketing officer Silvia Lagnado. • SEAN MORAN has been promoted to head of marketing and partner solutions at Viacom Ad Sales. He succeeds JEFF LUCAS who is departing to become VP, ad sales at Snapchat. Moran was most recently executive VP, national brand sales at Viacom. He has been with the company for more than two decades and in his new role he will report to Viacom chief operating officer Tom Dooley. The departure of Lucas had been reported in various media accounts for the past several weeks, but this announcement makes it official. Lucas will oversee Snapchat's sales both in the U.S. and globally. Moran will oversee Viacom's Music & Entertainment and Kids & Family units, which include cable networks MTV, VH1, Comedy Central, Nickelodeon, Spike, TV Land, CMT and Logo. Prior to joining Viacom in 1991, Moran worked at Turner.
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| 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
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