| Today's Top Stories | | #1 | Tumblr Will Share Ad Revenue With Bloggers
| | | The blogging platform is opening its users' blogs to advertisers and bloggers who permit ads displayed on their blogs to get a piece of the ad revenue. The Tumblr staff posted that the new system will begin Thursday, but did not announce details of how much bloggers would be compensated or when that will begin. Under the program, ads will run in all bloggers' posts unless they opt out. And they will also have to opt in to get paid.
Why This Matters: The Yahoo-owned platform has been struggling to sell ads and sees this new idea as a way to bring in more revenue, while giving brands the potential to reach a chunk of its 550 million monthly users with its more than 300 million blogs. How new Yahoo owner Verizon will take to the idea also remains to be seen.
Three Takes: Silicon Angle | Adweek | IB Times
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| | #2 | Olympic Sponsor Ads Flopping on YouTube
| | | A study by video-tech firm Zefr finds that Olympics-related brand ads posted on YouTube by the Games' top official sponsors are not getting as much interest as generic video features about Olympic athletes, Ad Age reports. Only one of the top five brands in YouTube views of Olympic-related content is an official sponsor – Visa. Others in the top five are apparel brands Puma, Adidas, Under Armour and Nike. Overall, brand ads account for only 5% of the 7.8 billion cumulative views of Olympic-related video on YouTube.
Why This Matters: Dave Rosner, executive VP, strategic marketing at Zefr says the strength of non-Olympic sponsors should be "a huge wake-up call to brands. It says, you don't have to be an official sponsor to be a major part of the conversation." It does have to be noted, however, that some 90% of the views of all brand ads on YouTube come from posts by consumers and are not paid ads.
A Take: Ad Age
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| | #3 | Pandora Seeks Audio Ad Measurement
| | | The online music listening site says getting a true measure of its audience cannot come from measuring digital ad viewability alone. And what makes it tougher is that 91% of its 85 million monthly listeners tune in on mobile phones, which makes display viewability measurement even tougher. Lizzie Widheim, Pandora's senior VP of ad product strategy, tells Adweek that the company has been testing mobile viewability with clients including GroupM and Volvo for 18 months and that is part of a larger plan to measure ads based on factors like audio and time spent listening. Pandora is also working with digital analytics company Moat on, among other things, coming up with a metric that will measure audibility, time spent listening and engagement of listeners.
Why This Matters: Chris Record, VP of revenue operations at Pandora, says while measuring audibility against video offerings is more conceptual right now, it is something Pandora is going to be driving innovation around moving forward.
A Take: Adweek |
| #4 Nestle Opens Digital Lab With Salesforce (Ad Age)
#5 Verizon Targets Hispanic Millennials (MediaPost)
#6 Takeaways From Facebook's 69% Ad Sales Gain (WSJ)
#7 Pinterest Targets Fashion Brands (Glossy)
#8 Samsumg CMO Touts Experiential Marketing (WSJ)
#9 FTC Asked to Investigate Mercedes TV Ad (Ad Age)
#10 Discovery, Toyota Launch Scripted VR Series (MCN)
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Dollars in billions that will be spent on digital advertising in 2020, according to projections by eMarketer. In 2016, some $68.8 billion is expected to be spent on digital advertising. TV ad spending, which will reach $70.6 billion this year, is expected to only grow to $77.1 billion by 2020.
– Reported by eMarketer |
| | Ratings | NBC Stays on Top in Philly
By Michael Malone The Wednesday broadcast ratings title went to NBC, as America's Got Talent pulled a 1.7 in adults 18-49, per Nielsen's overnights, and The Night Shift a 1.1, before coverage of the Democratic National Convention posted a 0.7. AGT slipped 23% from the previous week, while Night Shift was down 15% from its last airing. NBC drew a 1.2 rating and 5 share on the night. CBS and Fox both did 0.9/3, with Big Brother down 6% at 1.6 for CBS, and American Gothic at a flat 0.6, before convention coverage drew a 0.4. On Fox, MasterChef was at 1.0, down 17%, and Wayward Pines a flat 0.7. ABC had repeats before its DNC coverage, which drew a 0.7. The convention featured President Obama and vice presidential nominee Tim Kaine, among others, at the podium in Philadelphia. The CW had a 0.4/2, with Penn & Teller: Fool Us growing 33% to 0.4, and Whose Line Is It Anyway up 67% at 0.5. For more, click HERE |
| | Fates & Fortunes | • MAT BAXTER was named global CEO of media agency Initiative, succeeding JIM ELMS who was elevated to chairman of Initiative and to a newly created role of managing director of parent holding company Interpublic Group. Baxter was previously global chief strategy and creative officer of IPG Mediabrands. Prior to that, he was CEO of UM Australia. Kris Magel continues as U.S. president of Initiative. • RHEA HANGES has departed her position as a creative director at BBDO Atlanta, where she handled the Toys R Us account, Adweek's Agency Spy reports. She joined BBDO last summer from Havas New York. • MORGAN CARROLL was promoted to managing director of DigitasLBi Chicago. He will also continue as executive creative director. He succeeds Davin Power. Prior to joining DigitasLBi in 2014, Carroll held assorted creative posts at Deutsch New York. • MELISSA BELL was promoted to publisher of Vox Media. She was previously VP for growth. She's been with Vox Media since early 2014 and participated in the creation of Vox.com. Prior to Vox, she was director of blog engagement at the Washington Post.
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