| Today's Top Stories | | #1 | Brands Tell Influencers Not to Disclose Paid Promos
| | | A survey by influencer marketing and media platform SheSpeaks finds that 25% of influencers polled say they've been asked by brands not to disclose that they were compensated for their endorsements or promotions of products on social media, Ad Age reports. That is despite the Federal Trade Commission's rules that they need to do so. However, some 95% of the influencers in the survey say they do make it a point to disclose to their followers that they've been hired by a brand.
Why This Matters: Ironic that brands are asking their agencies for transparency yet they are trying to get the influencers they hire to be non-transparent. This should certainly be interesting fodder for the American Association of Advertising Agencies in its ongoing battle with the Association of National Advertisers over the transparency issue.
A Take: Ad Age
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| | #2 | Why P&G Doesn't Need Facebook's Ad Targeting
| | | The consumer packaged goods giant and world's biggest ad spender says it will buy less targeted Facebook ads going forward because the extra expense for targeting didn't result in a major increase in sales. It doesn't mean P&G will be spending a sizable amount less on Facebook, but the company has decided that because most of its products can be sold to mass audiences across demos, there's no need to pay extra to pinpoint consumers. "We targeted too much and we went too narrow," Marc Pritchard, P&G's chief marketing officer told The Wall Street Journal.
Why This Matters: Several other large advertisers from different categories may decide to follow a similar route. Noah Mallin, head of social media buying at MEC North America, tells Ad Age his agency has been taking similar steps for some of its clients. "Facebook has enormous reach, so from a branding perspective, why wouldn't you go for the biggest audience possible," Mallin says.
Two Takes: Ad Age | WSJ
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| | #3 | Campbell Ewald Partners in New Hispanic Agency
| | | The IPG agency has formed a partnership with three former executives of the now closed agency Commonground/MGS. The new full-service media, creative, digital and social and public relations agency will be called sociedAD and will focus on Hispanic consumers, MediaPost reports. Initial clients include HBO Latino, ITT Technical Institute and MilkPep. Initial offices are in New York and Miami, with plans to open offices in Los Angeles and Detroit.
Why This Matters: The Hispanic consumer base in the U.S. continues to grow so adding more Hispanic-targeted agencies to the mix is a good thing. However, getting established and picking up new clients won't be easy. What will help is that sociedAD and its clients will have access to the infrastructure of the larger Campbell Ewald network.
A Take: MediaPost |
| #4 Uber Picks Deutsch as U.S. Creative Agency (Adweek)
#5 DigitasLBi, Oracle Form Digital Marketing Agency (MediaPost)
#6 Snapchat Gets More Lenient With Brand Ads (Adweek)
#7 How Jack-in-the-Box Handles Customer Service Online (Digiday)
#8 More Olympics Viewers Watching Via Digital (Media Life)
#9 Univision Scores Local TV Rights for L.A. Rams Preseason (B&C)
#10 Ditech CMO Touts Live Event Marketing (Ad Age)
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Percentage that programmatic auction volume increased worldwide in second quarter of 2016, per Accordant. Exchange-traded inventory in North America rose 27% in second quarter and is up 103% year-over-year.
– Reported by MediaPost |
| | Ratings | NBC's Olympics Coverage Spikes
By Luke McCord NBC scored its best marks yet for its coverage of the Rio Olympic Games Tuesday. The broadcaster's coverage rose 15% from Monday to a 9.9 rating/33 share among adults 18-49, according to Nielsen overnight numbers. ABC followed with a 0.7/2. Bachelor in Paradise slipped three tenths to a 1.1, while After Paradise debuted to a 0.5. CBS finished in third with a 0.6/2. Zoo dropped two tenths to a 0.6. Fox, which aired repeats, tied The CW for a 0.3/1. The CW's MADtv earned a 0.3. For more, click HERE |
| | Fates & Fortunes | • ELIZABETH HARRINGTON was named to the newly created position of North America head of GroupM Xaxis native ad tech unit plista. Harrington was most recently senior VP of business development and publisher services at digital ad platform Local Yokel Media. Prior to that she was VP, business development and strategic sales at Greenopia. • GIAN FULGONI was named CEO of comScore, succeeding SERGE MATTA, who takes the new position of executive vice chairman. Fulgoni is a cofounder of comScore and was most recently the media audience measurement company's chairman emeritus. In other executive moves, BILL LIVEK, former head of Rentrak (which was recently acquired by comScore) and currently executive vice chairman and president of comScore, will takeover daily responsibility for the strategy and expansion of comScore's TV, cross-platform and movies measurement businesses. And former Rentrak chief financial officer DAVID CHEMEROW was named CFO of comScore, replacing Melvin Wesley. • KEITH GROSSMAN was appointed global chief revenue officer at Bloomberg Media. He was most recently head of U.S. sales. He joined Bloomberg in 2014 as publisher of Bloomberg Digital and Digital Products, following a lengthy run at Condé Nast. • JEREMY OLSON was named senior VP, social strategist and JOE KANTOR was appointed director of data strategy and analytics at Donor Detroit. Olson was previously senior VP, social innovation at Leo Burnett Chicago. Kantor was previously associate director, data and analytics at media agency Carat.
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| Media Buyer & Planner Today
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John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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