| Today's Top Stories | | #1 | 30-Minute Commercial Poses as Movie
| | | A recent 30-minute film titled Lifeline and starring Olivia Munn and Leehom Wang was actually a commercial for mobile technology company Qualcomm. Released in assorted social media channels, woven into the intrigue of the storyline about a man's search for his missing girlfriend is a promotion of its Snapdragon 820 chip set, a smartphone processor. The commercial was directed by Armando Bo, who won an Oscar for best original screenplay for Birdman in 2015.
Why This Matters: As Lou Aversano, chief executive of Ogilvy & Mather New York says: "I think we continue to push, not just in terms of length, but in terms of the line between entertainment and brand message." And the commercial has definitely been seen. It has attracted some 20 million viewers and there have been an additional 100 million combined views of the film's trailers and a separate nine-minute behind-the-scenes video about the making of Lifeline, The New York Times reports.
A Take: NYT
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| | #2 | Revamped Snapchat Discover Gets Less Engagement
| | | Within two weeks of Snapchat's redesign of its Discover section in early June, the number of median daily users doubled to 1 million, with some of the larger channels seeing increased daily users numbering as many as 5 million. However, Digiday reports that engagement dropped following the redesign, with viewers per user down 14%, time spent per channel down 6% and viewer completion rate down 32%.
Why This Matters: Moral of this story might be "Be careful what you tinker with" or "Leave well enough alone." While the sites might look flashier, the decline in engagement could ultimately negatively impact advertising.
A Take: Digiday
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| | #3 | Social Influencers Balk at Performance Pricing
| | | Despite the desire by some media agencies to base payment to social media influencers on viewer engagement rather than simply on number of followers, most influencers continue to reject engagement as basis for payment, Digiday reports. Most influencers like the security of a set fee rather than taking a risk based on engagement.
Why This Matters: Influencer marketing is estimated to become a $5 billion-to-$10 billion market over the next five years. So how brands pay these influencers will impact their bottom line. Cost-per-engagement may be the more accurate measurement but it will also be harder to uniformly implement across the industry than the current flat fee.
A Take: Digiday |
| #4 Why AT&T Switched to Omnicom (Ad Age)
#5 Small Publishers Struggle for Branded Content Bucks (Digiday)
#6 As Nike Exits Golf, Callaway Targets Millennials (Ad Age)
#7 Twitter Usage Projections Downgraded (eMarketer)
#8 Back-to-School Campaigns Get Later Start (Ad Age)
#9 New NBC Shows Getting Huge Olympics Push (B&C)
#10 Chief Media Officers Vital But Hard to Find (Ad Age)
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|  | • 96
Percentage of Facebook's revenue that comes from advertising, according to eMarketer estimates. That will rise to 96.8% by 2018.
– Reported by eMarketer |
| | Ratings | NBC Coasts to Ratings Win With Usain Bolt Nabbing Gold
By Luke McCord With Usain Bolt racing to his third straight 100m gold medal, NBC dominated Sunday with a 7.8 rating/27 share among adults 18-49, according to Nielsen overnight numbers. That was down significantly from last week's 9.1, though up from Saturday's 6.3. ABC followed with a 0.9/3. The network's trio of game shows were down from their last original airing. Celebrity Family Feud fell 27% to a 1.1. $100,000 Pyramid slipped 25% to a 0.9, while Match Game dropped three tenths to a 0.8. CBS placed in third with a 0.8/3. 60 Minutes rose 17% to a 0.7, and Big Brother jumped 13% to a 1.8. BrainDead was flat at a 0.3. Fox, airing repeats, earned a 0.5/2. For more, click HERE |
| | Fates & Fortunes | • KEVIN MARTINEZ has joined Time Inc. as VP, group sales director for InStyle and StyleWatch. He was most recently publisher and chief revenue officer at Maxim. He succeeds Patrick Connors, who left the company. Prior to Maxim, Martinez served as publisher of Condé Nast magazine Details. He has also been publisher of Elle and held senior sales positions at Harper's Bazaar, Esquire and The New York Times. • JACK ABERNETHY and BILL SHINE were named copresidents of Fox News and will report to Rupert Murdoch, executive chairman of 21st Century Fox, Fox News Channel and Fox Business Network. Abernethy also serves as CEO of Fox Television Stations and will continue in that role. Shine, who was previously senior executive VP of programming at Fox News Channel and Fox Business Network, will continue to oversee programming for those networks. Abernethy has been with Fox News since it launched in 1996 and has also served as chief financial officer. Shine has also been with Fox News since 1996, when he joined as producer of Hannity & Colmes.
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