Media Buyer + Planner: Agencies on Notice; Mars International Review

Media Buyer & Planner Today   September 29, 2016     Top Stories       #1 Massive Agency Reviews Planned A new report from Advertiser Perceptions says in the next year 66% of advertisers plan creative agency reviews, 65% plan to review search agencies, 64% will review media agencies and 61% will conduct digital agency reviews. The online poll was based on responses from 420 marketers and included 90% of the top 100 U.S. advertisers. A total of 48% of advertisers claim their agencies are not open and transparent on costs and 34% say they are losing trust in their agencies as a result. WHY THIS MATTERS: Clearly this is not good news for agencies who are under tremendous scrutiny following the release a few months back of an Association of National Advertisers-sponsored report that stated that a sizable number of agencies were getting rebates from TV networks and publishers to place client advertising and not sharing those rebates with their clients. Advertiser Perceptions says it will share its entire poll data with agencies. A Take: Ad Age   #2 Mars Begins International Media Review The petcare, candy, food and drink giant has begun an international media buying review encompassing the UK, China, India, Germany, Australia, New Zealand, Japan and Southeast Asia, according to an Ad Age report. The U.S. is not part of the review. GroupM's MediaCom won Mars' international planning business in 2014 away from incumbent Starcom. Media buying internationally is handled by assorted agencies. Mars is reportedly not looking to consolidate media buying with one agency. WHY THIS MATTERS: Mars is one of the world's largest ad spenders. According to Ad Age's Datacenter, the company spent $2.57 billion on measured media in 2015. About $1.8 billion of that is spent outside the U.S., so the agency or agencies that win media planning will be getting a major revenue account. A Take: Ad Age   #3 Cox Rolls Out Programmatic Buying Platform Cox Media Group is launching its programmatic TV ad sales platform, Videa, that will enable advertisers and agencies to buy local broadcast TV inventory in much the same way they buy digital media programmatically. The company has been beta testing the platform since last year and has deals to include inventory from Graham Media Group, Gray, Hearst Television, Raycom, E.W. Scripps, TEGNA and Media General, in addition to itself. Media agencies it has worked with include Carat, Starcom, Empower MediaMarketing and U.S. International Media. WHY THIS MATTERS: The TV industry wants to move toward automated buying to help it compete with digital in the area of ad sales. This is a step in that direction. Two Takes: MediaPost | B&C     #4 MasterCard Talks Transparency (Digiday) #5 Digital Giants Develop Standards (Adweek) #6 Five Trends in Programmatic (Digiday) #7 Analysts Lower Political Ad Forecasts (B&C) #8 How Macallan Uses Facebook Chatbot (Digiday) #9 Premium Digital Video Viewing Up 28% (B&C) #10 Chobani Hires Wieden + Kennedy (Adweek)   Stat Of The Day     61 Percentage of U.S. internet users who plan to research purchases online this holiday season before buying in-store, according to a survey by Rubicon Project and Penn, Schoen & Berland Associates. Only 17% said they plan not to with the rest unsure at this point. – Reported by eMarketer   Ratings     'Lethal Weapon,' 'Empire' Power Fox Despite Drops By Luke McCord Fox took the top primetime spot Wednesday with a 2.8 rating/10 share among adults 18-49, according to overnight numbers. Lethal Weapon slipped 14% to a 1.9, while Empire also fell 14% to a 3.6. ABC followed with a 1.9/7. ABC's quartet of comedies fell from last week, with The Goldbergs dropping a tenth to a 1.9, Speechless dropping two tenths to a 1.8, Modern Family dropping three tenths to a 2.3 and black-ish shedding four tenths to a 1.6. Drama Designated Survivor slipped four tenths from its premiere to a 1.8. CBS finished in third with a 1.7/6. Survivor lost 9% for a 2.1, while Criminal Minds and Code Black were even with season finales at 1.8 and 1.2, respectively. NBC came in fourth with a 1.4/5. Blindspot fell a tenth to a 1.2, and Law & Order: Special Victims Unit slipped 17% to a 1.5. Chicago P.D. was down a tenth at 1.5. The CW earned a 0.4/1 with a repeat of Penn & Teller: Fool Us, followed by a new episode of Whose Line Is It Anyway up a tenth at 0.4.   Fates & Fortunes     • HEIDI BROWNING was named executive VP and chief marketing officer of the National Hockey League. She was most recently senior VP, strategic solutions at music platform Pandora and succeeds Brian Jennings at the NHL. Browning has also served as senior VP, client solutions at Fox Interactive Media and as executive VP, global digital officer at Universal McCann. She becomes the third woman chief marketing officer at a major sports league. Dawn Hudson is CMO for the NFL and Pamela El is CMO with the NBA. • KEVIN GRADY was appointed senior VP, executive creative director at FCB Chicago. He was previously global executive creative director at Siegel + Gale. He has also served as design director at IDEO and as senior VP, director of design at Mullen. • CHRISTIAN BARNARD was named chief operating officer at Austin-based agency T3. He was most recently a group VP at digital agency Razorfish and has also worked at SapientNitro and was CEO of Deft Strategy. In other T3 moves, NELAN SCHWARTZ was named chief technology officer and in a reshuffling of duties, BEN GADDIS, chief innovation officer was upped to president.   Events     NYC Television and Video Week Virtual Reality 20/20 October, 17, 2016 |The TimesCenter— NYC Learn More B&C Hall of Fame October, 18, 2016 | Waldorf Astoria— NYC Learn More Advanced Advertising October, 19, 2016 | Grand Hyatt— NYC Learn More Next TV Summit October, 19, 2016 | Grand Hyatt— NYC Learn More Hispanic Television Summit October, 20, 2016 | Grand Hyatt— NYC Learn More The Diversity Discussion December 5, 2016 |Convene Conference Center | New York, NY Learn More more events »   Jobs     Vice President, On Air Promotions, FOX Sports Marketing (Charlotte, NC) Fox Sports – Charlotte, NC, United States   GENERAL MANAGER, ARIZONA PBS Arizona State University – Phoenix, AZ, United States   Tech Reporter Broadcasting Board of Governors – San Fransisco, CA, United States   Chief Digital Officer Broadcasting Board of Governors – Washington, DC, United States   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2016 NewBay Media, LLC

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