Media Buyer + Planner: Social Platforms More Anti-Social; Facebook Categorizes Advertisers

Media Buyer & Planner Today   October 4, 2016     Top Stories       #1 Social Platforms Becoming Anti-Social First it was the social marketing agencies that no longer wanted to be identified as purely social practitioners. Lately more social media platforms have also been moving in that direction, Adweek reports. Snapchat is now in the camera business after introducing its video-recording sunglasses – Spectacles. Twitter has moved its mobile app listing in Apple's App Store from the social section to news. And Facebook COO Sheryl Sandberg no longer refers to her site as a social network. "We see these social companies working to become something more and diversify their offerings in the spirit of innovation in the space," says Scott Linzer, VP of organic media at iCrossing. WHY THIS MATTERS: A lot of this may have to do with advertising. Social media platforms can draw lots more advertising away from linear TV if they identify themselves as offering more diverse operations than just social interaction. A Take: Adweek   #2 Facebook Categorizes Advertisers The social media giant's VP of global marketing solutions Carol Everson tells Ad Age she's divided marketers into four kinds of companies – comfortable giants with plenty of money but plateauing growth; rivals that have more or less caught the giants and are still growing; startups going after them all; and flameouts. She says because Facebook has 4 million advertisers it is able to make determinations about how they can market successfully and offer advice to them. WHY THIS MATTERS: Beyond categorizing them, Everson then advises them on how to create a strategy and culture aimed at best marketing their brands on the platform. A Take: Ad Age   #3 What 'Outsider' Politicians Can Teach Marketers Sophie Russell, a senior planner at Brave agency in London, says political outsiders around the world, including Donald Trump in the U.S. are using tactics to gain attention that marketers should consider adopting. Four of them include: adopt a challenger mentality and don't worry about alienating the existing customer base; target emotions, not logic; keep the message simple; and deliver it with a human touch so consumers can easily relate. WHY THIS MATTERS: Russell acknowledges that taking any one of the tactics to the extreme can create problems for a brand, but on the other hand she advises brands that "sticking rigidly to you comfort zone simply won't cut it. You'll be left behind while others change the rules of the game." A Take: Ad Age     #4 Mid-Roll Digital Video Ads Growing (MediaPost) #5 Brands Use Interactive Games to Get Attention (Adweek) #6 Salesforce Acquires Krux for $700M (Ad Age) #7 Publisher Relationships With Facebook Detailed (Digiday) #8 Social 'Micro Moments' Put Yogurt Brand on the Map (Digiday) #9 Digital Agency Bluecadet Opens NY Office (Adweek) #10 Benefits of Header Bidding (Ad Age)   Stat Of The Day     58 Percentage of U.S. internet user young adults, 18 to 20 years old, who watch mobile video daily on both Facebook and YouTube, according to a poll by native advertising software provider Sharethrough. Some 50% also watch mobile video on Snapchat, while 42% watch on Instagram and 24% on Twitter. – Reported by eMarketer   Ratings     'Timeless' Premieres Solid, 'Conviction' Soft By Luke McCord NBC was the top broadcaster Monday night with a 2.6 rating/9 share among adults 18-49, according to Nielsen overnight numbers. Time-traveling adventure series Timeless debuted to a 1.9, while The Voice slipped 9% to a 2.9. CBS followed with a 2.2/7. The Big Bang Theory fell 6% to a 3.4, and Kevin Can Wait dropped 11% to a 2.4. A two-hour season premiere of Scorpion scored a 1.8, up 13% from its finale. ABC placed in third with a 1.4/5. Dancing With the Stars leaked 6% to a 1.7, while Conviction got off to a weak start at 1.0. Fox finished in fourth with a 1.0/3. Gotham lost 17% from last week with a 1.0. Lucifer debuted a new season to a 1.1. The CW earned a 0.4/1 with repeats of Supergirl.   Fates & Fortunes     • AMBER GUILD was named managing director of The Martin Agency's New York office. She was previously president of brand consultant company Collins. Prior to that she was managing director of T3. • MARK GROSS and CHAD BROUDE have left their creative positions at DDB Chicago to form their own Chicago creative agency called Highdive, Adweek's Agency Spy reports. • KEVIN MERCURIO was named to the newly created position of director of data science for the Cosmos digital intelligence platform at Razorfish. He was most recently a consultant with Insight Data Science. • BOB DeBITETTO is leaving his post as president of brand strategy, business development at A+E Studios. As part of his 14 year career at A+E, he also served as president and general manager of A&E Network and Bio. Prior to A&E, DeBitetto spent seven years at Turner, which included a stint as president of original programming at TNT. • JENNIFER TRACY was named to the newly created position of senior VP, franchise and partner marketing at Nickelodeon. The new position expands her previous role of senior VP, partner marketing. In her new position she will expand her current duties to include oversight of consumer marketing audience acquisition, customer relationship management and social content for Nickelodeon franchise shows. She will continue to spearhead the Nickelodeon Velocity Activation team that creates all social media content and influencer campaigns for ad partners. Tracy is a 12-year veteran of Nickelodeon and prior to that worked at Bolt.com.   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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