| | Media Buyer & Planner Today | | | | | | | | | #1 IAB to Update App Guidelines | | The Interactive Advertising Bureau has proposed its first major update to in-app ad guidelines since 2013, Ad Age reports. The new guidelines touch on areas including viewability, location and measurement. The proposed changes are open for industry comments until Jan. 30. Among the changes is a call for companies serving in-app ads to tell advertisers whether consumers let the app access their devices' locations, along with providing other location data. Advertisers will also be told what percentage of an ad appears on-screen in an app. | | WHY THIS MATTERS: With current guidelines established three years ago, with changing technologies, there is a need to update them. "These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers," says Alanna Gombert, general manager of the IAB Tech Lab. | | A Take: Ad Age | | | | #2 Influencers Available Via Programmatic | | ROI Influencer Media, a partnership with programmatic platforms including Rubicon Project, PubMatic, OpenX and Google'sDoubleClick Ad Exchange, is including influencers as options within programmatic advertising packages, Adweek reports. "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically," says Jay Sampson, Rubicon Project's head of strategic partnerships. Programmatic buyers will have access to ROI's 10,000 influencers and the ads will follow a CPM model, ensuring brands are purchasing only guaranteed viewable impressions. | | WHY THIS MATTERS: Seth Kean, CEO of ROI Influencer Media says, "The social influencer market is basically in the Wild West stage. It reminds me of before video, digital or mobile advertising became standardized. This is the beginning of influencer marketing becoming standardized." | | A Take: Adweek | | | | #3 Ashley Madison Ponders Selling Ads | | It's not going to happen right away, but the controversial dating site, which has been rebuilding its reputation and garnered 7 million new members since July to boost its total to 49 million, is considering opening it up to advertisers. CEO Rob Segal, who joined Ashley Madison in April, tells Adweek that while the site is not ready to open itself up to brands yet, it may be "in a year or two." Segal says "big data's a very untapped opportunity for us, but we have to be very, very careful with how we do that." He says the site "would never share any data about a customer" but the site is visited by non-customers browsing. He says while the privacy of those visitors would also be kept secure, that data will be explored to see if it can be used to interest advertisers in the site. | | WHY THIS MATTERS: Despite its database breach in the summer of 2015, Ashley Madison seems to have recovered nicely and Segal says the site is averaging 20,000 sign-ups daily. He describes the core users as men from the mid-30s on up, who are higher educated and have higher incomes. A nice demo for brands looking to target those hard to reach men. | | A Take: Adweek | |
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| | 57 | | Percentage of U.S. consumers who say they "often" get their news from traditional television, according to a survey by Pew Research. Some 38% also get news from the internet, while 25% get news from radio and 20% from newspapers. Older consumers favor TV, while younger consumers favor the internet as a news source. Some 85% of consumers 65 and older favor traditional TV, while some 50% of consumers 18-29 favor the internet. | – Reported by eMarketer
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| | 'This Is Us' Grows, Paces NBC | By Michael Malone On the robust performance of This Is Us, NBC took top broadcast honors Tuesday with a 2.1 rating in adults 18-49, per Nielsen's overnights, and a 7 share. Runner up was CBS at 1.5/5, then ABC at 1.1/4, The CW at 0.9/3 and Fox at 0.7/2. It was a hearty night for NBC, as The Voice grew 6% to 1.9, This Is Us climbed 13% to 2.7, and Chicago Fire elevated 13% to 1.7. CBS had holiday special Rudolph the Red-Nosed Reindeer at 2.3, same as it did a year ago, before repeats. ABC's The Middle was down 11% at 1.6, American Housewife did a flat 1.4, Fresh Off the Boat was off 8% at 1.2 and The Real O'Neals was down 9% at 1.0. Marvel's Agents of S.H.I.E.L.D. returned from a month break to a flat 0.8. CW's The Flash did a 1.5, up a noisy 36%, while No Tomorrow ticked up a tenth of a point to 0.4. Fox's Brooklyn Nine-Nine too was up a tenth at 1.0, New Girl was a flat 0.8, and Scream Queens a level 0.5. | |
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| • Havas Worldwide has created group chairman roles for four world markets -- North America, France, UK and Spain. ANDREW BENETT, who serves as global CEO of Havas Creative Group, will be group chairman of North America. YANNICK BOLLORÉ, Havas CEO and chairman, will be group chairman for France. CHRIS HIRST, Havas Europe and UL Group CEO, will be group chairman for the UK. While ALFONSO RODÉS VILÀ, Havas Media CEO, will be group chairman for Spain. The goal of the new titles is to bring the creative and media divisions closer together and spur better integration for clients. • KERI ELMSLY was promoted to the newly created position of chief creative officer at SapientNitro's Second Story. She was most recently executive creative director. • STEPHANIE LEE-PANG was named executive director, digital operations at Grey New York. She was previously senior VP and director of digital operations at Deutsch. • BRANDEN FRANTZ was appointed president and general manager of Hearst-owned and NBC affiliate WLWT TV in Cincinnati. He was most recently general sales manager at Hearst's WESH TV in Orlando. Frantz succeeds Richard Dryer who was named president and general manager of Tegna-owned CBS affiliate WUSA in Washington, D.C. | |
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