| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Becomes Major TV Advertiser | | The social media giant has turned to TV in an attempt to drive more users to adopt its Facebook Live feature. Digiday reports that Facebook this fall has spent an estimated $16.4 million, according to iSpot.tv data, on ads during national TV sports telecasts to recruit new users to its Facebook Live platform. That ranks it among the Top 70 biggest TV ad spenders during that period. "TV buys are innately accompanied by a sense of comfort and clout," Evan Walker, a media supervisor at GSD&M says. "There is no doubt that TV brings mass reach and drives awareness." | | WHY THIS MATTERS: Facebook Live definitely needs more awareness. As Andrew Gerhart, chief operating officer of mobile video ad exchange AerServ, says, "Facebook is losing market share within the younger demographic to Snapchat." With Facebook Live just a few months old and everyone still trying to figure out how to best use it, including advertisers, it behooves the company to pull in as many total users as possible and TV can help do that more quickly. | | A Take: Digiday | | | | #2 comScore's Relevance Questioned | | Media buyers say comScore's value as a metrics tool is diminishing, Digiday reports. With more tools than ever before to provide data aimed at helping buyers target digital audiences, comScore is losing ground. Not helping is that its traffic counts are usually lower than publishers' own counts and that is causing those publishers to downgrade the significance of third-party comScore data. But Andrew Lipsman, VP of marketing and insights at comScore says there are differences in reported data because comScore is not a cheerleader for publishing sites but instead acts as a non-partial referee that can be trusted by both buyers and sellers. | | WHY THIS MATTERS: Greg Pomaro, head of media at MediaSmith, says as digital media becomes more programmatic, comScore's value as a planning tool will become even more niche. But where comScore will continue to have value is in its ability to be an audience-validation tool, determining whether digital buys actually reach the audiences they are sold to reach. | | A Take: Digiday | | | | #3 Ad Fraud Fighters Join Fake News Battle | | Ad tech companies like DoubleVerify are being asked by their programmatic media buying clients to help prevent their ads from being placed on fake news sites. Wayne Gattinella, CEO and president of DoubleVerify, tells Ad Age that because of customer concern over the past few weeks, the company plans to roll out an offering later this week designed to keep marketers' ads off fake news sites. "It's certainly something we are asking them to do," says John Montgomery, executive VP of global brand safety at GroupM. | | WHY THIS MATTERS: Marc Goldberg, CEO of Trust Metrics, says his company uses a combination of tech and human intervention to flag fake news sites. "Fake news, which is a by- product of the clickbait economy, is the same thing as other fake sites that are just sending bots. It's the same thing because they're both designed to steal advertising dollars." | | A Take: Ad Age | |
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| | 23 | | Percentage of desktop users in the U.S. who have installed ad blocking software on their computers, according to a survey by Audience Project. That compares to only 2% of U.S. smartphone users who have installed ad blocking software on their phones. | – Reported by eMarketer
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| | 'SNF' Ticks Up For Pace-Setting NBC | By Michael Malone
With Sunday Night Football posting a 5.8 in adults 18-49, per Nielsen's overnights, NBC won the Sunday broadcast battle with a 5.2/15 share, ahead of CBS at 2.6/8, Fox at 0.9/2 and ABC at 0.8/2.
The game telecast was up 4% from last week, while pre-game Football Night in America was down a tenth of a point at 3.1.
On CBS, with a football overrun, 60 Minutes grew 10% to 2.3, then NCIS: Los Angeles climbed 8% to 1.4, and Madam Secretary rose 13% to 0.9. Late starting Elementary wrapped things up with a 0.6, down 14%.
Fox's Bob's Burgers grew 10% to 1.1, before a string of Simpsons-Son of Zorn-Family Guy-Last Man on Earth repeats.
On ABC, a repeat of America's Funniest Home Videos led into Once Upon a Time up 11% at 1.0, and Secrets and Lies and Quantico both a flat 0.7. | |
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| | • TRACI SCOTT WILKINSON was named VP and general manager of Nexstar Broadcasting's Phoenix TV and digital operations, where she will oversee, among other properties, KASW TV, the company's CW affiliate. Wilkinson was most recently local sales manager at Fox TV stations in Phoenix, but prior to that was director of sales for KASW from 2009 to 2014. Before that she was general sales manager of Entercom radio in Seattle and also served as director of local sales at Belo station NWCN-TV in Seattle. | |
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