| | Media Buyer & Planner Today | | | | | | | | | #1 Big Marketers Invest in Podcasts | | State Farm, Intercontinental Hotels, General Electric, Tequila Avion and HBO are among those making podcasts to promote their brands. Each is taking a different approach, some with native content, and others, in the case of Avion, more of a straight sponsorship with no content control. The podcasts are not cheap to produce, costing as much as mid-six figures, but they afford the brands a chance to target an audience segment they are not reaching with their other forms of media ads. | | WHY THIS MATTERS: Podcasts are becoming a very competitive medium and brands who get involved must make sure the podcasts offer content and value that listeners cannot find anywhere else, Max Linsky, cofounder of podcast creator firm Pineapple Street Media, tells Adweek. "If it doesn't have some value for listeners, then it's just not going to work very well," he says. | | A Take: Adweek | | | | #2 Agencies Rate Social Media APIs | | Digiday asked agencies to rate, on a scale of 1-to-10, the various social media sites' application programming interfaces (APIs) that assist with purchasing advertising and in terms of such things as ease of navigation and ability to target. Facebook got the highest ranking, a 9.3, followed by Twitter with an 8.2, Instagram with a 7.2, LinkedIn with a 6, Pinterest with a 4.5 and Snapchat with a 2. | | WHY THIS MATTERS: API's are a critical part of being able to scale digital advertising, with the best being easy to navigate and requiring no assistance from third-party partners. Digiday does say that the ratings should be taken "with a grain of salt" since APIs do evolve and improve over time, and the older players have a "huge advantage." | | A Take: Digiday | | | | #3 Desktop Engagement Takes Longer Than Mobile | | An online ad viewability study by publisher monetization platform 33Across found that 50% of viewer engagement of ads happens after 15 seconds on desktop, while 50% of engagement occurs on mobile devices after only 7 seconds, MediaPost reports. Once reaching the 30-second mark, 68% of engagement occurs on desktop, while 74% of engagement has occurred on mobile and 78% on tablets. The study was conducted over a seven-day period in September and included 2,823 advertisers that ran a total of 160 million cumulative ads across 738 publisher sites in the U.S. | | WHY THIS MATTERS: Eric Wheeler, CEO of 33Across says, "For CMOs to have any meaningful return on their investments, they need to raise the bar on both ad viewability and time-in-view." | | A Take: MediaPost | |
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| | 51.2 | | Percentage of millennials (18-34) who use mobile wallets like Apple Pay, Android Pay and Samsung Pay, as well as branded apps to pay for purchases, according to eMarketer data. At the opposite end of the spectrum, only 8.4% of adults 55-64 use mobile payments, while 2.1% of adults 65-plus do. | – Reported by eMarketer
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| | Football Powers NBC | By Michael Malone NBC notched an easy win Sunday, as Sunday Night Football led the network to a 5.2 rating in adults 18-49 across prime, according to Nielsen's overnights, and a 16 share. CBS, benefitting from an NFL overrun, scored a 2.2/7. Fox had a 1.1/3 and ABC a 0.8/3. Broncos-Ravens did a 5.5 out of a 3.7 pregame. Last week's Sunday Night Football, which had the World Series among the competition, scored a 6.1. Aided by that NFL warm-up, 60 Minutes drew a 2.1, well up from last week's 1.3. NCIS: Los Angeles did a 1.3, up 8%. Madam Secretary was up 13% to a 0.9 while Elementary was a flat 0.6. Lacking an NFL lead-in to prime, Fox's Bob's Burgers did a 1.0, down 38% from its last airing two weeks ago, while The Simpsons' 1.4 was down 13%. Son of Zorn dropped 10% to 0.9 and Family Guy was a flat 1.2, before Last Man on Earth was a flat 0.9. ABC's America's Funniest Home Videos climbed 25% to 1.0 and Once Upon a Time grew 22% to 1.1. Secrets & Lies was a flat 0.6 while Quantico finished down 14% at 0.6. | |
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| • DANIELA CHAPPARO was named VP of marketing at Telemundo. In that role, she will handle all marketing initiatives and will also supervise all the network's media buys, manage marketing partnerships and lead all nationwide events aimed at building the Telemundo brand. Chapparo was most recently VP of marketing and digital at NBCUniversal International Networks Latin America. She also served as VP of marketing and creative services for E! Entertainment TV Latin America and as marketing director for SPE Networks Latin America. • AMY OELKERS was promoted to head revenue for Condé Nast's Teen Vogue. She was most recently executive head of digital sales. Prior to that she was associate publisher of Self and also served as VP of digital sales for OWN, The Oprah Winfrey Network. Oelkers promotion comes as Condé Nast reduces the print frequency of Teen Vogue to four times a year, but increases its investment in the digital product. • MARK SHAPIRO and IORIS FRANCINI were appointed copresidents of WME-IMG, where they will oversee media, events, fashion, licensing, global partnerships, original content, The Miss Universe Organization, Professional Bull Riders and other businesses. Shapiro was previously chief content officer. Prior to that he was CEO of dick clark productions, president and CEO of Six Flags and spent 12 years at ESPN. Francini was previously president of IMG Media, which he joined in 2003 as head of sales. | |
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| | Chief Financial Officer | WFSU Public Media – Tallahassee, FL, United States
| | | | Broadcast Engineer | | WFSU TV/FM – Tallahassee, FL, United States | | | | Digital Account Executive | RadiOhio (97.1 The Fan) – Columbus, OH, United States
| | | | Vice President, On Air Promotions, FOX Sports Marketing (Charlotte, NC) | | Fox Sports – Charlotte, NC, United States | | | | more jobs » | |
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