| | Media Buyer & Planner Today | | | | | | | | | #1 Buyers Warm to New Year's Eve College Playoffs | | What a difference a year makes. Last year at this time, media buyers and their marketing clients were not happy that the two College Football Playoff semifinal games were being televised on a New Year's Eve that fell on a Friday. This year, the mood has dramatically changed. No buyer angst but optimism instead. ESPN, working with the CFP committee moved the start times up for the two games to 3 p.m. and 7 p.m. (in hopes that the second game is over by 10:30 p.m) and believe televising the games on Saturday when most people are off from work, even though it is New Year's Eve, will draw more viewers to the TVs. Buyers say there is about 10% of commercial time available for the games, while ESPN places it at about 5%. | | WHY THIS MATTERS: At $1 million-plus per 30 second spot, advertisers want to reach the largest audience possible. And many categories, like movie studios and retail, are less concerned with getting makegoods for ratings shortfalls. They want live eyeballs on the night of the telecasts. Last year ESPN wound up doling out some $20 million in ad makegoods. Both sides are hoping and somewhat confident that will not occur this time around. | | A Take: B&C | | | | #2 Polaroid Uses Social Creators to Boost Sales | | The camera brand is spending about $12,000 a month on a program using social influencers to create branded content, which is then posted on various social media sites. According to an Adweek report, the program has helped boost Polaroid sales by as much as 180% on certain products. Polaroid is working with Social Native, which has 14 million independent content creators that are paid an average of $250 per image when working with specific brands. The first Polaroid effort via Social Native in July 2015 reached 2.5 million Instagram users in three weeks. Polaroid has been working with Social Native ever since. | | WHY THIS MATTERS: Aaron Paine, director of social media and digital strategy at Polaroid, says the social creator work has produced better results than creative agency work. The top-performing creative piece from an agency was getting a 1% click-through rate, he says, but using Social Native creators the click-through rate rose to 5%. "It drove a lot of traffic and sales to Amazon," he says. | | A Take: Adweek | | | | #3 Snapchat Offers 'Goal-Based' Bidding | | The social media platform has again expanded its ways for marketers to bid on ads through its API system, Ad Age reports. Its latest tech offering is called "goal-based bidding," which lets advertisers set goals on their campaigns beyond just views. When buying ads, marketers can bid on engagement, which is based on the number of ads swiped. Advertisers decide how much they value a swipe and Snapchat automatically optimizes bidding and delivery to a subset of the advertiser's target audience that has a propensity to swipe. | | WHY THIS MATTERS: Snapchat is in fierce competition for ad dollars with the other social media platforms and the goal here is to give advertisers more control over campaigns, flexibility in buying and measurement of performance. | | A Take: Ad Age | |
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| | 55 | | Percentage of the total global population that will live in cities in 2017, according to data from market research company Euromonitor International. That's five percentage points higher than in 2007, the year that urban population first surpassed rural population worldwide. | – Reported by Ad Age
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| | ABC Notches Top Spot With Repeats | By Luke McCord ABC won the primetime ratings race Wednesday with a 1.0 rating/4 share among adults 18-49, according to Nielsen overnight numbers. The network aired repeats of The Goldbergs, Speechless, Modern Family, black-ish and Match Game. CBS and NBC followed with 0.9/3s. CBS aired a new episode of Undercover Boss for a 1.1, even with last week. Repeats of MacGyver and Criminal Minds followed. NBC aired repeats of Law & Order: SVU and Chicago P.D. Fox came in fourth with a 0.7/2, airing coverage of the Foster Farms Bowl between the Indiana Hoosiers and Utah Utes. The CW earned a 0.3/1 and aired repeats of Arrow and Supergirl. Editors' note: This is the last Media Buyer and Planner Newsletter of 2016. Hooray. Have a Happy New Year and we'll be back on Tuesday, Jan. 3. | |
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