| | Media Buyer & Planner Today | | | | | | | | | #1 Magna Shifting Client Dollars to Roku | | The IPG media buying agency has agreed to a deal with Roku that will result in it moving some of its clients ad dollars out of traditional television to reach targeted audiences watching streaming programming. Roku represents 48% of monthly active streaming players and ad-supported programming is the fastest-growing segment on Roku, according to a Broadcasting & Cable report. Magna says a number of its clients are already doing business with Roku. Among them: BMW, Coca-Cola, Hershey, MillerCoors, JetBlue, Dunkin Donuts, Charles Schwab, IHOP, Sony Pictures Entertainment and Office Depot. The new deal will give them access to more Roku data to help better target the OTT audience. | | WHY THIS MATTERS: During last year's upfront, Magna made a major deal that resulted in client ad commitments of about $250 million to be spent on Google Preferred which offers premium ad inventory on YouTube. As more viewing moves away from traditional TV, this trend will continue. | Two Takes: B&C | Ad Age
| | | | #2 Snapchat Seeks Bigger Commitments from Buyers | | As the upfront approaches, the social media platform is in talks with the ad buying units of major holding companies WPP, Omnicom, Publicis and IPG to get ad-spending commitments of $100 million to $200 million from each of them for 2017, The Wall Street Journal reports. That would be double or triple the amounts each of the holding companies spent on Snapchat advertising last year. Snapchat is also looking for multi-year commitments if possible. Overseeing the ad sale effort is Jeff Lucas, former Viacom top executive who has lots of connections with agency ad buying executives. The Journal says Snapchat's chief strategy officer Imran Khan recently pitched a number of Publicis executives and its clients during the CES trade show, touting its ability to reach a young, mostly a non-TV watching audience. Khan and Lucas also held a dinner party at CES where they schmoozed with senior executives from companies including PepsiCo, Nestle, Buzzfeed and Refinery29. | | WHY THIS MATTERS: Snapchat, which has some 150 million daily users, is far behind the major social platforms in ad revenue, taking in about $360 million a year. That compares to $63 billion for Google and 2.26 billion for Twitter. But with its initial public offering expected to come this year, parent company Snap is doing everything it can to make the social platform look as attractive as possible to Wall Street. | | A Take: WSJ | | | | #3 Snickers Plans Live Super Bowl Commercial | | The candy brand has announced plans to air a live commercial during the Super Bowl but despite early reports that it would be the first ever, Ad Age later reported that that honor belongs to Jos. Schlitz Brewing Company, which ran a live taste test during the 1981 Super Bowl. Still, the Mars Inc. company is expected to get a lot of attention for its 30-second, western-themed spot that will air in real time. The ad will star actor Adam Driver. In an effort to drum up excitement, Snickers will host a 36-hour live streamed, cowboy-themed variety show beginning Thursday before the big game. Celebrities who have appeared in past Snickers ads will make appearances. Digital ads will promote the live stream. | | WHY THIS MATTERS: With an audience of over 100 million each year, advertisers are seeking every way possible to break out from the clutter of the traditional 30 second pre-shot spot. "People aren't forced to watch commercials anymore," says Peter Kain, executive creative director at BBDO New York which is handling creative for the spot. "We need to do something that makes people want to watch and talk about the ads." | Three Takes: WSJ | Adweek | Ad Age
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| | 71 | | Percentage of internet users worldwide who say their biggest complaint about physical retail stores is that it is difficult to compare products, according to a survey by Capgemini. Four other frustrations falling just behind include: long lines at checkout (66%); discount promotions are not personalized (65%); not able to local products (65%); and lack of in-store associate guidance or demos (64%). | – Reported by eMarketer
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| | 'This Is Us' Powers NBC | by Michael Malone
With a strong performance by rookie hit This Is Us, NBC averaged a 2.0 in adults 18-49 during Tuesday's primetime, with a 7 share. The Wall lost 6% for a 1.6, before This Is Us grew 8% to a 2.8 and Chicago Fire increased 6% to a 1.7.
CBS was next at 1.4/5. NCIS did a flat 1.9 and Bull lost 13% to 1.3, before NCIS: New Orleans fell 8% to 1.1.
Fox averaged a 0.9/3 as New Girl scored a 0.9 and The Mick a 1.0, both down a tenth of a point, before Bones did a 0.9, up 13%.
ABC and The CW both did a 0.8/3. ABC had repeats before Marvel's Agents of S.H.I.E.L.D. at 0.7, up a tenth.
CW's Flash fell 25% to 0.9, while DC's Legends of Tomorrow slid 13% to 0.6.
Among Spanish-language networks, Univision did a 0.7/2, while Telemundo scored a 0.6/2. | |
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| • CHRIS WALLRAPP was promoted to president of Hill Holliday and LESLEE KILE was elevated to the newly created position of chief operating officer. Wallrapp is the Boston-based agency's first president since Karen Kaplan was promoted to chairman and CEO in 2013. He has been with the agency since 2013 and was most recently chief growth officer. Kiley has been with Hill Holliday for more than 20 years and was previously head of account management.
• JESSICA BAUM was named director of media at San Francisco-based creative agency Traction, where she will oversee integrated media planning and buying. She was most recently with Centro and has also held positions at Eleven and Butler, Shine, Stern & Partners, JWT and Cramer-Krasselt.
• PETER LIGUORI is stepping down as CEO of Tribune Media in March. He has held the position since Jan. 2013. Prior to joining Tribune, Liguori held executive positions at Discovery Communications, Fox Broadcasting and FX. • DEEPTHI PRAKASH has joined Accenture as managing director. She was most recently executive VP and a group planning director at BBDO New York. She has also worked at Havas and at Ogilvy & Mather New York.
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