| Media Buyer & Planner Today | | | | | #1 P&G Sets New Digital Rules | Marc Pritchard, chief brand officer of the consumer packaged goods giant, has announced a five-point program for digital media players – including tech companies, digital publishers and digital agencies – and says the company will no longer do business with anyone who doesn't comply. In a speech to the Interactive Advertising Bureau's annual leadership meeting on Sunday, Pritchard said, "the days of giving digital a pass are over. It's time to grow up. It's time for action." P&G plans a thorough review of all its media agency contracts and stipulates that all media companies and tech operations use industry-standard viewability metrics, fraud protection and third-party verification, Ad Age reports. Pritchard said P&G recently discovered that one of its agencies was using questionable practices but a close look at the contract found such practice was permissible. Now, he says, P&G is "poring over every agency contract for full transparency." He also says one network told him other advertisers were not requiring third-party verification. That, he said, put him "over the edge." | WHY THIS MATTERS: Procter & Gamble is the largest advertiser in both the U.S. and the world, spending in the range of $10 billion annually. And when an advertiser that large talks, it behooves everyone who wants to continue with their business to listen. P&G doesn't seem to be asking for much – just some transparency to assure that their $10 billion is being spent in the best interests of the company. | Two Takes: Ad Age | Adweek
| | #2 Marketers Want More From Pinterest | The social media platform is feeling pressure from ad buyers to offer better data, rollout more ad products and present a clearer picture of the role it wants to play for brands, The Wall Street Journal reports. Some agency execs say they also have been disappointed with their ad results. They say Pinterest has struggled to specifically define itself, instead identifying itself as a scrapbooking site, a visual search engine and as a vehicle to reach female millennials. Jason Stein, chief executive of ad agency Laundry Service says several of his clients have experimented with campaigns on Pinterest and found the performances not robust or consistent. Pinterest president Tim Kendall rejects the criticism saying that in 2016 the platform had 11 major launches in the ad product/data targeting realm. He says 70% of the company's ad revenue is being generated by those new products. And the number of advertisers using Pinterest data offerings quadrupled in the second half of 2016. | WHY THIS MATTERS: Pinterest can debate advertiser impressions but if it can't change those perceptions, it will be hard to continue to grow ad revenue. Noah King, VP and director of social media at Socialyse, a division of Havas, says in his mind Facebook, Instagram, Twitter and Snapchat all have clearly defined roles they play for brands. Pinterest does not. | A Take: WSJ | | #3 Nielsen Limits Total Content Ratings Data | After a meeting with clients right before the weekend, Nielsen now says it will proceed with the March 1 rollout of its controversial Total Content Ratings, but will allow the TV networks to limit what data is distributed to media agencies. The networks, led by NBCUniversal, had asked Nielsen to delay the launch, noting that many sources of viewing were not being included in the new metric. But Nielsen decided to proceed with the rollout and allow the networks to strictly control what data is released and to who. | WHY THIS MATTERS: Nielsen does not have a new time frame for when all the Total Content Ratings data will be publicly released as it originally planned. Jessica Hogue, senior VP, product leadership at Nielsen told Adweek, "We're going to revisit and reassess at a later date. For us, this was about finding a solution that works for all our media clients." | Three Takes: B&C | Adweek | Media Post
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| 50 | Percentage of U.S. publishers who say they earned less than 5% of their digital ad revenue in 2016 from programmatic inventory, according to a survey by Operative. They said programmatic inventory sold at much lower rates because of lower-quality programmatic inventory (21.1%) and a lack of sales expertise in selling it (24.6%). | – Reported by eMarketer | |
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| Fox Wins With 'Miss Universe' | by Michael Malone Fox won the ratings crown among broadcasters, posting a 1.4 rating in adults 18-49, per the Nielsen overnights, and a 5 share. Fox aired the Miss Universe competition across primetime. Its last Miss Universe telecast, in December 2015, scored a 1.7.
ABC and CBS both scored a 1.0/3, while NBC did a 0.6/2.
ABC's America's Funniest Home Videos went up 71% to 1.2 and a double run of To Tell the Truth grew 25% to 1.0. Conviction went up 25% to 0.5.
On CBS, 60 Minutes was a flat 1.2 before NCIS: Los Angeles grew 30% to 1.3. Madam Secretary went up 29% to 0.9 and Elementary grew 40% to 0.7.
NBC had repeats and then a new Dateline at a flat 0.8.
Among Spanish-language broadcasters, Telemundo and Univision both did a 0.5/2. | |
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| • ANDREW BENETT is stepping down from his position as global CEO of Havas Creative Group. He will not be replaced and Yannick Bollore, chairman and CEO of Havas Group will assume his role. Benett joined Havas Worldwide, then Euro RSCG Worldwide, in 2004 as chief strategy officer. He also spent three years as global CEO of Havas-owned Arnold and was named global president of Havas Worldwide in 2013. He was appointed global CEO of HCG in January 2014. • LOU AVERSANO was promoted to CEO of Ogilvy USA as part of a number of changes at Ogilvy & Mather Worldwide. Aversano was most recently CEO of Ogilvy East. Aversano will oversee a new operating unit that will include the agency's operations in Atlanta, Boston, Chicago, Denver and New York. He will also oversee Ogilvy's healthcare unit FKH and other agency specialty units that will now operate under a single P&L. Ogilvy One and Ogilvy Public Relations will also be part of that new unit. • JIM NORTON, chief business officer and president of revenue at Conde Nast, was elected chairman of the Interactive Advertising Bureau, succeeding Lauren Wiener, president of buyer platforms at Tremor Video. SCOTT SCHILLER, executive VP, general manager, marketing, advertising sales & client partnerships, NBCUniversal, was elected vice-chairman. Newly elected to the IAB board include: JEFF LUCAS, VP and head of global ad sales at Snap, Inc.; STEVEN WOLFE PEREIRA, chief marketing and communications officer at Neustar; and SAMANTHA SKEY, president and chief revenue officer at SheKnows. • PATRICK FREND is leaving his position as eastern region president of SapientRazorfish, according to an AgencySpy report. Frend joined the agency in 1999 and has held assorted positions over the years, including manager director of Razorfish New York, before being appointed to his most recent post in 2013 | |
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