| | Media Buyer & Planner Today | | | | | | | | | #1 Disney DNA Promoted at Kids Upfronts | | At the Disney kids' upfront presentations this week at Disneyland the main theme is Disney DNA as the company attempts to promote the significance of the Disney heritage on kids' lives. The presentation, according to a Broadcasting & Cable report, is designed to showcase three main traits: the storytelling of both new content and updated Disney franchises; proprietary research about kids' viewing and buying habits; and integrated marketing which connects marketers to clients across platforms. Rita Ferro, recently promoted to head a consolidated ad sales group at Disney-ABC Television earlier this month, is participating in the presentations with Gary Marsh, president and chief creative officer of Disney Channels Worldwide, and Jane Gould, senior VP of consumer insights. A lot of Disney's new programming is designed to take advantage of stories and characters that millennial moms already know and might want to share with their kids. Ferro is projecting lots of interest in Disney kids programming from movies studios and toy companies in particular. | | WHY THIS MATTERS: Let the competition for kids ad dollars begin. Disney is making two presentations this week at Disneyland in California and will hold another series of presentations at Disney World in Florida in mid-March. Meanwhile Viacom's Nickelodeon will be making its kids upfront pitch in New York on Thursday. The two major kids' media companies are vying for ad dollars aimed at a group that is not only watching kids programming on TV, but also on other screens. On top of that, they are playing games while watching TV, playing with toys and even watching online video on other devices. | Two Takes: B&C | Adweek
| | | | #2 Snapchat Still a Challenge for Some Advertisers | | As the social media platform moves toward it initial public offering, it is still facing some ad challenges with some brands still struggling to finds ways to effectively use it, Adweek reports. Industry sources say that while Snapchat pitched agencies on holiday campaigns during fourth quarter, many marketers didn't have the creative assets to carry out campaigns on the millennial-targeted app and considerable dollars were left on the table. "There is an education curve with Snapchat, and that's intimidating to some brands," says Cathy Boyle, principal analyst at eMarketer. Part of the problem was that Snapchat ramped up so quickly in terms of its ad offerings. "Last year [agencies] were really caught off guard or unprepared, I would say, for Snapchat ramping up as quickly as it did," Boyle says. | | WHY THIS MATTERS: Things should work themselves out for Snapchat now that a lot of its new ad offerings are in place and more marketers have been testing them. While the platform's creative typically takes longer to put together compared to other mobile and social channels, as more brands become proficient in using it, Snapchat should see more dollars flowing in. It does reach large numbers of millennials, after all, and that is a demo group most brands love. | | A Take: Adweek | | | | #3 Strategy Not Cost Key To Media Buying | | A new global survey of marketers and media agencies by media consultant ID Comms finds that both groups (79%) believe that media buying decisions should be based on strategic marketing factors and not just cost. The survey found that most advertisers see ad buying as a "complex headache" and that they believe media buying today is too heavily focused on buying and cost efficiency rather than on planning and effectiveness of the buys. In short, most advertisers don't view their media agencies as strategic partners. | | WHY THIS MATTERS: The survey included just 178 respondents worldwide, however the brands represented spend more than $22 billion on global advertising annually and the agency respondents came from all the major media agency holding companies and top independents. Therefore, the results should be taken to heart by media agencies, who are seeing more and more brands conduct more and more agency reviews more often than ever before. | A Take: Media Post
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| | 67 | | Percentage of U.S. internet user Gen Xers, ages 35-54, who say they are likely to purchase a product from a brand they follow on social media, according to a survey from Sprout Social. Some 60% of millennials, ages 18-34 say the same, while 51% of Baby Boomers, ages 55-plus, say they are likely to do so. | – Reported by eMarketer
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| | NBC's 'Voice' Solid in Return | by Luke McCord
With the return of The Voice and the debut of Taken, NBC was the top broadcaster in primetime Monday with a 2.6 rating/9 share among adults 18-49, according to Nielsen overnight numbers. The Voice returned with a 3.1, up 24% from its season finale but down 6% from its last premiere. Thriller Taken pulled in a 1.6.
ABC finished in second with a 1.3/4. The Bachelor slipped a tenth to a 2.4, while the premiere of miniseries When We Rise stumbled to a 0.7.
CBS placed in third with a 1.2/4. Following a repeat of The Big Bang Theory, Man With a Plan slipped a tenth to a 1.2. Superior Donuts, 2 Broke Girls and Scorpion were all even with 1.2s.
Fox came in fourth with a 0.9/3. 24: Legacy and APB matched last week's 1.0 and 0.8, respectively.
The CW scored a 0.5/2. Supergirl was steady at 0.7, while Jane the Virgin fell a tenth to a 0.3.
Spanish-language broadcaster Univision pulled in a 0.7/2, while Telemundo earned a 0.6/2. | |
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| • GAVIN LESTER was named chief creative officer and an equity partner at independent, California-based agency Zambezi. He was previously executive VP and executive creative director at Deutsch Los Angeles, where he oversaw the Sprint creative account until it was moved to another agency.
• HELEN PAK was appointed chief creative officer at Grey Canada. She was most recently CEO and chief creative officer at Havas Canada's Montreal and Toronto offices. Prior to that she served as a creative strategist at Facebook and Instagram and has also held creative stints at Saatchi & Saatchi Canada and at Ogilvy Toronto.
• SHELLY SUMPTER was promoted to the newly created position of executive VP, talent, music and events at Nickelodeon Group. She will oversee all talent relations across live TV events, music and live-action programming for all brands in the Nickelodeon portfolio. She is a 19-year Nickelodeon veteran and was previously senior VP of talent. | |
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| | Manager, Engineering and IT | The Christian Broadcasting Network – Washington D.C., Dist. Columbia, United States
| | | | Associate Producer | WBNS 10TV – Columbus, OH, United States
| | | | Director of Engineering | WBNS 10TV – Columbus, NA, United States
| | | | Senior Manager, Engineering & IT, WRC | | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States | | | | more jobs » | |
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