| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Launches Mid-Roll Video Test | | The social media platform is testing mid-roll Ad Breaks in on-demand video with a small number of partners and is also expanding the beta test of ad breaks on Facebook Live video to be available to more U.S. users and publishers, Variety reports. Facebook is also letting eligible media partners serve in-stream video ads on their own websites and apps through the platform's Audience Network program. The new Ad Breaks will let publishers insert ads up to 15 seconds long into videos they upload or into existing videos in their Facebook libraries. Initial publisher partners have not been identified. Facebook Live video ads will now be open to pages if they have at least 2,000 followers or have reached 300 or more concurrent viewers in a live video. Facebook hopes it can use some of the additional ad revenue to bolster its creative content that will give it an edge against competitors like Snapchat, Twitter and Google's YouTube. | | WHY THIS MATTERS: Facebook continues its digital ad revenue battle with Google in an attempt to win the largest share of the pie which is expected to hit $82 billion this year, according to eMarketer. For brands, the expanded Facebook program is another opportunity to reach out to the large digital audience. | Two Takes: Variety | Ad Age
| | | | #2 CNN Brings Upfront Roadshow to Agencies | | The Turner-owned cable news network has already started on its upfront pitch by bringing a pop-up road show to media buying agency offices or to locations nearby, Adweek reports. For the past two years, CNN has hosted key agency execs on its newsroom floor in New York's Time Warner Center for CNN Experience where it made its sales pitch. The CNN Experience had allowed media buyers to engage in a live setting with CNN talent and get a first-hand look at the news operation. This year it has created a schedule of 10 pop-up roadshows. The presentations will spotlight CNN's original series and films, offer a behind the scenes look at the news operation and allow buyers to get their pictures taken sitting at a CNN anchor desk. There will also be a virtual reality experience highlighting the network's digital premium businesses like CNN Money and CNN Politics. CNN's in-house branded content studio Courageous will also be featured, and a live conversation will be held moderated by Brian Stelter, CNN's senior media correspondent. The first roadshow was held Feb. 15 at IPG Mediabrands' office in New York. | | WHY THIS MATTERS: Every network is looking to break through the upfront clutter and make an impression on brands and their media agencies. This is another example of that. David Cohen, North America president at Magna Global says, "This is probably the most elaborate, most hands-on, most experiential thing we've done with a partner, but that's what cuts through. So when you think about Turner and CNN, you remember something like this, as opposed to sitting in an auditorium, listening to a bunch of talking heads." | | A Take: Adweek | | | | #3 Pandora to Offer Personalized Ads | | Digital audio platform Pandora has partnered with A Million Ads, an audio creative company, to offer clients ways to reach listeners with customized ads in real time. Marketers will be offered the use of two new tools to reach Pandora's 81 million active listeners – Real-time personalized creative at scale and Sequential messaging and targeting. The first will enable personalized audio ads to be served to listeners based on things like gender, age and zip code. Variables like location, time of day and weather will also be taken into account. The sequential messaging and targeting will enable advertisers to draw listeners in by offering the same listeners new pieces of information about a brand over a period of time. | | WHY THIS MATTERS: Chris Record, Pandora's VP of revenue operations, told Adweek, "This is a new way for us to leverage what we've been doing in the past and launch it three or four steps further." He says "personalization is in [Pandora's] DNA." | Two Takes: Adweek | Media Post
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| | 56 | | Percentage of senior marketers worldwide who say their companies are in the process of implementing a strategy to personalize ad campaigns and customer experiences, according to a study from Monetate. Another 28% say they are just starting out, while 6% say they are in the advanced stage. Another 10% say they are doing nothing. | – Reported by eMarketer
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| | ABC Takes Top Spot as 'Black-ish' Rises | by Luke McCord
Powered by its bevy of comedies, ABC came out on top in primetime Wednesday with a 1.5 rating/5 share among adults 18-49, according to Nielsen overnight numbers. The Goldbergs and Speechless were each down a tenth at 1.7 and 1.5. Modern Family matched last week's 2.0. Black-ish rose a tenth to a 1.6. Match Game was flat at 0.9.
Fox finished in second with a 1.3/5. Lethal Weapon fell a tenth to a 1.3, while Star was even at a 1.2. Both series scored second season renewals recently.
NBC came in third with a 1.1/4. Blindspot was flat at a 0.8, Law & Order slipped 7% to a 1.3, and Chicago P.D. held steady at a 1.3.
CBS placed in fourth with a 1.0/4. Hunted matched last week's 1.2, while Criminal Minds was even at 1.3. Doubt plummeted 25% to a 0.6.
The CW earned a 0.4/2. Arrow shaved off a tenth to a 0.5, and The 100 was flat at 0.4.
Spanish-language broadcasters Univision and Telemundo scored a 0.7/3 and 0.6/2, respectively. | |
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| • TOMMY GARGOTTA was named executive VP, creative marketing, at Fox Broadcasting. He was most recently president of Theatrical Marketing for Relativity EuropaCorp Distribution, where he managed the marketing campaigns for EuropaCorp and Relativity Media's U.S. movie releases. He also served as president of worldwide creative advertising for Sony Pictures.
• WALTER CADE was promoted to senior VP of sales at the NBC Sports Regional Networks. He was previously VP of ad sales and national sales manager at CSN Chicago. He will oversee revenue management across the NBC regional sports networks and also work with NBCUniversal's 29 owned NBC and Telemundo stations on multi-market and cross-platform sales.
• SANDI HARARI was elevated to executive VP and creative director at independent agency Barker. She was previously senior VP and creative director. She has been with the New York agency for 12 years and prior to that operated her own design company. | |
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| | Associate Producer | WBNS 10TV – Columbus, OH, United States
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