| | Media Buyer & Planner Today | | | | | | | | | #1 More Clients Tell Agencies to Blacklist Breitbart | | Brands are actively reaching out to their media buying agencies to ask them to blacklist Breitbart from their ad rotations, Digiday reports. While a few months ago some brands began pulling ads from the Breitbart site itself, many are now telling their agencies to make sure that no ads are getting to the site through the digital ad ecosystem. "We have had some clients asking if we can ensure their ads do not run on Breitbart or other specific websites, and we have proactively reached out to others to let them know our options when it comes to blocking specific properties and allowing them to review out blacklist," says Marcus Pratt, VP of insights and technology at MediaSmith. There are other "fake news" sites listed on the MediaSmith list which even includes the Drudge Report. Oscar Garza, global director of media activation at Essence, which works with clients including HP, Target and Visa, says, "We have clients that have asked us specifically about Breitbart or sites like it." OMD Australia has been asked by clients to block Breitbart from buys. | | WHY THIS MATTERS: Essence's Garza says the brands are being motivated to put pressure on their media buying agencies by increased consumer protests about their ads appearing on sites like Breitbart and others that take hard right or alt right positions when reporting stories. Sure to put even more heat on Breitbart was the recent resignation of its news editor Milo Yiannpopoulos after clips were made public of him making comments sympathetic to pedophiles. | | A Take: Digiday | | | | #2 Neuroscience Finds Ads More Effective on Publishers' Websites | | A new study from neuro-marketing company Neuro-Insight has found that test subjects were 16% more likely to find web ad posts on publishers' premium web sites more relevant or engaging than similar content in social media feeds, Adweek reports. The study examined content from four major publishers – Conde Nast, Forbes, Time Inc. and The Atlantic. Viewers were hooked up with "neuro-mapping" technology and shown video ads in a Facebook news feed and a publisher's website. Not only were the video ads on the publisher websites more engaging, they were also more memorable, with 8 in 10 persons remembering more details about the publisher ads than the social feed ads. The study was commissioned by online video ad company Teads. | | WHY THIS MATTERS: The results should be welcome news for publishers who have been struggling to monetize online through advertising. Adweek cites estimates that say major social tech players like Facebook and Google get as much as 85 cents for every new digital dollar spent on advertising. This study will give the publishers some ammunition to fight back in the battle for digital ad dollars. | Two Takes: Adweek | Media Post
| | | | #3 Disney Shrinking Maker On YouTube | | The Disney-owned digital creator network is planning to shrink the size of its YouTube network unit from tens of thousands of creators to roughly 300, according to a report in Digiday. Maker Studios took in $370 million in overall ad revenue last year, including $70 million from direct sales. However after YouTube and the creators took their share, the company was left with way less. And while Maker gets a share of ad revenue made by the creators, it doesn't own all of the videos so it can't sell them on any other platforms. One former Maker employee says, "It's the epitome of the colossal failure of the MCN [Multi Channel Network] business." Maker has also not been able to monetize the Disney library of characters and properties. And Digiday, which spoke with several former Maker and Disney employees, reports that Disney has not been willing to make the amount of investment necessary for Maker to compete in the original content business. | | WHY THIS MATTERS: Disney paid a relatively reasonable $675 million for Maker Studios in 2014 but the Digiday report details of lots of missteps in managing its path since then. And now the MCN field is crowded with competitors. "Disney saw the MCN gold rush, went prospecting and said, 'we're going to buy the biggest, shinniest one,'" says a former Maker exec. "I don't think they knew what they were buying. And quite honestly, I don't think there was much to buy." | | A Take: Digiday | |
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| | 93 | | Percentage of U.S. influencers, ages 14 to 18, who are heavy users of at least two social networks, that watch product reviews on YouTube, according to a survey by Influenster. That compares to 86% of overall influencers. Teen influencers are more likely to watch product reviews than any other type of video on YouTube, with 77% saying they go to YouTube specifically to view such content. | – Reported by eMarketer
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| | 'This Is Us' Ticks Up | by Luke McCord
NBC topped all broadcasters Tuesday with a 1.8 rating/6 share among adults 18-49, according to Nielsen overnight numbers. This Is Us rose 4% to a 2.5, while Chicago Fire jumped 7% to a 1.6. The Wall matched last week's 1.4.
CBS finished in second with a 1.4/5. NCIS dropped two tenths to a 1.6. Bull was even at a 1.3. NCIS: New Orleans lost a tenth for a 1.1.
ABC came in third with a 1.0/4. The Middle was flat at a 1.5, American Housewife fell a tenth to a 1.4, Fresh Off the Boat gained 10% to a 1.1, and The Real O'Neals jumped 13% to a 0.9. Marvel's Agents of S.H.I.E.L.D. was flat at 0.6.
Fox and The CW tied at 0.8/3. Fox's New Girl spiked a tenth to a 1.0, while The Mick was down a tenth to a 0.9. Bones also fell a tenth to a 0.7.
The CW's Flash and DC's Legends of Tomorrow each shaved off a tenth to a 1.0 and 0.6, respectively. | |
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| • GREG RAIFMAN is departing as president of ad technology company Rubicon Project, along with six other executives as part of a narrowing mission of the company. Raifman is expected to remain as a member of the Rubicon board of directors. A Wall Street Journal report quotes Rubicon CEO Frank Addante as saying the company will now focus on its core ad exchange business, offering technology to ad sellers and online publishers as opposed to ad buyers.
• JULIE KOLLMAN was named chief research officer of Kantar, succeeding Efrain Ribeiro who left the company. Kollman was previously global head of insights at SABMiller. She has also held executive insights positions at Mondelez, PepsiCo and Nabisco.
• MIKE HARRIS was appointed global chief strategy officer, technology, at Dentsu Aegis agency gyro. He was previously global chief strategy officer at 180LA and prior to that was president and CEO of DDB California and its healthcare unit Remedy. | |
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| | Associate Producer | WBNS 10TV – Columbus, OH, United States
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| | | | Senior Manager, Engineering & IT, WRC | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States
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