| | Media Buyer & Planner Today | | | | | | | | | #1 Undertone to Sell Ads for Cycle | | The digital ad company has signed a deal to sell advertising for web video content company Cycle, which is owned by social media ad agency Laundry Service, The Wall Street Journal reports. This is Undertone's first foray into selling branded content. It was originally founded as a traditional display ad network that helped media companies sell unsold ad space, but has since evolved to embrace programmatic ad technology and customized mobile ad placements. It is owned by Israel tech company Perion Networks which acquired it in 2015. The deal will help Undertone broaden its marketer client base by giving it more video content and influencers to offer to advertisers. Revenue sharing between Undertone and Cycle varies depending on the type of advertising sold. Cycle CEO Jason Stein also oversees Laundry Service. Stein says he sees Undertone as "a really strong middleman which can connect media buyers to the most interesting [video] inventory available." | | WHY THIS MATTERS: The partnership is another example of an offering to allow marketers to move beyond standard digital display advertising to different ad content strategies. And Cycle sees this as a way to "capture a slice of the massive amount of money that will move from TV to digital video over the next decade." Laundry Service, through Cycle, is also working with advertisers like Nike produce and distribute videos via social media. | | A Take: WSJ | | | | #2 Brands Target Traveling Chinese Millennials | | During Chinese New Year, people instead of using their traditional week off from work to travel within the country have been traveling outside of China. Many of them are millennials. An Ad Age report notes that over one-third of the travelers are ages 24-35 and 69% say they prefer destinations where they can buy luxury goods, according to a study by Aviator, the travel marketing arm of WPP's Kinetic. Marketers are taking notice. In the U.S. retailers such as Macy's and Bloomingdales are targeting Chinese travelers with special promotions. And New York's Times Square has become a hotspot for Chinese brands to place ads in Chinese. | | WHY THIS MATTERS: Some 6.25 million Chinese people made overseas trips last year and 74 million "travel-ready millennials" will be graduating from Chinese universities over the next 10 years, according to the Aviator study. A good reason for brands to start focusing on this huge potential international customer base. | A Take: Ad Age
| | | | #3 Snapchat Ad Growth Slow | | Marketers are slowly increasing their use of Snapchat as an ad vehicle, according to data from research company L2. Digiday reports the data shows that in Jan. 2016, 23 brands had produced 161 ads for Snapchat's Discover platform. By Oct. 2016, the number of brands had increased to 161 and the number of ads grew 140% to 387, a high percentage of increase but off a low base. As for brands posting, the average active brand posted two days per week and snapped 25 times per week in Oct. 2016, compared to one day per week and 18 snaps per week in Jan. 2016. An in the first quarter of 2016, 56% of the content brands produced was video. That rose to 61% in fourth quarter. | | WHY THIS MATTERS: Snapchat ad growth is still slow but supporters of the youth-oriented platform believe it is bound for success. "Brands are realizing that Snapchat is the new TV for the younger generation and, consequently, they need to go full pelt on it," says Time Armoo, CEO of influencer marketing agency Fanbytes. | | A Take: Digiday | |
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| | 21.2 | | Dollars in millions of programmatic ad revenue taken in by video advertising platform YuMe in 2016. Total ad revenue for the year was $160.4 million with the top 20 ad customers accounting for $69.3 million. | – Reported by Media Post
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| | 'Scandal' Up as ABC Wins Thursday | by Luke McCord
ABC topped all broadcasters in primetime Thursday with a 1.7 rating/6 share among adults 18-49, according to Nielsen overnight numbers. Grey's Anatomy lost a tenth for a 2.0. Scandal jumped 6% to a 1.7. How to Get Away With Murder matched last week's 1.3.
CBS came in second with a 1.4/5, followed by NBC at 1.0/4, Fox at 0.9/3, and The CW at 0.5/2. Spanish-language broadcasters Univision and Telemundo each had 0.7s.
CBS' The Big Bang Theory fell 10% to a 2.7, while The Great Indoors rose a tenth to a 1.6. Mom and Life in Pieces were flat at 1.5 and 1.3, respectively. Training Day shaved off a tenth for a 0.7.
NBC's comedies Superstore and Powerless were even at 1.1 and 0.8. Chicago Med spiked 9% to a 1.2. The Blacklist matched last week's 0.9.
Fox's MasterChef Junior fell two tenths to a 1.1, and My Kitchen Rules lost 22% for a 0.7.
The CW's Supernatural jumped a tenth to a 0.7, while Riverdale dropped a tenth for a 0.4. | |
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| • Ogilvy USA is restructuring its team with nine new group leaders as part of its new "client-centric focus." Each group represents a different mix of clients. The nine group leaders are: NELLY ANDERSON, former OgilvyOne Worldwide executive VP of global brand management; MICHELE ANDERSON, former managing director, Ogilvy PR, Chicago; ALVARO CABRERA, previously North America chief strategy officer, OgilvyOne Worldwide; CATHY FRANCQUE, former managing director, Ogilvy Chicago; MARK HIMMELSBACH, former president, content and social North America for Ogilvy; TODD KRUGMAN, president, IBM global brand services for Ogilvy; SEAN MUZZY, former CEO of Neo@Ogilvy; STEPHANIE RICKE, previously president of Leopard; and SANDEEP VASUDEVAN, previously worldwide managing director, Ogilvy. Other changes include ADAM TUCKER, previously president of Ogilvy New York being appointed head of the USA enterprise branding domain.
• JORGE MURILLO was promoted to VP, executive creative director at Miami-based multicultural agency Alma. He will lead the agency's McDonald's account. He was previously a senior creative director. Editor's note: Media Buyer & Planner Today will be off on Monday, Feb. 20 to celebrate Presidents' Day. Have a great holiday weekend. We will see you on the 21'st. | |
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