Media Buyer + Planner: YouTube Channels Losing Revenue; Why Testing Ads with Consumers is Risky

Media Buyer & Planner Today   March 31, 2017     Top Stories       #1 YouTube Video Channels Losing Revenue As the social media video platform begins purging its site of objectionable videos and implementing new restrictions on video channels, creators, YouTube influencers and stars of those videos and channels are complaining that their compensation has been reduced, Ad Age reports. YouTube officials have asked for patience. "If you're seeing fluctuations in your revenue over the next few weeks, it may be because we're fine tuning our ads systems," the company said in a web forum. The company has also given creators new tools to appeal videos that get flagged as objectionable. YouTube has more than 3 million channels, so it will take some time to fix the situation. WHY THIS MATTERS: With mass advertiser exodus, YouTube is losing millions of dollars daily and has to remedy the situation as quickly as possible. But the platform is caught in a tough situation, says Brendan Gahan, an executive at social media agency Epic Signal. "YouTube is being squeezed by its two most important assets. Brands fund the platform and creators create for it." Still, Zvika Netter, CEO of digital video ad and data platform Innovid, says YouTube remains the dominant player in digital video and should come out okay in the long run. A Take: Ad Age   #2 Why Testing Ads with Consumers is Risky Tom Denari, president and chief strategy officer at advertising agency Young & Laramore in Indianapolis, says test marketing ads with consumers could be a mistake for brands. In a first-person article in Ad Age, Denari says asking consumers to assess whether or not an ad will motivate a purchase is a stretch. He says neuroscience and behavioral psychology have proven the consumers are often moved to action by factors they are not consciously aware of. He says a big mistake is to put multiple ad options, or logos, or packaging in front of consumers as part of a test and ask them which one they would buy. He says if anything, show them one option and get their opinions of that. But he also points out that monadic testing, where the respondent sees only one stimulus, is more expensive to conduct since groups of respondents are needed for each independent variable being evaluated. WHY THIS MATTERS: Denari's thoughts are cause for a provocative discussion since most marketers at one time or other, particularly the larger brands, conduct consumer testing. A Take: Ad Age   #3 Agency Exec Says Cheap Clients Hamper Creativity An agency creative director tells Digiday that more clients today are focused on cutting down costs that ad campaigns suffer. The executive, who spoke on the condition of anonymity, says that's the reason why there are less standout commercials and ads – award winning has become less of a priority. But the exec also says there can be a benefit for clients whose agencies do not produce award-winning ads. That is they get to keep the same agency staffers working on their campaigns rather than losing them to other agencies as they defect after an award-winning campaign. The exec also derides agency strategists, a relatively new position at most shops. He says the strategist merely adds another layer of time consuming discussion to the creation of a campaign. WHY THIS MATTERS: Issues like these may have been going on at agencies for a while, but it's always good when someone talks about them publicly and possibly generates discussion that could be productive both for the agency and client. A Take: Digiday     #4 Marketers' April Fool's Pranks Underway (Adweek) #5 How FCC Privacy Rollback Will Impact Data Value (Digiday) #6 Judge Rules Discrimination Lawsuit Against DDB Can Proceed (Adweek) #7 Lululemon Looks to New Campaign for Turnaround (MediaPost) #8 How Agencies Attract Talent to Smaller Cities (Digiday) #9 R/GA Expands Samsung Work to Include Broadcast Ads (Adweek) #10 Mexico PSA Features 'Penis Seat' (Adweek)   Stat Of The Day     13 Percentage of marketing executives worldwide who believe they are very prepared to meet digitally disruptive competition, according to a survey by IMD and Cisco Systems. Digital disruption includes changes driven by the onset of new digital tools and business models, including analytics, cloud environments and machine learning. Another 40% say they are fairly prepared, while 39% say they are just starting preparations. Some 6% say they are not prepared at all. – Reported by eMarketer   Ratings     'Grey's,' 'Scandal' Rise as ABC Wins by Luke McCord ABC edged out CBS for the top spot among broadcasters Thursday with a 1.5 rating/6 share in adults 18-49, according to Nielsen overnight numbers. Grey's Anatomy jumped 11% to a 2.1. Scandal rocketed 23% to a 1.6. The Catch rose 14% to a 0.8. CBS scored a 1.4/5. The Big Bang Theory fell 11% from its last original episode to a 2.5. The Great Indoors was even at a 1.4. Mom slipped a tenth to a 1.3. Life in Pieces fell 15% to a 1.1. The Amazing Race returned to a 0.9. NBC and Fox tied with 0.8/3s. Following a repeat of Superstore, NBC's Powerless slipped a tenth to a 0.6. Chicago Med lost five tenths for a 0.9. Blacklist: Redemption rose 14% to 0.8. Fox's MasterChef Junior lost a tenth for a 1.0, while Kicking & Screaming was flat at a 0.6. The CW earned a 0.5/2. Supernatural was up a tenth to a 0.6, and Riverdale matched its last episode for a 0.4. On the Spanish-language broadcasting front, Telemundo nabbed a 0.6/3, followed by Univision at a 0.5/2.   Fates & Fortunes     • NEAL DAVIES is stepping down as president and CEO of Effie Worldwide, the organization that conducts the Effectiveness Awards or Effie Awards. He had held the position since May 2014. He was the first person to head Effie to have an ad agency background, having co-founded Naked Communications, and previously holding positions at agencies including TBWA and McCann. The Effie board will begin a search for his successor. • NICK KAPLAN has joined 72andSunny as a creative director. He was most recently creative director at Barton F. Graf. Prior to that he was a copywriter at Wieden + Kennedy New York.   Events     Technology Leadership Awards April 24, 2017 | Westgate Resort & Casino | Las Vegas, NV Learn More VIDWeek June 12-16, 2017 Learn More The Programmatic Summit June 12-13 | The Stewart Hotel, NYC Learn More Next TV Summit June 14, 2017 | The Stewart Hotel, NYC Learn More Emerging Video Technologies June 15, 2017 | Convene Conference Center, NYC Learn More Next Wave Of Leaders June 16, 2017 | The Stewart Hotel, NYC Learn More The Digital Media Tech Leadership Summit June 20-21, 2017 | Tampa Airport Marriott, FL Learn More more events »   Jobs     Director of Engineering WBNS 10TV – Columbus, NA, United States   Local Sales Manager NPG of Missouri, LLC – COLUMBIA, MO, United States   Regional Sales Northwest RF Specialties of Washington – Seatt;e, WA, United States   Managing Editor RNN-TV, Fios1 News – RyeBrook, NY, United States   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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