| | Media Buyer & Planner Today | | | | | | | | | #1 ANA Calls for Audits of More Social Networks | | The Association of National Advertisers is calling for independent audits of Instagram, Snapchat, Twitter, Foursquare, LinkedIn and Amazon so marketer ad campaign data such as audience size and other metrics can be verified. Google and Facebook previously announced plans to allow audits by the Media Rating Council. "Embrace the transparency," Bill Duggan, executive VP of the ANA said, adding that the "walled gardens" of those platforms need to be broken down. The call for the audits came after a survey of 113 ANA members, 89% of whom were bullish for independent examination of the social media platform's metrics. Twitter and Pinterest are reportedly already in conversations with the MRC and Snapchat has said it is open to third-party ad measurement from Moat and Integral Ad Science, among others. | | WHY THIS MATTERS: As these social media platforms continue to grow their audiences, more marketers are moving TV ad dollars into those digital sites, but they need to be sure that the metrics the sites use to measure views are not flawed. Facebook last year made a commitment to provide better measurement after it found flaws with its reporting on unpaid video views and other data points. | Three Takes: Ad Age | B&C | Media Post
| | | | #2 Agencies' Real Fraud Problem is Poseurs | | Poseurs are people who deliberately behave in a way that they think will impress others. A Digiday report quoting some ad agency veterans says agencies are full of them, and they are creating more of a fraud problem for the industry than bots and non-vieweable ad impressions. "It represents an industry crisis," says five-year R/GA veteran and current freelance creative director Andrew Payton. "And as business continues to devolve faster, it's turning us all into fools." While all industries have their share of poseurs, the ad agencies seem to have a surplus of them, the report says. There are simply too many consultants and agency executives that are using social media, speaking at conferences, and encouraging competing for awards to tout themselves and pose as experts. Payton says many of these people "try to appear relevant through bullshit." Many agencies have entire departments devoted to nothing but entering campaigns in awards competition. "We have an awards disease," says one agency founder, who declined to be identified. | | WHY THIS MATTERS: The ad agency business is clearly divided. There are those who believe the public posturing and creating the impression that their agencies are at the forefront of creativity is advantageous, while others believe it is really just pablum, and that more attention has to be paid to the clients rather than to self-promoting their own agencies. | | A Take: Digiday | | | | #3 iHeartMedia Expands Radio Programmatic | | The radio chain hosted media buyers and planners at its New York headquarters to announce it is debuting a suite of programmatic advertising products to combine the scale of broadcast with the precision of digital marketing, Adweek reports. At its SoundFronts event, iHeartMedia announced the rollout of SmartAudio, a data-centric ad product that lets advertisers buy across iHeart's 850 broadcast stations while also targeting some 700 audience segments. It will also let advertisers use their own CRM data if they don't want any of the audience categories iHeart offers. Several brands have been testing targeted campaigns with SmartAudio prior to the rollout. The new program builds on a deal iHeart did with programmatic partner Jelli last year aimed at streamlining and automating ad buying for radio. | | WHY THIS MATTERS: iHeartMedia and other radio companies are facing serious competition for ad dollars from online music sites like Pandora and Spotify. While radio has some 270 million on-air listeners, 96 million registered digital users and 85 million social media followers, it has not kept up with the data-heavy audience targeting of Pandora and Spotify. This is an attempt to change that. | | A Take: Adweek | |
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| | 91 | | Number of agency acquisitions by the six major agency holding companies (WPP, Omnicom, IPG, Publicis, Dentsu and Havas) in 2016, according to a report from COMvergence. Dentsu made 39 acquisitions, WPP acquired 30, Publicis did 9 deals, IPG 6, Havas 4 and Omnicom 3. | – Reported by Media Post
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| | Strong 'Grey's' Paces ABC | by Michael Malone
ABC was the big broadcaster Thursday, posting a 1.4 in viewers 18-49, and a 5 share. Grey's Anatomy tallied a 2.0, up from 1.9, and Scandal did a flat 1.4, before The Catch scored a level 0.8.
CBS had NCAA basketball action, good for a 1.3.
NBC weighed in at 1.0/4. Superstore showed a 1.1 before a repeat of Trial & Error, then a new Chicago Med did a 1.4, up 17%, and Blacklist: Redemption a flat 0.8.
Fox did a 0.8/3, with MasterChef Junior at a flat 1.1 and Kicking and Screaming at 0.6, down from the previous week's 0.7.
Among Spanish-language players, Univision and Telemundo both posted a 0.6/2.
The CW, in repeats, did a 0.1/1. | |
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| • LARS FEELY was named senior VP, strategy, and RICH DEVINE was appointed senior VP and head of West Coast operations at IPG Mediabrands' search and digital experience agency Reprise. Feely was previously senior director of ecommerce strategy and investment at Omnicom media agency Hearts & Sciences. Devine was most recently chief strategy officer at Empathiq and also served as senior VP of media services at WPP's Possible.
• NEIL CHRISTIE was promoted to global chief operating officer at Wieden + Kennedy London. He was previously managing director for W+K London. Prior to that he was marketing director at Euro RSCG. Succeeding Christie as managing director of the London office is HELEN ANDREWS, who previously served as deputy managing director. In the U.S., JESS MONSEY was promoted to director of client services at W+K Portland. She was previously a group account director.
• NOAH SAMTON was named senior VP of current production at Bravo Media. He was most recently VP of current programming at Truly Original. In his new role, he will oversee unscripted series at Bravo Media. • 72andSunny has added five new partners. They include JAMES TOWNSEND, managing director at 72andSunny New York; CHRIS KAY, also a managing director; and three executives from 72andSunny Amsterdam -- SEDEF ONAR, chief talent officer; STEPHANIE FEENEY, director of strategy; and NIC OWEN, managing director.
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