| | Media Buyer & Planner Today | | | | | | | | | #1 Fox, Turner Viacom Partner to Push Data-Driven Ads | | The three media companies have formed a consortium that will standardize the reporting of the size of audience advertisers get when they buy targeted ad packages designed to reach specific consumer groups. Twentieth Century Fox's Fox Networks Group, Time Warner's Turner and Viacom say they have been working on their advanced audience platform, called OpenAP, for about a year. It will be up and running in time for this year's upfront selling season and other TV companies are invited to join. The group announced the initiative on Wednesday and will hold an event to provide more complete details on April 7 in New York. OpenAP will serve as a centralized digital user interface via which advertisers can log on, upload their own targeting data, cross reference the data with other third party data sources and put together custom audiences to target specific audiences on TV. The process will be verified by a third party measurement company. | | WHY THIS MATTERS: TV companies have been building up their data capabilities to compete with digital advertising, which has been stealing ad dollars away as traditional TV ratings have been declining. The goal of OpenAP is to improve the targeting of TV advertising, traditionally aimed at mass audiences, and come up with a better way of measuring a campaign's effectiveness. | | Three Takes: B&C | Adweek | Ad Age | | | | #2 Exchange Brings Wall St. Sensibilities to Media Buying | | A group of ad tech veterans is working with Nasdaq to launch the New York Interactive Exchange, a tech platform designed to bring Wall Street sensibilities to ad buying and selling, The Wall Street Journal reports. NYIAX first aims to facilitate the sale and trading of digital ad space as guaranteed contracts, then plans to branch into TV ads. Unlike current exchanges where digital ads are often sold in real-time, NYIAX is focusing on ad space that is sold weeks or months in advance. It believes it can get a foothold there. NYIAX will run on the same technology that is used for executing Wall Street financial transactions. Digital media company Purch is involved in the startup. NYIAX's chief executive is Lou Severine, a former AOL and Microsoft exec. Bill Wise, CEO and founder of Mediaocean, is on the NYIAX board. | | WHY THIS MATTERS: NYIAX with its blockchain technology is promising more transparency and permanency of records while lowering risks and providing better data security. All sounds good, but the exchange field is crowded and no one has yet been able to master the sale of TV inventory via exchanges. | | A Take: WSJ | | | | #3 Snapchat Selling Sponsorships for Original Shows | | The social media platform has been doing deals to get original programing and is pitching its "Snapchat Shows Initiative" with media agencies, attempting to sell presenting sponsorships for those shows. The going rate, according to one source cited by Digiday, is in the "low six figures." Lisa Cucinotta, director of social strategy and business development for Horizon Media, says her agency was offered sponsorship opportunities for Snapchat's first new series. | | WHY THIS MATTERS: The more places for marketers to advertise, the merrier, and Snapchat gives them a place where they can reach younger consumers. But Snapchat itself is pressing the sales initiative for its upcoming original programming as a way to fend of competition from Instagram. | | A Take: Digiday | |
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| | 73 | | Percentage of U.S. female internet users who trust packaged goods companies somewhat or a lot when it comes to their advertising, according to a survey by SheSpeaks and Womankind. Some 70% trust technology company advertising, 68% trust beauty company and personal care ads, 64% trust pet care ads and 59% trust healthcare ads. | – Reported by eMarketer
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| Editors' note: Today's ratings data has been delayed.
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| • MEGAN SKELLY was named group executive creative director at R/GA. She was most recently group creative director at 360i. She has also held creative roles at mcgarrybowen, McCann and Kirschenbaum Bond Senecal.
• MICHAEL BARRETT was named chief executive officer at ad tech company Rubicon Project. He replaces Rubicon founder Frank Addante, who will continue as the company chairman. Barrett has previously held positions as CEO at mobile ad network Millennial Media, as chief revenue officer at Yahoo and as CEO of programmatic supply-side platform AdMeld.
• MAGGIE MALINA was named head of scripted programming at both MTV and VH1. She previously oversaw scripted at VH1. Prior to that she was head of original movies at MTV and also served as executive producer of the network's first original movie trilogy. | |
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| | Research Director | WKMG-TV – Orlando, FL, United States
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