| | Media Buyer & Planner Today | | | | | | | | | #1 YouTube Ad Spending Boycott Grows | | Johnson & Johnson, Verizon and AT&T are the latest major marketers to announce they are suspending their YouTube advertising in protest of the placement of ads next to video that promotes hate speech, terrorist propaganda and other objectionable content. Havas London also earlier this week announced it was pulling its clients ads from YouTube and its parent Google. GlaxoSmithKline also suspended its ads from YouTube and Google, except for search, while Enterprise and Beam Suntory also cancelled ads on Google. "This probably gets worse before it gets better for Google," said Brian Wieser, Pivotal Research Group analyst. | | WHY THIS MATTERS: The ad spending boycott could costs Google and YouTube massive amounts of dollars. J&J spends some $2.4 billion on global advertising and digital is a substantial portion of that. Verizon and AT&T are also among the largest advertisers in the world. Google has announced some new options for advertisers in their placement of ads, but there is no word yet on whether those will be adequate enough to draw them back in. | Three Takes: Ad Age | Adweek | WSJ
| | | | #2 NFL Wants Fewer Commercial Breaks | | The league's Commissioner Roger Goodell has declared war on his TV "partner" networks that run what he deems to be too many commercial breaks during NFL televised games. He is particularly offended by a commercial break, then following a kickoff, another commercial break. "It drives me crazy," he told USA Today. "We call those 'double-ups.' "They actually occurred 27% of the time [on kickoffs last season]. And that's still too high for us." The NFL is planning to rollout a new TV commercial break structure, in addition to tweaking in game procedures in an attempt to shorten games and keep fans from tuning out. Among his proposals to the networks – fewer, but slightly longer commercial breaks. He is proposing a standard pattern of four breaks per quarter rather than the current random five or six, with each commercial pod extended from 1 minute 50 seconds to 2 minutes 20 seconds. He is also contemplating split screen during commercials which would show the stadium during the ads, as well as less in-game promotions for network partners. | | WHY THIS MATTERS: Goodell says, "We have seen commercialization maybe creep into the game in areas that we don't think is appropriate and we're going to try to pull that back, to make sure that we can create that compelling experience for our fans." OK, but how then do the network "partners" get back the $7 billion a year that they pay the NFL for TV rights if they have to cut back on advertising they sell? | Two Takes: USA Today | Ad Age
| | | | #3 A-B InBev Begins Global Media Agency Review | | The beermaking giant has launched a global media planning and buying agency review and has invited the six major agency holding companies to participate in pitches. The goal of the review in part is to consolidate its roster of agencies. It currently has eight media agencies doing media work for its brands in 50 countries, including MediaCom in the U.S. The review also follows the merger late last year of A-B In-Bev with SABMiller. The company plans to complete the selection process in the second half of 2017 and to have its new agency roster in place by the start of 2018. | | WHY THIS MATTERS: A-B InBev is a massive advertiser spending about $2 billion globally on an annual basis, so the stakes are high for the holding companies and their media agencies. | Two Takes: Ad Age | MediaPost
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| | 74 | | Percentage of U.S. marketers who repurpose influencer content on their own social channels following an influencer campaign, according to a survey by Bloglovin. Some 46% also say they repurpose that content on their owned and operated websites. While 36% say they run that repurposed influencer content as paid ads via other social media outlets. | – Reported by eMarketer
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| | 'Empire' Pushes Fox to Big Win | by Michael Malone
Fox won the Wednesday ratings contest, as Empire paced the network to an overall 1.9 in adults 18-49, per Nielsen's overnight ratings, and an 8 share. The premiere of Shots Fired did a 1.1 before Empire's 2.8, a tenth of a point higher than its last fresh airing in December.
CBS was next at 1.3/5, as Survivor did a flat 1.7 and Criminal Minds a flat 1.3, before Criminal Minds: Beyond Borders did a 0.8, down a tenth.
NBC had a 1.1/4, with Blindspot up a tenth at 0.9 and Law & Order: SVU at 1.1. Chicago P.D. did a 1.2.
ABC did a 1.0/4, with repeated comedies before a new Designated Survivor at 1.1, down 15%.
The CW was at 0.4/2. Arrow did a flat 0.5 and The Hundred a flat 0.3.
Among Spanish-language players, Univision did a 0.6/2, while Telemundo had a 0.5/2. | |
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| • ARUN KUMAR was named to the newly created role of chief data and marketing technology officer at IPG Mediabrands. He will also continue in his current position as global president of Cadreon, the digital trading desk of Mediabrands.
• MARCOS de QUINTO is leaving his position as global chief marketing officer of Coca-Cola. He has held the post since Jan. 2015 and is a longtime company executive who first joined the Coke marketing department in 1982. De Quinto will not be replaced, however, Coke is restructuring by consolidating its marketing, customer and commercial leadership strategy into one function to be led by newly named chief growth officer FRANCISCO CRESPO, according to an Ad Age report. Crespo has been with Coke for 28 years and is currently president of the company's Mexico operations.
• BOB RUPCZYNSKI was named global president of media and customer relationship management at McDonald's. He was most recently VP and head of global media and digital at Mondelez. Prior to that he was VP of media, data and CRM for Kraft Heinz. McDonald's want to improve its data-driven marketing efforts to help turnaround sales declines. • STEVE PROVOST was appointed executive VP and chief marketing and innovation officer at Chili's Grill & Bar. He was previously president of Maggiano's Little Italy, which he joined in 2009. Both are owned by Brinker International. Prior to that he was chief marketing officer at Quiznos, and before that spent 17 years in various marketing positions at Yum Brands, including at KFC.
• JENNY CAMPBELL was promoted to managing director of 72andSunny Los Angeles. She joined 72andSunny's holding company MDC Partners last year to head a production studio for client creative projects. Prior to that she spent eight years with Nike overseeing digital brand strategy. Before that she spent 12 years in assorted roles at Wieden + Kennedy.
• MAC HAGEL was named executive VP and managing director at Zenith's west coast operation. He most recently spent a year as managing director at OMD, but prior to that spent 4 years with ZenithOptimedia as an executive VP and account director. He was also a VP and associate managing director at Horizon Media. • BOB IGER had his contract as chairman and CEO of The Walt Disney Co. extended by the board of directors through July 2, 2019.
• RAFAEL SANDOR was named chief creative officer at Latin-centered media company Raze. He was previously head of TV marketing and creative at Viceland and prior to that was executive VP of marketing for the international division of Fox and National Geographic. JOE ABRUZZESE, former Discovery Communications sales head, has also joined Raze's board of directors. | |
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| Advanced Advertising
March 27, 2017 | Convene Conference Center | New York, NY
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