| | Media Buyer & Planner Today | | | | | | | | | #1 NBCU to Sell $1B of Data-Driven Advertising | | The media company is rolling out Audience Symphony, a program under which it will sell $1 billion worth of ad inventory that is data-driven and highly-targeted, but is not based on traditionally offered Nielsen data guarantees. Clients will be guaranteed reach to their targeted audiences that go beyond Nielsen age demos. Marketers will be able to buy across all of NBCU's portfolio of broadcast and cable networks, digital properties and partner companies, including Vox, BuzzFeed, Snapchat and Apple News. NBCU plans to start signing up clients before this upfront market gets underway. It also plans to extend its programmatic TV offering when clients make upfront buys. It has only been available in scatter until now. It is also opening up its Audience Targeting Platform, which optimizes campaigns, to advertisers in all categories, whether they buy in the upfront or not. | | WHY THIS MATTERS: NBCU offering to sell $1 billion in ad inventory this way doesn't mean brands will flock to it. As with anything new, many advertisers might initially be hesitant to pour all their ad dollars into a system with different guarantees. And despite all the complaints about age demo guarantees, advanced forms of targeted advertising are still a relatively small part of the business. But the industry is moving in that direction, and NBCU is way ahead of the curve. | | Three Takes: B&C | Ad Age | Adweek | | | | #2 YouTube TV Could Help Google Crack TV Market | | Google's decision to launch YouTube TV, the new skinny bundle of live-streaming broadcast and cable channels, is not only a challenge to traditional pay-TV distributors, but it is also a backdoor way to get into the traditional advertising business, The Wall Street Journal reports. Google has tried to position YouTube as an alternative for TV advertisers who want to reach younger audiences, but that has had limited success. YouTube TV, although a subscriber pay service, has some 40 TV channels as part of the package. And it is expected that Google will be given about 2 minutes per hour of commercial time from its cable TV partners to sell advertising on those cable networks. While specific details are unclear, analyst Michael Nathanson says Google's primary play with YouTube TV is to "break into the in-home and television advertising market" selling targeted advertising in the network ad slots that typically go to cable operators. | | WHY THIS MATTERS: Maureen Bosetti, chief partnerships officer at Initiative, says her team is still sorting through what YouTube TV will mean for the agency's clients. But she says Google's motivation is clear. "They do want to take TV money. They want to play in the TV space." | | A Take: WSJ | | | | #3 Exchanges Key to Breitbart's Blacklist Battle | | Lots of advertisers have announced they plan to blacklist the right-leaning Breitbart news site and no longer advertise on it. And many of them are major brands. However a Digiday report points out that despite the blacklists and reader boycotts of the site, Breitbart's revenue intake has held up well. Jonathan Mendez, CEO of Yieldbot explains, "[Brand protests] are not going to derail Breitbart. There are plenty of performance-based advertisers that don't care about what the content is; they are just trying to get clicks and conversions." He says if ad protests are to be effective, they will have to occur at the agency and ad exchange levels. A large number of performance-based marketers buy their digital advertising programmatically via open ad exchanges so the amount of ad dollars spent this way completely overshadows individual advertisers pulling dollars off the site. | | WHY THIS MATTERS: Zemanta CEO Todd Sawicki says the tipping point will only occur when brand blacklists become agency blacklists and that begins to impact mass programmatic buying. Independent marketing consultant Matt Rosenberg believes agencies can lobby exchanges to remove Breitbart from their platforms. "It's when the exchanges themselves face pressure and stop placing ads there that [Breitbart] will suffer," he says. "Activists who want to drive change should focus less on yelling at Kellogg's and more at yelling at the exchanges or yelling at the agency holding companies to yell at the exchanges." | | A Take: Digiday | |
| | |
| | 23 | | Percentage of total TV viewing time that millennials spend streaming on a TV-connected device, according to Nielsen data. Another 11% of TV viewed streaming takes place on a PC, smartphone or tablet. The bulk of millennial TV viewing time, 66%, is still done on a traditional linear TV set. The Nielsen data finds millennials spend about 27% less time watching traditional TV than older consumers. | – Reported by Broadcasting & Cable
| |
| | | |
| | NBC's 'Chicago Justice' Solid in Debut | by Luke McCord
Featuring a cross-over event among its Chicago series, NBC topped all broadcasters in primetime Wednesday with a 1.8 rating/7 share among adults 18-49, according to Nielsen overnight ratings.
Chicago Fire rose a tenth to a 1.7, while Chicago P.D. spiked 46% to a 1.9. Chicago Justice debuted to a solid 1.7.
ABC and CBS tied with 1.0/4s, followed by Fox at 0.9/3 and The CW at 0.5/2. Univision and Telemundo tied with 0.6/2s.
CBS' Hunted was even in its finale with a 1.2, followed by Criminal Minds down a tenth at 1.2.
ABC's The Goldbergs shaved off a tenth to a 1.7, and Modern Family was flat at a 2.0. In its second night, miniseries When We Rise lost a tenth to a 0.6.
Following a repeat of Lethal Weapon, Fox's Star slipped a tenth to a 1.1.
The CW's Arrow jumped a tenth to a 0.6, and The 100 matched last week's 0.4. | |
| | | |
| • BOB WALCZAK was appointed to the newly created position of executive VP of global products at WPP programmatic unit Xaxis. He was most recently global CEO at Light Reaction, a unit of Xaxis.
• KATY HORNADAY was promoted to executive creative director at independent agency Barkley. She has been with the agency since 2012 and was most recently an associate creative director. Prior to that she held creative positions at Crispin Porter + Bogusky and Mullen Boston.
• AMANI DUNCAN was named senior VP of music for MTV. She was most recently VP of brand marketing for C.F. Martin & Co. (Martin Guitar). She has also been chief marketing officer at Bad Boy Entertainment, senior VP of marketing for Capitol Music Group, and VP at Virgin Records. During her career she has worked with an assortment of music artists and previously worked with MTV pairing the network up with artists for MTV Unplugged, MTV Video Music Awards, TRL, MTV Cribs and MTV Diary. • CARRIE EDWARDS was promoted to co-chairman at independent marketing agency WHITE64. She has been with the agency for 25 years and was most recently president. MediaPost reports that Edwards will relinquish her day-to-day, client service responsibilities to concentrate on areas such as acquisition, industry partnerships and succession planning at the agency. She will be replaced as president but there is no immediate timetable.
• CLAUDIA FOGHINI was elevated to executive VP, talent management and production services at Telemundo Networks and Studios. She was previously head of the Production Management and Services Unit at Telemundo. Her new role also gives her oversight of the talent department. She has been with Telemundo since 2000 | |
| | | |
| | Manager, Engineering and IT | The Christian Broadcasting Network – Washington D.C., Dist. Columbia, United States
| | | | Associate Producer | WBNS 10TV – Columbus, OH, United States
| | | | Director of Engineering | WBNS 10TV – Columbus, NA, United States
| | | | Senior Manager, Engineering & IT, WRC | | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States | | | | more jobs » | |
| | | | |
