| | Media Buyer & Planner Today | | | | | | | | | #1 TV Networks See Opportunity in Google Ad Backlash | | With the upfront selling season approaching, TV network sales executives are pitching marketers and their media agencies to move dollars pulled from Google and YouTube back into TV platforms, The Wall Street Journal reports. The strategy comes as advertisers continue to withhold further ad spending with the digital giants because their ads were being placed alongside questionable content. "We don't like to go after any competitor but in a case like this it's so egregious and so obvious," says Bill Abbott, chief executive of Crown Media, parent of Hallmark Channel. "We would be foolish not to lean into that in some way. Sean Moran, head of marketing and partner solutions Viacom says without mentioning Google by name he stressed the importance of a safe ad environment when he addresses 250 ad buyers in New York last week. And one media buyer says the TV network pitch is resonating. "Some advertisers use YouTube as a TV replacement and as a way to offset declining TV ratings," the buyer says. "If they still need that reach, some of the money could come back to linear TV." | | WHY THIS MATTERS: The situation for Google and its YouTube platform is happening at the worst possible time, when advertisers are planning their ad spending for the next year. For the past few years the TV networks have been playing defense by trying to persuade marketers not to shift ad dollars into digital platforms. So this is an opportunity for them to strike back. | | A Take: WSJ | | | | #2 Instagram Lures Healthy-Living Brands | | A growing number of new health food and fitness brands have managed to get some recognition in the mainstream, and one of the ways they have done this is reaching out to consumers on photo and video sharing social network Instagram, Digiday reports. "Social media has catapulted the fitness and healthy-eating craze," says Stephen Boidick, director of marketing at Austin-based agency Drumroll. "Until a few years ago, people learned about the latest workout or plan in magazines, but now they are more likely than not found it on Instagram." New brands like meal plan company Whole30, delivery services like Skara Life and fitness programs like Bikini Body Guide have gained followers – and recognition – on Instagram. Whole30 has 1.3 million followers and over 2.4 million photos tagged. Bikini Body Guide founder Elianne Alexander, a mother of two, launched her company two years ago after being motivated on Instagram. | | WHY THIS MATTERS: The competition for ad dollars on social platform is fierce so it is important for these platforms to find niche ways to draw brands in. At the same time, sites like Instagram offer opportunities for startup brands to build audiences from scratch and develop a consumer foothold when they don't have millions of dollars to advertise on TV campaigns. | | A Take: Digiday | | | | #3 Grey London Renamed Valenstein & Fatt | | In an effort to broaden its diversity efforts and make a statement to the ad industry that more needs to be done in the area of diversity, Grey London is changing its name for 100 days to Valenstein & Fatt, the Jewish entrepreneurs who founded Grey in New York in 1917. The duo at the time selected a non-ethnic sounding name because of the prevailing attitude of anti-Semitism and discrimination against minorities. As first reported by Adweek, the London office has changed its office signage, stationary and business cards, how it answers its phones and will operate under the new name when making pitches for new business. Other steps the agency is taking is to publish it diversity data; launch a cross-industry task force to identify barriers to recruitment and retention of minorities; pay a year's rent for up to two young people from ethnic minority and disadvantaged backgrounds who will work at the agency; work with 100 schools to introduce students to a career in creative industries; and do more to develop diverse talent at the agency. | | WHY THIS MATTERS: Sarah Jenkins, chief marketing officer at the agency says the rebranding makes sense as discrimination around the world continues to surface and the agency's desire to do something relevant in its 100th year. She acknowledges that the move is not without risk, but believes the goal is worth taking that risk. | Three Takes: Adweek | Media Post | Ad Age
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| | 55.1 | | Percentage of YouTube viewers who have seen ads around offensive content on the site, but who have not changed their opinion about the brands being advertised, according to a survey by Survata, commissioned by Adweek. Some 40.6% say they have worse feelings about brands whose ads run next to offensive content. | – Reported by Adweek
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| | Stronger 'Taken' Helps NBC | by Michael Malone
NBC was tops among broadcasters Monday, scoring a 1.9 in adults 18-49, per Nielsen's overnights, and a 7 share. NBC had The Voice at 2.3, down a tenth of a point from last week, while Taken grew 22% to 1.1.
ABC was next at 1.4/5 as Dancing With the Stars did a 1.6, down 20% from its premiere last week, and Quantico grew 14% to 0.8.
CBS did a 1.0/4, with a couple comedy repeats before a new Superior Donuts at 1.1, up a tenth, and Great Indoors at 0.9, down 36% from its last new airing, then a Scorpion repeat.
Fox had a 0.7/3 with 24: Legacy at 0.9, up a tenth, and APB at 0.6, down a tenth.
The CW weighed in at 0.5/2, as Supergirl did a 0.7 and Jane the Virgin a 0.4. Both were up a tenth of a point over last week.
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| • TOM DOCTOROFF was appointed senior partner at global brand and marketing consultancy Prophet. He previously was CEO of Asia Pacific at J. Walter Thompson, where he spent more than 20 years.'
• NBC has restructured its alternative programming department. JENNY GROOM will remain senior VP, alternative programming and development, but will now oversee the department. She has been with NBCUniversal for 14 years, including the last five in alternative programming. She also held positions in the NBC drama department and at Universal Television. Also promoted were LESLEY CERWIN to senior VP, current programming, and SHELBY SHAFTEL to VP, alternative programming and development.
TK TK TK
• JIM GIANOPOULOS was named chairman and CEO of Paramount Pictures. He succeeds Brad Grey. Gianpopoulos spent 16 years at Fox Filmed Entertainment, overseeing Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions and Twentieth Century Fox Animation/Blue Sky Studios. At Paramount, he will oversee both the studio's film and television operations worldwide. He reports directly to Viacom CEO Bob Bakish. | |
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