วันศุกร์ที่ 24 มีนาคม พ.ศ. 2560

Media Buyer + Planner: YouTube Bank Pressures Agencies; Muslims In Ads

 
 
 

Media Buyer & Planner Today

 

March 24, 2017

 
 

Media Buyer & Planner Today
 
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#1 YouTube Boycott Puts Pressure on Agencies
The move by major marketers to pull their advertising from Google/YouTube because of ads running next to controversial content has put pressure on their media buying agencies that now have to review their working relationship with those media platforms, Ad Age reports. "Our immediate priority has been to work with Google to address our concerns and hold the organization accountable for any questionable activity," a Horizon Media spokesperson says. The agency is now in the process of working with Google and its YouTube third-party data partners to conduct a brand safety audit against its Google Direct and YouTube buys across all clients. The Publicis Media agencies which include Mediavest/Spark, Zenith and Starcom among others, say Google and YouTube will be held accountable to insure the highest ad standards are met. IPG Mediabrands' Magna Global has a $250 million commitment for advertising with Google Preferred, which offers premium ads on YouTube. David Cohen, president, North America, of Magna, says that inventory has been deemed safe, but it still has to be monitored.
WHY THIS MATTERS: Life used to be relatively easy for media agencies. Make ad buys, make sure the ads ran as scheduled and pay the bill. With all the digital controversy, these agencies have to now make sure every ad they buy not only runs, but runs next to content that is not going to be detrimental to its clients' brands.
A Take: Ad Age
 
#2 Many Brands Promote Muslim Inclusivity
During his presidential campaign, Donald Trump announced plans to put a temporary ban on Muslims coming into the U.S. And his two travel ban plans may have attempted to do just that. But many brands continue to promote Muslim inclusivity in the U.S., Digiday reports. Not only did Coke and Hyatt tout Muslim inclusivity during commercials during the Super Bowl and Oscar's, respectively, but major advertisers like Microsoft, Chevrolet and CoverGirl have also prominently featured Muslim men, women and children in their marketing. Chris Allieri, a principal at public relations consultancy Mulberry & Astor says, "They absolutely intended to speak to the current climate and discussion around the president's position. But it's neither subversive nor progressive to stand for diversity – it's just the right thing to do."
WHY THIS MATTERS: Apparently it's what the audience wants also. According to a report by The Innovation Group at JWT Intelligence, 39% of millennials say that brands should play a larger role in politics and 51% say they appreciate brands that take political stands in advertising. As for economic sense – the global Muslim lifestyle market is expected to grow to $2.6 trillion, according to Shelina Janmohamed, VP of Muslim-focused brand agency Ogilvy Noor. And the Pew Research Center says Muslim population in the U.S. will double by 2050. Anne Bologna, chief strategy officer at iCrossing says, "If you're a brand with a national footprint, you cannot win without being multicultural and catering to this audience."
A Take: MediaPost
 
#3 ANA Asks Digital Platforms for Safeguards
As brands continue to pull their advertising out of Google and YouTube, the Association of National Advertisers has called on those and other digital platforms to create stronger safeguards to protect brands from having their ads run with questionable content. ANA CEO Bob Liodice says the most important thing for digital platforms to remember is to "do no harm" to the reputation of brands. "No marketer should ever place its brand at risk," Liodice says. "All agency and media partners should recognize that -- above all other objectives -- protecting the brand should stand head and shoulders above everything else."
WHY THIS MATTERS: The ad boycott against Google and YouTube continues to grow, even as Google has said it wants to work with advertisers to come up with solutions to their concerns. According to MediaPost, the equity research team at U.K.-based Liberum wrote an advisory sent to analysts on Friday saying, more than 250 advertisers globally have now pulled their advertising from Google/YouTube and it expects more to follow.
Two Takes: B&C | MediaPost

 
 

 

 

 
 

 
 
#4 How Ads on Google Get to the Wrong Place (WSJ)

#5 Similar Content Confuses Snapchat Users (Digiday)

#6 Is Behavior Targeting Better Than Age, Gender? (Ad Age)

#7 Senate Votes to Undo Internet Privacy Rules (NYT)

#8 Bankrupt KSL Still Settling with Media (MediaPost)

#9 State Farm Shows Why it's A Good Neighbor (Adweek)

#10 National CineMedia Expands Network (MediaPost)

 
 

Stat Of The Day
 
 

56
Percentage of U.S. internet users who say they discover TV or video content through TV ads, according to a survey by the Consumer Technology Association. Close behind is through word-of-mouth (54%). Other ways include internet search (32%), digital video service recommendations (23%), social media (21%) and TV, radio or podcast host recommendations (16%).
– Reported by eMarketer

 
 

 

 

 
 

 

Ratings
 
 

Hoops Drives CBS to Win
by Michael Malone

CBS was the big winner among broadcasters Thursday, putting up a 2.0 in adults 18-49, and an 8 share, according to Nielsen's overnights. CBS featured March Madness basketball across prime.

Next up was ABC at 1.3/5. Grey's Anatomy scored a 1.9 and Scandal a 1.3, then The Catch at 0.7. All three were a tenth of a point higher a week ago.

Fox and NBC both weighed in at 0.8/3. MasterChef Junior did a 1.1 on Fox and Kicking and Screaming a 0.6, both same as last week.

On NBC, Superstore did a 1.1, same as a week ago, before a Trial and Error repeat. After a repeated Chicago Med, Blacklist: Redemption did a 0.7, down 13%.

The CW was in repeats.

Among Spanish-language players, Telemundo did a 0.6/2 and Univision a 0.5/2.

 
 

Fates & Fortunes
 
 

• ANDREW KASPRZYCKI was appointed VP and global client lead on DDB Chicago's ConAgra account. He was previously executive VP and a managing director at Starcom Worldwide. Prior to that he was a founder and president at Energy BBDO unit Proximiity Chicago. He previously worked at DDB as an account director and group account director.

• HEATHER ENGLISH and MARQUES GARTRELL were named VP, creative directors at Deutsch New York. Both were most recently working with Deutsch on a freelance basis. English was previously a creative director at digital agency 360i, while Gartrell did creative work at BBDO.

• PACO CONDE and BETO FERNANDEZ have joined Anomaly Los Angeles as executive creative directors. They were most recently group creative directors at BBH London. Prior to that they were ECDs at Ogilvy Brazil. Conde has also served as creative director at WPP agency Sra Rushmore in Spain, while Fernandez spent time as ECD at JWT Brazil.

 
 

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March 27, 2017 | Convene Conference Center | New York, NY
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Technology Leadership Awards
April 24, 2017 | Westgate Resort & Casino | Las Vegas, NV
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June 12-16, 2017
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Emerging Video Technologies
June 15, 2017 | Convene Conference Center, NYC
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Next Wave Of Leaders
June 16, 2017 | The Stewart Hotel, NYC
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The Digital Media Tech Leadership Summit
June 20-21, 2017 | Tampa Airport Marriott, FL
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