| | Media Buyer & Planner Today | | | | | | | | | #1 GroupM Execs Start Addressable Ad Company | | Michael Bologna and Jamie Power, the top executives with GroupM's Modi Media addressable advertising unit, are launching their own firm called one2one Media with Cross MediaWorks, Broadcasting & Cable reports. The new company will provide a scalable addressable video business for agencies and advertisers working with multichannel video programming distributors. Bologna will be president of the new company and Power will be COO. The company is backed by Cross MediaWorks, a group of advanced advertising companies led by Nick Troiano and managed by Lee Equity Partners. The one2one addressable video solution will extend across 70 million U.S. households with inventory provided by MVPDs including Comcast, Cox, Altice, AT&T, Dish and Spectrum Reach. It will have the support of both GroupM and Modi Media in launching to establish the necessary neutral, third-party solution that will fuel the rapid adoption of addressable video and drive scale. | | WHY THIS MATTERS: Bologna and Power in 2014 launched Modi Media, GroupM's advanced television business, which was a pioneer in offering brands household-level targeting on TV through the application of data and dynamic ad insertion. This is another effort that will provide a scaleable addressable video business opportunity for agencies and advertisers. | | A Take: B&C | | | | #2 eSports Catching On With Marketers | | The explosive growth of the eSports category has started catching the eye of big-spending marketers like Arby's, Audi, Coca-Cola, PepsiCo., Gillette and Bud Light, among others, Ad Age reports. They are among brands putting big bucks into eSports in hopes of reaching the category's sweet spot – males ages 21 to 35 who are the hardest to reach via traditional advertising. Brands can get involved in eSports by sponsoring a myriad of leagues that are popping up, as well as events tied into those leagues and into eSports in general. And as the major professional sports leagues like the NBA and NFL begin doing deals within the eSports landscapes, these eSport leagues are going to get even more popular and bring more notoriety to brands sponsoring them. | | WHY THIS MATTERS: Marketers are always looking for new ways to reach consumers and eSports is growing into an important one. Brands already involved are discovering how loyal the fan bases are for eSports. While other brands still have lots of opportunities to get involved. Newzoo estimates the global eSports audience to be 385 million people, including 191 million players and 194 million occasional viewers. Sponsorship revenue now $155 million is expected to reach $655 million by 2020. Tobias Sherman, global head of eSports talent agency WME-IMG says, "If you are a CMO and you are not in eSports in 2017, you are going to risk getting fired." | A Take: Ad Age
| | | | #3 Cable News Viewing Continues to Soar | | Americans watched 11.2 billion more minutes of news each week across national and local TV, radio and digital platforms in 2016 than they did in 2015, according to Nielsen's Total Audience Report for fourth quarter 2016. And they are viewing and listening to even more news so far in 2017, which is in particular, driving more viewership on the nightly cable news networks. Adults 18 years and older spent more than 73.5 billion minutes consuming news during the average week in 2016, up 18% from the prior year. And most of that increase came from the cable news networks. National cable news jumped to 27.1 billion minutes per week watched, up from 18.8 billion minutes. National broadcast news minutes viewed rose to 14.3 billion from 13.6 billion. The national cable news networks' share of news consumption rose to 8.5% from 6%. Viewers 18-34 increased their time viewing cable news per week from 1 hour and 42 minutes on average to 2 hours 36 minutes. Some 40% of cable news viewers earn $75,000 or more per year. | | WHY THIS MATTERS: Advertisers follow eyeballs and the eyeballs have been clearly moving to cable news, particularly in primetime. So that's a good thing for both the cable news networks and marketers. And also for the broadcast network nightly news half hours and their Sunday morning news magazines. While most of the news audience on both cable and the broadcast networks are 50-plus, there are still more millennials tuning in to news coverage and considering how elusive they are to reach, the news networks are a place where marketers can tap into them. | Three Takes: Adweek | B&C | WSJ
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| | 46 | | Percentage of U.S. internet users who stopped doing business with a retail company during fourth quarter 2016 because of poor customer service, according to a survey by Aspect. Broken down by age demographics, 44% of millennials ages 18-37 said they stopping doing business with retail businesses, 48% of Gen Xers (38-49) and 44% of Baby Boomers (50-65). | – Reported by eMarketer
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| | Country Music Awards Down But CBS Wins | by Michael Malone
CBS earned the top score among broadcasters Sunday, with a 1.9 in adults 18-49 and a 7 share. 60 Minutes showed a 1.1, down substantially from last week's basketball-aided 2.7, while the Academy of Country Music Awards did a 2.1. Last year's awards did a 2.3. NBC had a 0.9/3 on the night. A Little Big Shots repeat led into a fresh one at 1.2, which was down 29%. Chicago Justice dropped 10% to 0.9 and Shades of Blue fell 13% to 0.7. Fox had a 0.7/2. A repeated Bob's Burgers led into a new one at 0.7, down a tenth. The Simpsons did a 0.9, off a tenth from its last fresh airing, and Making History a 0.6, also down a tenth. After a Family Guy repeat, Last Man on Earth tallied a 0.8, down 11%. ABC did a 0.6/2. After a repeated America's Funniest Home Videos, Once Upon a Time scored a 0.8, down 11%. New to the slot, Match Game was good for a 0.6, and American Crime did a 0.4, up 33%. Among Spanish-language players, Univision had a 0.4/1 while Telemundo had a 0.3/1.
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| • JOHN GRAY was named automotive strategy lead at the newly-opened Pinterest office in Detroit. He joins Pinterest from Ford agency GTB (Global Team Blue) in Detroit, where he served as senior VP and director of platforms and partnerships. Prior to that, he was VP of interactive media at digital agency Enlighten Media.
• ANNETTE SALLY was name executive VP and executive director of account management at independent agency 22squared and will work out of the agency's Atlanta office. She was most recently with Leo Burnett Chicago where she served as executive VP and global business leader, working on the P&G account. She has also held account and managing director positions at Grey, FCB and Arnold Worldwide.
• SUZANNA BIERWIRTH was appointed chief creative officer at The Mars Agency in Detroit. She was most recently senior VP, group creative director at FCB, where she worked for 17 years. She succeeds Jeff Stocker at Mars, who was recently elevated to global chief creative officer. • ALIZA KNOX has left her position as VP for the Asia-Pacific region of Twitter. Adweek reports that Knox announced her departure in a tweet. She will be replaced by MAYA HARI, managing director for Southeast Asia and India.
• STEVE WATT was named VP and general manager of the E.W. Scripps-owned duopoly in Kansas City -- NBC affiliate KSHB and independent TV station KMCI. Watt is a 30-year TV industry veteran, who spent the last 13 years at WKRN, a Nexstar-owned ABC affiliate TV station in Nashville, where he was also VP and general manager.
• ZOLA MASHARIKI, who BET Networks had said last week left the company in her role as executive VP and head of original programming, is contesting that announcement, saying she is on medical leave, undergoing treatment for breast cancer and plans to return. She says her position is protected by the Family Medical Leave Act, but BET maintains otherwise, according to media reports. • REX RYAN, former NFL head coach for the New York Jets and Buffalo Bills, has joined ESPN's Sunday NFL Countdown pre-game show as an on-air analyst. He will also contribute to ESPN's SportsCenter and to ESPN Radio, along with other ESPN platforms. | |
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