| | Media Buyer & Planner Today | | | | | | | | | #1 comScore Offers Free Viewability Data | | The internet analytics company is offering free viewability measurement data for online display, video and mobile ads. The data will be available to anyone in the industry who wants it beginning no later than June through a new self-serve interface that can be accessed on comScore.com. "We want to eliminate viewability as something that one has to worry about," says comScore CEO Gian Fulgoni. "We hope that this helps restore some trust in digital, which has been buffeted by issues of trust and transparency." comScore has found that as much as 55% of digital advertising is not viewable. And programmatic buying involving open exchanges has made the ad fraud problem worse. | | WHY THIS MATTERS: The ad industry's initial reaction has been one of praise for the comScore move. "Giving the market broad access to viewability metrics is a critical step in moving digital advertising forward," says Blaise D'Sylva, VP of media at Dr. Pepper Snapple Group. Lyle Schwartz, president of investment at GroupM North America, says the new viewability data offering will allow "the industry to turn it focus back to making sure that ads have an impact." | Two Takes: B&C | MediaPost
| | | | #2 Viacom Pitches Advanced Ads, Young Viewer Reach | | In its upfront pitch, the media company which operates MTV, Comedy Central, BET, Spike (which will be reborn as Paramount Network), Nickelodeon and Nick Jr., is touting its advanced advertising capabilities and its revitalized efforts to reach young viewers, Broadcasting & Cable reports. Viacom International head Bob Bakish and the heads of those networks have been meeting with the large media agencies over the past couple of weeks in a series of upfront dinners. "We have the widest swath of youthful audience that exists out there," says Viacom sales head Sean Moran. "We've always had to be ahead of the game to deliver that audience a value and then deliver that same audience to brands. Now we're doing this with advance advertising and we're looking into how that touches branded content, distribution strategies and measurement." | | WHY THIS MATTERS: Young viewers were among the first to abandon traditional TV for digital entertainment options, and Viacom's ratings suffered, along with revenue and profits that led to the ouster of CEO Philippe Dauman last year. With this revitalized push, Viacom is hoping to win back the confidence of the media agencies and their clients, particularly through its emphasis on advanced advertising where it has more than 50 people with different skill sets ready to work with advertisers. | | A Take: B&C | | | | #3 Why Digital Ad Sellers are Becoming Allies | | As digital media sellers compete for ad dollars against digital giants Google and Facebook they are realizing that it's better to work together than individually, Digiday reports. Rather than lose out on digital campaigns totally, they can bring in some ad dollars, even if they have to be shared. The recent partnership of Conde Nast, Vox Media and NBCUniversal is just one instance of different media companies teaming up on digital ad sales pitches. Another is Nat Geo's recent social content offering, Further Community, that includes Mashable, theSkimm and Atlas Obscura. But it is happening at all levels, from big TV companies to small digital publishers. Even the TV networks are aligning with competitors with the recent formation of OpenAP, the targeting platform created by Viacom, Turner and Fox. | | WHY THIS MATTERS: Expect more of these alliances to continue to be formed. With 85% of the new digital ad dollars going to Google and Facebook, publishers are under pressure to make themselves more attractive to advertisers. Offering greater reach and better audience targeting with advertiser-friendly content is a way for them to compete. | | A Take: Digiday | |
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| | 72.5 | | Dollars in billions spent on U.S. digital advertising in 2016, up 21.8% from the $59.6 billion marketers spent on U.S. digital advertising in 2015, according to an Interactive Advertising Bureau report. The report said mobile ad spending accounted for 50.5% of the total. The bulk of all digital ad spending – 73% – was placed with 10 digital publishing companies, which the IAB did not identify. | – Reported by Adweek
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| | NBC Wins as 'Great News' Debuts | by Michael Malone
NBC won the Tuesday ratings race easily with a 1.4 rating in adults 18-49 and a 5 share. The Voice did a flat 1.8, then the premiere of comedy Great News did a decent 1.2. A second run scored a 1.0, before Chicago Fire did a flat 1.3. Fox was next at 0.8/3. Brooklyn Nine-Nine rated a 0.7, The Mick a 0.8, and Prison Break a 0.9, all flat for Fox. ABC, CBS and The CW each had a 0.7/3. ABC had repeated comedies before a new Imaginary Mary was down 11% at 0.8 and then Marvel's Agents of S.H.I.E.L.D. was down 25% to 0.6. CBS was in repeats before a new 48 Hours: NCIS did a 0.7. On The CW, The Flash did a 1.0, up 11%, in its first original show since March 28. iZombie grew 33% to 0.4. Among Spanish-language nets, Univision had a 0.6/2 and Telemundo a 0.4/2.
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| • SABRINA CHAMBERLAIN was named senior VP, experience analytics at Rapp, where she will oversee marketing services from the California office. She was most recently partner, digital analytics at Mediacom. Prior to that, she was manager of marketing strategy and analysis at SapientNitro and senior manager of reporting and analytics at Response Mine.
• LAWRENCE SNAPP was promoted to chief digital officer at National CineMedia. He will continue in his role as senior VP, corporate development. He has been with NCM since September, having joined from Microsoft, where he served as principal strategist for the worldwide direct business sales and innovation team.
• ANDERSON OLIVEIRA was appointed to the newly created position of director of creative technology at Butler, Shine, Stern & Partners. He was most recently technology director at San Francisco agency Eleven. He also previous served in creative technology roles at R/GA and Heat. • RONNY NORTHRUP was named executive creative director at San Francisco-based independent agency Cutwater. He was previously ECD at gyro San Francisco. Prior to that he was chief creative officer at Y&R California.
• FERNANDO REIS and MARCELO PADOCA were appointed creative directors at David&Goliath, where they will work on the Kia account. They were previously associate creative directors at multi-cultural agency The Community. WILSON MATEOS has also joined the agency as a creative director on the Kia account. He was previously a CD at 180LA. | |
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