| | Media Buyer & Planner Today | | | | | | | | | #1 Broadcast TV Dominates Audience Reach | | Despite ratings declines this season, national TV networks still have a dominant reach among all U.S. consumers, particularly compared to digital media, according to a Pivotal Research Group report. Data shows that national TV platforms during the month of April cumulatively reached 98.1% of all people in the U.S. By comparison, YouTube reached 73% of all people ages 13-plus and Snapchat reached 24%, MediaPost reports. Among all network media platforms, broadcast networks are most dominant in terms of reach. CBS reached 67.3% of all people during April. ABC, NBC and Fox ranged between 64% and 58%. The CW and cable network TNT were in the 40% range. They were followed by cable networks AMC, TBS, FX, USA, ESPN and HGTV in the low 30% range. Among just households watching TV, CBS reached 82.3%, followed by ABC at 79.8% and NBC at 74.4%. | | WHY THIS MATTERS: Despite all the projections that digital viewing will eventually replace traditional TV, these numbers show that prognosis to be very far off. Brian Weiser, Pivotal's senior research analyst, credits the quality of content found on broadcast and cable networks today, which increases consumer viewing compared to digital and draws more major brands to spend ad dollars on traditional television. | | A Take: MediaPost | | | | #2 IBM's Watson Writes Ads for Toyota | | The automaker, a client of Saatchi Los Angeles, wanted to target tech and science enthusiasts with its new campaign for the Mirai, Toyota's car of the future that runs on hydrogen fuel cells, gets 312 miles on a full tank and only emits water vapor. And it wanted to run an ad for almost every single potential buyer of the car. Chris Pierantozzi, executive creative director at the agency, tells Adweek that to create a campaign of that scope and to come up with insights to reach that potential audience, it was decided to try artificial intelligence and to enlist IBM's supercomputer Watson for help. The Saatchi creative staff wrote 50 scripts based on location, behavioral insights and occupation data that explained the car's features and set up a structure for the campaign. And those were used to train Watson to come up with thousands of pieces of copy that sounded like they were written by humans. Watson first had to be trained come up with proper sentences. It took several months but yielded a campaign that has began rolling out on Facebook called "Thousands of Ways to Say Yes" that pitches the car through short video clips. | | WHY THIS MATTERS: Saatchi's Pierantozzi says, "We think AI can be valuable in data mining out nuanced insights about audiences and allow for greater relevance and personalization. It the future, it's going to be able to do more of this and create more content in real time." He doesn't believe AI will totally replace human creativity and insight, but it will surely be able to help with campaign creation. | | A Take: Adweek | | | | #3 Target Personalizes Marketing Push | | Rick Gomez, who was promoted to chief marketing officer at the national retailer in January, realizes the "incredibly competitive" environment retailers are facing, but tells Ad Age that Target is "going to fight like hell to be a winner." He has formed a new collaboration team including himself, the chief merchant, head of stores and head of ecommerce to collaborate on ways to build business. He is devoting more ad dollars to digital and he is advocating more personalized content for consumers on platforms like Facebook and Pinterest. And he is also managing Target's in-house programmatic marketplace and its private marketplace. And he oversaw a new, ongoing campaign promoting quick shopping trips to Target for everyday essentials, titled "Target Run." He is also working on a campaign promoting Target's new private brands that are beginning to debut in its 1800 stores nationwide. | | WHY THIS MATTERS: The moves are beginning to pay off. Target's first quarter earnings exceeded Wall Street expectations, with revenue of $16 billion declining just 1% from the same period last year and net income of $681 million up 8%. Target CEO Brian Cornell says the chain's executives are "not doing high fives" yet, but they realize that much of Target's success going forward will be dependent on marketing. | A Take: Ad Age
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| | 50 | | Percentage of North America internet users ages 18-34 who frequent "preowned goods" sites like eBay, according to data from Maru/Matchbox. That compares to 36% of adults 35-plus. Millennials are also more frequent car service users like Uber (32% compared to 12%) and users of "space to stay" services like Airbnb (30% to 11%). | – Reported by eMarketer
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| | 'Grey's Anatomy' Leads ABC to Win | by Luke McCord
ABC was tops among broadcasters in primetime Thursday with a 1.5 rating/6 share among adults 18-49, according to Nielsen overnight numbers. The season finale Grey's Anatomy rose a tenth to a 1.9, while the two-hour finale of Scandal dipped two-tenths to a 1.2. CBS and Fox tied for second with 0.9/4s. Following comedy repeats on CBS, two episodes of The Amazing Race pulled a 0.9 and 0.7 (last week was 0.9). The finale of Fox's MasterChef Junior rose a tenth to a 0.9. NBC finished in fourth with a 0.8/3. Following a repeat of Law & Order: SVU, the two-hour season finale of The Blacklist grew 13% from last week to a 0.9. The CW scored a 0.6/2, airing Supernatural over its primetime schedule (up a tenth). On the Spanish-language front, Univision earned a 0.5/2 and Telemundo a 0.4/2. | |
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| • DAVID MARINE was promoted to senior VP of marketing at Coldwell Banker. He succeeds Sean Blankenship who served as chief marketing officer and left the company. Marine, who has been with Coldwell Banker since 2002, will oversee all marketing activities. He was previously VP of brand marketing.
• VAKALP TANDON has joined Dentsu Aegis Network agency Isobar as senior VP, global data and technology. He was previously a VP and global strategy lead at Publicis Groupe's Sapient.Razorfish. | |
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