| | Media Buyer & Planner Today | | | | | | | | | #1 Buyers Upbeat About Original Digital Video Programming | | A new report commissioned by the Interactive Advertising Bureau estimates that ad spending around original digital video programming will reach $4.4 million in 2017, up from $2.4 million in 2015, Adweek reports. The report is based on a survey of 358 marketing and media buying professionals—with about half working at agencies and half on the client side—who manage annual ad spends larger than $1 million. But more important than the spending is buyer perception about this type of advertising and its future. Some 75% of agency executives and 66% of marketing executives "completely or somewhat agree" that ads appearing in original video programming are more engaging than TV commercials. Some 75% of both agency and marketing execs believe "completely or somewhat" that ads appearing in original digital video programming reaches an audience that can't be reached on TV. Some 71% of agency execs and 66% of marketing execs believe "completely or somewhat" that ads in original digital video programming are more effective than ads in other digital video. And 77% of agency execs and 73% of marketers believe original digital video programming will become as important as original TV programming in three years. | | WHY THIS MATTERS: Original digital video programming is seen as one of the safest environments to advertisers and as more quality original programming comes to digital, more advertisers will continue to invest more. On top of the programming aspect, Anna Bager, senior VP and general manager of mobile and video for IAB, says, "As video evolves with the introduction of VR and 360-degree technologies, we can expect to see original digital video play an even bigger part in brand strategy." Despite the rosy outlook, however, advertisers are still wary about viewability, targeting challenges and ROI issues, even with original digital video content. | A Take: Adweek
| | | | #2 Twitter Adds 12 New Livestreaming Partners | | At its first NewFronts presentation, Twitter announced that it has entered into numerous partnerships with sports, news and entertainment companies to livestream their content on its platform around the clock. While it lost out to Amazon on streaming live NFL games, Twitter will still partner with the NFL to air live NFL shoulder programming. It will also add a new MLB show to its already live game streams. And it will expand its PGA Tour live coverage. Among its new livestream partners are the WNBA, The Players' Tribune, Esports, Bloomberg Media, The Verge, BuzzFeed News, Cheddar, Live Nation, IMG Fashion and Propagate. | | WHY THIS MATTERS: Clearly the livestreaming offers marketers more Twitter advertising opportunities and is an effort by Twitter to draw more users and a more diverse audience which will make the platform more attractive to advertisers. The deals will also bring more premium content to Twitter and premium content is what advertisers are looking to associate with. | Three Takes: B&C | Adweek | WSJ
| | | | #3 Forrester Projects Major Digital Advertiser Exodus | | The market research company says problems with poor quality ad placements, low clickthrough rates, non-viewable impressions and rising ad blocking are all causes that will lead to a reduction in digital ad spending by major marketers in 2017. Forrester is projecting in a new report that major advertisers will pull around $2.9 billion out of digital advertising over the next year. | | WHY THIS MATTERS: James McQuivey, lead analyst on the Forrester report, advises marketers who are participating in the digital ad revolt to re-invest some of those dollars in emerging alternatives rather than into traditional TV. He says more consumers are gravitating to personal assistant devices like Apple's Siri, Amazon Echo and Google Home. And suggests that marketers should be examining those devices as possible ad vehicles. | A Take: Ad Age
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| | 3.38 | | Time in hours and minutes that worldwide teen internet users, ages 16 to 20, spend each day online via their smartphones, according to data from GlobalWebIndex. That's 48 more minutes than the overall average for people ages 16 to 64. | – Reported by eMarketer
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| | NBC Wins Despite 'Voice' Decrease | by Michael Malone
NBC was strongest among broadcasters Monday, putting up a 1.4 rating in viewers 18-49, per Nielsen's overnights, and a 5 share. The Voice fell 11% to 1.7 and Taken did a flat 0.8. ABC was next at 1.2/5, with Dancing With the Stars at 1.6, then Quantico at 0.6. Both were flat with last week. CBS and Fox both weighed in at 1.0/4. CBS had Kevin Can Wait, with guest star Leah Remini, up 9% at 1.2, and Man With a Plan and Superior Donuts both down 10% to 0.9. The Great Indoors did a 0.8 (it had a 1.2 in its most recent new airing) and Scorpion slipped 9% to 1.0. Fox's Gotham went up 11% to 1.0 and Lucifer too posted a 1.0 in its return. It had a 1.2 in its last episode in January. The CW did a 0.4/1 for the night, with Supergirl at 0.5 and Jane the Virgin at 0.2, both flat. | |
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| • BILL SHINE resigned from his post as co-president of Fox News Channel. Jack Abernathy continues as co-president of Fox News and CEO of Fox Television stations. SUZANNE SCOTT was promoted president of programming at Fox News. She had been executive VP of programming. JAY WALLACE was promoted to president of Fox News Channel. He had been executive VP. Shine's resignation comes in the midst of a slew of sexual and racial discrimination complaints and lawsuits at Fox News, along with the recent firing of the network's highest-rated host Bill O'Reilly. Shine was named in some of the complaints for failing to take aggressive action to complaints about Fox News personnel. Shine had been with Fox News since 1996.
• JEREMIAH ROSEN was named chief revenue officer at Media Storm. He will also oversee the agency's social media unit 3Degrees. Rosen was previously president of Campfire, a unit of SapientRazorfish.
• MIKE DEE was appointed president of Entercom Sports. He was most recently president and chief executive officer of the San Diego Padres. He has also served as president and CEO of the Miami Dolphins, and as chief operating officer of the Boston Red Sox. In his new role he will oversee national sales and marketing, new platform opportunities, partnerships, expanded sports distribution, direct-to-consumer offerings and other entrepreneurial initiatives at the national level. He will also oversee Entercom's local sports radio station relationships. • ALEXIS GINAS was appointed to the newly created postion of VP of cross-platform solutions at Fox Sports. Ginas is founder of Madison + Valley and also helped Match Group launch marketing solutions on Tinder. She has also held positions at MTV Networks, Viggle and SFX. • CHRIS YOUNG was named senior VP of the Nickelodeon Entertainment Lab. In that role, he will manage the new Burbank-based lab, which will spearhead long-range research and development efforts around new technologies for Nickelodeon and its audience. He was previously executive creative director of Nickelodeon Animation Lab. | |
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