| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Issues Refunds After Metrics Error | | The social media giant is offering refunds to advertisers after a "bug" in its system led it to overstate clicks on marketers' websites and resulted in inflated charges. According to a Wall Street Journal report, the glitch occurred when users visited the site on mobile browsers, not in the Facebook app or on desktops. When they clicked on its video carousel ad formats to expand size, those clicks were inadvertently registered as website clicks. The bug affected advertisers specifically paying for ads based on clicks to their websites. Facebook says only 0.04% of all impressions on its platform were impacted. | | WHY THIS MATTERS: Facebook says the discrepancy was minor, but it is the fifth time since September that the platform has acknowledged metrics errors. And while it has taken steps to remedy future problems from happening, they keep happening. Says Keith Weed, Unilever chief marketing and communications officer, "It highlights once again that while there has been progress, there is still further improvement needed." That it happened during the week of the broadcast network upfront presentations to ad buyers did not help the situation for Facebook, as it gives marketers cause to be hesitant about moving more dollars into Facebook. | Two Takes: WSJ | CNN
| | | | #2 ESPN Links Ad Messages to Viewer Emotions | | As Broadcasting & Cable reports, "ESPN is getting emotional about data." At its upfront presentation to media buyers and their clients, the sports network said it has solved the tricky problem of linking ad messages to the emotions that viewers experience while watching games. As a result, marketers are getting higher sales results by strategically targeting their ads. Vikram Somaya, senior VP, global data officer at ESPN, says his team has spent two years proving that emotions can be used to affect the impact of advertising. He says there are over 700 triggers that can happen over the course of a single NFL game. ESPN also has data on 40 million people who have told the network what kind of fan they are, and another 100 million every month allow ESPN to validate their information. Coors Light tapped into fans moments of anticipating, running emotion-related tailored messages before and after games. The ads drove a 16% life in brand consideration. Financial services company BBVA Compass and Dick's Sporting Goods have also had similar success. | | WHY THIS MATTERS: ESPN has been losing viewers and its ratings have been down, so this new way for advertisers to more efficiently and effectively reach existing viewers can be a strong selling point for the network. And it can distinguish ESPN from its competitors. Says Eric Johnson, executive VP, global ad revenue and sales operations at ESPN, "No one else can do this. Not Facebook. Not Google. Not NBCUniversal." | Three Takes: B&C | MediaPost | Adweek
| | | | #3 OMD, MEC Retain Activision Accounts | | The Omnicom and WPP agencies, respectively, have successfully defended their media buying agreements with gaming giant Activision Blizzard, following a global media review, according to a MediaPost report. OMD will continue to handle the North America portion of the account, while MEC retains business globally. The announcement came on the day that Activision Blizzard was scheduled to release its remastered Call of Duty package called Call of Duty: Black Ops III Zombies Chronicles. | | WHY THIS MATTERS: The company spent about $102 million on measured media in the U.S. alone last year but plans to increase that to around $150 million this year. So the account is a sizable one. OMD won the North America media account in 2011 from MEC, but MEC continued to handle global media. Activision Blizzard is coming off a strong first quarter in which its net revenues topped $1.7 billion, up almost $200 million over the same quarter the previous year. | A Take: MediaPost
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| | 50 | | Percentage of digital video viewers who prefer to watch commercials while streaming video to their TVs than to pay for a commercial-free TV subscription, according to a survey by the Interactive Advertising Bureau. | – Reported by eMarketer
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| | CBS Dramas Pace It to Win | by Michael Malone
CBS won the ratings race among broadcasters Tuesday, with a 1.3 rating in viewers 18-49, per Nielsen's overnights, and a 5 share. NCIS scored a flat 1.4 before Bull did a flat 1.2 and NCIS: New Orleans a 1.1, which was up 10% over last week. Next up was NBC, which split the win with CBS a week before, at 1.1/5. The Voice was down 6% at 1.5 and a double run of comedy Great News rated a 0.7 and 0.6, down from last week's 0.8 and 0.7. Chicago Fire then grew 8% to 1.3. ABC did a 0.9/4. The Middle climbed 8% to a 1.3 and American Housewife did a flat 1.2, then the season finale of Fresh Off the Boat rated a flat 1.0 and Imaginary Mary's season finale fell 11% to 0.8. Marvel's Agents of S.H.I.E.L.D. rated a level 0.7. Next was Fox at 0.8/3, as Brooklyn Nine-Nine scored a 0.7 and a 0.6, up a bit from last week's 0.6 and 0.6, before Prison Break rated its usual 0.9. The CW did a 0.6/3, as The Flash fell 10% to a 0.9 and iZombie was down 25% at 0.3. On the Spanish-language networks, Univision did a 0.5/2 while Telemundo had a 0.4/2. | |
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| • IVAN POLLARD is leaving his position as senior VP, strategic marketing at Coca-Cola. He's been with the company for six years. Ad Age reports that Pollard in 2015 played a key role in selecting UM as Coca-Cola's media agency for North America, replacing MediaVest.
• BIZ STONE, co-founder of Twitter who left the social media platform in 2011, is returning. Since leaving Twitter, he co-founded blogging platform Medium and search engine Jelly, as well as mobile platform Super. He will not have a specific title and was reportedly invited to rejoin Twitter by co-founder Jack Dorsey, who also left but rejoined the platform in 2015 as CEO.
• JIM REATH has joined Macy's as senior VP of marketing, Adweek reports. He was previously executive VP and head of retail at BBDO New York. He also served as a partner at McKinney, as senior VP at Leo Burnett and as chief marketing officer at Young & Rubicam Chicago. • CONAN O'BRIEN will stay on as host of his TBS late night show through 2022, following a new deal signed by Turner and O'Brien's Team Coco. Under the new deal, Conaco LLC will create content for all screens and platforms, including digital, podcasting, mobile, gaming, pay TV and live tours. O/Brien and his company also produce People of Earth for TBS.
• TIM MALEENY was named to the newly created position of executive director, brand and marketing strategy at R/GA. He was most recently a managing director with Deloitte and general manager and chief strategy officer at Deloitte-owned creative ad agency Heat. He also served as chief strategy officer and managing partner at Havas Worldwide and as head of strategy at Ogilvy & Mather.
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