| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Readies Neuroscience Lab | | The social media platform is in the final stages of constructing a neuroscience center in New York which it plans to open next month. Called the Center for Marketing Science Innovation, Facebook will use the facility to conduct neuroscience research that will help advertisers, publishers, brands and tech companies better understand what type of content resonates across platforms and devices, Adweek reports. The lab will study users in a variety of situations meant to simulate viewing content in various settings, including on desktops, mobile devices and big-screen TVs. The lab will test in both conference rooms and also in areas set up like home living rooms. Daniel Slotwiner, director of ad research at Facebook, says while it's easy to measure how much time users spend on platforms, it is harder to understand where their eyes go. For example, when viewing an ad, are they reading the text more or looking at images in the ad. | | WHY THIS MATTERS: Neuroscience marketing is not new, but it has been growing in popularity in the past few years as marketers look for ways to make their ads more effective beyond traditional age demographics. While this is Facebook's first lab, several agencies, along with Nielsen, have been conducting neuroscience research related to marketing. | | A Take: Adweek | | | | #2 Google Adds Fast-Loading Mobile Search Ads | | The speed of Google's Accelerated Mobile Pages is being brought to search and display advertising. Google is testing an AdWords allows marketers to use the fast-loading AMP pages as the landing pages for search ads. When advertisers link their search ads to AMP landing pages, consumers will see the ads faster on mobile devices. Google is also converting display ads to AMP on the Google Display Network, which powers ads across two million websites. Under that process, ads load up to five times faster than standard display ads. Johnson & Johnson, Toll Brothers and eBay have been experimenting with the new faster loading ad processes. | | WHY THIS MATTERS: Fast loading ads can lead to more shopper engagement and purchases, studies have found. A report released by SOASTA found that pages visited by shoppers who made a purchase loaded 26% faster than those that with slower load times. And Google says, a one-second delay in mobile page load times can decrease conversion rates by up to 20%. | Two Takes: Adweek | MediaPost
| | | | #3 Pinterest Hires First Media Strategy Agency | | The social network has hired independent Giant Spoon as its first media creative, planning and strategy agency. Giant Spoon, which was founded by four former OMD media executives, was hired by Pinterest to help raise its profile and to help it develop media partnerships that go beyond just advertising. | | WHY THIS MATTERS: It's Pinterest's first major attempt at raising its profile through media marketing. The company only spent about $200,000 on measured media last year, but Giant Spoon specializes in creative content and media planning and has put together some interesting campaigns, particularly for one of its original clients General Electric. | | A Take: Adweek | |
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| | 62 | | Percentage of media-buying executives who believe over-the-top (OTT) ad spending will increase this year, according to a survey by Tru Optik. About one-third of media executives believe new OTT ad dollars will come from digital ad budgets, while 23% say it will move from traditional, linear TV budgets, and 21% say it will come from a pool of ad budgets. Another 12% say it will come from experimental ad budgets and 11% say it will come from dollars moved from social media. | – Reported by MediaPost
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| | Strong 'Voice' Brings Win for NBC | by Michael Malone
NBC was the top-rated broadcaster Tuesday, putting up a 1.5 rating in viewers 18-49, per the Nielsen overnights, and a 6 share. A double run of comedy Great News did a 0.7 and 0.8, up from last week's 0.7 and 0.6, before The Voice finale did a 1.9 across two hours. The Voice did a 1.5 in the 8 p.m. slot last week. ABC was second with a 1.3/5. Downward Dog rated a 1.0; its premiere last week was a 1.1. The Dancing With the Stars finale did a 1.3, off 28% from last week. Then it was CBS at 0.8/3. After an NCIS repeat, the Bull season finale slipped 8% to 1.1 and 48 Hours: NCIS rated a 0.6. The CW and Fox both had a 0.7/3. The CW had The Flash season finale at 1.1, up 22%, and iZombie climbed 33% to 0.4. For Fox, a double shot of Brooklyn Nine-Nine did a 0.7 and 0.6, same as last week. Prison Break fell 22% to 0.7. Among Spanish-language players, Univision had a 0.6/2 and Telemundo a 0.3/1. | |
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| • MARTIN REIDY has left his post as CEO of digital CRM agency Ansira and a search is underway to find a successor, according to a MediaPost report. Meanwhile JIM WARNER has joined the agency as executive board chairman. Warner was most recently a principal with digital advisory company Third Floor Enterprises, but prior to that was executive VP at digital agency Razorfish and also served as president of CBS Television Network from 1995-1998.
• CHUCK FLETCHER was name chief technology officer at digital agency Barbarian. He was previously technology director, learning experiences at Razorfish. He has also held tech positions at Normal Ears and at Havas Worldwide.
• CHRIS WAY was named VP and general manager of Scripps' Las Vegas TV station KTNV, an ABC affiliate. He previously held the same position at Scripps' KMTV, Omaha, Neb. • JESPER BRODIN was named CEO of Swedish furniture retailer IKEA, following the resignation of Peter Agnefjall, who had held the post since 2013. Brodin was elevated from his previous position as head of IKEA's product range and supply chain. • TRICIA MELTON was named senior VP, marketing for cable network Freeform. She was most recently senior VP, entertainment marketing and branding for Turner's TBS, TNT and TCM. Prior to that she was VP of marketing for Food Network, and VP of marketing and promotions at Channel One Network. | |
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