| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Providing Data for Video Ad Sales | | The social media giant is testing a new tool designed to help media companies sell video advertising on their own websites, app and other digital properties in a more automated or programmatic way. Called Audience Direct, the new tool lets publishers list video ad inventory for sale from across their properties and to list pricing. Marketers can then log into the system and purchase video ad space from specific publishers on a self-serve or "programmatic direct" basis. "It's a new tool that allows publishers to sell their ad space directly to advertisers using Facebook's 'people-based' system," says Brian Boland, VP of publisher solutions at Facebook. Marketers can target their ads to specific users based on the Facebook's user database. It can be as finite as purchasing a video ad on a specific TV network's website or app, targeting only women in a specific city. Publishers including Hearst, A+E Networks and Scripps Networks Interactive are testing the system with their ad clients. Facebook will eventually take a portion of the revenue from each transaction. | | WHY THIS MATTERS: Facebook has previously been offering a tool called Audience Network, but that system requires publishers to let Facebook handle the transactions with advertisers. But with Audience Direct, the tool lets publishers deal direct with their own advertisers. Facebook claims its data targets ads to 90% accuracy compared to 50% to 60% with other ad tech networks. While the new service helps publishers operate more efficiently, for Facebook it opens up a new source of ad revenue for itself as it competes with other platforms like Google and YouTube. | Three Takes: WSJ | Ad Age | Business Insider
| | | | #2 Havas Launches Real-Time Digital Tracking Tool | | The ad agency group is launching a platform that will let its clients see exactly how much they are spending on advertising with various vendors online and also to see how their ads are performing in real time, The Wall Street Journal reports. Called the Client Trading Solution portal, the company is hoping it will enable marketers to become more trustful of their programmatic ad buys. The tool was developed by MFG Labs, a French-based data specialist founded by a team of mathematicians, which Havas Group acquired in 2013. The new tool is compatible with multiple demand-side platforms, ad exchanges and trading desks, including Google DoubleClick Bid Manager, MediaMath and Havas' own trading desk Affiperf. | | WHY THIS MATTERS: Clients continue to demand more transparency with their programmatic ad buys and this system is claiming to offer that. Actually, Havas says there will be times when the Client Trading Solution could show that its own trading desk, Affiperf, is not the best performer on certain campaign. Havas Group global managing director Dominique Delport says clients today know how to manage TV, print and outdoor, but "they are still confused with the programmatic world." He is hoping this new tool will help them master that discipline also. | Two Takes: WSJ | MediaPost
| | | | #3 Net Neutrality Repeal Could Hurt Advertisers | | The rollback of net neutrality being pushed by the Federal Communications Commission could have a negative impact on brands, according to an Ad Age report. For one, if the regulations are done away with, brands with any type of content, from ecommerce sites to brand microsites, could be asked to cough up payments to telcos to enable quick access to their content, the report states. Digital ads could also take longer to load. It could also lead to abuses if internet service providers charge publishers premiums for faster service and those publishers, in turn, charge brands more to advertise. "Opportunities for advertisers are going to become more narrow and more expensive" if the FCC dismantles net neutrality, says Ferras Vinh, policy counsel for the Open Internet Project at the Center for Democracy and Technology. | | WHY THIS MATTERS: The advertising community should be mobilizing against the repeal of net neutrality, but so far it hasn't. While the Association of National Advertisers has been a vocal critic of the repeal, the American Association of Advertising Agencies has been neutral. Dan Jaffe, group executive VP, government relations, for the 4A's says he has "not yet received sufficient input" from members on the matter. Meanwhile time is running out. The FCC proposal to repeal is open for public comment until mid-July. | A Take: Ad Age
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| | 26 | | Percentage share of upfront TV ad dollars spent on sports programming for the 2016-17 TV season to date, according to Barclays Research, based on SMI data. That's up from 25% the season before and from 19% during the 2014-15 TV season. Non-sports entertainment advertising totals 71% of upfront spending, down from 72%, while upfront ad dollars spent on news programming is flat at 3%. | – Reported by MediaPost
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| | 'Dancing' Leads ABC to Win | by Michael Malone
ABC was the top broadcaster on Monday, putting up a 1.8 rating in viewers 18-49, per Nielsen's overnights, and a 7 share. Dancing With the Stars did a 1.8, up 29%, as did the premiere of The Bachelorette. The Bachelorette finished with a 2.5 last summer. NBC scored a 1.6/6, with The Voice ticking up 6% to 1.9, then Running Wild with Bear Grylls a 0.9. Fox had a 0.9/3 on the night. Gotham grew 11% to 1.0 and Lucifer was a flat 0.8. CBS weighed in at 0.7/3. Princess Diana: Her Life, Her Death, The Truth did a 0.8 across two hours. The Late Late Show Carpool Karaoke special had a 0.7. The CW was at 0.5/2, with Supergirl climbing 20% to 0.6 and Jane the Virgin up 100% over last week at 0.4. Both were season finales. Among the Spanish-language players, Univision did a 0.6/2 and Telemundo a 0.3/1. | |
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| • MARCI GREBSTEIN has joined JC Penney as chief marketing officer. She succeeds Mary Beth West, who left in March to take a position at Hershey. Grebstein was previously CMO at Lowe's before departing in January. Prior to that she was VP, marketing and brand strategy at Food Lion, and spent some 16 years at Staples, where she last served as VP of B-to-B marketing and eCommerce.
• MICHELLE TANG was named chief growth officer at Omnicom digital agency organic. She was previously chief marketing officer at FCB New York. She has also held positions at Wunderman, Digital Health and G2.
• PETER KANG was named brand creative lead for the Western division of Accenture Interactive. He joins the consultancy-owned agency from Rosetta, where he served as chief creative officer. • TRACEY ROGERS was appointed VP and general manager of WKRN, Nashville, the Nexstar-owned ABC affiliate. She previously served as general manager of WMC, Raycom's NBC affiliate in Memphis, and was also general manager of KAIT, Raycom's Jonesboro, Ark., ABC affiliate.
• JANINE McGRATH SHELFFO has joined Advance Publications in the newly created position of chief strategy and development officer. She was most recently co-head of technology, media and telecom -- Americas at UBS Investment Bank and has worked with Advance on a consulting basis over the past few years. Prior to joining UBS in 2008, she worked for other investment banks including Lehman Brothers, Credit Suisse and Donaldson Lufkin & Jenrette.
• SUSAN MALFA was named executive VP of advertising sales for digital broadcast networks Bounce, Escape, Grit and LAFF. She replaces Elverage Allen, who left the company, and will report to Jonathan Katz, COO of Bounce and CEO of Katz Broadcasting, which runs the other three networks. Malfa was most recently executive VP of sales and marketing for Estrella TV. Prior to that she was in charge of ad sales for NBCUniversal's Bravo, Oxygen and Sprout cable networks. She also headed Women@NBC, which was designed to help advertisers reach female consumers across the NBCU portfolio. | |
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