| | Media Buyer & Planner Today | | | | | | | | | #1 In-Store Displays Have Viewability Problem | | Online ad viewability is a major issue for marketers today, but there is another type of advertising with viewability problems less publicized. Ad Age quoting some recent studies finds that in-store promotional displays for various brands make it out of back rooms of retail stores and onto display floors less than half the time they're supposed to. And those unviewable corrugated paper displays can constitute a large waste of ad dollars for marketers. Quri, a retail intelligence company that pays 500,000 people to use their cell phones to take pictures of store displays, finds compliance rates around promotional plans average just about 43%. Another study involving 21 brands owned by Procter & Gamble, Unilever, Mondelez and Kraft Heinz found that displays were on the sales floor at the start of scheduled promotions only 46% of the time. | | WHY THIS MATTERS: Procter & Gamble reportedly spends around $1 billion a year just on corrugated paper displays around the world. And if they are not put out on the sales floors, customers are not seeing them. That's a huge waste of money. Shelfbucks estimates that better compliance with promotion plans could improve sales lift by 30% to 45%. | A Take: Ad Age
| | | | #2 Mitsubishi Puts $95M Account Up for Review | | The struggling Japanese automaker right before the long holiday weekend on Friday announced it is ending its seven-year relationship with creative agency 180LA and has put the $95 million U.S. ad business up for review, Adweek first reported. Omnicom's PHD has handled media buying and planning for Mitsubishi since 2004 and there was no word on whether business would also be put up for review. Mitsubishi lost more than $1.5 billion in 2016 but Michael Allen, 180LA CEO points out that Mitsubishi sold over 100,000 vehicles during the most recent fiscal year for the first time in 10 years. And that is a 75% increase over the last four years. | | WHY THIS MATTERS: Given the sales figures from last year, it seems like 180LA did its job, but brands part ways with their agencies for various reasons. One source told Adweek that Mitsubishi terminated the relationship because of a dispute over fees. 180LA also lost the global ASICS creative account late last year. | | A Take: Adweek | | | | #3 Marketers Increase Use of Influencer 'Whitelists' | | Blacklists are well known tools of marketers who eliminate online sites where they don't believe their ads should run or blackball influencers who put their products in unsavory content. But a growing number of marketers are testing "whitelists" or the creation of pre-approved lists of influencers that brands can work with to do right by their brands, Digiday reports. Corey Martin, head of influencer marketing at digital agency 360i says he used "a list of trusted, authentic followers" that is based on credibility, past behavior and tonality. Microsoft's influencer marketing agency Little Bird uses a whitelist based on "peer validation." Hashoff, an influencer marketing platform has built a whitelist of thousands of influencers based on an analysis of four years' worth of content. | | WHY THIS MATTERS: With the growth of social media both in usage by consumers and as a purchasing information source, the stakes have become too high to randomly select a large number of influencers to mention products without vetting them first. One unsavory comment in a post can severely damage a brand. | | A Take: Digiday | |
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| | 7.63 | | Worldwide dollars in billions that will be spent on marketing automation software by 2025, according to a study by Research and Markets. Among the major solutions providers in the category are Adobe Systems, IBM, Salesforce.com, Oracle, HubSpot and Act-On Software. Cloud deployment, the favorite way to deploy marketing automation technology in 2015, is expected to maintain that position over the next nine years. | – Reported by MediaPost
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| | Stanley Cup Opener Gives NBC the Win | by Michael Malone
NBC took top honors among broadcasters Monday, putting up a 1.6 rating in viewers 18-49, per the Nielsen overnights, and a 6 share. The NHL Stanley Cup Final aired throughout prime. Last year's hockey championship opened to a 1.2. In second was ABC at 1.2/4. Two hours of The Bachelorette scored a 1.5, down 17% from last week's premiere, before the Still Star-Crossed premiere did a 0.5. Fox had a 0.9/4. Gotham fell 10% to 0.9, while the Lucifer finale grew 13% to a 0.9. Airing repeats, CBS had a 0.6/2. The CW had a 0.2/1, with a repeat of Supergirl followed by the season premiere of Whose Line Is It Anyway? at 0.2. Among Spanish-language networks, Univision did a 0.5/2 and Telemundo a 0.4/2. | |
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| • GLENN GELLER is leaving his position at CBS entertainment president. Reports have him being succeeded by KELLY KAHL, senior executive VP of CBS primetime and THOM SHERMAN, executive VP and head of development at The CW, which is partially owned by CBS. Geller suffered a heart attack two months ago and has been on medical leave. Kahl has been with CBS for 21 years, while Sherman has been with The CW since 2006. Prior to that, he oversaw drama development at ABC. Geller was previously head of current programming until he succeeded Nina Tassler as CBS entertainment president in 2015. • MASAMI HAZUI was named managing director of R/GA Japan, overseeing the agency's Tokyo office as part of its expansion into Japan. He was previously with Rakuten Group in Japan, where he spent six years as head of mobile strategy, before heading up the company's Next Generation Center of Excellence. Prior to that he was a senior manager at Apple, where he was involved with the iPhone. GEORGE SUGITOMO was named executive creative director at R/GA Japan. He was previously a creative director with Dentsu, working out of Tokyo. YOSUKE SUZUKI was appointed executive strategy director at R/GA Japan, after previously holding strategy titles at Dentsu and DDB.
• CHRISTINA CAREY DUNLEAVY has joined Discovery Communications as VP, ad sales marketing. She was most recently VP of client partnerships at NBCUniversal and prior to that served as director of ESPN CreativeWorks. Three longtime account executives at Discovery were also promoted. LISA KUS, a 12-year veteran at Discovery, was elevated to VP, client & brand partnerships. EVAN MASON, who has been with the company 20 years in assorted roles, was promoted to VP, client solutions, while 15-year company vet JANE MYLAN was named VP, national ad sales.
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