| | Media Buyer & Planner Today | | | | | | | | | #1 Consumers Use Memes to Bash Brands | | A growing number of social media users are creating memes – the satirical photos with clever and sometimes biting captions – to target companies about poor service, bad product or even ineffective marketing, The New York Times reports. Brands are becoming temporary "punching bags," says Jay Baer, president of digital marketing advisory firm Convince & Convert. Once an initial meme hits social media, he says, "people will pile on even if they haven't actually been aggrieved." One recent example is a screen shot on Twitter of the scene in the recent Pepsi commercial in which Kendall Jenner hands a police officer a can of Pepsi. The caption reads: "Throw this away for me. I'm rich." Another is a civil rights era photo of a black man on the ground about to be hit by a police officer with a baton. That caption reads: "Kendall please! Give him a Pepsi!" | | WHY THIS MATTERS: Portrayals mocking a brand or its commercials can have a negative effect on sales so brands need to be ever more careful before they release their TV commercials and promotional videos. Sometimes a brand can respond to a negative meme with one of its own, but moves like that need caution. Often it's best to just take the hit and move on. | | A Take: NYT | | | | #2 Consultancies Have Agencies Spooked | | As they continue to make moves to get into the agency business, the largest consultancies – Accenture, PwC, IBM and Deloitte – are causing the world's most established agency holding companies to look over their shoulders, Ad Age reports. Andrew Swinand, who joined Publicis Groupe as North America CEO of Leo Burnett, says, "I don't see my competition as WPP and Omnicom. I see my competition as the consultancies." Meanwhile Brian Whipple, senior managing director of Accenture Interactive, crows, "We don't believe brands are built from advertising anymore. They are built from an amalgamation of customer experiences, so that is what we are focused on." While agency holding companies struggle to maintain revenue, consultancy revenue in the areas of helping brands with marketing has surged. | | WHY THIS MATTERS: Right now traditional agencies are still in the driver's seat when it comes to grabbing the lion's share of the dollars but that may not always be the case. The good news is that a Forrester study finds a majority of marketers still believe creating and delivering campaigns "remains the domain" of agencies. But the consultancies are sneaky. Instead of participating in open reviews for brand business, they make contact behind the scenes and try to undermine the process. Agencies need to be aggressive and vigilant if they want to keep the business that has been traditionally theirs. | A Take: Ad Age
| | | | #3 Playing It Safe at the NewFronts | | Premium video, once thought of by marketers as well-produced, long-form content, has recently added a second definition – brand-safe environment, Broadcasting & Cable reports. Dani Benowitz, executive VP and director of investment at Magna Global, says premium video now includes an environment where "you're not worried about your association with the content you're running in, where there are processes in place to ensure the safety of our advertisers." She says most publisher presenters at the NewFronts this week will offer at least some premium video. And many of the larger publishers insist their video content is the best and safest. "We probably have the most premium content" says Conde Nast Entertainment president Dawn Ostroff. And Hulu VP of ad sales Peter Naylor says Hulu's environment is brand-safe because it's all broadcast and cable, high-quality, original programming. Twitter is pitching its quality and scale. | | WHY THIS MATTERS: Digital ad growth for many platforms slowed when advertisers began to realize their messages were running close to questionable material. So digital content and ad placement are major issues for all presenters at the NewFronts. | | A Take: B&C | |
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| | 12.7 | | The average time in hours and minutes per day that U.S. adults spend with major media, according to eMarketer estimates. The most time is spent on digital devices (5 hours and 50 minutes), followed by television (4 hours and 4 minutes), radio (1 hour and 26 minutes), print (25 minutes) and other (21 minutes). Among digital, 3 hours and 14 minutes are spent on mobile devices and 2 hours and 8 minutes on desktops. | – Reported by eMarketer
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| | NBC Wins on Strong 'Little Big Shots' | by Michael Malone
NBC took top ratings honors Sunday, posting a 1.0 rating in adults 18-49, per the Nielsen overnights, and a 4 share. Following a Little Big Shots repeat, NBC aired a fresh one, good for a 1.5 and up 25%. Chicago Justice did a flat 1.0 and Shades of Blue grew 14% to 0.8. ABC and Fox both put up a 0.8/3. ABC had America's Funniest Home Videos at 1.1, up a tenth of a point, while Once Upon a Time grew 13% to 0.9. Match Game climbed 14% to 0.8 and the season finale of American Crime went up 33% to 0.4. Fox had Bob's Burgers at a flat 0.7 and The Simpsons at 1.0, up 11%. Making History did a flat 0.6 and Family Guy a 1.2, up a tenth of a point, before Last Man on Earth climbed 14% to 0.8. CBS had a 0.7/3. 60 Minutes did a 0.8 and NCIS: Los Angeles was at 1.0. Madam Secretary rated a 0.7 and Elementary a 0.5; all four shows were flat with last week. Among the Spanish-language players, Univision did a 0.5/2 while Telemundo did a 0.4/1. | |
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| • VINCENT SOLLECITO was named president, ABC national advertising sales, for ABC's eight owned-and-operated stations and their digital platforms. He succeeds Debra O'Connell, who was recently named executive VP, sales and marketing, at Disney ABC Television. Sollecito has been with the ABC-owned station group for 18 years and will lead a team of sales execs across nine regional sales offices. He was most recently VP and general sales manager at Disney ABC Television Group, overseeing the Chicago region. Prior to that he served in assorted executive sales posts, after joining ABC in 1999 as an account executive at WABC-TV in New York.
• RYAN SEACREST was introduced on Monday as the new permanent co-host of the syndicated morning show Live with Kelly and Ryan, joining Kelly Ripa. The announcement followed a year of the show testing different potential co-hosts, following the departure of Michael Strahan. Seacrest will continue in his assortment of other jobs which include his nationally-syndicated radio show, his post as host and executive producer of E!'s Live from the Red Carpet shows and as executive producer and host of Dick Clark's New Year's Rockin' Eve with Ryan Seacrest on ABC. He will also continue operating his production company, Ryan Seacrest Productions. | |
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