| | Media Buyer & Planner Today | | | | | | | | | #1 Snapchat Offers Self-Serve Discounts | | The platform is offering brands and their media buyers discount coupons and credits for ad buys made in the second quarter, according to a Digiday report citing anonymous agency executives. The nature of the incentives and their value varies from agency to agency but the offers reportedly began last week and will continue until mid-June. Most of the discounts are tied into ad buying via its self-serve platform. Snapchat is also offering new application programming interface partners a 10% bonus media coupon that can be used for any API buy completed through Snapchat, which declined to comment on the report. | | WHY THIS MATTERS: Snapchat is hoping to boost its second quarter revenue following first quarter earnings that fell short of Wall Street expectations. Its move to offer ad buyer incentives has been done before by Snapchat social platform competitors Google, Facebook and Twitter. And Snapchat has also offered some discounts before, but this is the first time it is doing it for its self-serve platform. "Many of us are still not convinced that [Snapchat's] self-serve platform is as robust or provides the kind of tracking that Facebook does," says one media buyer. "By offering incentives, they will get more people to try it out, and that will drive more adoption." | | A Take: Digiday | | | | #2 Instagram Tests Direct Response in 'Stories' | | The social platform is testing direct response ads inside its Stories section, Ad Age reports. Its initial effort served up an ad in Stories from SumUp, an e-payment device company, prompting people to sign up for its service. Until now, Instagram Stories ads have only offered broad reach objectives for branding purposes and not more specifically-targeted marketing goals. The new ad type encourages app installation and sign-ups on websites. The new Stories ads will eventually accommodate all the same marketing objectives available from buying ads in the Instagram main feed. With Stories, users can post photos and create and share vertical video clips that stay disappear after 24 hours. It is a feature similar to Snapchat and was initiated late last summer to encourage more users to participate on content sharing. Instagram has already been offering direct-response ads in Sponsored Posts in its main feed. | | WHY THIS MATTERS: The new move by the Facebook-owned Instagram is another step in its competition to pull ad dollars away from Snapchat, which is already offering direct-response ads and letting advertisers target users via app-install pitches. And it's another social site for direct-response marketers to reach out to different users. One top direct-response advertiser currently using Snapchat, told Ad Age it has been having problems getting Instagram to work for it, but plans to test app-install ads in Instagram Stories. | A Take: Ad Age
| | | | #3 Pinterest Rolls Out Promoted Video Autoplay Ads | | The social platform, which introduced Promoted Video ad units last summer, is now rolling out autoplay opportunities for those units, according to MediaPost and Adweek reports. Pinterest has been testing the autoplay ads within its Promoted Videos with several brands including Universal Pictures, Visa, Procter & Gamble, Pillsbury, Toyota, L'Oreal, Adidas and Tesco. They will now be available to all advertisers in the U.S., U.K., Canada, Ireland, Australia and New Zealand in the coming months. Pinterest says Promoted Video is bought on a per-impression basis, so if autoplay reaches more users, the cost per view of a marketers ad goes down. Pinterest is us also adding Nielsen Mobile Digital Ad Ratings to measure audience reach of video campaigns and Moat to measure viewability. It already uses Millward Brown to measure brand lift and Oracle Data Cloud to measure the impact of offline sales. | | WHY THIS MATTERS: Pinterest sees this as a way to significantly increase its ad revenue, but the move comes with risk. Pinterest officials believe because its users are looking for ideas, relevant videos are not interruptive and they will not be put off by video ads with sound that automatically begin running on the site that could negatively impact viewing experiences. Time will tell. | Three Takes: MediaPost | Adweek | Mashable
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| | 50 | | Percentage of U.S. digital marketers who say that ad fraud and viewability issues are the biggest challenge of digital media buying today, according to a survey by Adobe Digital Insights. Being able to accurately measure return on ad spend was listed as a challenge by 42%, while data leakage was mentioned by 33% and debates over data ownership was listed by 30%. | – Reported by eMarketer
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| | CBS Seizes Title With 'Survivor' Finale | by Michael Malone
CBS was the winner among broadcasters Wednesday, posting a 1.7 rating in viewers 18-49, and a 7 share. That was just ahead of Fox's 1.6/7. The Survivor finale scored a 1.9 and was up 12% over the previous episode, while the Reunion Show did a 1.4. December's Survivor finale scored a 2.0 and the Reunion Show a 1.4. On Fox, Shots Fired grew 13% to 0.9 while the Empire season finale had a 2.4, up 14% from last week, leading to the network's 1.6. ABC was next at 1.3/5. Its Dirty Dancing adaptation had a 1.3 and took up the whole of the network's prime. NBC did a 1.1/4. A repeat of Law & Order: SVU led into the two-hour season finale, which climbed 8% to 1.3. The CW had a 0.5/2, with Arrow growing 20% to 0.6 and The 100 at a flat 0.3. Among Spanish-language players, Univision had a 0.6/2 and Telemundo a 0.4/1. | |
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| • CHRIS GARBUTT was promoted to global chief creative officer at TBWA, where he will oversee creative at TBWA offices worldwide. He was elevated from creative president and chief creative officer at TBWA New York, a post he had held since 2015. Prior to that he was chief creative officer at Ogilvy New York.
• ROB CAMPBELL was named chief strategy officer at Deustch Los Angeles. He was most recently head of planning at Wieden + Kennedy Shanghai.
• NADA STIRRAT was named VP, global marketing solutions, U.S. and Canada, at Facebook, and TY AHMAD-TAYLOR was named VP, product marketing. Stirrat was previously CEO at Verve, and also served as chief revenue officer at Acxiom and Myspace. Ahmad-Taylor was previously product marketing president and CEO at THX. He has also held executive roles at Samsung and Viacom. • CYNTHIA PRATOMO was named creative director at Wolff Olins New York, a unit of Omnicom. She was previously head of design at MDC Partners' agency Anomaly.
• ANAS GHAZI was promoted to chief executive officer at Data Alliance, a unit of WPP specializing in data usage by the holding company's agencies and clients. He was elevated from managing director of global partnerships.
• VINAY SHAHANI was named VP for integrated marketing operations at Toyota Motor North America. He was most recently VW of America's senior VP of marketing. | |
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