| | Media Buyer & Planner Today | | | | | | | | | #1 Amazon Outspending Retail Rivals | | The e-commerce giant is not only the largest retail advertiser in the U.S. but it is planning to spend even more as it strives to steal away sales from competitors in the grocery and fashion industries, Ad Age reports. Amazon's U.S. ad spending increase alone of $602 million last year, nearly equaled Sears Holdings' entire U.S. ad budget. Overall, Amazon spent $2.6 billion on U.S. advertising and promotion last year, up 30%, according to Ad Age's 200 Leading National Advertisers 2017 report. That was in the face of Macy's, Kohl's and Target all cutting back or keeping ad spending flat. While other retailers pull back, Amazon has been everywhere, including in the Super Bowl and is now marketing to promote its annual Prime Day in July. | | WHY THIS MATTERS: No retailer's business is safe anymore from Amazon, although Walmart is at least fighting back both on the advertising front and in its entry into e-commerce. But Amazon realizes that advertising is getting its business more and more popularity and is poised to become the largest U.S. apparel seller this year. Rather than withdrawing, retailers need to promote themselves more to fight off the Amazon competition. | A Take: Ad Age
| | | | #2 WPP Unit Facilitates Buys on Amazon | | Less than two months after acquiring Amazon-only consultancy Marketplace Ignition, the holding company's media agency Mindshare, and its performance marketing agency Possible have joined forces to offer clients combined media planning and buying and ecommerce optimization across the entire Amazon ecosystem, Adweek reports. It will tailor buys to Amazon's Alexa and Dash, and also focus on buys on Amazon Prime. "A single-delivery organization was part of the rationale for acquiring Marketplace Ignition," says Possible global senior VP of commerce Frank Kochenash. Ad placements on Amazon include everything from standard digital displays to sponsorship opportunities, videos and out of home creative tied to Amazon delivery trucks, adds Kochenash. | | WHY THIS MATTERS: As Amazon continues to grow as a retail marketplace force, and more consumers buy through the ecommerce giant, more advertisers will look to tie into it in order to reach that mass consumer audience. And WPP's clients will benefit from the relationship, as will its agencies. | Two Takes: Adweek | MediaPost
| | | | #3 Advertisers Pull Out of ABC's 'Paradise' | | Follow the recent investigation into alleged misconduct on the set of the ABC summer reality series Bachelor in Paradise, several brands that intended to advertise will no longer participate, Ad Age reports. A spokesperson for one brand that advertised in the series in previous summers said, "We've [advertised] in the past but feel that it doesn't meet our filters as a family-friendly brand at current state." An agency media buyer for another brand said, "We had an advertiser that had Bachelor in Paradise on their schedule, but pulled it when everything went down. If you need women in the summer it is a good place to get them, but we are not recommending they go back in." Production on the series was suspended earlier this month and an investigation was conduction following a producer's allegations about an on-camera sexual encounter between two contestants, one who was reportedly too intoxicated to consent. But an investigation found no misconduct and that no one's safety was jeopardized. | | WHY THIS MATTERS: While several advertisers have pulled out, there is not a mass exodus. Bachelor in Paradise is probably more appropriate as a cable series than its sister ABC shows The Bachelor and The Bachelorette, but still draws a solid audience during the summer. Last summer it averaged 4.8 million viewers and a 1.4 18-49 demo rating, good numbers for summer broadcast shows. The series was schedule to premiere this summer on Aug. 8. So far it's unclear when it will begin airing. | A Take: Ad Age
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| | 44 | | Percentage of marketing and agency professionals worldwide who believe that the biggest challenge to delivering effective mobile video is developing compelling creative, according to a survey by YouAppi. Some 28% said they don't have enough funds in their budget to do what they need to do. | – Reported by eMarketer
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| | ABC, NBC Lead Broadcast Pack | by Michael Malone
ABC and NBC split the win in Monday night ratings, both with a 1.3 rating in viewers 18-49, according to Nielsen's overnights, and a 5 share. ABC had The Bachelorette at 1.4, down 13% from the previous week, and a Celebrity Family Feud repeat at 1.0, rounding the network up to a 1.3. The week before, drama Still Star-Crossed occupied the 10 p.m. slot. It now airs on Saturdays. ABC had a 1.2 on the previous Monday. On NBC, American Ninja Warrior scored a flat 1.5 and Spartan: Ultimate Team Challenge was off 8% at 1.1. Fox had a 0.7/3, with So You Think You Can Dance off 11% from its premiere at 0.8 and Superhuman at a flat 0.7. CBS was at 0.6/2. It had repeats throughout prime. The CW too was in repeats and had baseball on in New York. It scored a 0.3/1. Univision did a 0.6/2 and Telemundo a 0.5/2. | |
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| • CESAR CONDE, chairman of NBCUniversal International Group and Telemundo Enterprises, will receive the Center for Communication's annual Frank Stanton Award for Excellence in Communication. Conde has been with NBCU since 2013 and prior to that was president of Univision Networks. The Center for Communication is dedicated to educating students seeking careers in media.
• RICHARD WARREN was named president of Turner Content Distribution. He replaces COLEMAN BRELAND, who remains president of Turner Classic Movies and FilmStruck, while taking on a new role as head of content experiences. In his new role, Warren will oversee all brand distribution, affiliate marketing, interactive television and business development for Turner's 10 domestic entertainment, news and kids networks, as well as continue to oversee TCD's strategic planning and business operations. | |
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