| | Media Buyer & Planner Today | | | | | | | | | #1 Dentsu Rolls Out People-Based Data Platform | | Dentsu Aegis Network is offering a new Merkle-developed people-based research and targeting platform called M1 that will be rolled out globally beginning in the U.S., MediaPost reports. It will be overseen by John Lee, Merkle's chief product and data officer, who is adding the title of president of M1. Merkle is the performance marketing agency under the Dentsu Aegis Network umbrella. The platform will include individual anonymous Census data on every adult American with the database including some 242 million people. The platform will be accessible to all Dentsu Network agencies which include media agency Carat and digital agencies iProspect, Isobar and 360i, along with creative agency mcgarrybowen. | | WHY THIS MATTERS: Marketers continue to look for more finite ways to target prospective customers and this platform advances that possibility. "We believe the future of our industry is a personalized and addressable one, requiring holistic understanding of people's behaviors and motivations," says Dentsu Aegis Network Americas CEO Nigel Morris. "With the deployment of M1 across our U.S. business and a planned global rollout, we are now at the forefront of this revolution." Over time, Dentsu envisions that all planning and activation by its agencies will be driven by the people-based data platform, MediaPost reports. | | A Take: MediaPost | | | | #2 Vice Media Creates Free Events Campaign for Delta | | The airline has hired Vice to create Delta Launchpad, an entrepreneur-geared series of free public events in Los Angeles, New York and Seattle, and a collection of videos with content from those events, which focus on film, music and food, Ad Age reports. The campaign is aimed at luring in younger business travels and employees of smaller companies that don't have travel policies requiring them to use particular airlines. After each event is held, Vice will promote content gleaned from the events on its video channels, its Viceland cable network, through Snapchat Discover takeovers and on other social networks. The videos may also appear on Delta's in-flight entertainment. The partnership came out of the "Final Front," an annual content showcase organized by Omnicom Media Group's Content Collective. That group worked with Delta's Omincom-owned media agency PHD, which in turn worked with Vice to create Launchpad. | | WHY THIS MATTERS: The campaign effort comes on the heels of a few recent public relations nightmares for Delta. Those include travelers left stranded after a computer glitch cancelled flights, when passengers said they were kicked off flights when they insisted on using the bathrooms and when one couple was removed after refusing to give up a toddler's seat to another passenger. Delta's goal is to reach out to Vice's audience, which it believes includes younger, high value customers. | A Take: Ad Age
| | | | #3 MDC Partners Launches Venture Capital Fund | | The ad and marketing agency holding company has launched a collaborative venture capital fund called MDC Ventures which will allow the company to invest in early-stage digital media and marketing technology companies, Adweek reports. The newly-formed unit expands MDC Partners' existing investments and enhances the sharing of knowledge gleaned from such investments across the agency network. The new entity grew out of KBS Ventures, which has been operating in conjunction with MDC agency Kirschenbaum Bond + Senecal. Now the fund will be participated in by all the MDC agencies which will include Crispin Porter + Bogusky, 72and Sunny, Doner, Allison + Parters, Colle + McVoy and media agency Anomally. Each agency will have representation on the leadership team of MDC Ventures. | | WHY THIS MATTERS: MDC Partners has been struggling to get back on solid financial footing following the SEC investigation of its former CEO Miles Nadal, who resigned from the company in 2015 which found that he improperly expensed items over a five year period. Current chairman and CEO Scott Kauffman says MDC Ventures is "not so much about financial return" as it is "about the insights to agencies and from agencies to clients." He adds that it will give MDC agencies "opportunities to have a front seat at emerging innovation opportunities." | | A Take: Adweek | |
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| | 197.3 | | Dollars in billions that will be spent on advertising in the U.S. in 2017, up 3.4% from 2016, according to projections by MoffettNathanson Research. Within that total, internet advertising -- that includes search, video, display, mobile and social – will rise by 18.5% to $85.9 billion. TV advertising will be down 4% to $76.4 billion. Much of the TV decline will be the result of the 2016 numbers having included Olympic and political ad dollars which will be absent from 2017. | – Reported by MediaPost
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| | NBA Game Three Leads ABC | by Michael Malone
ABC won the Wednesday ratings race by a mile, scoring a 4.9 in adults 18-49, according to Nielsen's overnights, and a 19 share. Jimmy Kimmel's pre-game did a 2.5, down 7% from Game 2. NBA Countdown tallied a 3.2 and the game itself a 5.9. That matched Game 1's rating, while Game 2 did a 5.7. The Golden State Warriors lead the championship series 3-0 over the Cleveland Cavaliers. No other network averaged a full point. Fox was runner up with a 0.8/3, with MasterChef off 10% from last week at 0.9 and The F Word with Gordon Ramsay down 27% from last week's premiere at 0.8. NBC was at 0.7/3. Little Big Shots scored a flat 1.1, while The Carmichael Show rated a 0.7 after last week's double run of 0.9 and 0.8. It was followed by repeats. CBS scored a 0.6/2 with repeats. The CW, also in repeats, rated a 0.2/1.
Among Spanish-language networks, Univision rated a 0.6/2 and Telemundo a 0.3/1. | |
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| • DAN MURPHY was named senior VP, director of digital operations and production at Deutsch. He was most recently an executive producer at Google Creative Lab. Before that, he was an executive interactive producer at BBDO and also held the position of director of integrated production at Eleven. He was also an integrated producer at Saatchi & Saatchi and at Crispin Porter + Bogusky.
• TARA GARTMAN SHAW was promoted to VP, retail development for the Walmart account at Nickelodeon. She is based in the Nickelodeon office in Bentonville, Ark., where Walmart headquarters is located. ALANA VISCO was elevated to VP, retail development for specialty and value channels. | |
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