| | Media Buyer & Planner Today | | | | | | | | | #1 Rogue Marketers Infiltrating Instagram | | Pictures posted by users on the social platform are now being commented on by rogue marketer sites that have nothing in common with the users or the photos they post, but are looking to gain followers and likes. The New York Times reports that in some instances it is influencers looking to gain credibility so they can get brands to work with them. Other schemes include buying followers, joining pools of 10 to 15 people who commit to liking the commenting on photos as soon as they are posted, and participating in bigger groups that coordinate posts and comments in hopes of appearing on Instagram's "Explore" tab, where they will reach even more people. | | WHY THIS MATTERS: Any false activity on a social platform is not good for the image of the platform or for its users and advertisers. Legitimate photographer users of Instagram have complained about the fake comments and Instagram during the last seven weeks has been cracking down on such businesses and practices. It has blocked several anonymously run sites but is an ongoing battle. | | A Take: NYT | | | | #2 Dos Equis Drops 'Most Interesting Man' Agency | | The beer maker's parent company, Heineken USA, has moved the brand from Havas Worldwide to Droga5, Ad Age first reported. Havas was the creator of the iconic "Most Interesting Man in the World" character in 2006 and had been handling the creative account since then. Actually, Havas created the campaign when it was known as Euro RSCG. A year ago, the original actor was replaced, although the campaign theme continued. It has not been as popular. Havas will continue with the account through the end of this year, and Droga5 will take over in 2018 by launching a new campaign. Droga5 previously did work for Heineken USA before departing last summer to join Anhesuer-Busch InBev's roster of agencies. That could now cause a conflict for Droga5 but certainly how to resolve that conflict had to be determined before it agreed to take the Dos Equis account. | | WHY THIS MATTERS: Despite parting ways with original actor Jonathan Goldsmith and pans about the new campaign, Dos Equis still has grown its sales – up 6% year-to-date. However, it is still chasing other Mexican beers Corona and Modelo Especial. After surviving several marketing executive changes at the brand, Havas is now out and the pressure is on Droga5 help Dos Equis close the sales gap. | Two Takes: Ad Age | Adweek
| | | | #3 Domain Spoofing an Unsolved Programmatic Problem | | The practice where unscrupulous publishers, ad networks or exchanges obscure the nature of their traffic to resemble legitimate websites, continues to plague programmatic ad buying, even as the industry focuses more on ad fraud and brand safety, Digiday reports. According to programmatic analytics firm Metamarkets, spoofed domains are not just fake website addresses, but also banner farms that contain bad content. Often brand clients whose ads should have been served to a legitimate entertainment website with high monthly traffic, end up instead on an unknown site. Chris Wexler, senior VP and executive director of media and analytics for Cramer-Krasselt, says at least 10 out of the Top 100 publishers ranked by comScore are also feeding this practice by buying fraudulent traffic from ad networks. And Curt Larson, VP of product for programmatic native firm Sharethrough says it's hard for demand-side platforms (DSPs) to catch fake domains because of deliberate tech deceptions. And supply-side systems (SSPs) have no incentive to investigate because they make money off of the volume they push through. | | WHY THIS MATTERS: Programmatic buying is growing but this major problem continues. While media buyers can work with third-party vendors to run pre-bid and post-bid verification, the technology for DSPs and SSPs to detect spoofed domains in real time doesn't exist right now. The hope right now is that the Interactive Advertising Bureau's ads.txt project, because it offers buyers a whitelist of authorized distributors of a publisher's inventory. | | A Take: Digiday | |
| | |
| | 67 | | Percentage of U.S. households that have access to streaming services, according to a study from Fluent LLC. That compares to 61% of households who have cable TV. Some 77% of millennials ages 18-34 have access to streaming services, compared to 65% of adults over 35. The most popular streaming service is Netflix (48%), followed by Amazon Prime Video (16%) and Hulu (16%). | – Reported by eMarketer
| |
| | | |
| | NBC Wins Big on 'Talent' | by Michael Malone
NBC was the big winner in ratings Tuesday, putting up a 2.4 rating in viewers 18-49, per the Nielsen overnights, and a 10 share. America's Got Talent scored a 2.6, which was level with last week, while World of Dance's 1.9 was down from its 2.4 premiere. No one else came close. CBS had a 0.6/3, with repeats leading in to 48 Hours: NCIS at a flat 0.5. ABC had a 0.6/2. Downward Dog did a flat 0.7 and was followed by repeats. Airing repeats, Fox had a 0.4/2. The CW was at 0.3/1, with a repeated The Flash leading in to a new iZombie, which was up 33% at 0.4. Among Spanish-language networks, Univision had a 0.5/2 and Telemundo a 0.4/2.
| |
| | | |
| • DAVE BUKLAREWICZ was named to the newly created position of executive VP and executive media director at Pittsburgh-based agency MARC USA. He was most recently executive VP and a group account director at Havas Media. He has also be VP, group media director at FCB Chicago and a strategic planning director at Mindshare.
• BOZOMA SAINT JOHN has joined Uber as chief brand officer. She was most recently head of global consumer marketing at Apple Music.
• Four Gray Television-owned TV stations have named new general managers, all promoted from within the company. JAY BARTON is now general manager of WCAX, the Burlington, Vt., CBS affiliate Gray is in the process of acquiring from Mt. Mansfield Television. He had been GM of Gray's stations in Charlottesville, Va. since 2012. ERIC KREBS was promoted to GM of Gray's Charlottesville, Va. stations. KIM LEE was named GM of WABI, Gray's CBS affiliate in Bangor, Maine. ALAN CHATMAN was named GM at WCJB, Gray's ABC affiliate in Gainesville, Fla.
| |
| | | |
| | Daily Hire Photographer | | WRC/NBC4 – Washington, DC, United States | | | | Studio Director - NY1 News | | Spectrum Networks/NY1 News – New York, NY, United States | | | | IT/Digital Media Manager, WRC | | NBCUniversal - WRC – Dist. Columbia, United States | | | | Senior Manager, Engineering & IT, WRC | | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States | | | | more jobs » | |
| | | | |
