| | Media Buyer & Planner Today | | | | | | | | | #1 Brands Buy Mass Reach Over Targeting | | A philosophy by University of South Australia marketing professor and author Byron Sharp that broad consumer reach is more productive for advertisers than targeted marketing is being embraced by several major brands, according to an Ad Age report. Sharp says, "Sales growth won't come from relentlessly targeting a particular segment of a brand's buyers. This fantasy is harming marketing effectiveness." Brands including Procter & Gamble, Unilever, Coca-Cola, Airbnb, Uber, Microsoft and Verizon have all supported Sharp's research. In his book, How Brands Grow, Sharp says even the best buyers are not that loyal so brands can't afford to just target them. He says the odds are also long to get heavy buyers of a brand to buy more. Easier to get light buyers to buy heavier. Sharp says rival brands target similar customer bases so it's best to mass target. He calls data-driven marketing a crock, that price discounts have no long-term impact and that maintaining market share doesn't mean a brand is not successful. | | WHY THIS MATTERS: Sharp's beliefs go against most of the popular trends in marketing today – ad targeting and data-driven campaigns. Yet Facebook has reportedly been changing its pitch to show that mass reach campaigns can be effective. Of course there are doubters and critics of Sharp's philosophy about mass reach, but it has to be music to the ears of traditional linear TV networks. Especially if many big name marketers like P&G are moving ad dollars out of digital and back into TV. | A Take: Ad Age
| | | | #2 Facebook's Low Viewability Angers Agencies | | As the social media giant has begun allowing ad buyers to use third-party auditors to check its ad viewability data, more media agencies have found viewability to be exceptionally lower than Facebook's previously claims, Digiday reports. According to interviews with nine agency execs, viweability rates on Facebook video campaigns are as low as 20% and no higher than 30%. That would make them well below the average viewability rate for video ads on most digital sites, which hovers around 50%, according to Integral Ad Science. The industry standard, set up by the Media Rating Council, is that a minimum of 50% of a video's ad pixels must in view for two seconds. Unilever and GroupM have stricter demands. | | WHY THIS MATTERS: The agency execs spoke on the condition of anonymity, not wanting to jeopardize their relationships with Facebook. However, many said this new, third-party data could lead to them amending their spending unless Facebook came up with a better cost per impression. | | A Take: Digiday | | | | #3 Office Depot Aims at Amazon | | The office supply chain has launched a new branding campaign aimed at defending its ad sales from Amazon, which is targeting it, Ad Age reports. The new campaign targets the wide range of Office Depot customers, including office workers, working moms, and construction workers who all buy the retail chain's products. It is Office Depot's first return to TV since a back-to-school push in 2016. The new campaign, which includes TV, radio, digital and social, was created by Tallahassee-based Zimmerman Agency which replaced incumbent creative agency McCann without a review. | | WHY THIS MATTERS: Office Deport is struggling for survival, planning to close 300 of its 1,400 stores in North American over the next three years. A positive is that in first-quarter while sales declined 7%, its profit of $116 million was more than double from the same period a year ago. But a Frank N. Magid survey found that 23% of workplace users who make purchasing decisions for their company are frequently buying through Amazon. | A Take: Ad Age
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| | 27.5 | | Percentage of U.S. internet users who are expected to use ad blocking in 2017, according to eMarketer projections. That's up from 24.2% in 2016 and expected to reach 30.1% in 2018. People are considered ad blocker users if they access the internet at least once per month via any device, including mobile, that has been ad blocker enabled. | – Reported by eMarketer
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| | ABC Wins With Robust Game Shows | by Michael Malone
ABC was best of the bunch in terms of Sunday ratings, putting up a 1.1 rating in viewers 18-49, per the Nielsen overnights, and a 5 share. It did a 1.0/5 the Sunday before. NBC was runner-up at 0.6/2. ABC aired its game shows. A repeat of America's Funniest Home Videos led into Celebrity Family Feud at a flat 1.4, then Steve Harvey's Funderdome was up a tenth of a point at 1.1, and The $100,000 Pyramid grew 22% to 1.1. On NBC, Sunday Night With Megyn Kelly slipped 20% to 0.4, then the film Despicable Me did a 0.5. A repeat of Little Big Shots: Forever Young went to the end of prime. CBS and Fox were both at 0.4/2. On CBS, 60 Minutes grew 40% to 0.7 and was followed by repeats. On Fox, repeated comedies led into a new American Grit, down 20% at 0.4. Univision rated a 0.4/2 and Telemundo a 0.3/1.
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| • DEREK SHEN is leaving his position as president of LinkedIn China to take a position as chairman of Danke Gongyu, a Beijing-based apartment rental start-up he invested in, according to the South China Morning Post. He also plans to look for new opportunities in China's internet industry. Reports are that LinkedIn China's user base is at 32 million, but when LinkedIn was launched in China in 2014, the original goal was to reach 140 million professionals in the country.
• JONNO SIMPSON has left his role at Twitter Australia as head of sport to take a position as sports marketing director, Australia, at Unscripted, according to an initial report by Mumbella, the Australian marketing and media news site. Prior to joining Twitter, Simpson was head of social media for the Australian Football League. | |
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