| | Media Buyer & Planner Today | | | | | | | | | #1 Online Travel Sites On Spending Spree | | Traditional hotel brands like Marriott and Hilton are facing serious competition from online booking sites who are spending major ad dollars to lure in customers. Ad Age reports that Expedia, whose brands include Trivago, Orbitz, Hotels.com and Hotwire, grew its U.S. ad spending by 16.6% in 2016 to $1.6 billion, making it the 25th largest U.S. advertiser ahead of big ad spenders like Unilever, McDonald's and PepsiCo. Priceline Group also jumped into the Top 100, increasing ad spending by 10.3% to $461 million for its brands including Kayak and Booking.com. Making them even tougher competitors for the hotel chains is that most reshuffle large percentages of their overall revenue back into advertising. Trivago, for example re-spent 82.7% of its revenue on advertising. Currently travel sites are all over U.S. television with their ads. TripAdvisor and its owl mascot is in the midst of a $70 million TV ad push. And Trivago and Booking.com are involved in big spending TV campaigns also. | | WHY THIS MATTERS: The competition in the travel category is a blessing for the linear TV networks as it is not only bringing in more ad revenue for them but it is also reassurance that mass reach advertising is still an important factor for many categories and brands. Millennials are major users of online travel sites but they are being driven to those sites by major TV ad campaigns. | | A Take: Ad Age | | | | #2 WPP Client Data Seems Safe Following Cyberattack | | The ransomware attack on Tuesday that impacted agency holding company WPP's computer system worldwide apparently did not compromise any client data, according to WPP CEO Martin Sorrell. Although one analyst told Ad Age that cyberattacks like this one sometimes go further than they seem. There is also still no reason determined as to why the WPP computers were part of the worldwide tech attack that impacted assorted companies. The attack took place right in the middle of WPP closing out its second quarter and that alone could create some internal data execution problems. | | WHY THIS MATTERS: According to analysts, it's important for WPP to determine the extent of damage to data and the impact if its data gets into the wrong hands. Although most ransomware attacks are aimed at getting money, not as data grabs. IBM handles the bulk of WPP's IT services. Ben Clarke, president of digital marketing agency The Shipyard, says much will depend on what WPP was storing with IBM. If the data was "used for programmatic, but it was anonymous and stored via a key, then it would be meaningless to anyone but the application that processes it," he says. If that wasn't the case, then it could be an entirely different story. | | A Take: Ad Age | | | | #3 MLB Teams Get Share of Wise Snack Sales | | The New York Mets and Atlanta Braves have done deals with Wise Foods under which they promote and sell the brands line of salty snacks in their stadiums and also get a cut of retail sales of the products sold bearing their logos, Ad Age reports. The Mets having been working with Wise since 2005, but recently expanded the partnership to include more products. The Braves did their deal with Wise for the first time this season. In addition to selling bagged chips, the stadiums also serve them loose with nacho cheese. In stadium signage promotes the products offered at the games. | | WHY THIS MATTERS: The deals give Wise additional exposure. Wise brands are predominantly sold in the Northeast but its entry into the Braves' stadium has resulted in Wise products being sold through convenience stores and food retail chains such as Publix in the South. Wise Foods holds less than a 1% share of the U.S. salty snack market, according to Euromonitor International, while Frito-Lay is tops with nearly a 66% share. However getting deals with teams in different parts of the country could help Wise expand its distribution and sales. | | A Take: Ad Age | |
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| | 67 | | Percentage of U.S. internet users who say brands making fun of competitors on social media is "annoying," according to a survey by Sprout Social. Other no-no's include talking politics (found to be annoying by 71%) and making fun of customers (annoying to 88%). Among favorable social behaviors: using video clips, responding to questions, joining conversations and talking about timely events. | – Reported by eMarketer
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| • NICK BRIEN was named CEO Americas at Dentsu Aegis Network. He was most recently global CEO of digital agency iCrossing and president of Hearst Magazines Marketing Services. Succeeding Brien at iCrossing will be MIKE PARKER who was elevated to global president. Parker was previously U.S. president of iCrossing. Prior to joining the agency in 2015, he was global chief digital officer at McCann Worldgroup and U.S, president of Tribal DDB. Brien has previously served as CEO of McCann Worldgroup and CEO of IPG's Mediabrands.
• HARVEY MARCO was named co-president and chief creative officer at independent Hispanic market agency Gallegos United. Marco succeeds Dave Damman. Marco was previously executive VP and chief creative officer at WPP's Garage Team Mazda, the dedicated unit that handled the Mazda account before leaving last fall.
• TIM WESTERGREN has resigned as CEO of digital music company Pandora Media. He had served as CEO for the past 15 months and was one of the founders of the company. NAVEEN CHOPRA, currently Pandora chief financial officer, will also serve as interim CEO until a replacement for Westergren is hired. • ANTHONY ROMANO has joined Bartle Bogle Hegarty New York as CEO. He was previously senior VP, U.S. client services at R/GA. SARAH WATSON was promoted to chairman of BBH New York, while GERARD CAPUTO was elevated to chief creative officer. Watson will also continue in her role as global chief creative officer. Caputo was previously executive creative director. | |
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