| | Media Buyer & Planner Today | | | | | | | | | #1 Beer War Continues to Brew | | Miller Lite has been tweaking Bud Light for months with ads boasting "more taste" and "half the carbs" than its rival, but as Ad Age reports, that rival's parent Anhesuer-Busch InBev has just released a new ad response, in sort, starring supermodel Marisa Miller. The TV spot is not, however, promoting Bud Light, but instead its sister brand Natural Light. In the spot, the supermodel in swimsuit (a throwback to the 1980s Natural Light ad campaign starring Christie Brinkley) says, "My name is Miller, but I prefer to act natural." Adding, "Natural Light that is." The ad was created by The Zeno Group. The ad premiered on social media and will also include TV and a digital content series through the summer. A MillerCoors spokesperson accused AB of "hiding Bud Light behind one of their economy brands." An AB InBev spokesman said it was an attempt to involve Natural Light in the beer battle in a light-hearted way. For its part, MillerCoors vows to continue to target Bud Light and proclaim Miller Lite to be a "superior beer." | | WHY THIS MATTERS: Beermakers are major ad spenders and an ad war will benefit the agency side – both creative and media buyers – and also the TV networks and digital sites. While the Natural Light campaign is aimed at taking a poke at a competitor, Bud Light owns the larger share of market over Miller Lite – 16.2% to 6.2% -- although both have had declining sales. Natural Light, meanwhile has a 3% market share, according to Beer Marketer's Insights. So it may see an opportunity to make some inroads vs. Miller Lite. To combat that, Miller Lite on Monday named DDB Chicago as its new creative agency. | | A Take: Ad Age | | | | #2 Sizmek Acquires Rocket Fuel | | In a $145 million deal, ad tech company Sizmek, owned by private-equity firm Vector Capital, has agreed to acquire public ad tech company Rocket Fuel. The deal has implications for the ad industry. As The Wall Street Journal reports, Sizmek provides ad buyers with tools to purchase digital ad space, optimize what their ads look like and manage their data for ad-targeting purposes. Rocket Fuel also has data-management capabilities and offers a demand-side predictive marketing platform that it says uses artificial intelligence to help marketers place their ads more efficiently. | | WHY THIS MATTERS: Combining the two companies and what they each bring to the table could provide ad buyers with a viable alternative to Google and Facebook, as well as other tech vendors, when they want to reach consumers at scale. Together the combined companies will serve more than 20,000 advertisers and have relationships with some 3,600 ad agencies. Rocket Fuel has been under a bit of a cloud lately following a Financial Times report alleging ads the company bought on behalf of its client Mercedes-Benz had been viewed by more bots than humans. Rocket Fuel denied that report and said only 6% of the ads were questionable. | Three Takes: Adweek | WSJ | Ad Age
| | | | #3 Havas Re-Energized by Con Edison | | Still reeling its loss of creative agency duties for Heineken USA's Dos Equis brand, which was moved to Droga5 last month without a review, Havas received some welcome news with its New York office winning both creative and media duties for energy giant Consolidated Edison. Havas New York won the account after a review that involved several agencies, including creative incumbent The Gate. WPP's Possible, Con Ed's lead digital agency, was not involved in the review. Havas New York CEO Laura Maness told Ad Age one of the goals of new campaigns the agency will create is to show that Con Ed should be viewed by consumers as more than just a utility company, telling them how it fits into their lives in meaningful ways. | | WHY THIS MATTERS: Con Ed is a regional business and doesn't spent nearly as much as Dos Equis on advertising. However, Havas is happy to win the account. Con Ed spent about $6 million on advertising in 2016. And Maness says the ad industry will "continue to hear from us." | Two Takes: Adweek | Ad Age
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| | 66 | | Percentage of people who watch a video on owned media for an average of 3 minutes and 56 seconds, according to data from video marketing automaton platform TwentyThree. That compares to 23% who on average watch a video on YouTube for only up to 58 seconds and 14% who watch a video on Facebook on average for only up to 20 seconds. | – Reported by Adweek
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| | Reality Drives ABC, NBC Win | by Michael Malone
ABC and NBC split the Monday win in prime, both putting up a 1.3 rating in viewers 18-49, per the Nielsen overnights, alongside a 5 share. That easily beat the 0.6/2 for both CBS and Fox. ABC had The Bachelorette at 1.6, up 14%, followed by a Battle of the Network Stars repeat. NBC aired American Ninja Warrior at a flat 1.4, followed by Spartan: Ultimate Team Challenge at a level 1.0. CBS aired repeats. Fox had So You Think You Can Dance at 0.7 and Superhuman at 0.5. Both were down a tenth of a point from last week. The CW did a 0.2/1. After a Supergirl repeat, Whose Line Is It Anyway? fell 33% to 0.2.
Among Spanish-language networks, Univision and Telemundo both scored a 0.5/2. | |
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| • FERNANDO MACHADO, head of brand marketing at Burger King was named Marketer of the Year by the Advertising Club of New York. BETH COMSTOCK, vice chair of GE, was named Industry Legend by the ad group. They will be among those honored Tuesday night at the Advertising Club's annual awards dinner in New York.
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