| | Media Buyer & Planner Today | | | | | | | | | #1 Group M Shifts Accounts to Essence | | The digital agency is getting two new accounts – Target and NBCUniversal that will, in effect, double its billings to nearly $3 billion, Ad Age reports. The move comes after GroupM earlier merged one of its media agencies, Maxus, into another – MEC. Now instead of moving the NBCU account from Maxus to MEC, it will move to Essence. And the Target account, previously handled by a dedicated unit within GroupM – called Team Arrow – will also be given to Essence and the Team Arrow staffers and CEO Jason Harrison will become part of Essence. Target officials signed off on the move. Target spends close to $600 million annually on advertising, while NBCU spends about $900. Some 230 former Maxus employees who worked on the NBCU account will become part of Essence. Previously, Essence was a pure digital agency, best known for its work for Google. GroupM is hoping to turn Essence into a media agency with deeper experience in digital that it could bring to media buys. Overseeing that will be Essence global CEO Christian Juhl. | | WHY THIS MATTERS: GroupM sees the once tiny digital agency Essence as the future growth engine for the entire GroupM and WPP operation, according to GroupM global CEO Kelly Clark. "We're doubling down on Essence as a growth engine for GroupM and WPP," he says, describing Essence as, "The tip of the spear in terms of innovation across the group." And Clark says more consolidation and changes are on the way. | A Take: Ad Age
| | | | #2 Magazines Ramp Up Social Video | | After struggling with effectively using video on their own sites, publishers are refocusing and ramping up their use of video on large user-based social media platforms like Facebook and YouTube, The Wall Street Journal reports. They are also starting up and pumping more money into their own in-house studios to increase the amount of TV-type programming and content they can offer in conjunction with their brands. "We learned you can't be all things to all people and expect people to come to you," says Dawn Ostroff, president of Conde Nast Entertainment. In the case of Conde Nast. It reoriented its video hub, The Scene, as a vehicle to distribute videos on Facebook targeting 18-34 year-old females. Videos distributed across Facebook by the Scene attracted 98.3 million viewers in May. Time Inc. also had a failed experience with its own centralized video destination which it is now shutting down, with plans to begin using other large social media sites to distribute it videos. And Hearst is producing content to distribute via outside digital ventures, including on Complex Networks, digital channels it owns in partnership with Verizon Communications, and on YouTube. | | WHY THIS MATTERS: As magazine and other print ad revenue continues to weaken, video has become a critical way for print publishers to recoup their lost revenue. Advertisers are expected to spend $15.4 billion on video ads within the next year, according to eMarketer projections, and print publishers want in on that action. As John Hammond, chief strategy officer at Galvanized LLC, a digital publisher and consultancy tells the Journal, "If they miss the video market, what's left?" | | A Take: WSJ | | | | #3 Amazon Wants Chunk of Video Business | | The e-commerce giant keeps throwing its weight around in assorted areas as it expands it revenue growing capabilities. Now it is making a concerted effort to steal away video publishers from digital giants Facebook and YouTube, Digiday reports. Amazon last year opened up its Prime streaming platform to video publishers and creators, allowing them to distribute individual videos, themed video collections, entire seasons of shows and even subscription channels. This program, called Amazon Video Direct, which reaches some 79 million people in the U.S. alone who are Amazon Prime subscribers, is now impressing publishers with its ability to earn them shared ad sales revenue. One publisher says his company earned mid-five figures on Amazon during its first month on the program, nearly four-times the amount it made from YouTube during the same month. "That was an eye-opener, and we've been putting up more titles [on Amazon] since then," the publisher says. Amazon also has other ways video companies can earn money on its platform. | | WHY THIS MATTERS: As Digiday reports, Facebook and YouTube will continue to be the platforms where a lot of digital publishers spend sizable amounts of time to cultivate audiences and take in ad revenue, primarily because their audience scale is massively larger than Amazon's. But with the amount of royalties and subscription-related revenue Amazon has paid out in the past year, video companies – whether they are TV networks, production studios or small digital publishers – are treating Amazon as seriously as they do Facebook, YouTube and the other larger video distribution platforms. | | A Take: Digiday | |
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| | 71 | | Percentage of internet users worldwide who will access social networking sites at least once per month this year, according to eMarketer projections. That is a total of 2.46 billion people and represents an increase of 8.2% over 2016. Meanwhile there are also estimated by be about 2.01 billion worldwide internet users who access social media via mobile phones, representing 81.8% of all social network users. | – Reported by eMarketer
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| | 'Big Brother' Leads CBS to Win | by Michael Malone
CBS led the pack in Sunday ratings, scoring a 0.9 Nielsen number in viewers 18-49, per the overnights, and a 4 share. Next best ABC did a 0.8/3. On CBS, 60 Minutes rated a 0.6. Big Brother posted a flat 1.8, and then Candy Crush scored a 0.8, down 27%. A repeat of NCIS: Los Angeles brought CBS to the end of prime. On ABC, an America's Funniest Home Videos repeat led into Celebrity Family Feud at 1.1, down 15%. Steve Harvey's Funderdome and The $100,000 Pyramid were both down a tenth of a point at 0.8. NBC had a 0.5/2 on the night. Sunday Night With Megyn Kelly scored a flat 0.4 and was followed by repeats of The Wall and American Ninja Warrior. Fox did a 0.4/2. Repeated comedies led into American Grit at a flat 0.4. Among the Spanish-language players, Univision did a 0.6/2 and Telemundo a 0.3/1. | |
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| • JOHN PICCONE was named president and chief revenue officer at data-driven ad company Simulmedia. He replaces media agency veteran Tim Spengler, who held the position for about a year. Piccone was most recently chief growth officer at video marketing tech company Innovid, but prior to that had spent six years at Simulmedia before leaving his post as chief strategy officer last year. He is reunited with Simulmedia founder and CEO Dave Morgan, who he previously worked with at Real Media, prior to its acquisition by WPP. Prior to Simulmedia, Spengler was CEO of Fuisz Video. He also was president of content marketing and revenue strategy at Clear Channel Media & Entertainment, worldwide CEO of MagnaGlobal and North America president of Initiative.
• RODRIGO LINHARES was appointed creative director at FCB West. He was previously VP and creative director at DigitasLBi Chicago. | |
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