| | Media Buyer & Planner Today | | | | | | | | | #1 Nielsen Adds VOD Data to Planning Tool | | The media measurement company says its syndicated VOD content ratings from nine leading networks will be added to its media planning tool for agencies and their advertiser clients, known as Nielsen Media Impact. The networks whose data will be included are Discovery, Music Choice, PBS, and Turner cable networks Adult Swim, Cartoon Network, CNN, TBS, TNT and truTV. The tool enables planners to estimate the impact of their plans on audience reach, sales and brand equity before it is executed by buyers. Nielsen VOD Content Ratings provides comparable metrics as live and time-shifted TV, enabling clients to do a direct analytical comparison. | | WHY THIS MATTERS: The integration could make VOD a more attractive media for both buyers and sellers by giving them a broader view of the total VOD audience. And as more networks make their data available, it will become even more valuable in the planning process. This is particularly important because more and more viewers are watching TV programming in a time-delayed manner over a period of several days. | Two Takes: B&C | Adweek
| | | | #2 Under Armour Campaign Targets Women | | The footwear and sports casual apparel company is making a major effort to reach out to women in its latest campaign. The campaign, which is titled "Unlike Any" and is mainly digital video spots, features well-known athletes including ballerina Misty Copepland, stuntwoman Jessie Graff and world champion sprinter Natasha Hastings. The campaign was created by Droga5 and the goal is to portray female athletes on the same level as men and to use their paths to athletic success to motivate women to buy the Under Armour products they use. Alexander Nowak, executive creative director at Droga5 tells Adweek that the campaign is less like advertising and more like storytelling about the female athletes. The short films range in various time lengths with some 37 seconds long and another 53 seconds long. The campaign will roll out over a series of months with another major push coming in the fall featuring skier Lindsey Vonn. | | WHY THIS MATTERS: For the most part, campaigns for the major footwear and sports apparel companies feature male athletes, so this one, exclusively using women, is somewhat different. Also, women's products represent $1 billion of Under Armour's $4.8 billion revenue, and the company believes there is much room to grow that total and bring the sales percentage more in line with male products. | Two Takes: Ad Age | Adweek
| | | | #3 Gap Launches Digital Agency Review | | The clothing retail chain has started a review to find an agency to handle its U.S. digital media buying and planning, Adweek's Agency Spy reports. Citing unnamed sources, the report says while the agencies involved in the pitch have not been identified, word is agencies within some of the larger holding companies are interested. The Gap is not commenting and its policy is to not publicize its media agency relationships. | | WHY THIS MATTERS: The retail apparel business is overcrowded and highly competitive and like most chains, The Gap clearly understands the importance of a strong digital presence. And while it does not break out its digital ad budget, the overall Gap ad buying account is a sizable one. According to Kantar Media, the chain spent $178 million on paid U.S. media last year and in first quarter that total was $42 million. | | A Take: Adweek | |
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| | 58 | | Percentage of U.S. consumers who say they like to connect with brands via their websites, according to a survey from the CMO Council in partnership with SAP Hybris. Some 52% say they like to connect via email; 46% like to do so by phone; 30% prefer an in-person connection, while 27% like to do so via social media. | – Reported by MediaPost
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| | 'Salvation' Level With Premiere on Winner CBS | by Michael Malone
CBS was tops in Wednesday primetime ratings, putting up a 1.0 in viewers 18-49, per Nielsen's overnight numbers, and a 5 share. That was a wee bit better than Fox's 0.9/4. CBS had Big Brother at 1.8, down 5% from last week, then episode two of drama Salvation at a flat 0.7. A Criminal Minds repeat filled out prime. On Fox, MasterChef went up 10% to 1.1 and The F Word With Gordon Ramsay climbed 17% to 0.7. NBC did a 0.6/3, as Little Big Shots: Forever Young slipped 11% to 0.8 and The Carmichael Show did a flat 0.7. Repeats of Carmichael and This Is Us finished out prime. ABC was at 0.6/2, the network showing repeated comedies, including The Goldbergs and Modern Family. The CW did a 0.2/1, with repeats of Arrow and DC's Legends of Tomorrow. Among Spanish-language networks, both Telemundo and Univision scored a 0.5/2.
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| • BRANDON MURPHY was promoted to president of 22squared. He was previously chief client officer and succeeds Richard Ward, who had served as both president and CEO and was given the new title of chairman and CEO. Murphy has been with the agency for 12 years and prior to that was with Campbell-Ewald Detroit.
• STEVE ZAROFF was appointed U.S. chief strategy officer at Ogilvy & Mather. He was previously North America chief strategy officer at McCann, where he spent five years. Prior to that, Zaroff was VP and head of strategy at SapientNitro and also served as deputy head of brand strategy at Kirshenbaum Bond Senecal.
• ANDY JEX has joined TBWA London as chief creative officer and ANNA VOGT was named chief strategy officer. Jex was previously executive creative director at Saatchi & Saatchi London and also held creative roles at Mother London. Vogt was most recently group head of strategy at MullenLowe London. | |
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