| | Media Buyer & Planner Today | | | | | | | | | #1 UM Named Ubisoft's Media Agency | | The Interpublic Group agency, part of IPG Mediabrands, was selected to handle media planning and buying for the gaming giant, which spends about $30 million a year on U.S. measured media. The UM office in San Francisco, where Ubisoft's U.S. operations are based, will oversee the account. UM will also handle data and analytics for the Ubisoft brand. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft's gaming products are the Assassin's Creed, Far Cry and Just Dance titles. | | WHY THIS MATTERS: The account win is the fourth for UM in 2017, already having won the media business for fashion brand Coach, streaming service Hulu and the B2B division of consultancy Accenture. | Two Takes: Adweek | MediaPost
| | | | #2 More Brands Jump into Augmented Reality | | While marketers have experimented with augmented reality for a few years, the practice has recently gained more steam as companies like Apple, Snapchat and Facebook have built their own slick versions that work especially well on mobile, Adweek reports. And brands like L'Oreal and Estee Lauder are incorporating AR not only into the campaigns and ecommerce sites but also into their stores. And automakers like Honda are also dabbling in AR marketing technology for the first time. Apple's new iPhone will allow brands like Ikea and Nike to create branded AR apps. Snapchat's sponsored AR lenses have continued to grow in popularity among brands, and Facebook and Instagram are investing in similar types of augmented reality. Facebook has recently introduced a set of tools called AR Studio that agencies like VML are participating in. | | WHY THIS MATTERS: The many ways for marketers to reach consumers continues to change and become more interesting. In L'Oreal's case, not only do several branded AR apps let users apply makeup and hair looks to their selfies before trying a product, but those instances provide an immense source of data in terms of understanding what consumers like in terms of colors, looks and textures, says Lubomira Rochet, chief digital officer for L'Oreal. "For our marketing and our labs, it's a great source of insight in terms of trends and it helps us deliver makeup collections." | | A Take: Adweek | | | | #3 Automated Instagram Use Raises Question | | The CEO of Cincinnati-based social agency dooley media says brands need to be wary about Instagram's automation tools that purport to reach new audiences with algorithms that target users using generic comments, likes and follows that are generated by bots. Matthew Dooley says services like those "scare the crap" out of him. "Injecting a bot's automated engagement algorithms into a brand's DNA may cause a boost in followers, but in the end there's a simple name for it: spam," he says in a first-person article in Ad Age. "Posting meaningless comments . . . is not only in bad taste, it can seriously damage your [brand's] rep." He says a brand should especially not allow a bot to post comments or respond on its behalf. "Automation needs to be handled very carefully," he adds, and points out that major Instagram automation platforms like Mass Planner and Instagress "are quickly being shut down" because Instagram "requested" this. | | WHY THIS MATTERS: Dooley says partnering with regular customers or microinfluencers to tout a brand is much safer that using automated techniques that "can damage your brand faster than a tap-happy intern." He adds, "A manual approach to Instagram will do a lot more for you in the long run than a bunch of random, automated likes and comments." | A Take: Ad Age
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| | 168.1 | | Number of U.S. people in millions who will use an internet-connected TV this year, up 10% over 2016, according to data from eMarketer. Smart TV users will make up nearly half of all connected TV viewers, with 81.2 million users in 2017, up 30.8% from 2016. Roku has the most U.S. connected TV users with 38.9, followed by Google Chromecast with 36.9 million, Amazon Fire TV with 35.8 million and Apple TV with 21.3 million. | – Reported by eMarketer
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| | NBC Dominates Slow Night | by Luke McCord
NBC led the broadcaster pack by a wide margin in primetime Tuesday with a 2.3 rating/10 share among adults 18-49, according to Nielsen overnight numbers. America's Got Talent jumped 4% to a 2.6, while World of Dance rose 6% to a 1.7. CBS finished in second, airing repeats, with a 0.6/2, followed by ABC at 0.5/2, Fox at 0.3/1 (also airing repeats) and The CW at 0.3/1. ABC aired repeats of The Middle, Fresh Off the Boat and Black-ish, followed by a new episode of Somewhere Between at 0.4, down a tenth from its premiere. The CW also aired repeats with a preemption in New York for baseball. Spanish-language broadcasters Telemundo and Univision earned a 0.7/3 and 0.6/3, respectively. | |
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| | • TOBY SOUTHGATE was named global chief growth officer at McCann Worldgroup. He was previously CEO of WPP communications unit Brand Union, where he spent about a decade in assorted executive roles. Prior to that he was a managing partner at Third Eye Design. | |
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