| | Media Buyer & Planner Today | | | | | | | | | #1 Fox NFL Telecasts to Include Six-Second Ads | | The network which first tested running six-second ads on its telecast of the Teen Choice Awards in mid-August and plans to do so on primetime entertainment shows this season, will also run those short-length ads during its Sunday NFL games this fall, The New York Times first reported. The first ads will appear on Fox on Sept. 10 just prior to kickoff of each of the network's games on NFL opening weekend. Fox is also selling them for the upcoming MLB World Series and other "marquee" sporting events. Since Fox is placing the ads in potentially high viewing locations in the telecasts, such as right before kickoff, sources tell The Times that the network has been able to charge hefty prices. While the ads are being sold as part of packages, a six-second ad could cost as much as $200,000. | | WHY THIS MATTERS: Six-second ads have been popular among online viewers, but the jury on how well they will work on linear television is still out. Dave Penski, who oversees media investments for Publicis Media Exchange Americas, says the short ads might not work for brands aiming to sell complicated products but could work well for large sports advertisers who simply want to reinforce long messages or remind consumers about already recognizable products. | Three Takes: NYT | Ad Age | B&C
| | | | #2 Trade Desk To Screen Ads to Fight Fraud | | The company that provides software for agencies and marketers who buy digital ads has added what it is calling a "game-changing" service in combating digital ad fraud, Ad Age reports. The Trade Desk has partnered with cyber-security firm White Ops in a deal under which every ad impression, in real time, even before marketers have a chance to bid on it, will be scanned for safety. White Ops and The Trade Desk will co-locate servers and data centers in North America, Europe and Asia to scan every biddable impression in real-time. | | WHY THIS MATTERS: "Other companies will talk about fighting ad fraud, but they don't," says Jeff Green, Trade Desk CEO. "They sell fear." He adds, that the new program, rather than offering some pay back to marketers after an ad runs on a fraudulent site, will "evaluate every single impression so it's not sold in the first place" if it is fraudulent. | A Take: Ad Age
| | | | #3 Twitter Exchange Offers Viewability Measurement | | The social media platform's mobile ad exchange MoPub is incorporating viewability measurement support from independent measurement providers Integral Ad Science and Moat. Publishers using the MoPub exchange will now be able to offer in-app ad inventory that is measured for viewability in the more than 49,000 apps. Publishers on MoPub who want to measure viewability can download the software. Media buyers interested should contact their Twitter account teams or demand-side-platform partners. | | WHY THIS MATTERS: Meridith Miller, MoPub's head of commercial partnerships, cites a Credit Suisse study that found the percentage of marketers concerned about viewability in digital advertising rose 63% in March alone, compared to the three months earlier. So tools like these are now considered vital by advertisers. | | Two Takes: MediaPost | Adweek | |
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| | 74 | | Percentage of U.S. consumers who say they are overwhelmed by the number and frequency of emails they receive, according to a study by Edison Software. Some 44% of respondents said they spend hours deleting emails they don't want, while 32% said they receive as many as 100 emails a day. Hetal Pandya, co-founder and marketing VP at Edison, says marketers should give their customers an opportunity to personalize their communications preferences. | – Reported by MediaPost
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| | Upticking Fox, Steady NBC Split Win | by Michael Malone
Fox and NBC were the top ratings grabbers during Wednesday primetime, both with a 1.2 rating in viewers 18-49, per the Nielsen overnights, and a 5 share. Two episodes of Fox's MasterChef did a 1.1 and a 1.3, up over last week's 1.0 and 1.1. On NBC, the America's Got Talent results show did a flat 2.0, with 11.1 million total viewers, before a double run of Marlon posted a 1.2 and a 1.0, also level with last Wednesday's performance. A Law & Order: SVU repeat closed out prime. CBS weighed in at 0.9/4. Big Brother ticked up 6% to a 1.8 and Salvation was up 25% to 0.5, before a repeat of Criminal Minds. ABC was at 0.7/3, with repeated comedies and then 20/20 at 0.7. Telemundo scored a 0.6/3 and Univision a 0.5/2.
The CW was at 0.2/1 with two hours of Vixen.
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| • DAVID MULLEN was promoted to president of Winston-Salem, N.C. agency The Variable. Keith Vest, who was previously serving as president, is being elevated to chairman. Mullen joined The Variable in 2013 and prior to that was a VP, account director at MullenLowe.
• CARRIE PHILPOTT was promoted to managing director at Huge Atlanta. She was previously VP, client services. She will continue to work with clients. She has been with Huge since October 2015. Prior to that she was senior VP, managing director at DigitasLBi Atlanta.
• DANIEL BONNER is leaving his position as global chief creative officer at Publicis Groupe's SapientNitro, Agency Spy reports. He has been with the agency for six year and announced his departure via a LinkedIn post. He also worked for Razorfish before it was merged into Sapient.Nitro and prior to that for AKQA. | |
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