| | Media Buyer & Planner Today | | | | | | | | | #1 TrustX Off to Slow Start | | The private ad exchange, which promised to cut out fraud by limiting its inventory to a few dozen premium publishers, is three months old but facing some skepticism from publishers who are unsure it will draw enough demand to make its CPMs any higher than those on the open market. Digiday spoke with five publishers participating on the TrustX exchange and four of the five raised some concerns. Digiday did not identify the publishers, but there are a bunch of top names participating, including Hearst, Conde Nast, NBCUniversal, Viacom, Time Inc., Scripps, Meredith and ABC owned and operated stations. "It is a grandiose idea that doesn't have the support it needs to become the grandiose solution it wants to be," said an exec from one publisher using TrustX. "If I looked at this like any other exchange, I would have dumped them already." Jon Mansell, VP of marketplace innovation at media buying unit Magna, says he's bought inventory via TrustX and is open to buying more. But he says that will only be when publishers begin pushing more ad inventory through the platform. TrustX has 32 publishers now selling inventory through its platform, with 12 more planning to join after Labor Day. | | WHY THIS MATTERS: TrustX was the brainchild of Digital Content Next, a trade association for premium publishers including News Corp., Hearst and The Washington Post. The goal is to operate a nonprofit ad exchange that will cut out ad fraud and make it safe for brands to buy digital ad inventory. The motivation is honorable but right now TrustX is in a state of flux. Until publishers offer more ad inventory, brands are not going to participate. But publishers are hesitant to offer more inventory because that will drive pricing down. | | A Take: Digiday | | | | #2 BBDO Named Macy's Agency | | The retail chain, which is one of the biggest advertisers in the category, spending close to $700 million on measured media in 2016, has selected BBDO New York as its new creative agency. Incumbent creative agency, New York-based Figliulo & Partners is out. Adweek reported that BBDO won a limited pitch that included Ogilvy and Publicis. Macy's has been struggling like many large retailers and has been closing stores and cutting back on staffing. The goal for BBDO will be to create a campaign aimed at bringing customers back into the fold. Macy's previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30's. | | WHY THIS MATTERS: Perhaps helping BBDO win the account was that Macy's new senior VP of marketing Jim Reath is a former BBDO New York executive, having served as executive VP and head of retail for the agency. Regardless, the agency faces a major task of rejuvenating business in a highly competitive category that is being infiltrated by major ecommerce companies, including giant Amazon. | Two Takes: Ad Age | Adweek
| | | | #3 Heineken Targets Millennials via Soccer | | It's been two years since the Dutch beer maker replaced Budweiser as the official beer of Major League Soccer and it is now sponsoring eight local soccer teams in cities across the U.S., worked with the International Champions Cup association to bring European matches to the U.S., and launched soccer-related campaigns with big-name soccer players. Digiday reports that Heineken is putting all its sports marketing into soccer because the sport is the ideal fit for the brand's target audience – multicultural millennials. Felix Palau, global marketing director of Heineken North America says, "There are around 45 million U.S. soccer fans on social media today. It doesn't mean they're not interested in NFL or basketball anymore. It's just that they're broadening their sports repertoire." | | WHY THIS MATTERS: No one will confuse the MLS for the NFL as far as fan size in the U.S. However, soccer is growing in popularity with Americans. The MLS added at least one team across the country every year from 2007 to 2012. And it aims to have 28 teams by 2020. And Heineken is not the only major brand jumping into soccer in a big way. Adidas and Target have both began soccer sponsorship. And Heineken points to a major plus. Research it conducted through Nielsen showed that the likelihood MLS fans would buy Heineken increased by 11% from 2015 to 2016. | | A Take: Digiday | |
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| | 40 | | Percentage of marketer and media agency executives in an Advertiser Perception survey who said TV ads have more impact than other media. Digital video ads were next, selected by 23%, followed by earned media (15%), native ads (14%) and radio ads (5%). Among marketers alone, 32% said TV has the biggest impact, compared to 46% of agency buyers and planners. | – Reported by B&C
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| | 'Marlon' Helps NBC to Win | by Michael Malone
NBC took the top ratings prize Wednesday, posting a 1.2 in viewers 18-49, per the Nielsen overnights, and a 5 share. That topped Fox's 1.0/4. America's Got Talent did a 2.0 on NBC, down a tenth of a point from last week's results show. Comedy Marlon did a 1.2, while a second episode scored a 1.0. Marlon premiered at 1.3 a week ago, with a 1.0 in the second half of the double run. A repeat of Law & Order: SVU closed out prime for NBC. Fox had two episodes of MasterChef at 1.0 and 1.1. Last week's did a 1.0. CBS was at 0.9/4. Big Brother did a 1.7, down 11%, and Salvation grew 25% to 0.5. A Criminal Minds repeat took CBS to the end of prime. Telemundo did a 0.7/3. ABC rated a 0.6/2 with repeated comedies. Univision was at 0.5/2. The CW did a 0.3/1 with repeats of Arrow and Supernatural.
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| • ANGELA HANNAM was named global chief talent officer at R/GA. She succeeds Andre Chambers. Hannam was previously VP, global chief of staff at Crispin Porter+Bogusky,where she spent 11 years and also served as group director of recruiting.
• BRYAN VAN DYKE was appointed president of No Limit Agency. He previously served as chief operating officer for Autonomy Works and was also managing director of Razorfish.
• ABLE PARRIS has joined Deutsch New York as senior VP, group creative director. He was most recently head of design and group creative director at Translation. Prior to that he was creative director for digital platforms at Deutsch Los Angeles. Editor's Note: The Media Buyer & Planner Today Newsletter is taking a summer Friday off tomorrow. Have a nice weekend. We'll be back Monday. | |
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