| | Media Buyer & Planner Today | | | | | | | | | #1 GroupM Clarifies Viewability Standards | | The WPP-owned media buying agency unit says its recent rollout out globally of its digital ad viewability standards was "misinterpreted" by some reports describing it as a "softening" of its previous video standards. Susan Schiekofer, chief digital investment officer at GroupM, says its upgraded standards, which were initially developed in 2014, do not make it easier for ad dollars to shift to the larger, more dominant digital players. She says the original standards remain unchanged, with the exception that the standard for display ads has been changed to make it mandatory for an ad to be seen for one-second before it is considered a view. She says this is particularly important for social media viewing, where users can often scroll through at a faster rate than they might on a desktop device. She adds that there was no intent to suggest that social video ads be considered to be "like TV." | | WHY THIS MATTERS: These new standards have already been backed by major advertisers including Unilever, Campbell Soup, Shell, Subway and Volvo. But Schiekofer says she wants the industry to be absolutely clear about GroupM's position and what the standards mean. "It has always been our position that an ad that cannot be seen has no value and that our clients should not pay for anything that delivers no value," she says. "This belief continues to underpin our thinking about measurement standards in digital as we evolve them for the future." | | A Take: Adweek | | | | #2 Facebook Rolls Out Ad-Friendly Shows | | The social media giant begins its latest attempt to take on rival Google's YouTube this week as various publishers begin rolling out Facebook-funded shows on its Watch video platform. Business Insider will debut two new shows, as will Attn., the news and issues publisher. Food video company Tastemade will premiere four shows over the next week, and Refinery29 will debut the first two episodes of scripted fiction series Strangers. Facebook is planning to run mid-roll units within the programs and share revenue with its content partners following the recouping of production costs, since Facebook is paying for production. Oren Katzeff, head of programming at Tastemade, tells Digiday that it is easy for ad units to be dropped in the middle of the videos. | | WHY THIS MATTERS: Facebook has had some problems with other attempts at video, like Suggested Videos and Facebook Live, but its data suggests that serialized and episodic video programming is more apt to boost viewership and watch time. As always, marketers will be watching to see how the venture gets off the ground to determine whether they will jump in to advertise their brands. | | A Take: Digiday | | | | #3 Diesel Moves Global Creative to Publicis Italia | | The Italian clothing brand has dropped its creative agency Anomaly after only 10 months and named Publicis Italia to replace it, Ad Age reports. The move was made without a formal pitch process. Publicis had earlier this year worked with Diesel on a brand study. Diesel is known for its unconventional creative campaigns and has also worked with and shifted creative agencies often. "In a seemingly limitless world that is smartphone dominant, we are trapped into conformity more than we could ever imagine," said Diesel artistic director Nicola Formichetti. "Together with Publicis, we will enjoy discovering a different point-of-view about things without taking ourselves too seriously." | | WHY THIS MATTERS: Diesel spent only around $11.4 million on measured media in the U.S. in 2016, but its unorthodox thinking when it comes to marketing makes it a potentially fun client for creative agencies. As a sidelight, Bruno Bertelli, was named global chief creative officer of Publicis Worldwide in May of 2016, soon after he led the agency to winning the global Heineken account. He is also CEO of Publicis Italia. | A Take: Ad Age
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| | 2.2 | | Viewers in millions that Fox News Channel averaged in primetime during the month of August, according to Nielsen data. That's up 6% over same month last year. MSNBC was next with 1.8 million, which was up a whopping 63%. CNN averaged 1.2 million viewers, up 41%. | – Reported by MediaPost
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| | NBC's 'Talent' Dominates Tuesday Night Primetime Ratings | by John Consoli
A dominating performance by NBC's America's Got Talent drove NBC to a Tuesday night primetime 18-49 demo race win, with the network scoring a 2.2/9 to far outdistance second-place ABC which produced a 1.0/4, based on Nielsen fast national data.
AGT during its two-hour, 8 p.m. to 10 p.m. airing, averaged a 2.7/11. NBC's overall primetime demo rating was pulled down a bit by its 10 p.m. show Hollywood Game Night, which still produced a solid 1.2/5 leading out of Talent.
ABC was driven by a strong showing by a two-hour Bachelor in Paradise, which, head-to-head with AGT, scored a 1.2/5 in the 18-49 demo. ABC's overall rating was dragged down by its 10 p.m. show Somewhere Between which draw a 0.4/2 in the demo.
In third place for the night was Spanish-language network Telemundo, which scored a 0.7/3, bolstered by a 0.9/4 from its popular novella El Senor de los Cielos.
CBS produced a 0.6.2 in the demo with repeats of dramas NCIS, Bull and NCIS: New Orleans.
Univision scored a 0.5/2 with its novellas.
Fox finished with a 0.4/2, airing a repeat of Lethal Weapon and repeats of sitcoms The Mick and Brooklyn Nine-Nine.
The CW ran repeats of The Flash and Legends of Tomorrow and did a 0.2/1.
Viewer winner for the night was NBC's AGT which averaged 13.2 million viewers.
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| • MICHAEL THORN was appointed president of entertainment for Fox Broadcasting Company. He succeeds David Madden, who is leaving the company. Thorn was most recently executive VP of development at 20th Century Fox Television. Among the shows he developed were NBC drama This is Us and Fox drama Empire. Thorn has been with the studio for seven years. Prior to that he oversaw scripted programming at Lost Marbles Television. He also served as drama development team head at NBC and as VP, primetime series for NBC Studios. Before NBC, he was VP, series development and programming at USA Network. • KARRELLE DIXON was promoted to managing director of Wieden+Kennedy Portland, succeeding TOM BLESSINGTON, who is leaving to become VP of brand, media and experiences at YouTube. Dixon was most recently director of growth markets for W+K. Prior to that he was global director of the Nike account for the agency, which he first joined in 2006 as an account manager. Blessington was with W+K since 1990 and held assorted positions and handled numerous client accounts during his time there.
• TOMI LAHREN, a 25-year old conservative online commentator, is joining Fox News Channel as a contributor. She will do political commentary, primarily on Hannity. Lahren is a member of the Great America Alliance, a Super PAC supporting President Trump's re-election. She also hosted Tomi on the Blaze, former Fox News host Glenn Beck's over-the-top service. She has 4.4 million Facebook followers.
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