| | Media Buyer & Planner Today | | | | | | | | | #1 Westfield Invests $1B in Mall Digital Ad Upgrades | | The shopping complex giant, which operates 33 malls with 5,800 stores in eight U.S. states that attract more than 300 million shoppers a year, is investing in digital ad upgrades to combat the Amazon threat, Digiday reports. Westfield plans to spend $1 billion over the next five years to replace outdated ad formats like ads on escalators with hundreds of eye-level digital media screens at 17 of its 33 mall across the U.S. The screens will use cameras and sensors to track how many people pass by and collect real-time demo data. Also measured will be how long consumers spend in front of the screens and will capture emotional responses. The screens will also be able to use weather data to adjust ad content. So on rainy days, outerwear sold in a mall's stores can be advertised. Ford plans to roll out a new car at Westfield's World Trade Center location in New York next month. | | WHY THIS MATTERS: A Credit Suisse study predicts that 25% of U.S. malls will close in the next five years as Amazon and other e-commerce sites steal away market share. Westfield has already closed about half of the 67 malls it operated in 2005. While Westfield is hoping its new digital screens help boost sales at its mall tenants' stores, it has also partnered with Amazon, placing Amazon bookstores in several of its malls, with consideration to also add Amazon Lockers. | | A Take: Digiday | | | | #2 Google Issues Refunds for Fake Ad Traffic | | The online search engine has informed hundreds of marketers and ad agency partners that it is starting to issue refunds for ads that ran on websites with fake traffic, The Wall Street Journal exclusively reports. The refunds will be for ads bought using the company's DoubleClick Bid Manager earlier this year. The reimbursements will not be for the total cost of the ads, but instead will be in the range of 7% to 10% of the cost. Some advertisers want larger reimbursements, but Google says it only controls a portion of what advertisers spend when placing an ad through exchanges. The Journal also reports that Google is developing a tool to give more transparency about the ads they buy through its platform. | | WHY THIS MATTERS: Google has been under siege by marketers over ad fraud, particularly on its YouTube site and that resulted in several brands pulling their ads a few months ago. Most have come back, but marketers still believe Google should be doing more to combat ad fraud and making sure their ads do not run next to questionable content. Many agencies also want Google to share more of its data to help them improve how they can better target ads and measure effectiveness. Google is making some strides but not fast enough for some marketers. | | A Take: WSJ | | | | #3 Statesman Bourbon Gets 'Kingsman' Movie Role | | The newly released bourbon, a spinoff of the longstanding Old Forester brand produced by Brown-Forman since 1870, has a significant role in the upcoming movie Kingsman 2: The Golden Circle, which stars Channing Tatum and Jeff Bridges. The bourbon doesn't just have product placement but according to a New York Times report the brand will be produced, drank and discussed as part of the movie's storyline. The movie's director Matthew Vaughn says he does not do simple. product placements so in order to use the brand it had to be better integrated. The deal came about when he bumped into a cousin of Campbell Brown, president of Old Forester, at a cocktail party and the idea was hatched. | | WHY THIS MATTERS: The exposure for Statesman Bourbon will be great, as long as the movie is well received and draws a sizable audience. The original grossed more than $400 million worldwide, so it seems like a worthy gamble. | | A Take: NYT | |
| | |
| | 100 | | Percentage of U.S. pharmaceutical and travel marketers who use email marketing, according to the Data & Marketing Association. Some 89% of consumer packaged goods and insurance marketers each use email marketing, while 81% of retailers use it. | – Reported by eMarketer
| |
| | | |
| | Football Wins Sunday Night Ratings Battle for NBC | by John Consoli
Led by a strong performance from its NFL preseason game between the San Francisco 49ers and Minnesota Vikings, NBC won the Sunday primetime 18-49 demo ratings race with a 1.5/6, far outdistancing the other Big Four broadcast networks. The game aired from 8:15-11 p.m.
Sunday night's individual show ratings winner, however, was CBS reality series Big Brother which averaged a 1.8/7 in the demo during the 8 p.m. to 9 p.m. hour, per Nielsen overnights. NBC's SNF in that hour in the head-to-head battle vs. Big Brother scored a 1.7/6 in the demo.
The overnight ratings are not time-zone adjusted, so the ratings for the NFL game on NBC are subject to change.
Second behind NBC in the overall 18-49 primetime ratings battle was Fox with a 1.0/4. Fox was helped by an NFL preseason overrun, which produced a 1.2/5 but repeats of its animated comedy block for the remainder of the night averaged a 0.8/3.
CBS and ABC tied for third on the night, each averaging a 0.9/4 in the 18-49 demo.
Pulling down the strong start of the night by Big Brother for CBS was Candy Crush and a repeat of NCIS: Los Angeles which averaged a combined 0.4/2.
ABC's strongest show in the demo was Celebrity Family Feud from 8 p.m. to 9 p.m. which scored a 1.2/4. Steve Harvey's Funderdome followed with a 0.8/3 and The $100,000 Pyramid produced a 0.7/3.
Univision did a 0.4/1. Telemundo averaged a 0.3/1, primarily with a repeat of theatrical Penguins of Madacasgar. | |
| | | |
| • KAREN BARROETA was named senior VP, marketing and creative for Telemundo Networks. She will lead the strategic development and execution of all consumer marketing initiatives across the company's platforms, including oversight of the media buying and experiential marketing teams. She was previously senior VP, marketing and creative for NBCUniversal International Networks Spanish Latin America, a five-channel joint venture with Ole Communications. She also served as general manager of Telemundo Internacional and was senior VP, marketing creative for Telemundo Network.
• MICHAEL VICK has joined Fox Sports as a studio analyst for Fox NFL Kickoff, and will also appear on FS1 studio programming during the NFL season. He joins Fox NFL Kickoff host Charissa Thompson and fellow studio analysts Tony Gonzalez, Dave Wannstedt and Colin Cowherd. The 11 a.m. pregame show each week precedes the Fox NFL Sunday studio show. Vick played 13 years in the NFL as a quarterback and played in three Pro Bowls. He follows former NFL star Gonzalez to Fox, who joined the on-air team a few weeks ago. | |
| | | |
| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
Learn More
Streaming Technology Leadership Summit
October 16-17, 2017 | The Stewart Hotel, NYC
Learn More
NYC Television Week
October 16-19, 2017 | NYC
Learn More
B&C Hall Of Fame
October 16 | Grand Hyatt Hotel, NYC
Learn More
VR 2020 Summit
October 17 | The Stewart Hotel, NYC
Learn More
Advanced Advertising
October 18 | Sheraton Times Square, NYC
Learn More
NextTV Summit New York City
October 18 | Sheraton Times Square, NYC
Learn More
Hispanic Television Summit
October 19 | Sheraton Times Square, NYC
Learn More
TV Data Summit
October 19 | Sheraton Times Square, NYC
Learn More
| | more events » | |
| | | | |
