| | Media Buyer & Planner Today | | | | | | | | | #1 Millennials Shun Brand Names | | A study by Cadent Consulting Group finds that 51% of millennials have no real preference between private-label and name national brands, Ad Age reports. Echoing the viewpoints of many millennials, Jonathan Wu says, "I only care about the product – who cares about the brand? I'm willing to experiment. I'm going to try everything out there. I'm not loyal." Wu buys only generic drugs, saying he would never buy Advil or Tylenol. He likes store-brand sunscreen and loves frozen chicken masala he can only buy at Trader Joe's. To win over Jonathan Wu and millennials like him, established brands are being forced to rethink the fundamentals of traditional marketing. How do brand names win back millennials? Give them more involvement with the brand. Let them participate in activations. Target them specifically via digital and social media. And be as transparent as possible. | | WHY THIS MATTERS: Brand name product market share going forward depends on keeping millennials as customers. Baby Boomers and even Xers had fewer choices. Today there are grocers with almost exclusively their own brand merchandise. And major chains like Target and Walmart continue to expand on their own private label goods. National name brands need to shift their marketing efforts or continue to lose business. | A Take: Ad Age
| | | | #2 Walmart Steps Up Battle with Amazon | | Amazon is a growing force in the retail business and is becoming more and more aggressive at wanting to steal away both business and ad dollars away from traditional brick-and-mortar retailers. One of those traditional retailers, Walmart, is also a retail giant with around 140 million people shopping at its 5,000 U.S. stores every week. As Digiday reports, Walmart is stepping up its ad platform by touting its ability to connect online consumer behavior with its in-store sales data to offer advertisers better ways to reads shoppers. Walmart is now offering both insertion order-based media buys and programmatic display through its media network Walmart Exchange. Its online ad formats include banners, search ads, product listing ads and native ads in the Sponsored Products section on Walmart.com. | | WHY THIS MATTERS: Walmart's efforts offer new ways for brands to reach consumers. Edward Yruma, manager director for investment bank Key Banc, described Walmart's ad business as an "underappreciated growth opportunity." And John Baker, CMO at Mirum, says, "Ad load on Walmart.com is definitely increases, and a growing number of our clients are interested to serve ads there. Brands are interested in retail media because retailers know when people have intent to purchase something. The data is hugely valuable and enables advertisers to stand out from their competitors in e-commerce." | | A Take: Digiday | | | | #3 NBCU Just Short of $1B Data Ad Goal | | Chairman of advertising sales and client partnerships for NBCUniversal Linda Yaccarino says she will "get pretty damn close" this year to her commitment to transact a billion dollars in ad inventory via it data-based, advanced advertising platform the Audience Studio. In a wide-ranging interview with Adweek, she says, "We more than tripled the amount of business we did last year and almost every single person renewed and the budgets have consistently escalated in size." She touted the approach of selling a reduced ad load on Saturday Night Live and says with ratings up, it is the "highest ROI of any piece of content" advertisers can invest in. She says General Motors and T.J. Maxx are back as sponsors for signature entertainment series This is Us, with others on board. And says digital investments are approaching $2 billion over the past two years, including deals with Vox, BuzzFeed, Snap and the newest with Apple News. As for industry measurement issues, Yaccarino says she plans to continue her dedication toward fixing it. "Just because the upfront is over doesn't mean we're going to accept lowering the bar to allow for what I think is inferior measurement commerce terms going on in the digital scape." | | WHY THIS MATTERS: Since Yaccarino joined NBCU some six years ago from Turner, she has both moved up in the hierarchy and made great strides in growing the entire ad revenue portfolio at the company. This year she oversaw upfront sales of close to $6.5 billion for the two broadcast networks, 15 cable networks and more than 50 digital properties. With the Super Bowl, Olympics and World Cup to come in 2018, it is expected that she will oversee more than $10 billion in ad revenue for NBCU. | | A Take: Adweek | |
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| | 13.2 | | Dollars in billions that will be spent on digital video advertising in 2017, up 23.7% from 2016, according to eMarketer data. That total is projected to grow to $15.4 billion in 2018 and reach $22.1 billion by 2021. | – Reported by eMarketer
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| | 'Big Brother' Leads CBS to Sunday Night Ratings Win | by John Consoli
Led by a strong performance from reality series Big Brother, CBS won the Sunday primetime 18-49 demo ratings race with a 0.9/4, to edge ABC which recorded a 0.8/3.
Big Brother scored a 1.8/7, but the network average was pulled down by Candy Crush, which averaged a 0.5/2 with a fresh episode at 9 and repeat at 10. CBS opened Sunday night with news magazine 60 Minutes which averaged a 0.8/4 at 7 p.m.
On ABC, Steve Harvey's Funderdome drew a 0.8/4 and The $100,000 Pyramid a 0.7/3.
NBC finished third on the night with a 0.6/2 in the demo with a two-hour telecast of the U.S. Gymnastics Championships from 7 p.m. till 9 p.m., followed by a two-hour repeat of American Ninja Warrior that also produced a 0.6/2.
Fox scored a 0.5/2 with the conclusion of the USGA Amateur Championship producing a 0.3/1, followed by repeats.
Univision did a 0.4/2 in the demo for the night, while Telemundo scored a 0.3/1.
Big Brother on CBS was the viewer winner with 6.4 million viewers. Steve Harvey's Funderdome on ABC drew 4.2 million. | |
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| • AMANDA RICHMAN was named U.S. CEO of WPP and GroupM media agency MEC, which was recently consolidated with another GroupM agency Maxus, effective in October. She was most recently president of investment & activation at Starcom and prior to that was president of digital at MediaVest, both Publicis Groupe agencies. She effectively succeeds Marla Kaplowitz, who left her post as North America CEO of MEC earlier this year to become president of the American Association of Advertising Agencies. The newly-combined MEC/Maxus agency will operate under a new, yet undisclosed name. Starcom is expected to announced a replacement for Richman this week.
• TREVOR FELLOWS was appointed executive VP, digital sales and strategy at NBCUniversal. He was most recently executive VP and chief revenue officer of Down Jones Company, where he spent 4 years. Prior to that he spent 13 years with Bloomberg, where he served as head of global advertising sales.
• ERIC DICKERSON has joined Fox Sports as an FS1 NFL analyst. Dickerson is an NFL Hall of Famer who played for 11 years and continues to hold the NFL season rushing yards record. He previously did some analyst work on CBS2 in Los Angeles but this will be his first national appearance. At FS1 he will contribute to the network's assorted studio shows. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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