| | Media Buyer & Planner Today | | | | | | | | | #1 Fox to Debut Six-Second Spots | | The network will launch the first ever six-second ads on broadcast television during the Teen Choice 2017 awards show that will air live on Sunday, Aug. 13 at 8 p.m. Among the first advertisers to use the short format will be Duracell and Mars. The ads will appear both in the live telecast and in the on-demand streams of the show. The six-second format was originally developed by YouTube. The spots on Fox will run as part of short ad pods within the telecast that will also include six-second promos for Fox programming. The pod containing the six-second ads will open with a five-second announcement telling viewers to pay attention because it will only be a 29-second break. That will be followed by four six-second ads. Fox will also reduce the overall number of commercial breaks in the telecast which it says will bring better attention and focus to advertisers' messages. Media agency Spark Foundry worked with Fox on behalf of Duracell. | | WHY THIS MATTERS: This is history in the making and all the other networks, as well as brand marketers and media and creative agencies will be watching to see how these new spots look and whether they are a hit with viewers. Even if they are accepted by the viewing audience, the networks will have to find a way to monetize them. They can't be charging the same rates for a six-second spot as they can for a traditional 30-second spot. Meanwhile, Fox is doing its first test during a telecast that draws a larger younger audience that should be more receptive to the shorter ads. | Two Takes: Ad Age | MediaPost
| | | | #2 YouTube Competing in Third-Party Ad Market | | The online video platform is offering major publishers who choose to use its backend video player the ability to control ad sales both on their sites and on the YouTube site, according to an Ad Age report, citing sources familiar with the plan. YouTube is offering the video player and its services for free. One publisher, The Atlantic, has already made the move and has been phasing out videos supported by Brightcove since May. YouTube previously restricted sales of ads into its video player, limiting outside websites' ability to sell their own inventory. But YouTube is looking to expand its footprint in online video and is stepping up its competition with third-party video players from companies like Brightcove, Ooyala and JW Player. While YouTube would not comment, Ad Age quoted unnamed publishers as saying the platform plans to split the ad revenues generated on publishers' sites, as well as sell ads into publishers' leftover inventory. Many of those websites are already using YouTube parent Google's Double Click for Publishers. | | WHY THIS MATTERS: As YouTube sees it, the new system would offer users more access to video content from trusted media partners, which could make brands feel safer when their ads are served alongside videos, Ad Age reports. Google is also counting on YouTube to fend off Facebook in the digital video ad space. On the downside, there are some publishers who worry about relying too heavily on Google. | A Take: Ad Age
| | | | #3 Snapchat Adds More Measurement Options | | The social media platform is launching an expansion of its third-party measurement program to give brands more outside data to help measure the effectiveness of the Snapchat ad campaigns, Adweek reports. Snapchat is adding four more outside data companies to its 15 existing measurement partners that vet its impressions, reach, targeting and viewability metrics. The four data companies include Neustar Marketshare, Nielsen, Analytics Partners and Marketing Management Analysis. | | WHY THIS MATTERS: Snapchat is clearly trying to be more competitive with other social platforms like Facebook, Google and Twitter which all offer marketing mix modeling. Snapchat is touting a claim that 55% of the ad dollars spent on its platform include in third-party vetting, but media agencies would like to see that percentage move closer to 100%. | | A Take: Adweek | |
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| | 46 | | Percentage of participants across all age groups in a study by GfK and the Television Bureau of Advertising who say traditional TV has the strongest influence on their purchases. That compares to just 3% for social media. Other results: 62% of consumers consider TV as the strongest driver of their awareness about a product or service and 65% of consumers say TV advertising influences their online searches. | – Reported by B&C
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| | ABC, NBC Share Top Prize | by Michael Malone
ABC and NBC split the Monday ratings title, both posting a 1.2 score in viewers 18-49, according to the Nielsen overnights, and a 5 share. The Bachelorette paced ABC while American Ninja Warrior led NBC. ABC won last Monday's title with a 1.3. The Bachelorette, with a "The Men Tell All" angle to it, had a 1.5, down a tenth of a point from last week. To Tell the Truth did a 0.8, up 33% from its last new airing. On NBC, American Ninja Warrior scored a flat 1.4 while Midnight, Texas did a 0.8, down 11% from its premiere last week. Fox scored a 0.6/2. So You Think You Can Dance posted a 0.7 and the Superhuman finale a 0.5. Both were flat with last week. Among Spanish-language options, Telemundo did a 0.6/3, thanks in part to El Senor de los Cielos, while Univision weighed in at 0.5/2.
CBS was at 0.5/2. It aired repeated comedies before CBSN: On Assignment premiered at 0.4. The CW scored a 0.2/1, with a Supergirl repeat followed by Hooten & the Lady at a level 0.2. | |
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| • MICHAEL HOUSTON was promoted to global chief executive officer of WPP's Grey Group. He succeeds Jim Heekin, who has served as CEO since 2005 and as chairman since 2006. Heekin will become executive chairman of Grey. Houston was most recently global president of Grey. He also served as CEO of Grey North America and before that as chief operating officer and managing director of Grey New York. Prior to Grey, Houston held executive roles at TBWA/Chiat/Day, Kirshenbaum Bond + Partners and Y&R.
• JOHN BIONDI was named to the newly created role of chief experience officer at Publicis New York. He was most recently executive creative director and brand experience lead for North America at SapientRazorfish Minneapolis. He has also held executive creative director positions at Modern Climate and Atomic Playpen.
• KRISTEN KNAPE was appointed to the newly created position of director of philanthropy at David&Goliath. She was previously a group strategy director at the agency. • REBECCA DAUGHERTY was promoted to executive VP, marketing at ABC Entertainment and ABC Studios. She will be responsible for overseeing all marketing activities for ABC's primetime, daytime and late night programming. She will also oversee all ABC Studios' marketing both domestically and internationally. ERIN WEIR was promoted to senior VP, marketing strategy and will be part of Daugherty's team, as will JILL GERSHMAN, who was named to the newly created role of senior VP, marketing creative at ABC Entertainment. Daugherty was previously VP, dramas, movies and specials within the creative arena of ABC Entertainment Marketing. Weir was previously VP, marketing strategy, while Gershman was VP, entertainment marketing, comedy & alternative series at ABC Entertainment Group. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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NYC Television Week
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