| | Media Buyer & Planner Today | | | | | | | | | #1 NYC Subway Cars Adding Video Advertising | | The New York Metropolitan Transit Authority has signed a contract with Outfront Media, its longtime out-of-home advertising partner, to provide close to 50,000 digital video ad displays in stations and in subway cars throughout the city system, including the Long Island Rail Road and Metro-North trains. Some 14,000 digital screens will be installed in stations and on subway platforms, while more than 35,000 screens will be installed in New York City subway cars and in train cars on the railroad cars. The contract costs $800 million and runs for 15 years, with the revenue planned to be recovered through the new ad revenues from the screens. The rollout will be slow, with 17,000 screen due to be installed by 2019 and at least 80% by 2022. In addition to ad messages, the video screens will be used to supply commuters with train scheduling information. Media agencies will be able to make real-time and data-driven buys on the video billboards. | | WHY THIS MATTERS: The new system will give marketers yet another way of reaching commuters in a more dynamic and perhaps effective way. One solace to commuters: while subway and train users will see these video ads, they will not have sound. | Two Takes: Adweek | Timeout
| | | | #2 Disney Steps Up Push for Digital Dollars | | Disney is pitching advertisers and their agencies globally to buy ads through the Disney Digital Network, where a combination of all of its online assets than be bought, along with influencer partnerships and branded content deals. The DDN was launched in May in an effort for Disney to grow its digital ad dollars. Creating its own digital network now allows Disney to control its own data and reduce its reliance on third parties and having to pay third-party fees. Digiday reports that Disney is using brand safety to pitch its family-friendly platforms. "Brand safety comes up a lot when we're talking to advertisers," says Robbie Douek, VP of digital partnerships for Disney in Europe, the Middle East and Africa. "That's why in the world we are living in today, the players that are going to shine through are those who sit on content." | | WHY THIS MATTERS: As Digiday reports, Disney's move into online advertising has been a long time coming. It has struggled to build its influencer business and to grow its digital content business after acquiring Maker Studios in 2014. But moving the standalone studio into its consumer products and interactive division is expected to help it draw more digital ad dollars. | | A Take: Digiday | | | | #3 Agency Exec Says Cookie Blocking Not So Bad | | Adam Kleinberg, CEO of San Francisco-based digital agency Traction, says the ad industry needs to calm down about Safari tossing web visit cookies and Chrome's plans to automatically block ads. "I'll concede that this is going to adversely impact many providers of 'ad-supported online content and services,' but 'bad for consumer choice?' Give me a break," he writes in a first-person article in Ad Age. He says no consumer is in favor of cookies that result in their online behavior being sold to advertisers, pointing to 75 million Americans who are expected to install ad blockers by the end of this year. He says instead of worrying about money brands might lose by not getting this consumer information, the ad industry should be working together to come up with new ways to reach consumers in a more friendly way. If consumers are in favor of ad blockers, then new ways for brands to reach them online need to be developed. | | WHY THIS MATTERS: Kleinberg says instead of a "lawless, Wild West environment" that has resulted in "consumer backlash and a loss of brand trust that has placed the entire advertising industry in crisis," there is a need to develop a set of tools to deliver more relevant messages to consumers. | A Take: Ad Age
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| | 2.4 | | Percentage of increase in local ad spending projected for 2017 over 2016, according to estimates from BIA/Kelsey, which expects local advertising to reach $148.7 billion. By 2021, projections are for local advertising to reach $174 billion. | – Reported by MediaPost
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| | 'Thursday Night Football' Gives CBS Easy Win | by Michael Malone
CBS was the big winner in Thursday ratings, riding the NFL to a 3.0 in viewers 18-49, and an 11 share. That easily beat ABC, which sat at 1.9/7. CBS had Thursday Night Kickoff at 2.3, then the game, Bears versus Packers, at 3.2. On ABC, it was the two-hour season premiere of Grey's Anatomy at 2.3, up 15% over its May finale, then the premiere of How to Get Away With Murder at 1.1. Murder's season finale last winter did a 1.5. NBC was at 1.6/6. The premiere of Superstore did a 1.2, up 50% from last spring's closer, and The Good Place a 1.3, down a tenth from its premiere. Will & Grace returned, after 11 years off the air, at 2.9. NBC said it was the best debut for a comedy, excluding post-Olympic previews, since The Office six years ago. Great News scored a 1.3, up 63% from its season finale, and Chicago Fire premiered at 1.5, which was 15% better than its spring finale. Fox scored a 0.9/4. Gotham fell 20% to 0.8, and Seth MacFarlane's The Orville rated a flat 1.1. Telemundo rated a 0.7/3 and Univision a 0.5/2. The CW did 0.3/1, with Penn & Teller: Fool Us at a level 0.4 and Whose Line Is It Anyway? down a tenth at 0.3.
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| • SHERRY SMITH was promoted CEO of WPP's Xaxis ecommerce unit Triad Retail Media. She succeeds Roger Berdusco. Smith was elevated from global chief customer officer at Triad.
• PAMELA DRUCKER MANN was promoted to chief revenue and marketing officer at Conde Nast. In her new role, she adds oversight of all ad sales efforts for the company's portfolio of 22 brands, in addition to all industry and consumer marketing. She joined Conde Nast earlier this year as chief marketing officer. Prior to that she was chief revenue officer and publisher of the Food Innovation Group. She also served as publisher and VP of Bon Appetit.
• As part of its settlement of litigation with Starboard Value LP, comScore is adding four directors to its board, increasing it to nine members. Added to the board are WESLEY NICHOLS, former senior VP, strategy at Neustar; PAUL REILLY, former executive VP of Arrow Electronics; and BRYAN WIENER, executive chairman of digital ad agency 360i. A fourth director will be named shortly. | |
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