| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Face Amazon Challenges | | The e-commerce giant's advertising business is growing and that is offering more opportunities for ad agencies and their clients. However, as Digiday reports, the opportunities come with certain criteria set by Amazon that must be met. And Amazon stresses that it isn't going to adapt its policies to accommodate advertisers. Instead, advertisers and their agencies must change their approach to accommodate Amazon. Previously, only brands that were distributing on the Amazon platform could advertise but that has been expanded to allow non distributing brands. But those marketers must tailor ads aimed at creating experiences that benefit Amazon customers and don't focus purely on mass sales alone. In many instances agencies need to work with Amazon's reps to create custom campaigns for their clients' brands. Another challenge for agencies, Digiday says, is calculating the commission Amazon takes for sales generated from search ads, which varies from product category to product category. | | WHY THIS MATTERS: Compared to other online giants like Facebook and Google, Amazon takes in a much smaller amount of total ad dollars, and many agencies and brands are content to keep their dollars with the larger pair rather than dealing with the intricacies of advertising with Amazon. But as Amazon grows its sales team and sees it advertising become more popular with its customers, more agencies and clients may jump in. | | A Take: Digiday | | | | #2 Lululemon Targets Men | | The Vancouver-based activewear brand will debut its first dedicated men's marketing campaign this month, Ad Age reports. The campaign to target men is a reaction to retailer Lululemon seeing sales of its men's apparel growing. Men's activewear "is one of our best-kept secrets," says chief executive Laurent Potdevin. The new campaign is expected to highlight products like Lululemon's new ABC (anti-ball-crushing) pants. It will be part of its larger "This is Yoga" global brand campaign that was launched in May. | | WHY THIS MATTERS: Lululemon has traditionally relied on word-of-mouth to boost its sales but new competitors in the marketplace have motivated the company to boost its paid media. The company spent only $56,200 on measured media in the U.S. last year, according to Kantar Media. "We believe Lululemon has much more runway with male shoppers," says Neil Saunders, managing director at GlobalData Retail. He believes that Lululemon's attempt to garner more sales from men may have more success than Under Armour's recent attempts to court more women. | A Take: Ad Age
| | | | #3 Why Suburu Spurns TV Sports | | The Japanese automaker will again sit on the sidelines during the upcoming NFL telecast season, although it will most likely again sponsor the Super Bowl Sunday Puppy Bowl, while skipping the Super Bowl. Ad Age reports that as Suburu rolls out its new marketing campaign for its redesigned 2018 Crosstrek, it will run its new spots across TV but not on sports telecasts. "We don't buy commercial time in the NFL or any other professional sport," says Alan Bethke, senior VP of marketing at Suburu America. "Suburu is very clear of who we are. We don't use a shotgun approach to just try to say, 'If you're a football fan you are going to like Suburu.' We think we can be more sophisticated than that." | | WHY THIS MATTERS: Suburu's opinion of the NFL and other televised professional sports as a sales vehicle is counter to most other automakers who pore millions into sports telecasts each year. But Suburu's strategy has been successful in its own right. Suburu of America's sales through July of this year are up 8.7% from the same period last year, while the overall U.S. auto market is down 2.9%, according to Automotive News. | A Take: Ad Age
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| | 252 | | Number of five- and six-second commercials that were purchased since August 11, according to data from Kantar Media. Cable TV networks sold 197 short spots, with The Vice selling 66, with AMC and Fox's FXX both selling 22. Fox was the only broadcast network selling six-second spots with 9. Overall the 252 short commercials cost $3.06 million. | – Reported by MediaPost
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| | CBS, Fox Split the Win | by Michael Malone
CBS and Fox were both on top in Thursday ratings, the two networks posting a 1.3 rating in viewers 18-49, and a 5 share. CBS had repeats leading in to Big Brother at 1.9, up a tenth of a point from last week, then Zoo up 50% to 0.9. On Fox, a repeat of Beat Shazam led into a new Love Connection at 1.3. Last week's Love Connection scored a 0.6. The ratings are subject to adjustment based on numerous pre-emptions for pre-season football. Next was NBC at 1.0/4. Two repeats of The Wall led into the Night Shift finale at 0.9. Last week's Night Shift did a 0.8. ABC did a 0.8/3. Battle of the Network Stars repeats preceded a Gong Show rerun. The CW rated a 0.6/3. Its originals showed big gains, with Penn & Teller: Fool Us at 0.6, up 50%, and Whose Line Is It Anyway? up 75% to 0.7. Among Spanish-language networks, Telemundo scored a 0.7/3 and Univision a 0.5/2. | |
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| • TOM CALDERONE has left his position as global head of content partnerships at Spotify, according to an initial Bloomberg report which indicated the music streaming service is refocusing its strategy. Prior to joining Spotify Calderone was president of VH1.
• PAUL CURRAN was promoted to VP in charge of all of Cox Media Group's stations in the Orlando market. He previously ran the two Cox TV stations in Orlando, WFTV, an ABC affiliate, and WRDQ, and independent station. He will now also oversee the six Cox radio stations in Orlando, as well as ESPN Orlando, CMG Local Solutions and Cox Events Group. Curran has been with Cox since 1995 in assorted capacities and was earlier Cox Group's VP of sales.
Editor's note: Labor Day is Monday so we won't be working. Enjoy the long weekend and we'll see you when we publish next on Tuesday.
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