| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Tightens Targeting Enforcement | | The social media platform's chief operating officer Sheryl Steinberg has announced a three-part plan aimed at strengthening its ad targeting policies and tools. She says anything that directly attacks people based on race, ethnicity, national origin, religious affiliation, sexual orientation, sex, gender identity, disabilities or diseases will not be permitted in Facebook ads. She says while that has always been the policy, Facebook is taking more steps to enforce it. Facebook will add more human review and oversight to its automated processes. And after reviewing the roughly 5,000 most common used targeting terms, it will reinstate them and have more manual review to prevent offensive terms from appearing. And Facebook will also create a program to encourage people on the platform to report potential abuses of the ad system directly to Facebook officials. | | WHY THIS MATTERS: Facebook is under the microscope after a ProPublica report revealed that the platform's self-serve ad tools had allowed advertisers to target and arouse self-described "Jew haters." Steinberg says, "As a Jew, as a mother, and as a human being, I know the damage that can come from hate." She adds, "The fact that hateful terms were even offered as options was totally inappropriate and a fail on our part." | Three Takes: NYT | Ad Age | Adweek
| | | | #2 Coke Sponsors Fictional Virtual Soccer Star | | The beverage company has a long history of doing ad deals with athletes dating back to its iconic 1979 commercial with the Pittsburgh Steelers' "Mean Joe" Greene. But its latest deal is with a fictional soccer star named Alex Hunter who appears in EA's upcoming FIFA 18 game for Playstation 4. He first appeared in EA's FIFA 17 in a role in which game players can influence how he navigates the professional soccer circuit. That continues in FIFA 18. In the newest video game, which goes on sale Sept. 29, Hunter will help promote Coca-Cola after he signs a deal to play for the L.A. Galaxy, signs a deal with Coke, and participates in the filming of a commercial within the video game. His role with Coke in the video game was a collaboration between EA and Coke's agencies Anomaly, Mercado McCann and Havas. "For us, this reinvents brand content and how we approach advertising," Alban Dechelotte, senior entertainment marketing manager at Coca-Cola Co. tells Digiday. "This is a whole new world." Coke plans to show scenes involving Hunter and Coke via social media and on a Times Square billboard. And is also distributing limited-edition custom cans with the digitalized Hunter via 7-Eleven and Walmart stores in the U.S., Canada and Mexico. | | WHY THIS MATTERS: Lots of brands have been integrated into video games and the Hunter character has endorsed other brands, including Adidas in FIFA 17. But this is the first time Coke has "signed a virtual athlete" to endorse its brand. And a virtual athlete cannot do anything in real life to embarrass the brand. As Ad Age points out, the deal fits into Coke's global soccer marketing strategy, including its sponsorship of the 2018 FIFA World Cup. EA's FIFA game is available in more than 190 countries in 19 languages and FIFA 17 sold more than 21 million copies. So Coke stands to get lots of exposure. | Two Takes: Ad Age | Digiday
| | | | #3 Apple News Ad Sales Stagnant | | Some of the largest publishers on Apple News haven't seen any incremental revenue and monetizations from their partnerships, Digiday reports, citing discussions with publishers and vendors. One factor holding back advertising is that some publishers that distribute content on Apple News are resistant to have NBCUniversal, which they see as a rival media company, sell their ad inventory. In January, Apple entered into a deal to have NBCU sell ads in Apple News but the deal has born little fruit. Apple has also been slow letting in outside measurement companies to verify ad results. NBCU touted its partnership during its 2017 upfront presentations saying that it had booked $125 million in ads. However, that is less than 2% of NBCU's overall $6.5 billion in ad bookings and it did not break out how much of the $125 million was attributable to Apple News. The Apple News app is also used primarily by older folks at a time when advertisers want to target younger on digital platforms. Finally, Apple is not keen on sharing lots of user data with its advertisers. "Apple is still not an advertising company," says one exec familiar with the ad sales situation. "The industry wants more data at a time when Apple is taking it away. NBC is doing a good job of working with Apple to try to offer more data capabilities in Apple News, but at the end of the day, the customer is the people who buy their phones." | | WHY THIS MATTERS: The good news is that some publishers still have good things to say when it comes to Apple News' potential to distribute content on the app, which is baked into Apple mobile devices and claims more than 70 million users. While Bloomberg Media is not directly monetizing its content on Apple News yet, it is happy with the traffic and engagement it is getting and is optimistic that Apple will eventually give publishers scalable ways to monetize their audience, Scott Havens, global head of digital at Bloomberg Media, told Digiday. | | A Take: Digiday | |
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| | 28.4 | | Percentage of U.S. female social influencers who say the most important social media platform is Instagram, according to a survey for Collective Bias conducting by SurveyMonkey. Next was Pinterest, mentioned by 26.4%. Facebook was listed by 14.2%, Twitter by 5.8% and YouTube by 0.6%. | – Reported by eMarketer
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| | NBC Rocks on 'AGT' Finale | by Michael Malone
The America's Got Talent finale paced NBC to a comfy win Wednesday, the network scoring a 2.4 in viewers 18-49, per the Nielsen overnights, and a 10 share. That was well ahead of CBS' 1.6/6. America's Got Talent did a 2.9, which NBC said was its most watched finale in seven years. Fully 15.36 million people watched. Last Wednesday's episode did a 2.0. Spoiler alert—12-year-old ventriloquist Darci Lynne Farmer won the million dollars. The premiere of The Good Place at 10 p.m. scored a 1.4, up 27% from its season one finale in January. On CBS, the Big Brother finale grew 17% to 2.1, and the Salvation closer went up 20% to 0.6. Fox scored a 1.1/4, as the MasterChef season finale rated a 1.1 across to hours. It fell 15% from last week's show. Univision was at 0.8/3. Telemundo was at 0.6/3. ABC did a 0.6/2, with repeated comedies leading into a repeat of Designated Survivor.
The CW scored a 0.2/1, with repeats of Arrow and Supernatural. | |
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| • MATT WEISS has joined IPG digital agency Huge as managing director of growth. He was previously global chief marketing officer and chief revenue officer at Havas. Prior to that he was chief of staff at KBS and chief growth officer at McCann Worldgroup.
• KRIS McDERMOTT was named director of technology, and JIM ISSA was appointed director of production for independent agency 22squared's in-house studio, 22Pictures. McDermott was previously head of mergers and acquisitions integration at software company Atlassian; She also was manager of mobile product development for WalmartLabs. Issa was previously a senior producer and director at BBDO Atlanta.
• REBECCA CAMPBELL was appointed president of Europe, Middle East and Africa at The Wall Disney Company, effective January 2018. She will succeed DIEGO LERNER who is joining the Walt Disney International management team. Campbell is a 20 year veteran at Disney/ABC Television Group. She was most recently president of the ABC-owned Television Station Group and prior to that was president and general manager of WABC-TV in New York. She also served as president of ABC-owned station WPVI-TV in Philadelphia. • PREET BHARARA, former federal prosecutor, who was fired by President Trump, has joined CNN as a senior legal analyst. | |
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