| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Exaggerates Reach | | Senior analyst at Pivotal Research, Brian Wieser, has issued a report pointing out that Facebook has been claiming to reach more people than U.S. Census data says exist. Facebook has been promoting itself as reaching 41 million adults between the ages of 18 and 24. However, Census data says there are just 31 million. And Facebook also says it reaches 60 million people between the ages of 25 and 34, while the U.S. Census estimates that total to be 35 million. Wieser says he began his own inquiry into the data situation after Australia's AdNews found discrepancies between Facebook claims and Census data in that country. A Facebook spokesperson says the estimates the platform uses "are not designed to match population or census estimates." Instead they are "designed to estimate how many people in a given area are eligible to see an ad a business might run." | | WHY THIS MATTERS: However it tries to justify use of the faulty numbers, Facebook will not ingratiate itself to advertisers for offering up misleading data. Wieser told The New York Times, "The buyers and marketers I talked to were unaware of this and they are using [the Facebook data] for planning purposes. Buyers are still going to buy from them and plan for them, but this is something that doesn't need to be an error and puts every other metric they might provide into question." | Three Takes: NYT | Adweek | WSJ
| | | | #2 Media Agencies Enlist OpenSlate | | Major agency holding companies Omnicom and Publicis are signing on to use an auditing services from video analytics firm OpenSlate as they try to reassure their marketer clients that their ads on YouTube and other sites are appearing alongside content that's safe for their brands, The Wall Street Journal reports. IPG media buying agency Magna Global and independent buying agency Horizon Media are also among those enlisting the help of OpenSlate. Magna, working with OpenSlate, came up with 10,000 pre-vetted YouTube channels that have been audited and deemed safe and acceptable, and those are the ones it is recommending its clients advertise on. | | WHY THIS MATTERS: Getting a clear view of what channels and videos are safe on YouTube is not easy. OpenSlate points out that there are more than 350 million ad-supported videos on YouTube and the average $100,000 campaign can entail having ads running on at least 200,000 different videos. That's why the agencies need outside, third-party help to help assure their clients that their brands are running ads in a safe environment. | | A Take: WSJ | | | | #3 Hedge Fund Faults P&G's Digital Marketing | | Trian Partners has issued a 94-page white paper which offers lots of suggestions about how Procter & Gamble can improve its business, Ad Age reports. Among them is hiring more digital talent and performing better in the area of digital marketing. The hedge fund points to P&G lagging behind its competitors for certain brands on certain social media sites. The Trian report also criticizes P&G for cutting marketing spending overall. P&G says it will "review" the white paper but says Trian has "an outdated view" of the company. | | WHY THIS MATTERS: Nelson Peltz, co-founder of Trian Partners, clearly has a motive in targeting P&G. He is seeking a board seat during the P&G shareholder meeting on Oct. 10 and he is waging an aggressive proxy fight with the company. And he says his experience as non-executive chairman of Wendy's gives him the digital awareness he could bring to the P&G board. | | A Take: Ad Age | |
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| | 39 | | Percentage of U.S. teen social media users who say there are too many ads on YouTube, according to a survey from Forrester Research. That compares to 26% who say Facebook has too many ads, and 11% who each say Instagram and Snapchat have too many ads. | – Reported by eMarketer
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| | Robust 'Talent' Drives NBC To Win | by Michael Malone
NBC was the narrow winner in Wednesday ratings, scoring a 1.3 in viewers 18-49, and a 5 share. That was a wee bit better than Fox's 1.2/5. The two split the win a week before. The America's Got Talent results show scored a 2.1, up 5% over last Wednesday's performance. The first of a Marlon double run did a 1.3, up 18% over last week's show. The second did a flat 1.0. Hollywood Game Night closed out prime at 0.7. It scored a 1.1 in its most recent airing. Fox had MasterChef across its prime at a flat 1.2. CBS did a 0.9/4. Big Brother posted a flat 1.8 and Salvation a level 0.5, before a Criminal Minds repeat. Telemundo was at 0.8/3, with strong showings from Sin Senos Sí Hay Paraíso 2 and El Señor de los Cielos V. ABC scored a 0.6/2 with repeated comedies. Univision was at 0.5/2. The CW was at 0.2/1, with reruns of Arrow and Supernatural. | |
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| • STUART GARVIE was appointed Canada CEO for WPP's GroupM. He will work out of Toronto and report to Kelly Clark, GroupM global CEO. Garvie was most recently president of sales at Bell Media. Prior to that he was chief commercial officer at GroupM in Canada and also served as deputy global training director at GroupM agency Maxus in London.
• TERI MILLER was named managing director at MUH-TAY-ZIK/HOF-FER. She joins from the Deloitte Digital owned agency Heat, where she was director of marketing. She has also served as director of client services at TDA Advertising & Design and as an account supervisor at Wieden+Kennedy Portland.
• ERICA HERMAN was appointed executive VP, global strategy director at McCann XBC, the unit dedicated to the MasterCard account. She was most recently senior VP, group planning director at Publicis New York. Prior to that she was senior VP and global planning director at Lowe and Partners Worldwide. • JOSE CASTRO was named senior VP, softlines at Nickelodeon. He will manage existing brand partnerships and develop new business opportunities for brands across all of the network's platforms. He is a 14-year veteran of Nickelodeon parent Viacom and was most recently senior VP, retail development, overseeing all specialty, e-commerce and emerging accounts, including Toys R Us and Amazon.
• ERIC ZUNIC was named to the newly created position of chief strategy officer, North America, at DDB. He will also oversee strategy for Omnicom's dedicated McDonald's agency We Are Unlimited. Zunic was most recently chief strategy officer at Crispin Porter+Bogusky.
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