| | Media Buyer & Planner Today | | | | | | | | | #1 Instagram Claims 2M Advertisers | | Carolyn Everson, VP of marketing solutions at Instagram owner Facebook, says Instagram has 2 million advertisers, 500 million daily users and 800 million monthly users. Speaking during an Advertising Week presentation in New York, she says video in particular has been responsible for a major growth in Instagram users. And Marne Levine, Instagram's chief operating officer, in an interview with Ad Age, said the platform gained 1 million advertisers since earlier this year. About 500,000 of the new advertisers have come since Instagram introduced its new Stories platform and it has also been helped by using Facebook's ad technology and targeting abilities to improve its own ad services, Ad Age reports. "Being part of Facebook has been super helpful for Instagram," Levine says. "We've been able to draw on the incredible resources Facebook has." | | WHY THIS MATTERS: Instagram has copied some of competitor Snapchat's most popular features over the past year, including Stories, and it now reaches 250 million people a day with its Stories. That's more than Snapchat, which reaches 166 million users. Instagram's Levine says since introducing Stories, time spent watching videos on Instagram is up 80% year over year. And people and brands are producing four times more video. Noah Mallin, head of content at media agency MEC, says, "Instagram pretty much owns Stories now and that has been a lesson hard learned [for Snapchat, which introduced the concept.]" | Two Takes: Adweek | Ad Age
| | | | #2 Target Makes First Self-Serve Programmatic Buy at NBCU | | The national retail chain has made the initial buy of NBCUniversal national TV commercial inventory using a self-serve programmatic platform. The two companies say it's the first offering of its kind, where advertisers have access to NBCU's entire linear TV inventory for audience targeting. The programmatic platform uses technology and data from tech company 4C. "This is a watershed moment for advertisers, who have been looking for a way to unlock the power of first-party data in television," says Kristi Argylian, senior VP of marketing for Target. "Through programmatic ad buying, NBCUniversal is giving us the opportunity to apply better data to our TV decisions and choose the programming that resonates most strongly with our guests." The programmatic TV ad-buying effort is part of NBCU's Audience Studio, its advanced advertising platform. | | WHY THIS MATTERS: Previously 4C technology has enabled brands to buy paid social media campaigns programmatically, but this is the first time they are able to plan, buy and measure linear TV ad inventory through 4C. NBCU is also making some of its TV inventory available through other programmatic TV platforms like AOL, TubeMogul and Videology. | Two Takes: B&C | MediaPost
| | | | #3 Is Hefty Cost of Times Square Ads Worth It? | | There's no doubt that ads on billboards in New York City's Times Square are highly visible and seen by lots of people. Data from the Times Square Advertising Coalition finds that one busy days, some 480,000 pedestrians are exposed to billboards there. The median age of Time Square passersby is 32 and 48% have a college degree. Some 50% live in New York City, 33% live somewhere else in the U.S. and 17% are international visitors. The average time spent in Times Square by each visitor is 81 minutes and 8 of those minutes is spent giving undivided attention to billboards. The TSAC says brands advertising are given "optimal brand exposure and excitement." And companies are charged between $1.1 million and $4 million annually for each billboard ad. | | WHY THIS MATTERS: While the exposure is considerable, Snehann Kapnadak, an account executive at Grey Group, tells Adweek that in this age of targeted marketing, advertisers in Times Square wind up with a nondifferentiated audience that may never fit their customer profile. "I understand that advertisers' eyes light up when they hear about the thousands of people who walk through [Times Square] everyday," he says. "But the end result is brands are targeting tourists who may not have the resources and spending capacity to invest in the brand. It's more fruitful for a brand to invest their marketing dollars in a more targeted space." | | A Take: Adweek | |
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| | 33 | | Percentage of U.S. advertising and marketing executives who say that social messaging will have the greatest effect on their marketing efforts in 2018, according to a poll by The Creative Group. Another 28% say video will impact their marketing efforts, while 11% mentioned influencer marketing and 10% said virtual and augmented reality. | – Reported by eMarketer
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| | Strong 'Young Sheldon' Leads CBS to Win | by Michael Malone
CBS took top ratings honors Monday, as Young Sheldon helped the network to a 2.3 rating in viewers 18-49, and an 8 share. That was a wee bit better than NBC's 2.2/8. The premiere of The Big Bang Theory on CBS rated a 3.9 and the debut of spinoff Young Sheldon a promising 3.7, with 16.57 million total viewers. Premieres continued, with Kevin Can Wait at 2.3, Me, Myself and I at 1.7 and drama Scorpion at 1.1. On NBC, The Voice premiered to a 2.6, up 37% over its season finale, while new drama The Brave did a 1.4. ABC scored a 1.8/6. Dancing With the Stars dropped 12% to a 1.5 and The Good Doctor opened to a robust 2.4. Telemundo did a 0.6/2, and Univision a 0.5/2. Fox rated a 0.5/2, with So You Think You Can Dance across two hours at a level 0.6.
The CW was at 0.2/1, with a repeat of Supergirl, then Penn & Teller: Fool Us at 0.2. The last Fool Us rated a 0.4.
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| • LINUS KARLSSON was named global chief creative officer at Crispin Porter + Bogusky. He was previously CCO at New York-based creative agency Ming Utility and Entertainment Group, which was acquired by CPB parent MDC Partners. He was also creative chairman at Commonwealth McCann, which handles the Chevrolet account. Prior to McCann he was with Mother New York and Fallon Minneapolis.
• VICTORIA EDWARDS was promoted to executive director of integrated brand management at Los Angeles independent agency Mistress. She was elevated from group brand director. Prior to Mistress, which she joined in 2014, Edwards was a senior account manager at Clemenger BBDO in Sydney, Australia. | |
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