| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Finds Two-Second Ads Help Drive Sales | | A new study conducted by Oracle Data Cloud for Facebook shows video ads that are seen for less than two seconds do help drive sales, although a bit less than ads longer than two seconds, Ad Age reports. The research showed that views under two seconds drove 52% of the sales lift measured from campaigns. Eric Roza, general manager of Oracle Data Cloud says, "What we found is that the ads that are below two seconds had about two-thirds of the value of video ads above two seconds in specifically driving in-store sales lift for consumer products." The study found that video ad views less than two seconds were about 60% as valuable to marketers as long views, but still far from worthless. And that younger viewers can often comprehend an ad message much quicker than older viewers. | | WHY THIS MATTERS: The Oracle study was its first attempt to quantify the impact of short video views on Facebook and only looked at 14 campaigns. But it plans to continue further research on it. Meanwhile, Facebook plans to start selling ads using Media Ratings Council's viewability standard of two seconds. However, brands can also buy 10-second and completed views, or impressions, which is any time an ad loads for however much time. | A Take: Ad Age
| | | | #2 WPP May Skip Cannes Festival | | A few months back, agency holding company Publicis announced that it would be skipping next year's Cannes Lions Festival of Creativity and that none of its agencies would be entering creative campaigns in the Cannes Lions' creative awards competitions. Now another major agency holding company, WPP, the world's largest, is threatening to follow suit unless Cannes Lions' parent company Ascential meets certain demands, Adweek reports. According to an internal email chain acquired by Adweek, WPP CEO Martin Sorrell and worldwide creative director John O'Keefe will sit down with Ascential CEO Duncan Painter to discuss the Cannes awards and also the Eurobest Awards, also owned by Ascential. The emails said that Publicis has already decided to pull out of Eurobest, but is still deciding on Cannes. WPP is apparently seeking changes in the Cannes festival format, like shortening the program and focusing more on creativity. And also streamlining the Cannes creative competition categories. | | WHY THIS MATTERS: Holding companies are recognizing that they need to spend more time working with their clients and less time trying to wins awards aimed at bringing in new clients. Attending these conferences and entering these awards contests is also draining on corporate profits at a time when clients are seeking to pay lower fees to the agencies. As O'Keefe wrote in one of the emails about Eurobest: "It delivers no real credibility to us, nor does it much impress our clients." | | A Take: Adweek | | | | #3 McDonald's Picks Huge for U.S. Digital | | The fast food giant has selected IPG agency Huge to handle its U.S. digital design and user experience work, Adweek reports. The agency is planning to open its first Chicago office to service its new client. In the final stages of the review, Huge won out over Accenture Interactive's design and innovation division Fjord. The work up for review was previously handled by Chicago-area design firm Method. In November, McDonald's consolidated it creative business with Omnicom, which launched a dedicated agency We Are Unlimited. In August, McDonald's hired Publicis.Sapient and tech company Capgemini over Accenture and HCL for "digital innovation" work. Huge is expected to collaborate with McDonald's digital team working across strategic and creative elements of its customer experience, from web design and interfactes to apps and in-store elements, Adweek reports. | | WHY THIS MATTERS: McDonald's is a huge advertiser, having spent some $786 million on paid media in the U.S. in 2016, according to Kantar Media data, and spent close to $200 million in first quarter of this year. So it is a major win for the IPG agency, and especially since it won against Accenture, the consultancy that has been attempting to make inroads into the traditional agency business. | | A Take: Adweek | |
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| | 71.5 | | Percentage of the U.S. population that will execute search queries online at least once per month in 2017, according to eMarketer estimates. That translates to 85% of internet users. Among those, almost three-in-five will do so regularly on smartphones. Search ad spending is also expected to rise by nearly 25% this year, due to an increase in mobile spending while desktop and laptop ad spending declines. | – Reported by eMarketer
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| | Fox Wins With 'Empire' Opener | by Michael Malone
Fox took the Wednesday ratings crown as Empire kicked off its season. Empire opened to a 2.4, same as its May finale, as Fox drew a 2.1 prime rating in viewers 18-49, and an 8 share. That beat ABC and CBS, both at 1.5/6. The premiere of Star on Fox did a 1.8, up 39% from its spring finale. ABC premiered a gaggle of comedies, including The Goldbergs, which went up 29% over its season finale at 1.8, Speechless up 17% to 1.4, Modern Family up 24% at 2.1 and American Housewife up 33% over its finale for a 1.6. Drama Designated Survivor then did a 1.1 in its season premiere, flat with its season one finale. On CBS, Survivor debuted to a 1.7, down 11% from its finale last spring, while the premieres of Seal Team did a 1.5 and Criminal Minds fell 13% from its finale to a 1.3. NBC did a 1.3/5, as the premiere of The Blacklist grew 22% over its season finale, to 1.1. Law & Order: SVU went up 8% over its closer for a 1.4. The premiere of Chicago P.D. scored a 1.3, flat with last season's finale. Telemundo did a 0.7.3, with Sin Senos Si Hay Paraiso and El Senor de los Cielos both at 0.8, and Univision a 0.4/2. The CW rated a 0.3/1 with repeats of Arrow and Supernatural. | |
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| • GREG STERN, founding partner and CEO of Butler, Shine, Stern & Partners, was named chairman of the board at the Association of American Advertising Agencies. He moves up from vice chairman and succeeds Bill Koenigsberg, founder and CEO of Horizon Media. He has been with BSSP since its founding in 1993.
• KAREN COSTELLO was appointed executive creative director at The Martin Agency, where she will oversee the Mondelez account. She was most recently ECD at Deutsch Los Angeles.
• FRANK CARTAGENA and SAM SHEPHERD have joined 360i as executive creative directors. They were most recently group creative directors at Kirshenbaum Bond Senecal. Prior to that they held creative roles at Deutsch and at DDB. • STEVEN CAHILLANE was named CEO of Kellogg Co., replacing John Bryant, effective Oct. 2. He will also succeed Bryant as chairman on March 15, 2018. Cahillane was most recently CEO of Nature's Bounty. Prior to that he was a top executive at Coca-Cola. | |
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