| | Media Buyer & Planner Today | | | | | | | | | #1 Rivals Unite to Promote TV Effectiveness | | Competing broadcast and cable TV executives are meeting this week to discuss developing a shared model to show how well advertisers' commercials worked on linear TV, Ad Age reports. The initiative, called "Thor," is aimed at the TV industry trying to stem the tide of ad dollars defecting to digital. The effort will do things like show how TV ads have led to actual purchases for marketers. "We want to show TV works and we can prove it," a TV network exec tells Ad Age. Data & Math, an analytics company that links ad exposure to customer purchases, will be speaking with the TV executives. While TV networks each individually conduct internal research on ad effectiveness, this new group initiative would standardize it so marketers could see how their campaigns delivered on their goals across multiple networks. | | WHY THIS MATTERS: The TV networks realize there is power in number. As more dollars trickle away from linear TV, there is more of a willingness to band together against digital competition. That was first evident with the OpenAP initiative, in which Turner, Fox and Viacom teamed up to help standardize audience targeting on TV. Thor is not a competitor to OpenAP, but networks can participate in both. Each has a bit different goal. OpenAP wants to standardize targeting. Thor wants to measure ad effectiveness across all TV networks. | A Take: Ad Age
| | | | #2 Marketers Overlook Google, Facebook Concerns | | Despite loud public concerns raised about the power of the Google-Facebook duopoly in relation to digital advertising and their "walled gardens," most major marketers seem content to work with the digital giants on their terms, Digiday reports. Speaking on condition of anonymity, one executive said, "It's OK" that Google and Facebook are not 100% transparent, "as long as you use the same measurement each time; it becomes a barometer rather than an exact science." Meaning the major advertisers seem to feel the trade-off for the massive audience reach that Facebook and Google provide is a trade-off for less transparency. And the major marketers also realize that there is only so much of their digital ad budgets they can move back into TV. Dominic Chambers, global head of digital marketing at Jaguar Land Rover, says car buyers spend a lot of time on Google's YouTube, so his brands can't afford to have a diminished presence there. | | WHY THIS MATTERS: The old adage seems to be at play here: If you can't beat them, join them. The Facebook and Google platforms are so dominant and reach billions of people on a daily basis. Advertisers, even the ones with the most money, have little choice. Complain for a while and then capitulate and make the best of the situation. | | A Take: Digiday | | | | #3 Single Video Currency Called Unlikely | | A new study by the Freewheel Council for Premium Video (FWC), in partnership with Ad Perceptions, which surveyed 243 brands and agencies, finds it unlikely that there will ever be a unified currency for premium video across platforms, Ad Age reports. Among the findings is that 70% of marketers and agencies believe there will eventually be three-to-four key third cross-screen measurement providers. Another 13% believe there will be five or more measurement providers. Just 17% believe it will be one or two. The main reason is that consumers keep changing where and how they consume video and each screen itself have different variables. "What is more likely is a mosaic of currencies and metrics that drive cross-screen campaigns and success, fueled by a handful of providers," the report says. | | WHY THIS MATTERS: If a single currency and a single measurement provider cannot not be the end result, the ad industry – including competing media outlets and marketers – will need to work together to at least pare down the currencies and selected the providers. Cooperation will be crucial. | A Take: Ad Age
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| | 49 | | Percentage of U.S. internet users who use a smartphone during commercials while watching news programming, according to a study by Adobe Digital Insights. Some 37% say they also use their smartphones while watching the news programming itself. Some 48% also use their smartphones during commercials on talk shows, with 38% using them during the show. And 45% use smartphones during sports telecast commercials, with 36% using them using while watching the games. | – Reported by eMarketer
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| | NBC Wins With Strong 'Voice' | by Michael Malone
NBC was the top network in Monday ratings, as The Voice led the network to a 2.0 in viewers 18-49, and a 7 share. That topped the 1.5/5s put forth by ABC and CBS. The Voice did a 2.4 across two hours on NBC, off a tenth of a point from last week, and The Brave was a flat 1.2. ABC's Dancing With the Stars slipped 19% to 1.3 from 8-10 p.m. and The Good Doctor was down 21% at 1.9. On CBS, The Big Bang Theory was off 7% at 2.8, and comedy 9JKL fell 6% to 1.5. Kevin Can Wait scored a flat 1.4, and Me, Myself and I was a 1.1, up a tenth of a point. Drama Scorpion was good for a 1.0, also up a tenth. Fox did a 1.1/4. Lucifer was down 18% at 0.9 and The Gifted down 20% at 1.2. Telemundo scored a 0.6/2 and Univision a 0.5/2. The CW rated a 0.4/1. The season premiere of Supergirl did a 0.5, down a tenth from its May closer, and the series premiere of Valor rated a 0.3. | |
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| • ENRIQUE MARTINEZ will step down as Discovery Latin America president at the end of this year. A 24-year veteran of the company, Martinez has served as president and managing director of Discovery Latin/America/US Hispanic for 17 years. He will be succeeded by FERNANDO MEDIN, who is currently executive VP and general manager for Brazil and the Southern Cone market. Martinez joined Discovery Communications in 1994 and was instrumental in establishing Discovery Channel in Latin America. He also worked on the launches of Discovery en Espanol and Discovery Famiglia in the U.S. Medin joined Discovery in 2002 and was instrumental in launching Discovery in Spain, Mexico and Brazil.
• JIM D'ANTONI has joined Dish Network as director of Dish Media Sales, the unit that covers Dish's satellite TV service and Sling TV OTT offering. He will head up national ad sales efforts for Dish's general market and advanced advertising initiatives. He joins Dish from ESPN where he spent nearly 20 years, most recently as senior director and multimedia manager. Prior to that he held roles at Turner Broadcasting, Comedy Central, Bravo and AMC. He has also executive-produced films for ABC, CBS, USA and Lifetime.
• JOHN FULBROOK was named group creative director, design, at Translation. He was previously senior VP, group creative director at The Martin Agency. | |
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