| | Media Buyer & Planner Today | | | | | | | | | #1 Out-of-Home Goes Programmatic | | Clear Channel Outdoor Americas digital inventory, along with Captivate's network of digital screens in airports, elevators and office lobbies will now be available for marketers to purchase via programmatic, Ad Age reports. The automated buying process is made possible through a partnership between Viant's demand-side-platform Adelphic and Rubicon Project's Private Marketplace. Enplay, the MDC Partners out-of-home agency has begun buying ad inventory using the new marketplace. The new programmatic arrangement allows targeting of consumers more finite using such variables at the weather where each billboard is located. "We recently worked with Timberland to stylize artwork in real time so that creative was triggered to changed based on the weather," says Lauren Barbara, managing partner at Enplay. Jeremy Haft, Adelphic VP, says, "Digital out-of-home is one of the fastest growing markets in the industry right now, and along with Rubicon, we're one of the first to make this inventory available to advertisers programmatically." | | WHY THIS MATTERS: Out-of-home advertising revenue is projected to reach $29 billion in the U.S. this year, according to the Outdoor Advertising Association of America. Making it easier to buy and easier to target through digital programmatic platforms will grow that total even more over the years. PricewaterhouseCoopers predicts that digital-out-of-home ad spending will overtake traditional out-of-home media spending by 2020, with a growth rate of 15% year-to-year for the next four years. | A Take: Ad Age
| | | | #2 Group Wants Women Directing Commercials | | Less than 7% of all directors are women and only 9% of TV commercials are directed by women, according to the nonprofit Free the Bid organization. Free the Bid was created last year by Pereira & O'Dell's PJ Pereira and film director Alma Har'el to get agencies to pledge, when hiring production companies, to present at least one female director, among a list of top three, to brands. Since then, the initiative has expanded to Brazil, Mexico, the U.K., South Africa and Australia, with 40-plus agencies and 10 brands, including HP, taking the pledge. Adweek reports that since BBDO took the pledge last September, it's seen bidding of female directors spike 400%. Twitter, Levi's and LinkedIn took the Free the Bid pledge this week. | | WHY THIS MATTERS: Free the Bid says it does not expect a woman to win the commercial pitch each time but just hopes to open the bidding process which had traditionally been controlled by male-dominated agencies who in turn choose male directors, passing up deserving qualified women. Producer Micki Poklar operates Empress Studios in Los Angeles that represents female directors only. Among brands she has paired the women directors up with include Audi, HP, Johnson & Johnson, AT&T and Calvin Klein. | | A Take: Adweek | | | | #3 Facebook's Watch Videos Get Longer Views | | Early data suggests Facebook's Watch is getting viewers to spend more time watching videos on the platform – an average of 23 seconds per video, Digiday reports. An analysis by Delmondo of 46 videos on 15 different Watch pages –including pages from top publishers and video creators Facebook is paying to make shows – found viewers are watching almost 7 seconds longer than the 16.7 seconds per video they spend in the Facebook News Feed. Publishers like Conde Nast and Attn say they are getting higher retention rates from their Watch episodes than from other locations on Facebook. Nick Cicero, CEO of Delmondo, says some of the videos are being watched on average for one-and-a-half minutes. | | WHY THIS MATTERS: Facebook created Watch to compete with videos on YouTube as an ad revenue source. And the longer viewing times, indicating interest by users, is a key piece of data in luring more advertisers in. It is also another source of reaching consumers for marketers. | | A Take: Digiday | |
| | |
| | 49 | | Percentage of TV commercials that were 30 seconds in length during the first half of 2017, according to Nielsen data. That compares to 36% that were 15 seconds in length, 5% that were 10 seconds, and 5% that were 60 seconds. | – Reported by MediaPost
| |
| | | |
| | NBC Wins Despite 'This Is Us' Drop | by Michael Malone
NBC took top honors in Tuesday ratings, putting up a 2.2 in viewers 18-49, per the Nielsen overnights, alongside an 8 share. That easily beat ABC's 1.3/5. NBC saw some ratings slippage from last week's premieres. The Voice fell 15% to 2.2, This Is Us dropped 18% to 3.1, and Law & Order True Crime: The Menendez Murders was off 29% from its premiere at 1.2. NBC noted that, excluding season premieres and finales, This Is Us scored its top 18-49 rating to date. ABC had the season premieres of The Middle at 1.6, up from its 1.3 finale last spring, and Fresh Off the Boat at 1.3, up 30% over its season three closer. The premiere of Black-ish, on its new night, did a 1.5, 15% better than its spring finale, and the series premiere of The Mayor scored a 1.2. The first episode of Kevin (Probably) Saves the World rated a 1.0 at 10. CBS did a 1.2/5 on the night. NCIS was down 13% at 1.4, then Bull rated a flat 1.2, and NCIS: New Orleans a level 1.0. Fox scored a 0.9/3, with Lethal Weapon down a tenth of a point at 1.1, The Mick at a flat 0.9 and Brooklyn Nine-Nine also down a tenth at 0.7. All three premiered last Tuesday. The CW was at 0.2/1 with a repeat of Flash and then Machinima's Chasing the Cup: Injustice 2 at 0.1. Telemundo did a 0.7 and Univision a 0.5. | |
| | | |
| • SEAN LACKEY was named to the newly created position of chief growth officer at McCann North America. He was most recently head of business development at Droga5. Prior to that, he was a business development account manager at BBDO and also was an account manager at Gotham.
• CHRIS HILL was promoted to president of the Chicago and Denver offices of Dentsu Aegis agency gyro. He succeeds gyro co-founder MIKE HENSLEY who was named to the newly created position of senior VP of global strategic planning. Hill was elevated from senior VP, account management director. Prior to gyro, he worked at FCB and Ogilvy.
| |
| | | | |
