| | Media Buyer & Planner Today | | | | | | | | | #1 Snapchat Accepts Programmatic Ads for Shows | | After initially relying primarily on direct selling of advertising for shows on Snapchat Discover, the platform has now decided to expand its acceptance of ads bought via the programmatic process, Digiday reports. Snapchat was allowing the purchase of show ads programmatically through its ad manager, but it was hesitant to take ads bought via programmatic auction. That was depressing the amount of ad revenue it was taking in for its shows, even though it was also airing ads co-sold by producers of its shows like NBCUniversal and Viacom. | | WHY THIS MATTERS: Snapchat shows typically have three-to-four ad breaks per episode, Digiday reports, and a few shows featured no commercials at all. Allowing programmatic buys will make it easier for brands and their agencies to come in. "It's inevitable that they open up programmatic," says one ad buyer. "The shows don't have enough scale to begin with. Programmatic definitely makes Snapchat a buy that advertisers can just plug in for their existing campaigns." | | A Take: Digiday | | | | #2 Network NFL Revenues Up in September | | Ratings overall for NFL telecasts during the first month of the season were down 5% but advertising continues to be strong, according to the latest figures from Standard Media Index as reported by Broadcasting & Cable. SMI data finds ad revenues taken in by NFL TV partners for game telecasts in September increased 2% to $513 million, compared to the same month last season. The networks are using a few tricks to boost NFL ad revenue. They are including a few more commercials per telecast. SMI finds that if a fan watched every NFL game televised in the month, they saw 15 minutes more commercials than in 2016 across the four partner networks. The networks are also using NFL games to make up for audience shortfalls in other programming. Make-goods represented 20% of spots in NFL September games this season, compared to 13% last season. Finally, unit prices for 30-second spots averaged $515,000 across all networks, up 7% from a year ago. | | WHY THIS MATTERS: Bottom line is NFL telecasts are still the most watched programming on television and are still a place where many of the largest advertisers want to be. The NFL telecasts also draw additional viewers who are not regular watchers of primetime entertainment television. | Two Takes: B&C | Adweek
| | | | #3 Open AP Open for Business | | Fox, Turner and Viacom say Open AP is open for business. The consortium formed by the TV competitors is aimed at standardizing the way advertisers define audience segments when they want to reach a precise target audience instead of a traditional, broad demographic-based target. Ken Shireson, chief data officer at Viacom, tells Broadcasting & Cable that Open AP already has 90 agencies and clients logged in since it launched earlier this month. The group is actively soliciting membership. Last week it signed up nine agencies on the West Coast. In the next few weeks it will focus on Chicago and New York. "We've got actual clients, actual advertisers in the system, sharing segments, kicking the tires, looking at the capabilities," Shireson says. | | WHY THIS MATTERS: "I think it's important not to underestimate how important is the ability for an agency or buyer to be able to define a precision target once and to simply share it with multiple media sellers," says Noah Levine, senior VP, advertising data & technology at Fox Networks Group. Rather than taking weeks, Michael Strober, executive VP of client strategy and ad innovation for Turner, says "with Open AP clients can share a consistent segment with all three partners in one fell swoop." And since the upfront, all three partners say they've seen incremental scatter dollars come in specifically for precision audience buying. | | A Take: B&C | |
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| | 2 | | Percentage of decline in the number of brands running programmatic ads from January through July of this year, compared to the same period last year, according to data from ad tracker MediaRadar. Among the larger brands shifting from programmatic to more direct digital ad buys were P&G and Unilever. Unilever expanded its direct ad buys from 25 of its brands from January through March to 53 brands from May through July, an increase of 112%. | – Reported by MediaPost
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| | 'Sunday Night Football' Grows, NBC Wins | by Michael Malone
NBC won Sunday prime ratings thanks to Sunday Night Football, the network posting a 5.0 in viewers 18-49, along with a 17 share. Second place went to CBS at 1.8/6. NBC did a 4.6/16 the Sunday before. Football Night in America went up 7% to 3.1, then the game, Patriots versus Falcons in a rematch of February's Super Bowl, climbed 12% to 5.6. CBS had an NFL lead-in, then 60 Minutes grew 14% to 2.5, Wisdom of the Crowd dropped 8% to 1.1, NCIS: Los Angeles fell 9% to 1.0 and Madam Secretary climbed 14% to 0.8. Fox did a 1.2/4. Bob's Burgers ticked up 18% to 1.3 and The Simpsons climbed 23% to 1.6, then Ghosted increased 10% to 1.1. Family Guy did a flat 1.2 and Last Man on Earth dropped 20% to 0.8. ABC was at 0.7/2. Toy Box rated a flat 0.4, then America's Funniest Home Videos grew 13% to 0.9. Shark Tank lost 18% to 0.9 before 10 Days in the Valley rated a flat 0.4. Univision rated a 0.5/2. Telemundo did a 0.3/1, same as last Sunday. | |
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| • COLIN DRUMMOND and ANGELA JONES have been named executive VPs and co-heads of brand strategy for at BBDO Worldwide, and will work on Omnicom's AT&T dedicated client team, Adweek reports. Drummond was most recently head of planning at Ogilvy & Mather and prior to that was chief strategy officer at Deutsch Los Angeles. Jones was most recently senior partner, communications planning director at Maxus. She has also been a creative digital strategist at Microsoft. The duo joins former Carat senior VP Tavo Castro who was previously named executive business director, strategy, at Omnicom media agency Hearts & Sciences, who will also work on the AT&T account. • PARKS BLACKWELL was named chief operating officer and senior VP, digital at Fort Worth-based independent agency Pavlov. She was earlier senior VP and West Coast managing director for iProspect, where she spent six years.
• ALFREDO ADAN ROSES and ALBERTO PORTAS have joined independent creative agency Mistress as senior art director and senior copywriter, respectively. They were previously with Saatchi & Saatchi Los Angeles, where they held those same titles. Prior to that they served as art director and copywriter at R/GA Los Angeles and also worked at Leo Burnett Chicago. | |
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