| | Media Buyer & Planner Today | | | | | | | | | #1 Snapchat Starts Content Studio with NBCU | | The social media platform is partnering with NBCUniversal on a new digital content studio that will focus on made-for-mobile video. The programming will include different forms of video but will include scripted content. Initially it will produce that video for Snapchat but could branch out. The studio venture expands the relationship between Snapchat and NBCU that began in August 2016 when NBCU began producing content for Snapchat around its TV shows like The Voice and Saturday Night Live. It also created shows exclusively for streaming on Snapchat. Lauren Anderson, most recently senior VP of primetime programming at NBC, was named chief content officer of the new digital studio. The studio's first deal will be with Donut, the creative production company founded by the Mark and Jay Duplass. | | WHY THIS MATTERS: Everyone is trying to target younger viewers and this new studio will help Snapchat, whose main audience is in the 18-to-24-year old demo, and its advertisers, do that. NBCU is not only trying to reach those younger viewers with the studio partnership, it also previously invested $500 million in Snapchat as part of the platform's initial public offering in the spring. As for Snapchat, it is trying to keep up with social platform rivals Facebook and Twitter, which are both spending big bucks to buy original scripted video content from publisher partners. | Three Takes: Ad Age | Adweek | WSJ
| | | | #2 Agencies Add Experiential Divisions | | Two agencies – France-based Lagardere and WPP's Berlin Cameron – have joined the growing number of traditional agencies that are adding experiential divisions to meet growing client demand, Adweek reports. The new Lagardere experiential and partnership marketing agency will be called Lagardere Plus. Berlin Cameron's new experiential unit will be called BCXP and has already announced two clients – Capital One and ABC. | | WHY THIS MATTERS: Berlin Cameron president Jennifer DaSilva says the development of BCXP "was driven by two forces" – the slow of "traditional" ad campaign spending coupled with a rising client demand for experiential work. And research surrounding experiential advertising backs up her thinking about its effectiveness. According to research from IPG-owned Momentum Worldwide, which has been doing experiential work for some 20 years, hosting an event rather than distributing an ad gets 82% of participants talking about a brand with others, moves 62% to research the brand further online, and inspires 53% to go out and buy a brand. | | A Take: Adweek | | | | #3 Publishers Lose $15.8B to Ad Blocking | | A new study by OnAudience.com finds that U.S. publishers alone are losing more than $15.8 billion digital ad revenue a year due to ad blocking, MediaPost reports. And while about 26% of U.S. consumers currently use some sort of ad-blocking software, that percentage will grow once Google's new Chrome browser with built-in ad blocking is launched in 2018. The $15.8 billion loss in revenue this year is up from $11 billion last year and the number of consumers using ad blockers has risen from 21% last year. Outside the U.S. the loss of publisher ad revenue from ad blocking rose to $42 billion, up from $28 billion in 2016. | | WHY THIS MATTERS: Not only are the publishers losing ad revenue, but marketers are losing the ability to reach a bigger mass audience on digital platforms. Maciej Sawa, chief commercial officer at OnAudience.com says he does not believe enough is being done by the ad industry to attempt to resolve the issue. | | A Take: MediaPost | |
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| | 18.5 | | Percentage of ad revenue decline at the broadcast networks for third quarter 2017 vs. the same period in 2016, according to Nielsen C3 data compiled by MoffettNathanson Research. However a large chunk of that was due to comparisons to NBC's Summer Olympics telecasts in August 2016. NBC was down 50% in viewership in third quarter, also the result of no Olympics. Cable network third quarter ad revenue was down 4%. | – Reported by MediaPost
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| | NBC Wins Despite Slight 'Voice' Dip | by Michael Malone
NBC was ratings king Monday, posting a 1.9 score in viewers 18-49, according to Nielsen's overnights, and a 7 share. That got past ABC's 1.7/6. The Voice rated a 2.3 on NBC, down a tenth of a point from last week, and The Brave was down a tenth of a point at 1.0. On ABC, Dancing with the Stars crept up 15% to 1.5 and The Good Doctor went up 11% to 2.1. CBS was next at 1.2/5. Big Bang Theory fell 4% to 2.7 and 9JKL was off 13% at 1.3, then Kevin Can Wait was down 21% at 1.1 and Me, Myself and I rated a 0.8, down 27%. Scorpion scored a flat 0.8. Fox did a 1.0/3, with Lucifer off 11% at 0.8 and The Gifted down 8% at 1.1. Telemundo did a 0.7/2. Univision scored a 0.5/2. The CW was at 0.4/1, with Supergirl at a flat 0.5 and Valor off 33% from its premiere at 0.2. | |
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| • ROB FITZGERALD, U.S. CEO of London-based digital agency We Are Social, along with U.S. general manager JENN BADER, were let go by the agency, according to an Agency Spy report. BEN ARNOLD, previously chief growth officer, was named managing director and will replace them as head of the agency's U.S. operations. Nathan McDonald, co-founder and CEO of We Are Social said while Fitzgerald and Bader "have worked hard to develop We Are Social in the U.S., together we've realized that the direction they wanted to take the business was different to the way we wanted to see the agency grow and evolve."
• ADAN ROMERO was named an executive creative director at full-service marketing agency Rauxa, while LEE MARGOLIS was appointed a creative director. GEORGIA GALANOUDOS also joined the agency as VP, strategic planning, and CORINNE BELLVILLE was named VP, strategic partnerships West Coast. Romero was most recently VP, group creative director at DigitasLBi. Galanoudos was previously managing director at WPP agency Pace, while Bellville was with NBCUniversal. | |
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