| | Media Buyer & Planner Today | | | | | | | | | #1 Marketers Turn to Animation | | Major brands like Heinz, KFC and Taco Bell, among others, are turning to animation when marketing themselves, particularly online, Adweek reports. "The long-form, animated spot is definitely back on stage," says Howard Belk, co-CEO and CCO for brand consultancy Siegel+Gale. "Advertisers are competing for engagement not only with other products, but with social media content. People are much more accustomed and comfortable now with watching vignettes on their phones." He adds that "savvy advertisers are taking advantage of consumers' willingness to spend more time consuming content" on platforms like Facebook, YouTube, Instagram and Snapchat. And Matt Murphy, executive creative director at 72andSunny says animation "has the ability to make a bigger, bolder creative leap in terms of storytelling." | | WHY THIS MATTERS: Marketers are looking to stand out in the minds of consumers and animation can help them. While the 6-second spots are beginning to be used more and more, longer spots that incorporate animation are seen as just as unique and different. A Taco Bell 100-second animated spot on YouTube has drawn over 1 million views in a two-month period. Animation can also appeal to a wider range of family members. "The format is excellent for consumer brands that are aiming at entire families," says Siegel+Gale's Belk. "It is as if DreamWorks SKG has produced advertising instead of the next Toy Story." | | A Take: Adweek | | | | #2 Facebook Teen App Loses Popularity | | On October 17, the day after Facebook acquired teen polling app TBH, the app was No. 1, according to App Annie rankings. This week, the app is not even in the Top 500 in the U.S. with rival polling apps like Saraha, Polly, Friendo and After School, among others, ranked ahead of it. According to an Ad Age report, teen apps have a tendency to grow and disappear from popularity quickly. Ruika Lin, a mobile analyst at Sensor Tower, an app activity data and research firm, says teen users "are quicker to move on to the next thing." | | WHY THIS MATTERS: In acquiring TBH, Facebook clearly wanted to appeal to the younger demographic in its battle with the younger-skewing social media site Snapchat. But in this instance, it seems, at least early-on, to have backfired. As Ad Age reports, while Facebook doesn't necessarily need the additional ad dollars it could derive from TBH, it does want a window into teens digital lives. | | A Take: Ad Age | | | | #3 'Next Gen TV' Could Be Boon for Stations | | The FCC's new standard ATSC 3.0 or "next gen TV" will eventually allow advertisers and programmers to transmit higher quality broadcast content directly to a TV or mobile device over the air, through an Internet Protocal signal. As The Wall Street Journal reports, that update will make it possible for advertisers to serve different ads to specific households and mobile devices, similar to how advertisers target consumers online. And the FCC has given TV station groups the nod to roll it out. But while the new standard could expand the addressable TV ad market, there are still obstacles to overcome. The biggest is that cable TV operators have to uniformly agree on the technology and systems that advertisers can use to accomplish the targeting of ads to TV viewers. And TV manufacturers need to start selling devices with special technology that can receive the new signal to make addressable ads possible. | | WHY THIS MATTERS: Broadcasters continue to see ad dollars siphoned away by digital sites, but next gen TV can level the playing field. A consortium of broadcasters including Nexstar, Sinclair, Tribune and Univision are working to create a new system that will create more standardization and allow their stations to present themselves as a national ad platform. They are hoping to test the new standard in a Top 10 broadcast market by the end of the first quarter of 2018. | | A Take: WSJ | |
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| | 47 | | Percentage of U.S. senior-level marketers who say that artificial intelligence is overhyped, according to a survey by marketing automation provide Resulticks. Another 31% also say big data is overhyped. | – Reported by eMarketer
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| | Potent 'This Is Us' Fall Finale Drives NBC | by Michael Malone
NBC seized the prime ratings crown Tuesday, riding the This Is Us fall finale to a 1.9 on the night, according to Nielsen's overnights, along with a 7 share. That was a bit better than the 1.5/6 put up by CBS. The Voice ticked up 6% to 1.8 on NBC, and This Is Us grew 8% to 2.7. Chicago Med closed out prime at a flat 1.3. On CBS, Rudolph the Red-Nosed Reindeer, a special about a young deer's unlikely rise to the ranks of Santa's sleigh-pullers, did a 1.8, down 22% from last year. It was followed by an NCIS repeat. The Victoria's Secret Fashion Show rated a 1.5, down 29% from last year. The CW rode a crossover stunt to a noisy 0.9/3, as The Flash went up 13% to 0.9 and DC's Legends of Tomorrow blasted up 80% to 0.9. Fox was also at 0.9/3, with Lethal Weapon at a level 1.0, The Mick at 0.8 and Brooklyn Nine-Nine at 0.7, both comedies up a tenth of a point. ABC was at 0.6/2 with repeats. Telemundo rated a 0.6/2 across prime, and Univision a 0.5/2. | |
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| • SEBASTIAN TOMICH was named head of the New York Times' newly-created Advertising & Marketing Solutions group. He joined the Times in 2013 as VP of advertising and founded the newspaper's brand marketing unit T Brand Studio. Prior to his promotion, he was senior VP of advertising and innovation. AMBER GUILD was named to the newly created position of president of T Brand Marketing Solutions. Guild joins the Times from The Martin Agency where she served as managing director of its New York office.
• KEITH CARTRIGHT was named executive creative director at 72andSunny Los Angeles. He was most recently executive creative director at Butler, Shine, Stern & Partners. He has also held creative roles at The Martin Agency and Wieden + Kennedy New York.
• STEVE HASKER is leaving his post as global president chief operating officer at Nielsen to become CEO of talent agency CAA Global. Hasker has been with Nielsen since 2009, joining from McKinsey & Co.
• DUAN EVANS has resigned from his position as international creative director at AKQA following a disciplinary suspension, according to media reports. Evans had been with the agency for 17 years.
• JEN HRUSKA and COURTNEY LOVEMAN were promoted to co-heads of strategy at Crispin Porter + Bogusky Boulder, while MOLLIE PARTESOTTI was elevated to head of strategy at CP+B Los Angeles. Hruska was most recently global strategy director, while Loveman was VP, strategy partner in the agency's brand invention group. Partesotti was most recently global group director of brand strategy in the Los Angeles office.
• PAUL LAVOIE, co-founder of Taxi in Montreal, is leaving the agency which was acquired by WPP in 2010. Lavoie had been chairman emeritus.
• MATT LAUER has been fired as co-host of NBC's Today Show, following allegations of inappropriate sexual behavior in the workplace, according to numerous media reports. Lauer joined the NBC morning show as a news anchor in 1994 and became a co-host of the show in 1997.
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February 28 – March 1, 2018 | Raleigh, NC
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