| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Teaching How To Make 6-Second Ads | | Andrew Keller, who serves as global creative director of Facebook's 200-person, in-house Creative Shop, is tasked with teaching agencies how to make ads that effectively work on the platform. "We are talking with brands and agencies a lot about what's possible in [the 6-second ad] space, what type of work can happen in six seconds," he tells Ad Age. On Facebook, he says, "it is going to be a new art form. It will have its own language." He says while right now his unit is working with agencies to just cut down longer ads made for TV to six seconds, ultimately his team will begin working with agencies to help create them. Keller sees a major opportunity for Facebook to grow its ad revenue from "small businesses that don't necessarily have creative agencies and feel challenged making ads. What we talk about is the ability to build ads on the phone, and we created a mobile studio, an aggregation of great mobile apps that allow you to do great effects and edit, create ads on your phone. A lot of us in Creative Shop . . . build ads on our phone, and we see small businesses building ads on their phones, and increasingly we talk about prototyping." | | WHY THIS MATTERS: Keller is former CEO and executive creative director at Crispin Porter + Bogusky, so he knows how to create ads from both the agency side and now the social platform side. And while Facebook gets large chunks of ad dollars from the largest companies, its 200 employee Creative Shop is an indication that it also values all of the smaller advertisers who don't necessarily have budgets large enough to both advertise and pay for professional agency help in creating and placing those ads. | A Take: Ad Age
| | | | #2 Celebrity Endorsements Lose Clout | | A new company called Spotted is in business to quantify the value of publicity that brands get without having to pay celebrities to endorse their products. What Spotted does is track celebrities who give brands free publicity by wearing their apparel or jewelry and by happenstance mention their products on social platforms without receiving any renumeration. Spotted monitors some 10,000 brands and identifies those brands celebrities are most fond of, Adweek reports. And Janet Comenos, CEO of Spotted, says research shows that consumers, especially younger ones, are increasingly tuning out what they see as paid endorsements of brands. But they are more responsive it they see a celebrity wearing an identifiable brand. Spotted research finds that Jennifer Lopez, Blake Lively, Reese Witherspoon, Mariah Carey and Gwen Stefani all wear Christian Louboutin apparel. And Kendall Jenner, the Haddad sisters and model Alexandra Ambrosio wear Re/Done. Spotted uses fashion-world freelancers to gather their information in addition to sifting through social media itself. | | WHY THIS MATTERS: Allen Adamson, founder of consulting firm BrandSimple, says paid endorsements don't have the influence they once did. He says everyday consumers "are more interested in what celebrities are doing when they're not on the set." That, of course includes what brands they are using in real life. So right now, brands may do better not forking out huge sums of money to get celebrities to endorse their products and just find ways to let consumers know who is actually using their brands. | | A Take: Adweek | | | | #3 MLB Sponsorship Spending Reaches $892M | | Advertisers spent $892 million on MLB sponsorships for the 2017 season, up 8% from the 2016 season, according to research from ESP, the WPP sponsorship unit. MediaPost reports that the 8% increase is significantly higher than the 4.3% sponsorship spending gain that ESP has projected for all sports in North America this year. ESP attributed the increase in part to expanded sponsorship inventory offered by MLB for the post-season. Partners signing up for the expanded inventory included Camping World Doosan, T-Mobile, W.B. Mason and YouTube TV. New league partner sponsors included Coca-Cola, Nathan's, Old Dominion Freight Line and 5-Hour Energy. The retail category was the most active among sponsors, followed by auto, QSRs and insurance. | | WHY THIS MATTERS: Ratings for the just complete MLB season were down compared to 2016, including for the World Series telecasts, but marketers still like the audiences that are drawn to the sport, including lots of kids who watch the games on TV with their parents and also attend live games. | | A Take: MediaPost | |
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| | 13.2 | | Dollars in billions that will be spent on U.S. digital video advertising in 2017, up 23.7% from 2016, according to eMarketer projections. That number is expected to rise to $15.4 billion in 2018, to $17.5 billion by 2019, to $19.8 billion by 2020, and to $22.1 billion by 2021. | – Reported by eMarketer
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| | CBS Wins as Comedies Return to Thursdays | by Michael Malone
CBS took top honors in Thursday prime ratings, riding its top comedies to a 1.8 rating in viewers 18-49, per the Nielsen overnights, and a 7 share. Next up was ABC at 1.3/5. Thursday comedies returned to CBS after its Thursday Night Football run ended. Big Bang Theory did a 2.7, then Young Sheldon a 2.4 as both shifted to their regular time periods. Big Bang posted a 2.9 in its most recent airing on a Monday. Young Sheldon opened to a 3.7 in late September. The premiere of Mom scored a 1.8, up from its 1.5 finale, and the start of Life in Pieces a 1.5, better than its 1.1 season closer. The debut of SWAT scored a 1.3. On ABC, Grey's Anatomy did a 1.8 and Scandal a 1.1, then How to Get Away With Murder rated a 0.9. All three were flat with last week. NBC did a 1.0/4 as its shows dropped from last week. Superstore was off 17% at 1.0 and The Good Place was down 9% at 1.0, then Will & Grace fell 17% at 1.5. Great News slipped 30% to 0.7 and Chicago Fire decreased 17% to 1.0. Fox was at 0.9/4. Gotham rated a level 0.9 and The Orville fell 17% to 1.0. Telemundo did a 0.8/3, enjoying a boost from the El Senor de los Cielos finale (1.0). The CW scored a 0.6/2. Supernatural did a 0.6 and Arrow a 0.5, both flat. Univision did a 0.4/2. | |
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| • MARC-ANTOINE De ROYS was named global chief executive officer at WPP out-of-home agency Kinetic. He was previously global chief financial officer and COO at tenthavenue, another WPP agency. At Kinetic, he replaces Mauricio Sabogal who is leaving the agency.
• JENNIFER CANDELARIO was promoted to chief information officer at Droga5. She has been with the agency since 2006 and was most recently head of technology.
• ALLISON TINTLE was named group creative director and CHRIS HOWE was appointed group director of experience design at VML West, located in Seattle. Tintle has previously worked at Seattle agencies POP and Rational Interaction, while Howe joins from T3 in Atlanta. | |
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