| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook to Test Pre-Roll Ads | | The social media giants plans to test pre-roll video ads at the start of its Watch shows, in what would be a significant shift in video policy, Ad Age reports. Facebook has long resisted the pre-roll format because of its reputation for annoying viewers who are trying to see content as quickly as possible. Facebook CEO Mark Zuckerberg has long banned pre-roll ads from the platform and as recently as late July in a conference call with investors said, "We don't need to do pre-roll because our model is not one where you come to Facebook to watch one piece of content, you come to look at a feed." | | WHY THIS MATTERS: Zuckerberg, whose Facebook platform is in a battle with YouTube for ad dollars, has apparently had a change of heart. Steve Ellis, CEO of social influencer marketing company WhoSay, says, "YouTube already established that people will sit through and tolerate pre-roll. It's proven that they haven't sent consumer fleeing, so it makes sense that Facebook would pursue a similar strategy as it builds out its original content experience." Facebook also previously announced it plans to spend more on its Watch platform programming and could use more ad dollars to pay for that programming. | | A Take: Ad Age | | | | #2 Eliminating Fakes Pushes Prices Higher | | Ads.txt, the Interactive Advertising Bureau initiative designed to wipe out online ad fraud known as domain spoofing, is yielding some positive results but is also causing ad pricing to rise a bit, Google reports. A Wall Street Journal story says while Ads.txt has filtered out invalid ad vendors, this has resulted in the average price of ads purchased through Google's ad-buying systems to increase. That's because there are less phony sites and marketers are ensured that their ads are being served to legitimate viewers rather than on fake pages trafficked by bots. | | WHY THIS MATTERS: Publishers are happy because in many cases the price of their ad space is no longer being devalued by the counterfeit inventory being made available. But it is also good for brands whose ads become of more premium value even if they are paying more. "Advertisers and agencies may need to pay a little more," says Pooja Kapoor, head of global strategy, programmatic and user trust at Google. "But if they don't vote with their dollars, then unauthorized selling will continue." | | A Take: WSJ | | | | #3 Publishers Want to Sell Ads in Facebook Shows | | Content creators are not happy with the money they are making off of the commercials and sponsorships Facebook has been selling in conjunction with its Watch video shows, Digiday reports. As a result, these show makers are pressing Facebook to let them do the selling and if not, are threatening to take their shows to other platforms. Sources at four companies that have sold shows to Facebook tell Digiday they have pushed Facebook to make it easier for them to sell mid-roll ads. And also want to be allowed to sell sponsorships for their Facebook Watch shows. Facebook has been resistant to their requests. Right now Facebook takes 45% of all ad revenue generated from video ads, but that does usually happen only after Facebook recoups the money it pays publishers to make the shows. | | WHY THIS MATTERS: Facebook doesn't want to give up any additional ad revenue, but its rigid policy could put the platform in a tough position as it tries to establish a video programming format to compete with the likes of YouTube and other social platforms. Snapchat, unlike Facebook, does not provide production funds for its shows, but does allow the producers to sell ads inside the shows and evenly splits revenue. Twitter offers its Amplify video partners 70% of the ad revenue their videos generate on the platform. | | A Take: Digiday | |
| | 5 | | | | 57.7 | | Percentage of U.S. chief marketing officers who say they have increased their spending on digital channels that can prove they are brand safe, according to a survey by out-stream video advertising platform Teads. Another 54.8% say they have reviewed their agency relationships in the area of digital strategy and concerns about their brand safety. Some 44.2% also say they have demanded more transparency from their agencies and suppliers. And 39.4% have increased their third-party ad measurement. | – Reported by eMarketer
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| | NBC Wins With 'Thursday Night Football' | by Michael Malone
NBC skated to a Thursday win in prime ratings, riding Thursday Night Football to a 3.1 rating in viewers 18-49, and a 12 share. CBS was next at 1.5/6. Football Night in America did a 2.0 on NBC, down 31% from its Thanksgiving rating, and the game, the Cowboys crushing the Redskins, fell 35% from Turkey Day to a 3.3. The week before that, the game did a 2.8. On CBS, Big Bang Theory fell 8% to 2.4 and Young Sheldon dropped 19% to 2.1. Mom slipped 22% to 1.4 and Life in Pieces was off 15% at 1.1, before SWAT lost a tenth at 1.0. ABC was at 1.3/5. A Charlie Brown Christmas did a 1.6, up a tenth from last December. The Wonderful World of Disney: Magical Holiday Celebration rated a 1.2 from 9 to 11 p.m. Fox scored a 0.9/3. Gotham slipped 11% to 0.8 and The Orville was a flat 0.9. The CW did a 0.4/2. Supernatural grew 67% from Thanksgiving to 0.5 and Penn & Teller: Fool Us did a 0.3, down a tenth from its last new airing.
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| • TIM KENDALL is leaving his role as president of Pinterest at the end of this year. He will be succeeded by JON ALFERNESS, who is currently senior VP for ads and commerce at the social media platform.
• ANSELMO RAMOS and GASTON BIGIO, founding partners in ad agency David, are leaving to start their own agency. Ramos was most recently chief creative officer of David Miami, while Bigio was CCO of David Buenos Aires. Third co-founder FERNANDO MUSA will be promoted to chairman of David, which is part of WPP's Ogilvy Group.
• CHIP REGISTER, co-CEO of Publicis.Sapient is retiring at the end of this year. Co-CEO Alan Wexler will assume expanded oversight of the digital agency.
• BRUCE EVANS was promoted to executive VP, current programming at NBC. He succeeds Vernon Sanders who signed an exclusive production deal with Universal Television. Evans was most recently senior VP of current & daytime programming for NBC. He has been with the network for more than 20 years.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
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Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
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Multicultural Television Summit
April 3, 2018 | New York, NY
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Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
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The Programmatic Summit
June 2018 | New York
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Digital Media Tech Leadership Summit
June 2018 | Location TBD
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