| | Media Buyer & Planner Today | | | | | | | | | #1 Oath Testing New Mobile Ad Formats | | Verizon-owned Oath, which includes Yahoo properties, AOL and Tumblr, among other sites, has introduced four new mobile ad formats. According to an Adweek report, brands including The Home Depot and Pottery Barn are testing the new formats. One new format focuses on augmented reality, showing users what various items would look like in their homes before they purchase them. Those immersive experiences can be found in Yahoo Mail, among other platforms. A new native format is also being tested with full-screen canvas across all Oath mobile apps like Yahoo Finance, Yahoo Weather and HuffPost. A third format functions as a utility for deal-seeking users, allowing them to save coupons in their mobile wallets. The fourth format is a richer form of social advertising with real-time content. | | WHY THIS MATTERS: Nearly 70% of Oath's total audience visits its portfolio of sites on mobile devices, so the company is trying to make a "mobile-best and consumer-first" experience for users and brand advertisers. "It's critical for both our consumers and for our advertisers," says John DeVine, Oath's chief revenue officer. "When it comes to mobile, we want to deliver top notch ad experiences for our users. For advertisers, we're designing mobile ads that solve real challenges, whether it's using AR to do better storytelling or creative a more effective way to connect a brand's coupons and deals to a consumer's mobile wallet for their next purchase." | | A Take: Adweek | | | | #2 NFL Tops List of 'Buzziest' Brands | | The National Football League heads Morning Consult's 2017 Buzziest Brands in America Rankings, MediaPost reports. The sports league is followed in order by Amazon, Facebook and Walmart. The listing is put together using data from nearly one million surveys with U.S. adults 18 and older from January to December. That data reveals what consumers thought, saw and heard about the world's largest brands. Tech giants dominated the Top 10 with Amazon and Facebook ranked second and third, and Google ranked ninth. Fox News was ranked fourth and CNN ranked 17th. | | WHY THIS MATTERS: It's nice to be top of mind in consumers minds, but the buzz necessary to make the list isn't necessarily always positive. In the case of the NFL, most of its publicity was negative surrounding the controversy of national anthem protests by players. The NFL generated a total buzz rating of 64%, with 36% of it being negative and 28% positive. Other brands among the top buzz generators who faced negative publicity this year have been United Airlines (No. 7), Uber (No. 10) and Papa John's (No. 19). | | A Take: MediaPost | | | | #3 Publishers Want Higher Prices for Better Viewability | | As brands over the past year-and-a-half have demanded guaranteed visability for their digital ads, publishers say they have gone out of their way to make that happen. Yet, those publishers say they have received little additional compensation for their efforts. Erik Requidan, VP of programmatic strategy at Intermarkets, which helps publishers market their ad inventory to buyers, says while sites might see a few dollars increase in their CPMs if they boost visability, big-brand dollar increases haven't materialized. "If something is 90 percent viewable, shouldn't that unlock a whole lot more money or a bigger price point," he asks. One publisher, Ranker's ad viewability ranges from 62% to 82% but its CEO Clark Benson says there's only a 13% difference in CPMs between the higher and lower viewabilities. Given how much advertisers and their tech vendors emphasize that campaigns perform better when ads are 80% viewable, Benson says Ranker's most viewable ad units should command much higher prices. | | WHY THIS MATTERS: Both sides have some arguments in their favor. Brands have a right to get the widest possible viewability from their digital ads and they believe that right doesn't include having to pay premium prices for it. However publishers say that as long as there is such a wide disparity of ad viewability levels across websites, that those publishers who take the effort to produce better ad viewerability on their sites should be rewarded for that. | | A Take: Digiday | |
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| | 98 | | Percentage of the U.S. population that was reached by traditional national TV networks for a least one minute of time during the month of November, according to Pivotal Research Group. On a household basis for the month, CBS reached 84.5% of homes watching TV. NBC was at 84.2%, Fox at 82.1%, ABC at 82% and The CW at 60% household reach. | – Reported by MediaPost
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| | 'Voice' Finale Powers NBC | by Michael Malone
NBC took the Tuesday prime ratings title by a mile, with The Voice finale helping the network to a 1.8 in viewers 18-49, per the Nielsen overnights, and a 7 share. That doubled the score of the runner-up, ABC at 0.9/4. After a Voice repeat, The Voice finale grew 18% week over week to a 2.0. Last night's finale improved the show's May closer by 5%. ABC had Olaf's Frozen Adventure at 1.0, Prep & Landing at 0.9 and two hours of The Year: 2017, hosted by Robin Roberts, at 0.8. CBS and Fox both posted a 0.5/2. CBS had A Home For the Holidays with Josh Groban at 0.6, then repeats of NCIS and Bull. Fox had repeats across prime. Telemundo and Univision both did a 0.4/2.
The CW was at 0.2/1. The movie Big Game took up all of CW's prime. | |
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| • ADAM KASPER was named executive media director at IPG digital creative agency Genuine. He previously spent 11 years at Havas, where he rose to chief media officer, Havas Media North America. MITCH BLUM has also joined Genuine as senior VP, strategy and planning. He was previously senior VP, creative and strategy at DigitasLBi.
• CHRIS WITHERSPOON was promoted to president and chief growth officer, and SCOTT FERO was elevated to executive creative director at independent, Seattle-based agency DNA. Witherspoon was previously managing director, a post he had held since 2008. Prior to joining DNA, he was an executive VP at Publicis Seattle. Fero was previously created director. He joined DNA a year ago after serving as a creative director with Publicis Seattle.
• MARIE DAVIDHEISER was promoted to CEO North America at independent creative agency Iris Worldwide. She was previously managing director of Iris New York. She also joins the Iris global executive board. Prior to joining Iris, Davidheiser spent 9 years at Jack Morton Worldwide, where she rose to senior VP, general manager. | |
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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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