| | Media Buyer & Planner Today | | | | | | | | | #1 Weekly Circulars Still Popular | | Printed advertising circulars may be criticized in some quarters as being an archaic way of communicating in today's growing digital world, but many grocery and retail chains still appreciate the role paper ad circulars play in drawing customers into their stores. A report by The Wall Street Journal says many retailers believe consumers who don't read newspaper or digital banner ads or promotional emails, do still read mail delivered to their homes, or circulars put at their doorsteps. "Email is starting to become a sandbox because you get so much," says Jackson Jeyanayagam, chief marketing officer of Boxed.com, which sells household goods online. He says his company spent 80% more on print ads to the home in 2017 compared with 2016 and says it now makes up about 12% of his marketing budget. Wal-Mart-owned e-commerce site Jet.com spends about 10% of its media budget on direct mail and sent about 35 million paper coupons and mailers out last year. However, Wal-Mart itself is sending out way less mailings than it did two years ago, instead negotiating with its suppliers to spend marketing dollars they used to spend on circulars into lowering prices. | | WHY THIS MATTERS: Despite all the negative publicity about declining newspaper revenue, spending on newspaper circulars, coupons, direct mail and catalogs reached $76 billion in 2017. While that's slightly lower that in 2016, it was up 85% versus 2012, according to Borrell Associates. And many retailers are spending time marrying predictive consumer spending analytics with their circular items. Michael Osborne, CEO at digital marketing firm SmarterHQ says consumers buy more when they "receive promotions and discounts on items that they may actually be interested in." | | A Take: WSJ | | | | #2 Publishers Say Video Audiences Undercounted | | Digital publishers believe that the traditional media measurement for websites – unique visitors – is outmoded when their video content is also being disseminated widely on other social media platforms, The Wall Street Journal reports. "That type of measurement used to work," says Jonathan Carson, president of media website Mic. "But over the last seven years, digital has moved to these more distributed approaches." And the issue has reached a tipping point over the past year as media companies have invested even more in social-first video. While BuzzFeed and Mic monthly unique visitors declined in the latter half of 2017, views were actually up if those from other sites where the videos were streamed were included. And the measurement companies do not have standardized measurement. ComScore ranks media companies by the number of monthly unique visitors. Nielsen's Digital Content Ratings measures audiences across platforms. Although comScore says it does measure audiences across platforms also. But there is disparity in their cross-platform numbers. PopSugar reached 34 million unique visitors in October, according to comScore. But Nielsen reported they reached 80 million. | | WHY THIS MATTERS: Nielsen's numbers are generally much higher than comScore's. And that can be a problem when selling advertising. Publishers will want to use the Nielsen data, while ad buyers will want to use the lower comScore numbers. While size of audience might only be one element when making an ad buy, it still can be an important one. And the method of measurement eventually needs to be standardized. | | A Take: WSJ | | | | #3 1M Instagram Followers Brings Status to Influencers | | One million followers on Instagram used to be a level only celebrities could aspire to, but now all sorts of regular people are reaching that level using assorted methods, The Wall Street Journal reports. At that number, Mae Karwowski, CEO of Obvious.ly, which connects social media influencers with brands, "you're at celebrity level when it comes to brand partnerships. You can have your own line with a beauty company. You can have your own line in a fashion store. You can be the celebrity face for campaigns." While influencers with as few as 10,000 followers can score marketing partnerships, the compensation might only be free products or maybe $150 for each endorsement. Once they reach 1 million followers, Karwowski tells the Journal, the payments can reach $15,000 per post and even a small equity stake in the company. | | WHY THIS MATTERS: Brands do check to make sure the number of followers are legit and Instagram has a policy against buying or selling followers. The FTC is also scrutinizing how influencers use social media and warning potential offenders regarding the brands they mention and disclosing financial ties. But this is clearly a way for brands to get around spending huge fees on celebrity talent agencies. Just find an Instagram user with 1 million followers and sign them up at a much lower cost to hawk their brands. | | A Take: WSJ | |
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| | 25.2 | | Percentage of U.S. social media users who say the items in their 2017 social media newsfeeds were more interesting or relevant than the year before. That compares to 14.8% who say they were less interesting or relevant, and 30.1% who say they were "about as relevant." The other 29.9% say the "don't know" if they were more relevant or not. | – Reported by eMarketer
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| | Fox Takes Tight Race With Strong '9-1-1' | by Michael Malone
Fox was the top ratings earner in Wednesday prime, as new drama 9-1-1 led the network to a 1.3 in viewers 18-49, per the Nielsen overnights, and a 5 share. That was a wee bit better than the 1.2/5 put up by ABC and NBC.
The X-Files slipped 29% from its premiere to 1.0 on Fox and 9-1-1 lost 17% from its series debut at 1.5. Ryan Murphy and Brad Falchuk created 9-1-1, and Peter Krause and Angela Bassett are in the cast.
On ABC, The Goldbergs rated a 1.5 and Speechless a 1.1, both shows flat, before Modern Family dropped 6% in its 200th episode for a 1.6. American Housewife slipped 8% to 1.2 while Match Game closed out prime at 0.8, down a tenth of a point from last week.
On NBC, Blacklist rated a flat 1.0 and Law & Order: SVU decreased 7% to 1.3, before Chicago P.D. posted a flat 1.3.
CBS did a 1.1/4. The Amazing Race dropped 13% to 1.4 and Seal Team scored a flat 0.9, before Criminal Minds grew 11% to 1.0.
The CW rated a 0.3/1 with the 3rd Annual Howie Mandel Stand-Up Gala at 0.3 and Animal Crackers at 0.2. Last year's Howie Mandel-fest did a 0.4. Univision did a 0.6 and Telemundo a 0.4. | |
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| • MARK SILVERMAN was named president of national networks at Fox Sports. He is currently president of the Big Ten Networks, a joint venture between Fox Sports and the Big Ten Conference and will continue in that role, which he has held since 2007. In his new role, he will oversee all programming, production, marketing and digital for Fox, FS1 and FS2 live events and studio shows. He reports to Eric Shanks, president and executive producer, Fox Sports. Prior to BTN, Silverman served as senior VP and general manager at ABC Cable Networks Group. He also served as senior VP and general manager of ABC Family Channel.
• JAYSON DINSMORE was named president of alternative programming and development at FremantleMedia North America. He was previously executive VP of production and development at Viacom's country music network CMT. Prior to that, he held senior executive roles in alternative programming at NBC Entertainment. FreemantleMedia produces a number of broadcast network shows including America's Got Talent on NBC, Match Game and American Idol on ABC, Price is Right on CBS and Family Feud in syndication.
• JEFF JOHNSON was appointed executve VP of Stagwell Group agency PMX, where he will work on strategic marketing for the agency's brand clients. He was previously global chief client officer at Dentsu Aegis' digital agency iProspect. • ROB LAMBRECHTS was promoted to chief creative officer at Pereira & O'Dell. He was previously co-executive creative director. At the same time, agency founder PJ Pereira was given a newly created role of creative chairman. Lambrechts has been with the agency since its launch in 2008. Prior to that he was a copywriter at digital agency AKQA.
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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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