| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Ad Prices Rise, Organic Reach Declines | | Facebook ad rates have increased by 35% in the last quarter alone, according to a Digiday report, while at the same time media buyers say their clients are seeing a decline in organic reach. John Hegeman, VP of product management at Facebook, contends that while the social network is changing its news feed that will result in a reduced amount of content users will see from brands and publishers, advertising on the site will be "unaffected." But agencies say that's not the case. Digital agency Jellyfish says organic reach on Facebook has already dropped by up to 2% for most of its European clients. And Doug Baker, director of strategic services at digital agency AnalogFolk says Facebook's move to decrease organic reach is "the final nail in the existing coffin" of organic reach on the site. He says Facebook seems concerned only in lining its pockets with paid ad dollars. | | WHY THIS MATTERS: As Digiday points out, it seems like Facebook is returning to being a social network rather than a news organization. And agencies and their partners will need to find the best way to get consumer attention on the site under this changing model. "We all need to become better media planners," says Greg Allum, head of social at Jellyfish, to find ways to continue to be meaningful when engaging consumers on the site. And Edie Greaves, senior strategist at digital agency Possible, expects Facebook to capitalize on this. Greaves believes Facebook will begin offering brands new ways to communicate with users, but they will have to up their ad spend to get into the news feed. And James Douglas, head of media at IPG digital agency Reprise tells the Wall Street Journal, "It's an amplification of pay-to-play from Facebook." | | Two Takes: Digiday | WSJ | | | | #2 Brands Rethink Audio with 'Sonic Branding' | | As home voice devices like Amazon's Echo and Google Home Assistant become more embedded in consumers lives, marketers are turning to 'sonic branding' as a way to better engage them, Adweek reports. Sonic branding is the use of sound, song or melody to reinforce a brand identity, according to Audrey Arbeeny, founder and executive producer of sonic branding agency Audiobrain. She cited key examples as a jingle like "Nationwide is on Your Side," or a mnemonic like the NBC chimes. Visa is currently experimenting with sonic branding. In December, it instituted a special chime sound that's made after a transaction at a store or online is processed. Some 83% of respondents said Visa's new sound sparked a positive perception of the brand. Pandora has also been working with brands like Ziploc, Dawn, Cascade and California Closets to develop audio-driven marketing campaigns to build a sonic identity. | | WHY THIS MATTERS: In the ever growing competitive world of selling merchandise, brands are always looking for some type of edge. Lauren McGuire, senior VP and managing director of strategic sound and music studio Man Made Music says, "If music creates emotion, what we see is brand favorability increases, brand consideration increases, metrics that really apply directly to ROI." | | A Take: Adweek | | | | #3 Toyota, Lexus Return to Super Bowl | | Toyota returns to the Super Bowl this year with two 60-second spots, after sitting out last year, according to an Ad Age report. While Toyota-owned luxury brand Lexus is back in the Super Bowl for the second year in a row with a spot tied to Marvel's upcoming movie Black Panther. The 2018 Lexus LC has a placement in the movie. Toyota, which sponsors NBC's Super Bowl halftime report, will use the network's on-air talent to introduce is halftime spot. | | WHY THIS MATTERS: The auto category is usually a crowded one as far as Super Bowl in-game advertising. So far in addition to Toyota and Lexus, auto companies also in include Kia and Hyundai. NBC has less than 10 in-game commercial spots left, but all those who have bought ads in the game have not been announced so there may be other automakers who are either in or plan to jump in before the Feb. 4 telecast. | | A Take: Ad Age | |
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| | 2.48 | | People in billions worldwide who used a social network in 2017, according to eMarketer estimates. Facebook was the top social network in the world with some 1.54 billion monthly users, or 62.2% of the worldwide total. Some 594 million people worldwide used Instagram regularly, representing 24% of total social network users. Overall, social media is now primarily a mobile activity, with 82.5% of social network users worldwide using a mobile device for access at least once a month. | – Reported by eMarketer
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| | ABC Wins With 'Bachelor' | by Michael Malone
ABC was the Bachelor-fueled big winner in Monday prime ratings, posting a 1.8 in viewers 18-49, per the Nielsen overnights, and a 6 share. That topped the 1.1/4 put up over at CBS.
The Bachelor grew 29% to 1.8 across two hours, before The Good Doctor went up 6% to 1.7.
On CBS, Kevin Can Wait went up 18% to 1.3 and Man With a Plan grew 33% to 1.2. Superior Donuts climbed 38% to 1.1 and 9JKL blew up 43% to 1.0, before Scorpion went up a tenth of a point to 0.9. New episodes of those shows last aired in December.
Fox and NBC were both at 1.0/3. On Fox, The Gifted went up 43% to a 1.0 across two hours.
On NBC, The Wall grew 20% to 1.2 and Better Late Than Never went up 25% 1.0, then The Brave climbed 40% to 0.7.
The CW rated a 0.4/1. Supergirl went up 20% to 0.6 and Valor did a flat 0.2. Univision and Telemundo both posted a 0.5. | |
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| • MARCOS SANTANA will head the newly created Telemundo Global Studios, which will consolidate the company's domestic and international scripted programming production units under one division. Santana was previously president of Telemundo International and its Telemundo International Studios. He will continue to oversee the international operation, which produces short format scripted programs that are sold in international markets and on emerging platforms. It also produces Spanish miniseries that are distributed internationally. He now will also oversee Telemundo's domestic studio operations which produce an average of 800 hours of programming annually for Telemundo network in the U.S. Santana joins NBCUniversal Telemundo Enterprises in 2007 when Telemundo completed the purchase of Tepuy International Corp., where he was president and CEO.
• ANDREW CHRISTOU is out as chief creative officer and creative leader of the T-Mobile account at Publicis Seattle, according to an initial report by Agency Spy. He had been with the agency since 2010. Prior to that he was a VP and creative director at Saatchi & Saatchi LA and was also a founding partner and creative director at Berlin Cameron United.
• AMBER JUSTIS was named to the newly created position of executive creative director at The Wonderful Company. She will report to chief creative officer Darren Moran. Justis was most recently doing creative freelance, but prior to that was a group creative director at BBDO and also served as a creative director at FCB Global. Wonderful, known for its pistachios, has also hired COREY BARTHA to the newly created position of director of integrated production, where he will oversee content production across all platforms. Bartha held the same position previously at Publicis Seattle.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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