| | Media Buyer & Planner Today | | | | | | | | | #1 Mars to Consolidate Global Media | | The family-owned candy, food, drink and petcare giant that sells products in more than 80 countries around the world, and which is one of the biggest advertisers, has launched a global consolidation review of its media agency assignments, according to an initial report by Adweek. Mars is currently using three media agencies – WPP and GroupM's MediaCom handling media planning and some brand buying, with the rest of brand buying distributed between Publicis Groupe's Starcom and Omnicom's OMD. The current setup was established following a review in 2014. Mars now wants to consolidate media planning and buying on a global basis within one agency. The review process will take place during 2018 and the single-agency model will begin in 2019. Throughout 2018, the three current media agencies will continue to handle the Mars account as usual. | | WHY THIS MATTERS: Consolidation means that two agencies will ultimately be out. And Mars is a massive ad spender. In 2014, the company spent some $1.7 billion globally, according to Kantar Media. Ad Age reports that Mars then spent north of $3.5 billion on global advertising in 2016, including $1.1 billion in the U.S. Last year its U.S. ad spending was again north of $1 billion. | | Three Takes: Adweek | Ad Age | MediaPost | | | | #2 CPG Companies Boost Amazon Ad Business | | For years while the ecommerce site has build up its sales, advertising has taken a back seat. As Bloomberg reports, "Amazon has kept advertising on the site subtle for fear of alienating shoppers who had become used to choosing what they buy based largely on customer reviews and price." However, Amazon has been slowly giving more prominent placement to sponsored products in search results, forcing brands to buy ads to win top billing. And ad industry observers see the Amazon moves as helping it make inroads into the massive digital ad dollars being taken in by Google and Facebook. Right now Amazon generates "only" $1.7 billion in annual ad revenue, compared to Google's $35 billion and Facebook's $17.4 billion. However it is beginning to grow quickly because, as Bloomberg reports, consumer packaged goods companies like Procter & Gamble and Mondelez "see Amazon as the place to win the digital shelf in the same way they fought to win the physical shelf in supermarkets." | | WHY THIS MATTERS: It may just be a matter of time before Amazon overtakes Google and Facebook as the leading digital ad seller. Says Scott Galloway, a marketing professor at NYU's Stern School of Business and author of The Four: The Hidden DNA of Amazon, Apple, Facebook and Google, "Similar to the candy and magazine racks, which are the most valuable space in the store, Amazon is the most valuable space on the web. Not only are people about to make a purchase, but you know what's in their basket. It's hard to imagine a more target-rich medium than Amazon or robust offering." | | A Take: Bloomberg | | | | #3 Snapchat Seeks Closer Relationship with Publishers | | As Facebook has created angst among publishers and marketers with its news feed restrictions, social platform rival Snapchat has been courting publishers in a most conciliatory way. Digiday reports that on Thursday, Snapchat's new platform content head Mike Su emailed publishers to introduce Josh Stone as Snapchat's new manager of media partnerships. That's a new role in which he will oversee day-to-day work with Snapchat Discover publishers. Snapchat also announced plans to hold a publisher summit and affirmed the platform's strong interest in helping publishers be successful on the site. | | WHY THIS MATTERS: While Snapchat's media partnership team concept has been in the works for a while, the timing of the announcement to nearly coincide with Facebook's is what one publisher described as "a wonderful coincidence." Even though Snapchat has been struggling to bring in advertising at levels that Wall Street deems to be strong growth, this partnership team concept certainly has the potential to bring in more ad dollars from publishers and marketers disgruntled by Facebook's moves to limit publisher and market involvement in their news feed. | | A Take: Digiday | |
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| | 58 | | Percentage of U.S. internet users who believe that brands should take a stand on human rights, according to a survey by Sprout Social. The survey also found that 53% believe brands should take a stand on labor laws, 48% should take a stand on gender equality and a similar 48% said brands should take a stand on poverty. Some 45% say brands should take a stand on race relations, 33% on LGBTQ rights and 32% on immigration. | – Reported by eMarketer
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| | CBS Wins With Comedies | by Michael Malone
CBS was the top earner in Thursday ratings, its comedies leading to a 1.7 in viewers 18-49, per the Nielsen overnights, and a 7 share. That topped the 1.5/6 that ABC posted.
CBS had Big Bang Theory at 2.9 and Young Sheldon at 2.4, both down a tenth of a point from last week. Mom did a 1.6 and Life in Pieces a 1.2, both comedies flat, then SWAT dropped 9% to 1.0.
On ABC, the TGIT lineup returned with some pop after a two-month break. Grey's Anatomy grew 22% to a 2.2 and Scandal went up 18% to a 1.3, then How to Get Away With Murder increased 11% to a 1.0.
Fox did a 1.1/4. The Four: Battle For Stardom took up all of Fox's prime and went up 10%.
NBC was at 1.0/4. Superstore dropped 9% to 1.0 and The Good Place rated a flat 1.0, then Will & Grace grew 18% to 1.3 and Great News climbed 17% to 0.7. Chicago Fire increased 11% to a 1.0.
The CW did a 0.5/2. Supernatural was at 0.6 and Arrow at 0.5, both up a tenth from their last fresh airings last month.
Telemundo and Univision both did a 0.5/2. | |
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| • JEFF BROOKS has been named chief marketing officer at mattress company Casper. He was previously president and CMO at digital agency Huge, which has been serving as Casper's creative agency. Brooks also served as CEO of Euro RSCG and M&C Saatchi, as well as chief commercial officer at MDC Partners' media agency Assembly.
• BEN WOLAN was appointed executive creative director at DDB San Francisco. He was most recently a freelance creative director and copywriter, but prior to that was a creative director with Goodby Silverstein & Partners.
• DINO SPADAVECCHIA has joined Gallegos United as executive creative director. He was previously a freelance creative director for assorted agencies, but prior to that was a group creative director at David&Goliath.
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