| | Media Buyer & Planner Today | | | | | | | | | #1 Roku Introduces OTT Ad Metrics | | The streaming video set-top box device service is introducing Ad Insights, which will allow marketers expanded audience measurements, including cross-platform video reach analysis for both linear and over-the-top (OTT) TV. Based on Roku's first party data and the linear and streaming viewership habits of 19 million account holders, Ad Insights will help brands analyze the engagement of TV audiences, particularly the growing number of viewers watching via streaming video. The new service will also allow marketers to target and measure campaigns delivered to Roku users who don't have traditional pay TV subscriptions. | | WHY THIS MATTERS: Roku is the largest set-top box brand with the most U.S. connected TV users, according to eMarketer. So any enhanced audience measurement service it can offer to advertisers is beneficial. Roku is already working with Nielsen on its Nielsen Digital Ad Ratings to measure OTT viewing. Roku sees this new service as a continued evolvement of OTT and streaming TV viewer measurement. | | Three Takes: B&C | Adweek | MediaPost | | | | #2 YouTube Addressing Brand Fears | | The digital video platform is revamping its policies for how creators can monetize their videos by having its employees watch every video in the Google Preferred content lineup to make sure they are safe to run ads in. YouTube is also changing the requirements to allow ads to run in a video from just views. Now YouTube channels will need to have 1,000 subscribers and 4,000 hours of watch time in a one-year period in order to be allowed to run ads. YouTube will also roll out tiered media buys that will offer brands more transparency as to where their ads appear. | | WHY THIS MATTERS: Initial reaction from media agency execs is positive. John Montgomery, global executive VP of brand safety at GroupM, told Adweek, "We're pleased to see the multifaceted approach and the serious investments they are making." He added that the YouTube improvement plans "hit on crucial areas." But he also warned that, "we remain vigilant in holding [YouTube parent] Google and other partners accountable for the quality of their environments on behalf of our clients." | | Two Takes: Adweek | WSJ | | | | #3 Facebook Changes Could Boost Influencer Marketing | | Media agency buyers are telling their marketer clients to focus more on influencer content on Facebook, in the wake of changes by the platform to cutback on marketer content in its news feed, Digiday reports. Facebook is instituting its new policy to allow content from family and friends to again dominate the news feed, instead of messaging from marketers and publishers. But the agencies say influencer content essentially mimics content from friends and family. "I would tell clients to do more influencer content," says Corey Martin, head of influencer marketing at digital agency 360i. "Facebook has more control over influencers and they have less control over media partners. I don't think it'll negatively impact buying ads within the Facebook environment." Marco Hanell, CEO at Speakr, says influencer content performs between five and 10 times better in terms of engagement than a brand post. And Noah Mallin, managing partner at Wavemaker, says he expects Facebook to explore ways to make influencers a bigger part of the platform. | | WHY THIS MATTERS: The initial reaction toward Facebook's announcement that it would be cutting back on its allowable brand and publisher participation in its news feed was panic on the part of brands. However, it seems there are always loopholes and ways to get around even the most seemingly stringent rules and regulations. Brands willing to work with Facebook will come out fine. | | A Take: Digiday | |
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| | 49 | | Percentage of senior ad buyers worldwide who say lack of consistent measurement or metrics is among their biggest concerns about programmatic advertising, according to a poll by London Research. Some 42% also listed a lack of agency transparency, while 39% said a lack of visibility on third party sites. Ad fraud was listed by 37%, while brand safety was mentioned by 23%. | – Reported by eMarketer
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| | Hot 'Game of Games' Paces NBC to Win | by Michael Malone
NBC took top honors in Tuesday ratings, riding a hot Ellen's Game of Games to a 2.1 in viewers 18-49, per the Nielsen overnights, and an 8 share. That easily beat the 1.0/4 that Fox put up.
Ellen's Game of Games went up 5% to 2.2 and This Is Us, with Kevin working out some stepfather issues, fell 7% to 2.5. Chicago Med ticked up 7% to a 1.5.
On Fox, Lethal Weapon gained 20% to 1.2 and LA to Vegas grew 13% to 0.9, then The Mick went up 14% to 0.8.
ABC was at 0.9/3. The Middle increased 8% to 1.4 and Fresh Off the Boat did a flat 1.0. Black-ish tallied a flat 1.0 and was followed by a Modern Family repeat. Kevin (Probably) Saves the World fell 14% to 0.6.
CBS did a 0.8/3 with repeats.
The CW too was at 0.8/3, as The Flash rated a level 0.8 and the premiere of Black Lightning did a promising 0.8. Telemundo and Univision both rated a 0.5/2. | |
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| • JESSICA MONSEY has joined 72andSunny as managing director, succeeding previous managing director and partner JAMES TOWNSEND who was elevated to a worldwide role. Also at the agency, JUSTINE ARMOUR was promoted to executive creative director, up from a group creative director. Monsey was most recently director of client services at Wieden + Kennedy, where she spent 12 years.
• BOBBY HERSHFIELD was named VP and executive creative director at multicultural agency The Community and will work out of its New York office. He was previously chief creative officer at marketing and communications agency SS+K.
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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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Digital Media Tech Leadership Summit
June 4-6, 2018 | Tampa, FL
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The Programmatic Summit
June 7, 2018 | New York, NY
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