| | Media Buyer & Planner Today | | | | | | | | | #1 E-Trade Returns to Super Bowl | | The New York-based financial company, known for its wisecracking talking baby, is returning with an ad in the Super Bowl telecast for the first time in five years, Ad Age reports. The 30-second Super Bowl spot, sans baby, will continue E-Trade's current campaign with the slogan, "Don't Get Mad, Get E-Trade. The ad will be the work of MullenLowe, which has been handling creative for the new campaign. An earlier campaign featuring Kevin Spacey from R/GA last ran in 2016. The current campaign is not using a celebrity spokesperson. E-Trade's chief marketing officer Lea Stendahl says, "For other brands at any given time, a celebrity spokesperson might be the right fit, but for us right now, we're comfortable [without one]." | | WHY THIS MATTERS: E-Trade research suggests that Americans are not saving enough for their retirement and the goal of the current campaign is to motivate them to use E-Trade to boost their nest egg. The company ended its Super Bowl ad run in 2013 and Stendahl left the company. But she returned two years ago and reinstituted a more aggressive marketing campaign. With a huge number of millennials among the more than 100 million viewers watching the Super Bowl, reaching them with its message makes sense. | | Two Takes: Ad Age | Adweek | | | | #2 Consumers Will Trade Privacy for Personalization | | Certainly not a majority, but a sizable percentage of consumers are willing to give up some of their personal data in order to get more personalized, tailored experiences from brands, according to an Adweek report in the form of infographic data provide by Accenture Strategy and Salesforce. Some 44% of U.S. consumers say they are frustrated when companies fail to deliver relevant personalized experiences. And 43% of U.S. consumers say they are more likely to buy from companies that personalize experiences. Some 40% of U.S. consumers say they would provide personal data to companies to get more tailored experiences. While 37% of U.S. consumers would allow release of their personal data via smart devices if it is used to provide them with some type of financial benefit. And Salesforce data finds that 67% of millennials and 56% of Gen Xers would share their personal shopping experiences to improve service. | | WHY THIS MATTERS: While most are not in favor of companies sharing their personal data without their approval, and some are opposed to it even if asked, there is a segment that will do so if it means a more personalized relationship with a company or brand. Robert Wollan, senior managing director and advanced customer strategy global lead at Accenture Strategy, believes companies must strive to find a "sweet spot" where customers will be willing to share more personal insights in exchange for better service. | | A Take: Adweek | | | | #3 What One Super Bowl Spot Could Buy in Digital Media | | Every year the cost of an in-game, 30-second Super Bowl ad rises in price, and every year heading into the big game there is a story about what Super Bowl advertisers could get for the same price if they allocated that money across media platforms. This year's Super Bowl ad price is an average $5.2 million and Digiday writes about what that dollar amount could buy in digital media. It includes: 32 years' worth of mobile video ads; or ads in 33 social video games; or four weeks of Snapchat lenses; or reaching 113 million people on Facebook with 450 million impressions; or 2.6 billion Instagram impressions; or 2.6 billion paid search clicks on Amazon; or 1.85 billion digital display ad impressions; or eight influencer posts on social media from Selena Gomez. | | WHY THIS MATTERS: The alternative numbers may sound massive and tempting to some marketers, but those advertising in the game surely believe that the immediate mass reach targeting around 110 million people at the same time with their 30-second commercial is well worth the money they are paying. To them that $5.2 million for 30 seconds of promo time is money well spent. | | A Take: Digiday | |
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| | 78.8 | | Percentage of marketing executives worldwide who believe that YouTube an effective platform for video advertising, according to a survey by Wizowl. Some 58.5% say Facebook is effective, with 32.3% saying Instagram is an effective video ad platform. LinkedIn edges out Twitter in perceived effectiveness by 28.1% to 27.6%, while Snapchat gets only 3.1% who say it is effective. The caveat there, however, is that 88.6% of those marketers polled have not tried advertising on Snapchat. | – Reported by eMarketer
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| | CBS Wins With Grammys | by Michael Malone
CBS took the Sunday ratings title by a mile, as the Grammys led to a 5.0 rating in viewers 18-49, per the Nielsen overnights, across prime. That was alongside an 18 share, which easily beat the 1.0/3 put up by ABC.
The Grammys' Red Carpet Live pre-game did a 2.2, and the awards telecast, which saw Bruno Mars and Kendrick Lamar haul home a bunch of prizes, rated a 5.4. That was down 30% from last year's Grammys, hosted by LL Cool J.
James Corden, host of The Late Late Show with James Corden on CBS, hosted the 2018 Grammys.
ABC had a couple America's Funniest Home Videos repeats, then Shark Tank at 1.1 and 1.0. Last week's Shark Tank double run did a pair of 1.0s.
NBC rated a 0.5/2, with Dateline at 0.7 and the 2014 movie Neighbors at 0.4. Fox was at 0.4/1 with repeated comedies, including Bob's Burgers, The Simpsons and Family Guy.
Telemundo and Univision both did a 0.3/1. | |
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| • KAREN McHOUL GATTENS has expanded her duties as senior VP of programming at Disney cable network Freeform. She was previously senior VP of programming and development of unscripted at Freeform. The company has now giving her the additional responsibility over current series. Her new title is senior VP, unscripted and current series programming. The expansion of her role comes as the network in 2018 has expanded its scripted, original programming to four nights per week, with 20 additional hours of original programming added to the slate. Prior to Freeform, she was with Nigel Lythgoe Productions and United Talent Agency. She also served as head of development for E! and Style Networks and as a VP of programming at Fox.
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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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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
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June 7, 2018 | New York, NY
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