| | Media Buyer & Planner Today | | | | | | | | | #1 Media Agencies Face Identity Crisis | | There are currently seven major brand media agency reviews going on with those brands spending a cumulative $5.7 billion dollars on advertising. But unlike in the past, brands want media agencies to be proficient not only in media planning and buying, but also in extensive data capabilities and the ability to consult in a more collaborative way with their clients, Adweek reports. Those who don't risk losing current clients and having a hard to getting new ones, especially the mega brands. "What marketers have realized is that media had been treated like a commodity by many businesses, as a cost to be managed rather than a strategic marketing discipline," says ID Comms co-founder Tom Denford, whose consultancy is managing some of the largest current media agency reviews. "This change has been building for some time, now it's in full effect." The big brands aren't adverse to spending money, but they want that expenditure to work. If media agencies can't produce, they will bring those duties in-house or find consultancies that can do it better. | | WHY THIS MATTERS: Billions of dollars in ad spending (and media agency fees) are at stake. Among the brands reviewing their media agencies are McDonald's with global ad spending of $2 billion; Mars global ($1.4 billion); Microsoft global ($1.3 billion); HSBC global ($400 million); Marriott global ($200 million); Shell global ($200 million) and Mondelez North America ($200 million). The Adweek story basically points out that if traditional media agencies can't provide everything one of these big spending brands want, or distinguish themselves from their agency competitors, then they risk losing out on these big bucks accounts. Long-term agency-client relationships no longer matter. | | A Take: Adweek | | | | #2 Putting Content on Amazon Could Pose Long-Term Issues | | Amazon is allowing publishers to run commerce-focused content on Amazon.com and to collect a commission if a purchase is made based on that content. As Digiday reports, that on the surface sounds like a nice new revenue stream, especially for publishers who gain access to Amazon's vast audience. But for other publishers it could ultimately be a threat to their own long-term revenue stream. "If Amazon, which already claims more than 40 cents of every dollar spent on e-commerce in the United States, trains its customers to look for third-party recommendations inside its own platform, it will be able to exert even more control over the affiliate commerce world, potentially dropping affiliate commission rates to a fraction of their current levels," Digiday says. And consumers will go to Amazon rather than the publishers' sites to make purchases. | | WHY THIS MATTERS: "When will publishers learn?" asks an executive at a commerce-focused publisher what is not taking part in the Amazon program. "The goal is to build a direct, habitual relationship with consumers. The more you train them that they don't need to come to you, the worse off you are." So publishers need to decide whether it is worth it to grab a few extra bucks now, or to just spend ad dollars to draw more consumers to their own sites. | | A Take: Digiday | | | | #3 Google Offers Data-Enhanced Ad Placement | | The search engine has officially began rolling out a new ad unit called "Auto" ads, which optimizes the placement of ads on publisher sites based on a variety of data and insights, MediaPost reports. The new unit uses machine learning to place the ad where the optimization technology believes it will best perform. The new Auto ads replace and build on Google's page-level ads. Publishers can choose the type of ads to serve, with different ad formats and advanced URL settings. Among the ad types for use include text and display ads, in-feed ads such as native ads served up within the feed, in-article ads, matched content, anchor ads and vignette ads. Those using the Auto ad unit can track the performance of the ads. | | WHY THIS MATTERS: Every advertiser wants to optimize the performance of their ads, and every publisher wants to help them do that. And of course, if these ads work well, publishers can reap the benefit of greater revenue lift. How well the optimization for the unit works in the long run will have to be monitored. But limited beta testing on smaller sites showed an average lift in the cost per click of about 15% on the first day. Then on the second day, everything went down about 20%. Other tests showed a lift in revenue of about 10%, with an increase in revenue ranging from 5% to 15%. | | A Take: MediaPost | |
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| | 29 | | Percentage of U.S. parent internet users who are concerned about their 14-17 year-old teens using Snapchat, according to a survey by Common Sense Media. Some 16% are also concerned about their teens using Facebook, while 6% expressed concern about Instagram. Some 20% of parents are not concerned about their teens using any social media sites. | – Reported by eMarketer
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| | NBC Olympics Coverage Up on Vonn Medal | by Michael Malone
NBC rated a 3.9 in viewers 18-49 across Tuesday's prime, according to the Nielsen overnights, alongside a 15 share. That topped NBC's Monday score for the Olympics, when the network tallied a 3.7/13.
NBC aired Olympic bobsledding, figure skating and alpine skiing Tuesday from Pyeongchang, with Lindsey Vonn claiming a bronze medal in the latter.
ABC was runner-up at 0.7/3. Bachelor Winter Games went up 29% to 0.9 and Kevin (Probably) Saves the World did a 0.4.
CBS was at 0.6/2 with repeats throughout prime.
Fox too did a 0.6/2, also with repeats.
Telemundo and Univision were both at 0.5/2.
The CW scored a 0.2/1 with repeats on its air. | |
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| • KATHLEEN DIAMANTAK was named managing director of strategy at T Brand Studio, the New York Times Company's native ad services division. She was most recently chief strategy development officer at Kirshenbaum Bond Senecal. Prior to that, she was a group planning director at Ogilvy & Mather, where she also headed the agency's youth marketing unit, Tribe.
• REBECCA BURCHNALL and ANDREW McLEAN were promoted to co-heads of planning at media agency PHD. Burchnall has been with the agency for 8 years and was previously head of audience planning and head of consumer experience strategy at PHD. Prior to PHD, she was with Brilliant Media. McLean was previously strategy director at PHD. Prior to PHD, McClean was strategy director at Mindshare and held the same position at UM.
• NBCUniversal has hired three new executives specializing in advanced advertising products and alternative media measurement. ED KOZEK, PANKAJ KUMAR and BRIAN NORRIS were each named senior VPs in NBCU's advertising sales and client partnerships division. Kozek was previously senior VP of ad product and engineering at The Weather Company. He will oversee ad technology. Kumar was previously head of the media sciences team at Comcast Cable. He will oversee measurement and innovation. Norris was formerly a VP at Dish Media Sales. He will lead the sales team responsible for NBCU's Audience Studio suite of advanced ad technologies. • MATT SEIGEL was named a partner and managing director at Los Angeles-based agency Madison+Vine. He was most recently a senior VP at VaynerMedia in Los Angeles.
• NANCY COTTON was appointed executive VP, original programming at Epix. She was previously president of Heyday TV USA, where she oversaw TV series development. Prior to that, she was senior VP, creative affairs at Fox 21 Television Studios.
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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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