| | Media Buyer & Planner Today | | | | | | | | | #1 OTT Boosting CBS Digital Ad Business | | CBS has been one of the most aggressive TV networks in capturing new and existing viewers as they shift toward over-the-top streaming consumption. It has launched its paid subscription service All Access, then its free, ad-supported CBSN streaming news channel and on Monday its free, ad-supported CBS Sport HQ. And further plans call for a free, ad-supported entertainment-themed OTT channel later this year. As Digiday reports, CBSN which drew 287 million video streams in 2017 is already profitable. OTT video advertising has brought in "hundreds of millions" of dollars in ad revenue for CBS, Digiday quotes multiple sources as saying. Advertiser sponsors have included Verizon, IBM, Geico and Pfizer, among others. "OTT has been a shot in the arm from a revenue standpoint," says David Lawenda, executive VP of digital sales and sales strategy at CBS. | | WHY THIS MATTERS: CBS Corp. CEO Les Moonves has long said that content is king, and CBS clearly has premium content that advertisers want to be associated with, whether on traditional TV or via OTT streaming platforms. And CBS is proving that traditional TV networks can compete with the newer OTT services to draw both viewers and ad dollars. Mobile viewers are now spending nearly 30 minutes on average on CBSN and that number is even higher on connected TVs. And CBS is integrating digital within its overall ad sales pitch which it will push in the upfront this year. And the media agencies have noticed. Says Jason Maltby, president and co-executive director of national broadcast for Mindshare North America, "I applaud them for being ahead of the curve, particularly for a brand like CBS, which you're supposed to think is old and stodgy." | | A Take: Digiday | | | | #2 Converse Launches Global Media Review | | The Nike-owned sneaker company has placed its media planning and buying account up for review, according to Adweek's Agency Spy website, which cited multiple sources "close to the matter." Nike is reportedly seeking to consolidate its U.S. and foreign agency accounts into one agency. PHD, which handles the U.S. business, told Agency Spy it will not participate in the review. Omnicom's PHD won the U.S. account from Publicis agency MediaVest in 2015. Nike has reportedly reached out to holding company WPP. The review does not include creative, which is handled by Anomaly. | | WHY THIS MATTERS: Converse sales declined significantly last year, according to the Agency Spy report, with the biggest decline coming in North America. The review could be aimed at a consolidation to reduce multiple agency fees. The Converse account annual ad spending is about $100 million per year, according Greg Paull of search consultancy R3. However, Kantar Media's latest numbers show Converse ad spending in the U.S. to have totaled only $3.5 million in 2016. | | A Take: Adweek | | | | #3 Mediabrands Using Nielsen Data to Target Audiences | | The IPG ad buyer says it has reached an agreement to use Nielsen data and technology to help better identify, target and measure audiences likely to buy its clients' products, Broadcasting & Cable reports. That data would include data that tracks consumer purchasing behavior, rather than traditional demographic ratings by age. "We are very excited to help IPG Mediabrands provide its clients with powerful buyer-based segmentation, creating an end-to-end marketing solution for their brand clients," says Damian Garbaccio, executive VP at Nielsen. Some of IPG Mediabrands' media agencies like UM and Initiative are already using some of the Nielsen data tools. But this new agreement will expand the relationship, giving Mediabrands' agencies access to Nielsen Marketing Cloud and Nielsen Media Impact tools. | | WHY THIS MATTERS: As TV viewing continues to fragment, ad buyers such as Mediabrands have been moving ad dollars out of linear TV and into online video services like YouTube and over-the-top platforms like Roku. There have been some complaints that the audience delivery data provided by digital platforms has not been accurate. So the agencies are now seeking out third-party measurement companies like Nielsen to provide the accurate, detailed data they need. | | A Take: B&C | |
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| | 47.3 | | Percentage of brand and agency professionals who say they use the Media Research Council standards to determine digital ad viewability, while 28.4% use their own standards, according to an Integral Ad Science survey. That compares to 73.9% of publishers who use the MRC standard and 12.7% of publishers use their own standard. Some 14.6% of brand and agency professionals say they do not make ad buys at all based on viewability and don't plan to. While 4.9% of publishers say they don't sell digital ads based on viewability and don't plan to. | – Reported by eMarketer
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| | NBC Wraps Winter Games With Win | by Michael Malone
NBC closed out its 2018 Winter Olympics campaign with a 2.1 rating in viewers 18-49, per the Nielsen overnights, as it aired the Games' closing ceremonies from Pyeongchang. NBC had an 8 share.
NBC's broadcast of the closing ceremonies in Sochi four years ago did a 3.3.
Runners-up on Sunday were ABC and CBS at 1.0/4.
On ABC, America's Funniest Home Videos did a 1.0 before The Bachelor fell 31% to 1.1. Shark Tank closed out prime up 14% for a 0.8.
On CBS, 60 Minutes was up a tenth of a point at 0.8 before the Big Brother: Celebrity Edition finale rated a flat 1.4. An NCIS: Los Angeles repeat took CBS to the end of prime.
Univision did a 0.7/2.
Fox was at 0.6/2 with repeated comedies.
Telemundo rated a 0.3/1. | |
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| • SIMON PEARCE was named to the newly created position of North America chief executive officer for J. Walter Thompson, and will also directly oversee the JWT New York office. Lynn Power, currently CEO of JWT New York is leaving the company. In other JWT changes in the New York office, BEN JAMES was promoted to chief creative officer. He was previously managing director of creative innovation and executive creative director. BRENT CHOI, who was acting CCO for JWT New York and Toronto, was promoted to president of JWT Canada and chief creative officer of global brands. STEFANO ZUNINO was promoted to the newly created position of chief transformation officer of JWT Worldwide. He was previously CEO of the Americas. And SUSAN KIM-KIRKLAND was promoted to chief marketing officer at JWT Worldwide. She was previously president and CEO of JWT Canada.
• MATTHEW ANDERSON has been appointed chief growth officer at Bartle Bogle Hegarty. He was most recently executive VP and chief marketing officer at communications agency Marina Maher. He has also previously served as executive VP and chief marketing officer at Publicis New York, global chief marketing officer at Code & Theory and managing director, business growth at The Kaplan Thaler Group.
• JIM HEITZMAN was promoted to president of Celtic Chicago. He was most recently VP of advertising at the agency.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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