| | Media Buyer & Planner Today | | | | | | | | | #1 PGA Tour Targets Younger Fans | | The Professional Golf Association Tour's chief marketing officer Joe Arcuri tells The Wall Street Journal that he is hoping to draw more interest in the PGA's various media coverage by engaging more millennials. Right now the PGA has the oldest viewing audience, is losing TV viewers steadily and Arcuri, who joined the PGA Tour as CMO in June 2017, wants to reverse those trends. His initial goal is to draw a more diverse fan following, but specifically "sports socialites," fans who want to consume the sport of professional golf at a high rate on both digital and social platforms. He says the PGA Tour has already started the process by streaming tournaments via Twitter. The PGA is also partnering with Intel to produce and globally distribute live virtual reality and live 360-degree videos at Tour events in 2018. And it has recently relaxed its social media guidelines for Tour players and fans, to encourage them to create more content. Arcuri says with less people overall playing golf, there is a need to make the sport interesting to those who don't actually play it. | | WHY THIS MATTERS: Boosting interest the sport among younger viewers is something marketers should applaud. The PGA Tour has a core group of sponsors but clearly Arcuri wants to broaden that group. And he believes that his background prior to joining the PGA Tour should help. Arcuri spent two years in marketing at Newell Rubbermaid and prior to that spent more than 25 years in marketing, product development and other roles at Procter & Gamble. | | A Take: WSJ | | | | #2 Can comScore Make Measurement Count? | | Bill Livek, executive vice chairman and president at the media measurement and analytics company, is optimistic about comScore's future in the face of competition and cross-platform complications. With its financial problems seemingly behind it, comScore is now ready to compete with Nielsen to offer networks, media buyers and advertisers the advanced metrics they need to measure the new ways viewers are consuming content. Multichannel News talked with Livek via a Q&A to get a take on where comScore is at in terms of its research capabilities now and going forward. Livek says comScore has big data sets that can help measure how much media advertising contributes to product sales. He says comScore is deeply involved in OpenAP the organization of networks looking for ways to measure viewership across platforms and beyond traditional age demographics. And he says comScore is also offering viewability measurement as it relates to ad safety. He says more cross-platform offerings are in the pipeline. | | WHY THIS MATTERS: Advertisers are hoping comScore can become a meaningful player in advanced types of viewer measurement. "Brands really want a second choice," says Laura Martin, analyst at Needham & Co. "Content owners really want a second choice. They do not want to be monopolistically dependent on Nielsen. And she says, they are willing to spend to support comScore because if they don't, "Nielsen raises its price so you wind up paying more anyway." | | A Take: MCN | | | | #3 Pandora Offers Programmatic Audio Ads | | The music streaming website is now offering its audio ad inventory programmatically through demand-side platforms including MediaMath, The Trade Desk and AdsWizz, Ad Age reports. Pandora is the last of the three major digital streaming platforms to offer audio ads through automation, but as Ad Age reports, Pandora is touting its larger audience reach. Pandora rivals Spotify and iHeartRadio began offering audio ads through programmatic late last year. But Pandora has some 92 million monthly active users, according to comScore, compared to Spotify which has 89 million and iHeartRadio, which has about 30 million. Among Pandora programmatic audio ad launch partners, which number between six and 10, according to the company, is Volkswagen. The automaker's campaign was placed by Omnicom Media Group agency PHD. | | WHY THIS MATTERS: Digital audio advertising is hot. During the first six months of 2017, digital audio ads grew 42% year-over-year to $603 million, with $448 million of that coming from mobile, according to the IAB. So offering a way to buy these ads programmatically should help bring in more revenue. | | A Take: Ad Age | |
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| | 82 | | Percentage of U.S. chief information officers who say their companies are either using artificial intelligence or plan to use it in the next 12 months, according to data from Dynatrace. The worldwide average per country is 83%. China has the most companies using AI at 96%, followed by Brazilian companies at 94%. Germany is at 85%, Mexico at 84% and France at 83%. | – Reported by eMarketer
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| | Freestyle Skiing Leads NBC | by Michael Malone
NBC rated a 3.7 in viewers 18-49 in Monday's prime, according to the Nielsen overnights, and a 13 share of audience. NBC is of course airing the Olympics from Pyeongchang; Monday's offerings included ice dancing, figure skating and freestyle skiing; NBC said women's freestyle skiing led ratings.
In second was ABC at 1.3/5. The Bachelor went up 7% to 1.6 and a repeat of The Good Doctor closed out prime.
CBS did a 0.8/3. Big Brother: Celebrity Edition was down a tenth of a point to 1.2 and was followed by repeats.
Telemundo and Univision both rated a 0.5/2.
Fox was at 0.4/1. It aired repeats of Lucifer and The Resident.
The CW rated a 0.3/1. Legends of Tomorrow was down 20% to 0.4 and was followed by repeats. | |
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| • RONNIE HAWKINS, managing director and head of international investments at EIG Global Energy Partners, was appointed to the Omnicom board of directors.
• BEN PRIEST is leaving his position as group chief creative officer at adam&eveDDB, according to an initial report by Campaign. Priest is also a co-founder of the 10-year old agency.
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