| | Media Buyer & Planner Today | | | | | | | | | #1 Do Clients Need Voice Agencies? | | An estimated 40% of American homes will have a smart speaker by 2019, raising the possibility of a need for agencies that specifically specialize in home voice marketing. "In the next two years, an amazing thing is going to happen: Your brand will speak its first words," Will Wiseman, chief strategy officer at Omnicom's PHD Worldwide, says in an Adweek report. He means that brands of all sizes are beginning to incorporate smart speaker technologies into their marketing plans. JP Morgan Chase, which is working with VaynerMedia, recently described the agency as its "voice agency of record." Many agencies have already launched voice specialty offerings but as yet no agency exclusively deals just in home voice. PHD's Wiseman and Will Hall, executive creative director at digital agency Rain, both agree the trend will most likely lead agency holding companies to begin acquiring specialty shops that could perform those tasks. Or start units within the holding companies to specialize in it. But 360i CEO Sarah Hofstetter wonders if the ad industry "really needs another silo?" She adds, "You certainly expect that every digital agency can do voice." | | WHY THIS MATTERS: While agency execs may have their opinions, what each agency eventually does will more than likely be determined by what their marketing clients want. JP Morgan Chase is an example of a large client that wants an agency that specializes in home voice marketing. But smaller companies like Thunderbird Real Food Bars are also believers. Thunderbird just hired Austin agency Drumroll as its voice AOR. And Drumroll CEO Kirk Drummond says, "expect [voice] to be an area of specialty over the coming years before likely becoming part of the larger digital marketing set of responsibilities." He likened it to mobile marketing which started as a specialty and has become a standard industry practice. | | A Take: Adweek | | | | #2 ABC's Oscars Telecast Sets Records | | The network has sold out of ad inventory for the March 4 telecast of the Academy Awards, the fastest in Oscars telecast history, and has also yielded record pricing and a record total ad revenue for one telecast, according to multiple media reports. While most advertisers paid between $2.3 million and $2.5 million per 30-second units, some spots sold for $2.6 million, and Adweek reported that others sold for as much as $2.8 million. This year's major sponsors include: AT&T, Cadillac, Google, Rolex, Samsung and Walmart. Other brands in the telecast include AARP, Discover Card, Disney Parks, Ferrero, GE, Johnson & Johnson, McDonald's, MGM, Microsoft, Netflix, T-Mobile, Twitter, Verizon, Walt Disney Pictures and Walt Disney World. In addition to record pricing per unit and a record total ad take, ABC also said it sold ads in a record number of categories – more than a dozen. | | WHY THIS MATTERS: The Oscars telecast has been called "The Super Bowl for Women" since it draws a large female audience and many of the ads target women. That has resulted in many marketers want to be there. Just like with the Super Bowl, some marketers create new ads just for the telecast. While it was the most-watched overall entertainment telecast last year, drawing 32.9 million viewers, it was the least watched Oscars telecast since 2008. It also drew a solid 9.1 18-49 demo rating, but that was down 13% from 2016. But the ratings declines are less significant when advertisers can still reach that size audience in one show. | | Three Takes: Adweek | Ad Age | B&C | | | | #3 Maybelline Asks If It Should Quit Snapchat | | The L'Oreal cosmetics brand via Twitter on Thursday asked its followers if it should continue using Snapchat to reach them, Ad Age first reported. The post said, "Snapchat views have dropped dramatically" and asked followers if it is the best platform to connect with its customers. The brand's followers were asked to reply to "Yet, please don't leave!" or "No, I like IG Stories." The latter is a reference to Instagram Stories. Maybelline joined Snapchat in 2015. The Maybelline poll came a day after Kylie Jenner said she no longer opens Snapchat and Bloomberg reported that many of her 24.5 million followers echoed the sentiment. | | WHY THIS MATTERS: Facebook's Instagram has been in a battle with Snapchat for ad dollars and this certainly could be a blow to the site if Maybelline's followers vote to have the brand leave. Taking a platform to task publicly is also a bold move for a brand to make. | | A Take: Ad Age | |
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| | 15.4 | | Dollars in billions that marketers are expected to spend on digital video in 2018, according to eMarketer projections. That would be up 16.5% over the $13.2 billion spent in 2017 and would represent 16.4% of all digital ad spending. By 2021, the total spent on digital video advertising is projected to reach $22.1 billion. | – Reported by eMarketer
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| | NBC Up a Tick With Olympics | by Michael Malone
NBC eased to the Thursday primetime win, rating a 3.4 in viewers 18-49, and a 13 share with Olympics coverage. That was a wee bit better than the 3.3/13 NBC posted the night before.
Alpine and freestyle skiing were on the air at NBC Thursday. The Games conclude Feb. 25.
Univision did a noisy 1.2/5 with the 30th edition of awards show Premio Lo Nuestro. CBS scored a 1.0/4 with repeated comedies, then a repeated SWAT.
ABC did a 0.7/3. The Bachelor Winter Games finale fell 22% to 0.7. The Winter Games Reunion scored a 0.6.
Fox was at 0.4/2 with repeats of Gotham and 9-1-1.
Telemundo too was at 0.4/2.
The CW did a 0.2/1 with repeats of Supernatural and Arrow. | |
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| • JASON XENOPOULOS was appointed to the newly created position of global chief vision officer and chief creative officer in the Europe, Middle East and Africa region for WPP agency VML. He was previously CEO and chief creative officer of VML South Africa. Prior to that he was co-founder of Native, which was acquired by VML in 2013. JARRED CINMAN succeeds Xenopoulos as CEO of VML South Africa.
• MEL SMART has left her position as executive VP and general manager of McCann Detroit following the agency's loss of the ALDI account, according to an Adweek Agency Spy report. She was with the agency since 2013. Prior to that she was business strategy director at Merkley+Partners and was also director of co-op marketing at McDonald's.
• TANYA LOPEZ was named executive VP, executive VP, movies, limited series and original movie acquisitions for Lifetime and LMN. And GENA McCARTHY was appointed executive VP, head of programming Lifetime Unscripted and head of programming, fyi. Joanna Klein continues to oversee scripted series at Lifetime. The promotions comes following the departure of programming chief Liz Gately, who left to spend more time with her family. • DAVE DAVIS is retiring as president and general manager of WABC-TV, New York. He began his career 40-year career in broadcasting as a news photographer at KTRK-TV, an ABC affiliate in Houston, in 1977. He has spent 15 years with WABC.
• PETER MICELLI was named to the newly created position of chief strategy officer, film, television and digital at Entertainment One. He was previously co-head of the television department at CAA.
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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
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June 7, 2018 | New York, NY
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