| | Media Buyer & Planner Today | | | | | | | | | #1 Publicis Awarded Mercedes-Benz Global Account | | The German automaker has selected Publicis Groupe to handle creative and digital in some 40 markets worldwide. Those markets exclude the U.S., where Merkley & Partners will continue to handle the account, in Germany, where Antoni will continue as incumbent agency, and in China, where BBDO will continue to oversee the account. For those other global markets, Publicis Groupe will create a new agency named Publicis Emil and will be headquarted in Berlin. It will include employees from assorted Publicis Group agencies including Publicis Communications, Publicis Media, Publicis.Sapient and Publicis One. The agency will take over by July 1. Justin Billingsley, chief operating officer of Publicis Communications will head the new dedicated Mercedes agency. | | WHY THIS MATTERS: BBDO takes the biggest hit. The agency has been responsible for adapting campaigns in the 40 markets since 2007 but its contract expires June 30, according to a MediaPost report. Arthur Sadoun, Publicis Groupe chairman and CEO called the win "one of the most significant wins for the group in years." He gave credit for the win to the new model Publicis is using to pitch for new accounts. Its Power of One model, in which all the holding company's agencies can participate, is now being used for a number of other clients including Walmart, HP and USAA, according to Ad Age. | | Three Takes: Ad Age | MediaPost | The Drum | | | | #2 NBC Leads in Total Viewers for First Time Since 2001-02 | | The Peacock network has not been the broadcast network primetime viewer leader since the 2001-02 season, but thanks to the Super Bowl and now the Winter Olympics, NBC has overtaken longtime broadcast leader CBS in total viewers for the season. NBC is now averaging 9.57 million viewers per night, compared to 9.39 million for CBS, per Nielsen data. If sports telecasts are excluded, however, CBS remains the total viewer leader, some 1.9 million viewers ahead of NBC. It's not only been the Super Bowl and Olympics that propelled NBC to the viewership lead. A couple of its primetime entertainment series – drama This is Us and singing competition The Voice – have also drawn large numbers of total viewers, as has Ellen's Game of Games. This is Us is averaging 16.9 million viewers this season-to-date, up 23% over last season. | | WHY THIS MATTERS: In actuality, total viewers matters less than adults 18-49 ratings, and thanks in part to all the reasons above, NBC is also the leader in that demo. NBC is averaging a 2.47 rating in the 18-49 demo, ahead of Fox at 1.77, CBS at 1.66 and ABC at 1.45. And the 18-49 demo is most important for most advertisers who buy ad packages. | | Three Takes: Variety | Deadline | B&C | | | | #3 Brand Viewability Standards Create Tension | | Coming up with one industry standard to measure ad viewability is headache enough, but complicating things is that many different brands are demanding that viewability of their ads be measured by their own standards. As Adweek reports, that makes attempts by the various ad tech companies working with the ad industry associations as a whole to come up with one standard more difficult. IBM is the latest brand to demand its digital ad partners go beyond the definition of an online view established by industry standards. And its agency GroupM has been doing deals with stricter viewability standards than industry watchdog group Media Rating Council calls for. HP and Nestle have also created their own viewability standards that go beyond the industry standard. | | WHY THIS MATTERS: Having a multitude of viewability standards creates headaches and tension for both agencies and publishers who have to follow different rules for different advertisers and that's not easy when the total number of advertisers can number in the hundreds. And all the varying standards are undermining the automated programmatic ad buying process in some instances. What's the solution? John Murphy of OpenX says it would "behoove the MRC to take another look at the [viewability] definition." He adds, "I don't want to get into a situation where there are 50 to 60 standards out there. There is a tremendous value in having a single standard that everyone abides by." | | A Take: Adweek | |
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| | 60 | | Percentage of U.S. marketers, publishers and tech developers who say their organizations spent more on data in 2017 than they did in 2016, according to a report from the Interactive Advertising Bureau and research and consulting firm Winterberry Group. And in 2018, they plan to spend 81% more on data than they did in 2017. The study said artificial intelligence and blockchain technology are expected to become bigger priorities this year. | – Reported by MediaPost
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| | NBC Olympics Coverage Ticks Up | by Michael Malone
NBC rode Olympics action to a big win in Monday's prime ratings, finishing with a 5.2 in viewers 18-49, according to the Nielsen overnights, and a 19 share. In second was ABC at 1.3/5.
The previous night, NBC rated a 5.1 across prime.
Monday's action from Pyeongchang included alpine skiing, freestyle skiing, snowboarding and speed skating.
On ABC, The Bachelor was down 17% from last week at 1.5 and was followed by a Good Doctor repeat.
CBS was at 0.8/3. Big Brother: Celebrity Edition did a 1.3, up a tenth from the previous night, and was followed by repeats.
Telemundo and Univision both scored a 0.5/2.
The CW and Fox were both at 0.4/1. DC's Legends of Tomorrow rated a 0.5 on CW, before Whose Line Is It Anyway? tallied a 0.2.
On Fox, Lucifer and The Resident both scored a 0.4. Last week's Lucifer rated a 1.0 and The Resident a 1.1, before the Olympics began. | |
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| • CHRISTINE MERRIFIELD was named to the newly created position of managing director of media, North America at independent marketing and media consultancy Ebiquity. She was most recently senior VP, ad sales strategy and monetization at Turner. Prior to that she spent more than a decade at MediaVest, where she rose to president, investment and activation. She also earlier held positions at Warner Bros. and Mediacom.
• KENNETH PARKS was appointed U.S. chief marketing officer at Dentsu Aegis Network. He was most recently a digital consultant, but prior to that was chief marketing officer at DigitasLBi and also served as executive VP, managing director at Digitas. He also was a senior VP at Modem Media.
• JEFF LUCAS is leaving his post as VP and head of global ad sales at Snapchat. He joined the company in the summer of 2016. Prior to that he spent 10 years at Viacom, where he rose to head of sales and marketing at Viacom Media Networks. Before that he was president of ad sales at NBCU Cable Group. • TORREY La GRANGE was appointed to the newly created position of chief talent officer at Omnicom's Global Client Leaders Group. She was most recently head of account management and global business director at Bartle Bogle Hegarty New York. Prior to that she was a recruiter at Tangerine, an account director at JWT and a business director at Saatchi & Saatchi London.
• GLENN DOLCE has joined independent automated TV buying platform AdMore as director of sales. He most recently led sales initiatives for New York-based Edge Media Sales. Prior to that he was senior VP and general manager at LodgeNet Interactive Media & Entertainment.
• TONY GONSALVES was named CEO of Otter Media, the digital media company jointly owned by AT&T and The Chernin Group. He was most recently CEO of AT&T's digital brands. • HUSANI OAKLEY recently joined Deutsch New York in the newly created position of senior VP and director of technology. He was most recently chief technology officer at GoldBean. Prior to that he was director of creative technology at Wieden+Kennedy. He also founded and served as CEO of digital agency Oakley+Partners.
• VEDA PARTALO is leaving her post as head of brand strategy at McCann New York to take a position at Spotify, according to an Agency Spy report. She has been with McCann since 2016. Prior to that Partalo was head of strategy at Untitled Worldwide and also held strategic roles at Droga5, Fallon New York, Bartle Bogle Hegarty and Ogilvy.
• MIKE DEAN was named to the newly created position of senior VP, advanced advertising and automation at CBS Corp. He was most recently VP, advanced & programmatic advertising, at Disney ABC TV Group. Prior to that, he was senior director and then VP of media platform, sales and solutions in New York for Videology. He also served as director of publisher development for Vibrant Media and worked at Microsoft.
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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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June 7, 2018 | New York, NY
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