| | Media Buyer & Planner Today | | | | | | | | | #1 Peloton Readies Largest Marketing Campaign | | The fitness company is not waiting for the next Summer Olympics to promote its home stationary bikes to coincide with the summer Games' cycling events. Instead, as Ad Age reports, the six-year-old company will begin the largest marketing campaign in its history with TV commercials during NBC's Winter Olympics coverage starting this weekend. But rather than focusing on its home stationary bikes that live-stream classes to an attached screen, Peloton's new theme of "Better Is in Us" will attempt to elevate the brand in the minds of fitness-minded consumers and tout what it can do to help them. For example, a new 60-second spot highlights the emotional strain of a busy, married mother and how her at-home Peloton bike fits into her life. Other spots in the campaign feature similar stories, all based on experiences of real Peloton owners. " Many people know Peloton's bike and classes by now based on previous campaigns, says Carolyn Tisch Blodgett, senior VP and head of brand marketing. "We did want to show an emotional story as well." Mekanism created the new campaign. | | WHY THIS MATTERS: The campaign begins Wednesday with digital video advertising, but then gets expensive as Peloton will run an assortment of 30- and 60-second commercials throughout NBC's 18-day TV coverage of the Winter Olympics. But the audience watching the Olympics is key to Peloton sales. Particularly the large female audience that will be watching the multiple days of women's figure skating. And Peloton is also aware that its competition is not sitting idly by. As Ad Age reports, SoulCycle recently began a new marketing push of its own this year and has now expanded into its own brand apparel. | | A Take: Ad Age | | | | #2 China's Influencers Create Brands | | In the U.S., social media influencers are paid to promote brands. But Ad Age reports that in China, influencers don't just push brands, they create their own. It tells the stories of several influencers like Haiyan Fu, known as Nikki, who started out doing paid promo posts for brands like Louis Vuitton, Dior, Hollister and Abercrombie & Fitch, but later partnered with another influencer, Nikki Min, to launch their own fashion clothes brand. Another Chinese fashion influencer Zhu Chenhui models and sells her own fashion apparel on social media. Another influencer, a former model who started her own brand, now has 5.7 million fans and her brand recently sold more than $15 million in products during the first-half hour of Singles Day, Alibaba's 24-hour shopping fest in November. | | WHY THIS MATTERS: There are more than 751 million internet users in China and the populace is hook on smartphones, social media and online shopping. Analysys International projects that the Chinese influencer economy will be worth over $15.5 billion this year. Is the Chinese influencer model one that could work in the U.S.? Well the U.S. has around 300 million internet users, less than half of those in China. But they are also hooked on smartphones, social media and online shopping. So why not? Fashion brands, in particular, need to be paying attention to potential new competitors. | A Take: Ad Age
| | | | #3 Snapchat Adds 9M 4Q Users | | The social media platform that targets the younger millennial and Gen Z audience, while still losing money, boosted its daily users to 187 million in fourth quarter and also boosted revenue by $77.6 million to $285.6 million for the quarter. Other bright spots included more than 90% of Snapchat ads were bought programmatically in fourth quarter and for the entire year 2017, some $100 million in revenue was generated for its content partners. On the downside, Snapchat lost $350 million during fourth quarter and $3.5 billion for the year. | | WHY THIS MATTERS: As Digiday reports, this is the first time Snapchat has beaten industry and Wall Street expectations for daily user growth and quarterly revenues. And Phillip Huynh, head of paid social at digital agency 360i, tells Ad Age, Snapchat has been making improvements to its ad offering to catch up with rivals like Facebook. "Now you can actually measure more on Snapchat," he says. "That's something that hasn't been part of the platform before." Small steps, if not big strides. | | Three Takes: Ad Age | Digiday | MediaPost | |
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| | 57.7 | | Percentage of U.S. chief marketing officers who have increased spending on digital platforms that can prove they are brand safe, according to a survey by Teads. Some 54.8% of CMOs also say they have reviewed their relationships with their agencies to make sure there is transparency, with 44.2% saying they have demanded more transparency from both agencies and suppliers. Another 39.4% say they have increased third-party measurement of digital advertising, while 38.5% are spending more ad dollars with premium publishers. | – Reported by eMarketer
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| | NBC Dominates Tuesday with Three Time Period Demo Wins | by John Consoli
NBC, led by a strong performance from hit-drama This is Us, won the Tuesday night broadcast primetime 18-49 demo ratings battle, with an overall 2.0/8, easily defeating second-place CBS (1.1/4) and the rest of the field, per Nielsen overnights.
The season finale of Ellen's Game of Games opened the night for NBC at 8 p.m. with a 1.8 demo rating, followed by This is Us, which scored a 2.6, and was followed by drama Chicago Med at 10 p.m. which produced a 1.5. Each of those shows won their time period.
CBS got its strongest performance from veteran drama NCIS, which opened the night with a 1.4 in the demo. NCIS was the most-watched show of the night, averaging 13.5 million viewers, but has an older-skewing audience. Drama Bull averaged a 1.1 at 9 p.m., followed by NCIS: New Orleans, which averaged a 0.8. Last Tuesday, the State of the Union Address aired on NBC, CBS, ABC and Fox, so comparisons could not be made week-to-week.
Fox finished third in the 18-49 demo race Tuesday night with a 0.9/3. Lethal Weapon opened the night with a 1.1, followed by sitcom LA to Vegas, which drew a 0.8 and comedy The Mick, which averaged a 0.7.
ABC was next with a 0.8/3. Veteran comedy The Middle opened the night with a 1.2 in the demo, but Fresh Off the Boat dipped to a 0.9. Black-ish rose to a 1.0 at 9 p.m., but Modern Family fell to a 0.7.
The CW produced an overall 0.7/3, with The Flash producing a 0.8 and Black Lightning recording a 0.6.
Univision did a 0.5, edging out Telemundo, which produced a 0.4. | |
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| • WENDY CLARK was promoted to president and CEO of DDB Worldwide. She was elevated from president and CEO of DDB North America. In her new role at the Omnicom Group agency, she succeeds Chuck Brymer, who was promoted to DDB Worldwide chairman. Clark joined DDB in 2016, following a stint at Coca-Cola, where she was president, sparking brands & strategic marketing. In all she spent 8 years at Coke. Prior to that she was senior VP of global advertising at AT&T and before that was senior VP and director of client services at ad agency GSD&M.
• SARAH LEVY, currently the executive in charge of operations and strategy for Viacom networks MTV, VH1 and Comedy Central, will be adding oversight of Nickelodeon and BET to her duties, according to a report by The Wall Street Journal. The move would reduce some of the responsibilities of Nickelodeon president Cyma Zarghami, who has been with the company for more than 30 years and has been president since 2006. The Journal reports that Zarghami's contract is expiring soon and it's uncertain as to whether she will remain at Nickelodeon. Viacom is reporting its quarterly earnings on Thursday and may make the announcement official at that time.
• CELESTE BURGOYNE was named executive VP for the Americas at Lululemon, where she will oversee brand marketing. Burgoyne succeeds Duke Stump who left the company in September. At the same time, LAURENT POTDEVIN is out as CEO. The company said Potdevin was let go for failure to meet company conduct standards, according to an Ad Age report. A search is underway for his successor. • ZIHLA SALINAS has joined content marketing agency Trailer Park Group as CEO, while MATTHEW BRUBAKER was promoted to CEO and creative director of its Film Entertainment Division. Salinas was most recently executive VP and managing director of MDC Partners' agency Doner LA. Brubaker was elevated from president.
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