| | Media Buyer & Planner Today | | | | | | | | | #1 Nielsen Launches TV Product Placement Metric | | The company's new Branded Integration Intel system is designed to standardize the way product and brand exposure is measure across screens and devices, Broadcasting & Cable and other media outlets report. The product captures, measures and evaluates brand exposures, enabling networks and marketers to research and provide comparisons of the value of product placements and integrations across devices and screens, Nielsen says. "We're helping clients understand the nature of their brand integration in a way they haven't been able to," says Renee Plato, senior VP, media solutions and innovation at Nielsen. Adweek explains that the metric will cover six types of classifications, including verbal mentions, passive versus active (whether a brand is in the background or more prominently featured), and unbranded vs. branded (whether a brand and logo are visible or whether a specific brand is just suggested by contextual clues like the color or shape of packaging.) Exposures as to where within the screen the brands are seen will also be measured. And the brand exposures will be measured on a second-by-second basis and scores will be issued. | | WHY THIS MATTERS: Nielsen says ad spending on brand integrations over the past TV season totaled some $61 billion. And last TV season there were 611 different brands engaged in on-screen branded integrations. This new metric will allow media owners a way to monetize this revenue stream better and will give brands the opportunity to target their best customers based on the new placement ratings. In general this will be a new formalized currency that will standardize integration monetization. | | Two Takes: B&C | Adweek | | | | #2 4As to Recommit to Ending Ad Redlining | | The American Association of Advertising Agencies will soon announce a "Fair Play" program in which its member agencies will recommit to ending the "redlining practice" of "no urban, no Hispanic, no Asian dictates," according to FCC chairman Ajit Pai, as reported by Broadcasting & Cable. Pai made mention of the 4As action during a speech in Washington on Tuesday. He said he agrees with the 4As effort, calling the practice of discriminating against minorities in advertising "repugnant." The 4As, in 2011, did adopt a non-discrimination policy, but as Pai relates, while it seemed to work "for a time, unfortunately it appears judging from the feedback from various media, the problem has arisen again." The recommitment by the 4As will advise its members, media agencies and media departments within agencies to again be fair and equitable in treatment of minority media owners when placing ad campaigns. | | WHY THIS MATTERS: The practice of redlining has cost minority media owners hundreds of millions of dollars a year in potential ad revenue. And has also eliminated all of their viewers from seeing those campaigns. While the FCC has rules in place to prevent TV stations from being discriminatory in the ads they accept, it cannot control the purse strings of advertisers and agencies. Thus, Pai's praise of the 4As for its recommitment to the issue. | | A Take: B&C | | | | #3 NBCU, BuzzFeed Launch Facebook Millennial Channel | | The new channel called Playfull is launching Tuesday and will target millennial parents ages 20 to 34, Digiday reports. BuzzFeed will provide the content and has a dedicated team of about 12 people to create videos for the channel on Facebook. NBCU's primary role will be to oversee ad sales and other business partnerships. Patricia Hadden, senior VP and head of marketing at NBCU's Digital Enterprises group will oversee the ad and business side. Ad formats, she says, will include custom videos, integrations and other editorial sponsorships. Hadden tells Digiday she will also explore ways to expand Playfull beyond Facebook, including content partnership opportunities with NBCU networks and media brands. She says she is also talking with Snapchat about incorporating Playfull into its content. | | WHY THIS MATTERS: There is no shortage of publishers and social channels making content for millennial parents, but NBCU's Hadden says that's not cause for concern. She cites BuzzFeed's track record in building new media brands on Facebook like Tasty and Nifty. And BuzzFeed's Parents Facebook page had 43.9 million video views in December, according to Tubular Labs. | | A Take: Digiday | |
| | |
| | 87 | | Percentage of B2B companies with 100 or more employees that will use digital content marketing in 2018, according to eMarketer data. That's up slightly from 86.5% in 2017 and projected to grow to 87.5% in 2019. The biggest challenge for those using content marketing will be to be able to track viewers across all platforms to be able to prove return on investment. | – Reported by eMarketer
| |
| | | |
| | The Bachelor Leads ABC to Monday Ratings Win | by John Consoli
ABC led by The Bachelor and a strong performance by a first-run episode of drama The Good Doctor won the Monday night 18-49 demo ratings battle with a 1.7/7, far ahead of second place NBC and Fox, which each scored a 1.0/4, per the Nielsen overnight ratings.
Two hours of reality series The Bachelor produced a 1.8 in the demo for ABC, up about 4% over last week's two hours, while The Good Doctor recorded a 1.7, significantly up from last week's 0.8, which was a repeat.
NBC's The Wall opened the night with a 1.5, followed by the finale of Better Late Than Never, which scored a 1.1, up from a 0.9 last week. A Winter Olympics special report at 10 p.m. produced a 0.6.
Fox opened the night with Lucifer recording a 0.9, up slightly from last week, while The Resident averaged a 1.1.
CBS overall averaged a 0.9 overall in the 18-49 demo. Comedy Kevin Can Wait produced a 1.2 and sitcom Man with a Plan followed with a 1.0. Superior Donuts also did a 1.0, while the 9JKL finale recorded a 0.8. At 10 p.m., Scorpion did a 0.7, down from last week's 0.9.
The CW averaged a 0.4 with drama Supergirl doing a 0.5 and a repeat of Whose Line is It Anyway? scoring a 0.3.
Among the Spanish-language networks, Univision did a 0.5, while Telemundo averaged a 0.4. | |
| | | |
| • KATE MORRISON was named director of production at 72andSunny Los Angeles. She was previously head of production at Bartle Bogle Hegarty New York and also was an executive producer at twofifteenmccann and at Butler Shine Stern & Partners.
• JEFF HUGHES was promoted to president of the Digital Consumer Group at Fox Networks Group. He will oversee the digital strategy and execution for all entertainment and sports brands. He was previously president of technology and innovation for the Digital Consumer Group. Hughes has been with FNG since 2016. Prior to that he spent five years as CEO and then chairman of Omnifone, the UK-based digital music streaming platform.
Correction: In one instance in the Monday, Feb. 5 MBPT newsletter, TVision Insights, which measures actual eye-on-screen, second-by-second viewer attention to ads and programming in the viewer's living room, was misidentified.
| |
| | | |
| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
Learn More
20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
Learn More
Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
Learn More
Multicultural Television Summit
April 3, 2018 | New York, NY
Learn More
Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
Learn More
Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
Learn More
The Programmatic Summit
June 7, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
