| | Media Buyer & Planner Today | | | | | | | | | #1 Spark Foundry Wins Telemundo Account | | Publicis Groupe media agency Spark Foundry has been awarded media planning and buying duties for NBCUniversal's Spanish-language broadcast network Telemundo and its cable sibling Universo, Adweek first reported. Spark Foundry replaces independent agency Horizon Media, which held the media account for several years and last defended in an early 2015 review. WPP's GroupM, which handles media for other NBCU properties, was also said to be part of the most recent Telemundo/Universo review. | | WHY THIS MATTERS: The two Hispanic networks average about $20 million annually in ad spending, not a huge amount, but the Spark Foundry win gets its foot in the NBCU door for parent company Publicis. Among Spark Foundry's first work for Telemundo will be a campaign to promote the launch of two new series on the network, both set to premiere in late February. | | A Take: Adweek | | | | #2 Instagram Adds Carousel-Style Ads | | The Facebook-owned social media platform is letting brands create longer commercials on its site, Ad Age reports. Instagram Stories, where brands and publishers post series of vertical videos that disappear in 24 hours, will now let brands create up to three videos in sequence, instead of the one 15-second video limit that was previously in place. Brands including Gap, California Pizza Kitchen, Netflix and Paramount are running the longer Stories ads during the new format's rollout. Sheryl Sandberg, chief operations officer at Facebook, says 60% of Stories ads are being viewed with sound on. "We're seeing these short-form videos work well in Instagram Stories, where people can watch a full-screen vertical video and swipe up to quickly learn about a product or brand," she says. | | WHY THIS MATTERS: Instagram is trying to lure ad dollars away from social media platform competitor Snapchat, and this is a format aimed at further attempting to do that. As Ad Age reports, "Instagram's Stories and the ease at which brands can buy ads through the platform are proving to be a challenge for Snapchat, which pioneered the disappearing vertical format." Says Gemma Craven, head of social and mobile at McCann, Instagram has "become the place to experiment with ephemeral content and be able to measure results effectively. So this new unit will be a great addition to bolster a campaign." | | A Take: Ad Age | | | | #3 Snapchat Tests e-Commerce via App | | The social media platform is experimenting with selling merchandise via a digital store in its app, Ad Age reports. The store is in its Discover section and initially it is only offering Snapchat-branded merchandise for purchase through the app, but eventually it could be expanded to merchandise from other brands. | | WHY THIS MATTERS: Every digital media publisher has to be aware of how Amazon is expanding into digital advertising. And need to take steps to be able to combat it in order to keep their share of advertising down the road. Snapchat rival Instagram has already become a shopping destination for its users with ads and unpaid posts that include shopping links that let people buy items in the images. Media agencies seem to like Snapchat's e-commerce testing. Right now, says Noah Mallin, head of experience, content and sponsorships at media agency Wavemaker, "this is more of a way to test full-ecommerce capabilities within the platform, which could be interesting down the road if Snap proves out a real willingness to transact on the platform." | | A Take: Ad Age | |
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| | 73.9 | | Percentage of U.S. internet users who watch video on YouTube, according to a survey by video creation service Wibbitz. Next in popularity is Facebook, where 59.7% of internet users watch video. Instagram is next with 25.8% of internet users watching video on that platform, followed by Snapchat (19.3%), Twitter (13.8%) and Pinterest (11%). | – Reported by eMarketer
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| | Comedies Pace CBS to Win | by Michael Malone
Comedy-fueled CBS won a squeaker in the Thursday ratings race, posting a 1.7 in viewers 18-49, per the Nielsen overnights, and a 7 share. That just got by the 1.6/6 that ABC rated.
The Big Bang Theory did a 2.8 on CBS and Young Sheldon a 2.3, both shows down a tenth of a point from their last fresh airings. Mom scored a 1.6 and Life in Pieces a 1.2, then SWAT rated a 1.0. Those three were flat.
ABC had Grey's Anatomy at a flat 2.3 while Scandal grew 8% to 1.4, then How to Get Away With Murder did a level 1.0.
Fox was next at 1.3/5. The Four: Battle For Stardom took up Fox's prime. The singing competition show was up a tenth of a point from last week.
NBC was at 1.0/4. Superstore slipped 8% to a 1.1 while the season finale of The Good Place was a flat 1.1. Will & Grace lost 8% for a 1.2 and the sneak peek of AP Bio did a 0.9, before Chicago Fire lost 9% for a 1.0. AP Bio officially premieres March 1.
The CW scored a 0.5/2, as Supernatural rated a 0.6 and Arrow a 0.4, both shows flat.
Univision rated a 0.5/2 and Telemundo a 0.4/2. | |
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| • ALEXANDRA von PLATO was named CEO of Publicis Health. She was most recently global group president for Publicis Health's worldwide communications and media agencies. She succeeds NICK COLUCCI, who served in the CEO role since 2007 and who will now be Publicis Health chairman and assume the new role of chief operating officer of Publicis Communications North America.
• TED ROYER has been let go as chief creative officer of Droga5, just days after the agency suspended him pending an internal investigation. In its announcement, Droga5 said while the agency could not provide specific details on his departure, "We are committed to maintaining a safe and inclusive environment for all our employees."
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