| | Media Buyer & Planner Today | | | | | | | | | #1 Google, Facebook Losing Share | | The two giant digital platforms, which have dominated the U.S. digital advertising marketplace for years, are starting to lose share as platforms like Amazon and Snapchat begin to chip away at some of the total ad revenue take, The Wall Street Journal reports, based on eMarketer research and data projections. eMarketer is predicting that the combined U.S. ad market share of Google and Facebook will decline for the first time in 2018, falling to 56.8% from 58.5% in 2017. That's at the same time that overall digital ad spending in the U.S. is projected to grow by nearly 19% to $107 billion in 2018. eMarketer reports that Google and Facebook's share of new digital ad dollars is declining significantly. This year they are expected to take in nearly 48% of all new digital ad dollars, down from 73% in 2016. | | WHY THIS MATTERS: The digital duopoly will still control the bulk of the digital ad dollars, but as the WSJ reports, advertisers' relationships with both Google and Facebook have grown tense amid controversies over ads appearing next to inappropriate content, measurement discrepancies, and questions over the tech companies' roles in Russia's efforts to spread misinformation to influence the 2016 U.S. presidential election. Still, their competitors' gains still keep them far behind the two giants. Amazon is expected to garner only about 2.7% of the total U.S. digital ad revenue this year, while Snapchat will reach 1% in 2018. | | Three Takes: WSJ | eMarketer | MediaPost | | | | #2 Few Retailers Advertising with Amazon | | A survey of retail executives by Digiday on how they approach marketing on Amazon finds that only 20% advertise on the platform and that will increase to only 27% in 2018. Among those who do advertise, none say they are spending more than 50% of their marketing budget on Amazon and none so far have purchased an ad on Amazon Spark, which uses influencers to help sell brands. Part of the reason for retailers avoiding advertising on Amazon is that they do not want to sell their products directly on the platform, Digiday reports. That in particular holds true for fashion brand chains who do not want to sell their products where they get intermingled with lower end merchandise. In fact, none of Amazon's different types of ad formats sparked much interest among a majority of retailers. | | WHY THIS MATTERS: Amazon is trying to make digital ad inroads to steal away dollars from digital giants Facebook and Google. But right now, it seems like the biggest fans are brands looking for mass sales of lower end products, like consumer packaged goods companies. GroupM, which handles media buying for companies like Unilever, noted that its clients' spending on Amazon's search ads was up 10-to-15 times in 2017 from the previous year. | | A Take: Digiday | | | | #3 Conde Nast Ends Partnership with NBCU, Vox | | The publisher of such magazines as Vogue and Vanity Fair has left the co-sales ad partnership it entered into with NBCUniversal and Vox Media in March 2017, Digiday reports. Known as Concert, the partnership had been pitched as a way for advertisers to reach more than 200 million consumers and 99% of the country's millennials. Conde Nast's data product, Spire, was considered to be of benefit to advertisers as part of the partnership. Conde Nast did not comment on why it left the partnership but said it would be amenable to re-partner under the right circumstances, Digiday said. Meanwhile Ryan Pauley, general manager of Concert, says Vox Media continues to be happy with the overall performance of the partnership platform. He says Concert tripled its ad sales from 2016 to 2017 with 200 clients participating. He says sales are on track to double this year, but would not give specific sales numbers. | | WHY THIS MATTERS: Jim Norton, who was Conde Nast head of sales when the partnership was entered into, is no longer with the company. It was his thinking that such a partnership could give Conde Nast greater scale to gets some ad dollars away from rival digital giants like Facebook and Google. However, the downside of such partnerships is that all parties have to cooperate and profit margins get decreased because they have to be shared. | | A Take: Digiday | |
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| | 60.3 | | Percentage of all video plays that were watched on mobile devices during fourth quarter of 2017, according to data from multiscreen video software and systems maker Ooyala. That's up 11% over the same period in 2016, and up from 17.1% in fourth quarter 2013. Video starts were highest on smartphones with 47.5% of the total, followed by tablets with 12.8% of the total. | – Reported by MCN
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| | ABC, CBS Split Win | by Michael Malone
ABC and CBS posted the top score in Sunday ratings, both doing 1.3 in viewers 18-49, per the Nielsen overnights, and a 5 share. That was better than the 0.9/3 that NBC put up.
ABC had American Idol from 8-10 p.m. at 1.8, down 22% from last week's premiere, and drama Deception was down 31% from its premiere at 0.9.
CBS had an NCAA basketball overrun leading in to 60 Minutes, which was up 78% to 1.6. The premiere of drama Instinct, starring Alan Cumming, rated a 1.0. NCIS: Los Angeles slipped 11% to 0.8 and Madam Secretary did a flat 0.6.
On NBC, the third season premiere of Little Big Shots scored a 1.1, well down from the season two opener's 2.0. The premiere of Genius Junior did a 1.0 and Timeless was off a tenth of a point from last week's season premiere at 0.7.
Fox did a 0.8/3. Bob's Burgers rated a flat 0.7 and The Simpsons a 0.8. Brooklyn Nine-Nine returned up 29% for a 0.9 and Family Guy did a 1.0, before The Last Man on Earth scored a 0.7.
Univision rated a 0.5/2 and Telemundo a 0.3/1. | |
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| • RICK CONDOS has left his position a co-chief creative officer at San Francisco-based Argonaut, the agency he co-founded, according to Adweek's Agency Spy. Prior to co-founding the agency with Hunter Hindman in 2013, both Condos and Hindman were executive creative directors at GS&P. They also both worked as co-creative directors at Wieden+Kennedy Amsterdam.
• MATT EASTWOOD is leaving J. Walter Thompson as worldwide chief creative officer, following the agency's decision to eliminate the position. He had held the post since 2014. JWT also had no global CCO between 2009 and 2014 when Eastwood was appointed. Prior to JWT, he was chief creative officer at DDB New York.
• PAULO FOGACA was promoted to chief operating officer at creative agency David Miami, where he will also oversee agency offices in Sao Paulo and Buenos Aires. He will also continue as managing director of the Miami office. In other moves, TONY KALATHARA was promoted to executive group creative director, elevated from creative director. And JUAN PENA PLAZA and RICHARD CASA were promoted to executive creative directors, while JASON WOLSKE and DANNY ALVAREZ were elevated to group creative directors. The restructuring was announced by David Miami chairman Fernando Musa, who was promoted to that role following the departure of the agency's co-founders Anselmo Ramos and Gaston Bigio.
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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
June 5-6, 2018 | Tampa, FL
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The Programmatic Summit
June 7, 2018 | New York, NY
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