| | Media Buyer & Planner Today | | | | | | | | | #1 Facebook Turns Off Ad-Targeting Tool | | The social media giant is shutting down ad targeting options that rely on consumer data from third-parties like Acxiom, Oracle Data Cloud, Experian and Epsilon, among others, in order to help improve people's privacy on the platform, Ad Age first reported. "We want to let advertisers know that we will be shutting down Partner Categories," a Facebook spokeswoman said. "This product enables third-party data providers to offer their targeting directly on Facebook. While this is common industry practice, we believe this step, winding down over the next six months, will help improve people's privacy on Facebook." Partner Categories help define an audience on Facebook for advertisers and show how many people can be reached within specific target groups. | | WHY THIS MATTERS: Facebook has begun amending its data policies in response to Cambridge Analytica being accused of using its illicit Facebook data to exert influence over voters in the 2016 presidential election. While Facebook rival platforms Google, Snapchat and Twitter all offer third-party targeting tools, Facebook now says it wants to prevent user backlash and, according to Facebook VP of global ad sales Carolyn Everson, "lead the conversation around how consumer data is protected." But is it too late to stop angry users from defecting, and will advertisers who can't target that way anymore also begin leaving Facebook out of their plans? The latter scenario is not likely since Facebook still has a mass audience that marketers can reach without finite targeting. | | Three Takes: Ad Age | WSJ | MediaPost | | | | #2 Starcom Wins Red Bull Account | | The energy drink maker has selected Starcom USA to handle its media planning and buying in North America following a review. The Publicis agency replaces Dentsu Aegis Network's Carat, which had handled the media account since 2010. In addition to traditional media buying, Starcom will also handle search, social and programmatic for Red Bull. Carat participated in the review as did WPP and GroupM agency Mindshare, according to an Adweek report. | | WHY THIS MATTERS: Red Bull spent about $30 million on U.S. advertising last year, according to Kantar Media. While it's not a huge advertiser, it does spend a considerable amount and is high profile, doing several sports sponsorships and activations in addition to its traditional commercial advertising. | | Two Takes: Adweek | MediaPost | | | | #3 AMC Networks Creates Data-Driven Sales Group | | The cable TV network group, which includes AMC, IFC, Sundance, WE tv and BBC America, has created a standalone data-driven ad sales team called AMCN Agility. The group will be run by Adam Gaynor, who joined AMC a year ago as VP of advertising and data solutions. It will include AMC's proprietary Aurora Video Targeting Solutions platform, which offers transparency across the entire linear TV landscape. AMC says it plans to make these data-drive ad sales offerings an integral part of its discussions with potential advertisers during the 2018 upfront. | | WHY THIS MATTERS: Over the past year, both media companies and media buyers have gotten more serious about using data to target audiences when buying ads. Media companies need to get into this game or be left out when brands begin spending their ad dollars going forward. | | Two Takes: B&C | Adweek | |
| | |
| | 94 | | Percentage of B2B executives in North America who strongly or somewhat agree that B2B ecommerce is critical to business advantage and results, according to a survey by B2B Online, IFC Olson and WBR Insights. And the survey finds that B2B ecommerce sales will soon rise beyond the business-to-consumer (B2C) market. | – Reported by eMarketer
| |
| | | |
| | Fox Wins With Emphatic 'Empire' | by Michael Malone
Fox was the ratings winner in Wednesday's prime, riding a robust Empire to a 1.7 in viewers 18-49, per the Nielsen overnights, and a 7 share. Next up was CBS at 1.2/5.
Empire returned to the Fox schedule up 25% to a 2.0 while Star climbed 15% to 1.5 . On CBS, Survivor did a flat 1.7, SEAL Team a flat 1.0 and Criminal Minds went up 22% to 1.1.
NBC rated a 1.1/5, as a The Voice repeat did a 1.3 across two hours, then the special Andrew Lloyd Webber: Tribute to a Superstar scored a 0.6.
ABC was at 1.0/4, as The Goldbergs slipped 7% to 1.4 and the premiere of Alex, Inc. did a 1.1. Modern Family was off 13% at 1.4 and Splitting Up Together scored a 0.8 (it did a 2.2 on Tuesday, with red-hot Roseanne kicking off prime). Designated Survivor posted a flat 0.7.
Univision rated a 0.5/2 and Telemundo a 0.4/2.
The CW was at 0.2/1 as Riverdale tallied a 0.3 and Life Sentence a 0.1, both dramas down a tenth of a point. | |
| | | |
| • MICHAEL KOZIOL was named global CEO of IPG digital agency Huge. He is being elevated from international president and will replace Huge co-founder Aaron Shapiro who is leaving the agency in May. Koziol is co-founder of Huge Atlanta.
• BRIAN DEMICK has joined The VIA Agency as client strategy lead, where he will oversee several accounts, including Lowe's. He was most recently director of brand, digital and direct and lead marketing strategy and integrated campaign development at Havas Boston.
• KEN KRAEMER is leaving his post as CEO of Deep Focus, according to a report by Adweek's Agency Spy. He has been with the agency for nine years. • DEBORAH O'CONNELL was named president and general manager of ABC's owned affiliate WABC-TV in New York. She was previously executive VP, sales and marketing at Disney/ABC's consolidated advertising sales unit. Prior to that she was president of national TV ad sales for the ABC owned Stations Group and also served as VP of marketing at WABC. She has been with ABC/Disney for more than 20 years.
• GREG CROCKART was named business director at WPP digital agency Mirum. He was previously CEO, North America, at WPP's creative technology unit Candyspace. Prior to that he was co-president of WPP's mobile agency Joule.
| |
| | | | |
