Media Buyer + Planner: Mondelez Picks Spark; Danone Picks Wavemaker

Media Buyer & Planner Today   March 8, 2018     Top Stories       #1 Spark Foundry Gets Mondelez U.S. Buying The consumer packaged goods giant, one of the world's largest advertisers, has selected Publicis Groupe's Spark Foundry to handle its North America media buying, Adweek reports. At the same time, it renewed its media partnership with VaynerMedia, which will continue to handle media planning, as well as digital. Mondelez also announced that it has initiated a global media review. Incumbent North America media buying agency for Mondelez was Dentsu Aegis' Carat, according to Adweek. Incumbents handling global media include Carat and Spark Foundry, which share duties in various portions of Europe, Asia, Middle East and Africa. Sources told Adweek that Mondelez has invited all the major holding companies to participate in the global review. WHY THIS MATTERS: Mondelez is a major ad spender so the account can be a feather in the cap of any agency that is part of it. Mondelez spent about $210 million on U.S. advertising alone in 2016 and about $170 million in 2017, according to Kantar Media data. Globally, international consultancy R3 estimates Mondelez spends between $1 billion and $1.5 billion annually. A Take: Adweek   #2 Danone Media To Wavemaker Dairy products giant Danone has selected WPP's Wavemaker as its North America media agency, Ad Age first reported. The assignment covers all DanoneWave foods and beverages. Danone acquired WhiteWave Foods in 2017. Dentsu Aegis Network's Carat previously handled media for Danone, while Spark had the WhiteWave media account. WPP also handles creative for DanoneWave yogurt. Carat won the account in 2013. Wavemaker was formed last year when WPP's GroupM merged media agencies MEC and Maxus. Amanda Richman, U.S. CEO for Wavemaker, says the agency will embed its employees in Danone offices. WHY THIS MATTERS: This is the second media account win for Wavemaker this year. In February it won the Adobe account. Danone spent about $118 million on advertising in the U.S. in 2017, according to Kantar Media data. The account is in the competitive yogurt category that also includes rival Chobani. Two Takes: Ad Age | MediaPost   #3 Most Fraudulant Video Ad Unit Identified The 300x250 video ad unit, one of the most common sold via programmatic ad exchanges, is the most prone to being fraudulent, about a third more likely than the average programmatic video ad unit, according to a report by MediaPost. That information is part of a study conducted by programmatic ad exchange OpenX and Pixalate. And as a result, OpenX is announcing it will no longer trade 300x250 video ad units on its exchange. John Murphy, VP of marketplace quality at OpenX, says one reason for eliminating the unit for sale is its small size which degrades the quality of video advertisers are paying for. But the other is it is more prone to being fraudulent. According to Pixalate analysis, about 11.3% of 300x250 programmatic video ads meet the industry's standard for "invalid traffic," whereas only 8.5% of all programmatic video ad units (including 300x250s) are deemed invalid. WHY THIS MATTERS: The only way ad fraud is going to be combated is if the ad tech companies take steps to weed it out. And in this case OpenX's Murphy says many publishers are also at fault. "There are cases where some publishers are legitimately offering 300x250 video units, but we believe they often misrepresent the nature of the ad unit, claiming it is a standard ad size, in which case it is fraud. A Take: MediaPost     #4 Digital Spurs TV Networks to Reduce Ad Loads (Digiday) #5 Sherwin-Williams Picks MDC's Mono for Creative (Adweek) #6 Marketers Tie Into International Women's Day (Ad Age) #7 Laughlin Constable to Handle Yuengling Creative (Adweek) #8 Hulu Ad Lets Consumers Buy Via Remote (MediaPost) #9 Ad Tech Firms Blacklist Newsweek Sites (WSJ) #10 Under Armour Makes Snapchat Ads in 5 Seconds (Adweek)   Stat Of The Day     280 Number of people in millions in the U.S. who will go online at least once a month in 2018, according to new data estimates from eMarketer. That is about 85% of the U.S. population. The eMarketer data also estimates that 83% of internet users will use a mobile phone to go online, and 84% of internet users will also go online via desktops. Some 16% will use a mobile device for internet access. – Reported by eMarketer   Ratings     CBS, Fox, NBC Split Crown by Michael Malone CBS, Fox and NBC all drew a 1.2 rating in viewers 18-49 Wednesday, per the Nielsen overnights, and a 5 share. The trio finished just ahead of ABC, at 1.1/4. On CBS, Survivor's 1.7 matched its premiere, Seal Team grew 13% to 0.9 and Criminal Minds came back from a hiatus down a tenth of a point at 0.9. On Fox, The X-Files rated a 0.9 and 9-1-1 a 1.6, both shows gaining a tenth of a point from the previous Wednesday. On NBC, The Blacklist went up 11% to a 1.0, then Law & Order: Special Victims Unit grew 9% to 1.2. The 100th episode of Chicago P.D. enjoyed a crossover with Chicago Fire, resulting in an 8% gain for a 1.3. Comedies scored on ABC. The Goldbergs was up 8% for a 1.4, then Speechless gained 20% for a 1.2. Modern Family went up 8% to 1.4 and American Housewife elevated 10% for a 1.1. Drama Designated Survivor did a flat 0.6. Univision rated a 0.5/2 and Telemundo a 0.4/2. The CW scored a 0.4/1, with Riverdale down a tenth of a point at 0.4 and the premiere of drama Life Sentence rating a 0.3.   Fates & Fortunes     • RANDY FALCO is planning to step down as CEO of Univision by the end of this year. Univision chairman Haim Saban said Falco recently approached management and said he would like to depart after an eight-year tenure with the company.      • PAT LAFFERTY was named U.S. president of Dentsu Aegis Network agency mcgarrybowen. He will be succeeding Simon Pearce, who recently took at position as CEO of JWT North America. He is expected to join his new agency in June. He was most recently president of Translation. Prior to that he was North America CEO of Bartle Bogle Hegarty, chief operating officer of McCann and chief marketing officer at the Travel Channel.    • CINDY McENTIRE has joined marketing agency Ansira as chief people and culture officer. She was previously with Sabre Corporation and Nortel.  • RACHEL BRILL was appointed senior VP and head of programming at Epix. She was previously with Turner's TBS and TNT networks, where she developed unscripted content.    Events     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 »   Jobs     Director of Engineering - Transmissions NET - Nebraska's PBS and NPR Stations, NE   Chief Engineer WFSU Public Media, Tallahassee, FL   Director of Engineering - Network Operation and Distribution NET - Nebraska's PBS and NPR Stations, NE   Chief Engineer WOOD TV, Grand Rapids, MI   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2018 NewBay Media, LLC

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