| | Media Buyer & Planner Today | | | | | | | | | #1 P&G Cut Digital Spending $200M | | The packaged goods giant, after publicly pressuring major tech companies to help clean up the online ad market and share information about the effectiveness of digital ads, cut its digital ad spending by more than $200 million last year, The Wall Street Journal reports. Now Marc Pritchard, P&G's chief brand officer on Thursday at the Association of National Advertisers media conference is expected to announce details of those cut which he says included reduced spending by between 20% and 50% at several big digital platforms. He said the money taken out of digital was spent to buy additional advertising on TV, on streaming services like Pandora Media, and on e-commerce sites like Amazon and China's Alibaba. | | WHY THIS MATTERS: P&G spent a massive $7.1 billion worldwide on advertising during its last fiscal year and digital accounts for about one-third of its annual ad spending. So digital platforms need to comply with P&G's efforts to rectify ad environment concerns. Prichard says the big tech companies have met 90% of his demands and he will be revisiting digital ad spending once the Media Ratings Council completes its auditing of their metrics. | | A Take: WSJ | | | | #2 How Snapchat Sales are Evolving | | The social platform is selling advertising in an assortment of ways, both with its own sales teams and allowing media companies producing shows to be streaming on Snapchat to also sell ads. And the ad pricing, according to a Digiday report, varies depending on who's selling the ads. Cost-per-thousand pricing for Snapchat video ads sold by Snapchat ad sellers is between $6 and $10. But if the ad buy is made through a Snapchat shows partner, the CPMs could cost the advertiser between $15 to $20. And who sells the ads depends on the arrangement the programmers have with Snapchat. Major media companies like NBCUniversal, Turner and Viacom, have first rights to sell ads within their programs and get larger percentages. Content partners can also create ad packages for advertisers that want to buy more than one show. | | WHY THIS MATTERS: Snapchat is planning to double the number of shows it offers in 2018 to roughly 80, so there are many opportunities for marketers to advertise. However as the number of shows increase, Snapchat is looking to sell ads more and more programmatically. The advantage of that to marketers is that buying programmatically can cut down on CPM pricing. | | A Take: Digiday | | | | #3 Ad-Supported Media Usage Reaches Lowest Level Ever | | Consumers continue to spend more time with media overall but the percentage of time they spend with ad-supported media continues to decline, according to a MediaPost report, citing data from media econometrics company PQ Media. The data finds that Americans spent 70.7 hours per week consuming media in 2017 and that was up from the year before. However, the bad news for the ad community is that the share of time spent with ad-supported media fell to 44.4%, the lowest point ever. The report by PQ Media also projects that ad-supported media's share of consumer time will fall to 42.5% by 2021 as consumer shift more of their time and attention to media that has little or no advertising in it, i.e. subscription services for streaming video, audio and other forms of media. | | WHY THIS MATTERS: Rishad Tobaccowala of Publicis Groupe predicts an even more dire forecast for media advertising, saying that ad-supported media exposure will decline by as much as 30% over the next five years. Patrick Quinn, founder and president of PQ Media believes that number is a little drastic and sticks by his more moderate rate of ad-supported media erosion. But either way, marketers and their agencies have to be concerned about these projections and find different and innovative ways to reach customers with their ad messages beyond through media. | | A Take: Digiday | |
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| | 45 | | Percentage of advertisers worldwide who say they have taken steps to ensure a fully transparent relationship with their programmatic partners, according to a survey by the World Federation of Advertisers and dataxu. Another 41% plan to make it a major priority in 2018. Meanwhile, only 21% have appointed new internal staff to manage and steer programmatic better. Another 28% plan to make it a major priority in 2018. | – Reported by eMarketer
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| | CBS Wins With 'Survivor' Premiere | by Michael Malone
CBS grabbed the win in Wednesday's prime ratings, posting a 1.4 in viewers 18-49, according to Nielsen's overnights, and a 6 share. That beat the 1.2/5 that Fox put up.
The premiere of Survivor did a 1.7 on CBS. Its 2017 season finale had done a 1.9. Drama Seal Team lost 20% for a 0.8.
For Fox, The X-Files rated a 0.8 while 9-1-1 did a 1.5. Both shows lost a tenth of a point from their last fresh airings.
NBC scored a 1.1/4, as The Blacklist slipped 18% to 0.9, Law & Order: SVU was down 15% to 1.1 and Chicago P.D. posted a flat 1.2.
ABC tallied a 1.0/4, as The Goldbergs fell 24% to 1.3 and Speechless dropped 23% to 1.0. Modern Family slipped 28% to 1.3 and American Housewife dipped 29% to 1.0. Designated Survivor was off a tenth of a point at 0.7.
Telemundo and Univision both scored a 0.5/2.
The CW was at 0.2/1 with repeats. | |
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| • KELLY FREDRICKSON was named president of MullenLowe Boston. She was previously senior VP and channel marketing executive at Bank of America where she oversaw advertising programming and creative and strategic marketing efforts. She was also a liaison between Bank of America and its agency partners. The Boston office presidency has been vacant since last May when Geoff Cottrill left. Since then Alex Leikikh, global CEO of MullenLowe Group had been serving as interim president.
• RONNIE HALIGMAN was promoted to president of Zimmerman Advertising. He succeeds David Kissell who will continue as chief operating officer. Haligman was elevated from executive VP and general manager, a position he held since 2014.
• ALEXANDRA GARDNER was appointed director of business development at independent agency Zambezi. She was most recently business development director at 72andSunny Los Angeles. Prior to that she was manager, new business at BBDO New York • HARSH KAPADIA was named executive creative director at VML London. He was previously a group creative director at VML New York
• KIERAN OTS has joined Leo Burnett Chicago as executive VP and executive creative director. He moves from Leo Burnett Sydney, where he spent almost 20 years and was most recently digital creative director.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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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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