| | Media Buyer & Planner Today | | | | | | | | | #1 Programmatic Sales Go Mainstream at NYT | | The newspaper has quietly folded its programmatic sales team into its overall sales organization as part of a broader, publicly announced reorganization back in December, Digiday reports. Some programmatic sellers have left and the core sales team members have received training on programmatic so they will be able to sell all New York Times' ad products to any type of advertiser. The changes reportedly coincided with media agencies looking to consolidate their sales contacts at publishers. Advertisers are shifting their programmatic spending by going through media agencies of holding companies like Omnicom and WPP rather than agency trading desks, says Digiday. WPP-owned GroupM's mPlatform, for example, enables advertisers to make programmatic buys through their media agencies, including Mindshare, MediaCom and Wavemaker. | | WHY THIS MATTERS: Media agencies still do have some clout. Media buyers at several agencies have been seeking a single sales rep at each publisher who can handle any type of ad buy. And that is leading to the consolidation of sales staffs. "The industry is moving in the direction of consolidation and focusing on supply-chain transparency," says Alanna Gombert, global chief revenue officer at ad tech firm MetaX and former co-chair of the Interactive Advertising Bureau's programmatic council. "It makes sense to streamline sales teams on both the buy and sell side and maximize the value they provide." | | A Take: Digiday | | | | #2 Brands Reaching Young Audiences via eSports | | Major brands like Coca-Cola, T-Mobile, Toyota and Red Bull are having success reaching younger audiences as the line between eSports and traditional professional sports leagues blurs among Gen Zers and younger millennials, Adweek reports. eSports is nearly a one billion-dollar business and participants and followers are a bit different than traditional sports fans. They favor content integrations rather than "logo slaps," according to Hi-Rez executive Todd Harris. And they also value brand participation in eSports conferences where they can interact with the brands. Craig Levine, chief strategy officer at the world's largest eSports company ESL, says, "This is an audience that values social interactions at gaming conferences and live events. Live events are a big piece of eSports' success, and an important way for brands to successfully interact." | | WHY THIS MATTERS: The eSports marketplace continues to grow and smart brands will at least dip their feet in the water with some type of involvement. Even the NBA realizes the marketing potential of eSports. Some 17 NBA teams will be part of the upcoming NBA 2K league, a competition it created in partnership with Take-Two Interactive, the developer of the NBA 2K series. The league's first season begins in May and NBA teams will begin drafting their eSports players in the coming weeks, Adweek reports. Each NBA team will select five people and those players will get sponsorship deals just like the NBA players do. | | A Take: Adweek | | | | #3 Coke, Sprint, VW Major Telemundo World Cup Sponsors | | The exclusive Spanish-language home of the 2018 FIFA World Cup which begins in June from Russia, has announced three major sponsors – Coca-Cola, Volkswagen and Sprint. Sprint and Coke will be the exclusive sponsor of the halftime and post-game shows, respectively, while Volkswagen will sponsor the network's primetime TV coverage. Coca-Cola Company's Powerade will also get ad exposure during the matches and via social media activations. The brands will appear in all 64 of the Cup televised matches. Telemundo will air 56 games, while its sister cable network Universo will televise 8. Sprint will offer an exclusive portal on the Telemundo Deportes En Vivo app and Volkswagen will also have a presence in Telemundo's streaming coverage. | | WHY THIS MATTERS: The Spanish-language rights is another windfall for Telemundo parent NBCUniversal. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network's ad inventory is almost 75% sold with more than 20 total advertisers on board. This will come on the heels of NBCU's ad sales team selling some $1.4 billion in ad revenue in February for the Super Bowl and the Winter Olympics. Another key point is the U.S. men's soccer team failed to make it into Cup competition. While that could hurt Fox's English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers. | | Three Takes: Adweek | Broadway World | B&C | |
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| | 41 | | Percentage of U.S. young adults, ages 18 to 24, who are considering quitting social media because they are "wasting too much time on it," according to a survey by Hill Holliday. Some 35% say there is too much negativity on social sites, while 26% are not interested in the content. Some 22% want more privacy, 18% say social media creates too much pressure to get attention, while another 18% say it has gotten "too commercialized." | – Reported by eMarketer
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| | NBC Wins With OK 'This Is Us' | by Michael Malone
NBC seized the win in Tuesday prime ratings, riding This Is Us to a 1.9 in viewers 18-49, according to Nielsen's overnights, and a 7 share. That beat the 1.7/7 that ABC put up.
The Voice was down 9% to 2.1 and This Is Us, the episode showcasing Deja's challenging upbringing, dropped 12% to 2.2, before Chicago Med did a flat 1.4.
On ABC, The Bachelor: After the Final Rose scored a 2.2 before the season finale of Kevin (Probably) Saves the World grew 17% to 0.7.
CBS rated a 1.2/5. NCIS went up 17% to 1.4 and Bull posted a flat 1.1, then NCIS: New Orleans rated a level 0.9.
Fox was at 0.8/3. Lethal Weapon did a 1.0, LA to Vegas a 0.7 and The Mick a 0.6, all three shows flat with last week.
The CW scored a 0.6/2, with The Flash at 0.7 and Black Lightning at 0.5, both dramas flat.
Univision did a 0.5/2 and Telemundo a 0.4/2. | |
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| • LEE SIMPSON was named CEO of WPP's whiteGrey agency in Australia. Simpson was most recently a manager partner with M&C Saatchi and has also held executive roles at Grey London, AMV BBDO and Clemenger BBDO Melbourne. The whiteGrey agency is part of WPP AUNZ and was formed in 2017 when The White Agency and Grey Group Australia merged.
Correction: Kimberly-Clark's creative account is in review, not its media business (handled by WPP's Mindshare), as the MBPT Newsletter reported on Tuesday. We regret the error.
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