| | Media Buyer & Planner Today | | | | | | | | | #1 Are RFPs Nearing RIP? | | Historically request for proposals (RFPs), documents soliciting audience and ad spec information, were a way to help agencies formulate initial media buying plans for their clients. And despite all the tech automation that has come to media, RFPs are still being used. However, as Digiday reports, the complexity of media platform offerings today, and the mass amount of data now factored into media buying, has made RFPs less significant. And many agencies are either using them less or eliminating them altogether. Ben Kunz, executive VP of marketing and content at Mediassociates, says his agency's media-buying evaluations using RFPs are down from about two-thirds five years ago to 50% today. Craig Atkinson, chief investment officer at Omnicom's media buying agency PHD U.S. says he is increasingly not using RFPs to make media-buying evaluations. And Kirk Allen, chief operating officer a digital marketing agency Reshift Media, says he has never sent out a RFP. He calls them "pretty old-school thinking." | | WHY THIS MATTERS: As marketers look to target more diverse and finite audiences, the traditional RFP becomes too time-consuming for media sellers to do these types of briefings for each agency client. And they cannot provide all the necessary information agencies are looking for to make their buying decisions. Instead agencies are using more of their own research, direct conversations with vendors and in-person meetings with groups of sellers. As Digiday reports, PHD holds sessions with multiple sellers and PHD's Atkinson says sellers "love this idea because they waster so much time chasing RFPs that their win rate is often very low." | | A Take: Digiday | | | | #2 YouTube's Search-Based Ad Targeting Aims at TV | | The video platform has been letting brands target their ads based on anonymized information Google collects on people outside of YouTube, including people's Google search histories, for about a year. Now, as Digiday reports, Google-owned YouTube is adding the search-based targeting option to its Google Prepared ad-buying program, which packages the most popular 5% of YouTube channels into category-specific bundles that brands can advertise against. Tara Walpert Levy, Google VP of agency and media solutions, says, "The ability of overlay that audience interest in order to get the right messages to the right people against that most attractive content is something the market seems finally ready for." | | WHY THIS MATTERS: YouTube infusing its TV-style ad buying program with audience-based targeting is aimed at not only bringing in more ad dollars, but also trying to pre-empt its linear TV rivals from trying to use their own audience targeting to overtake digital media companies and prevent ad dollars from moving there. Right now, agencies are taking notice to YouTube's moves. "Google is taking the best of what they do with search, with maps, with some of their apps, and they're taking that data and applying it to their TV-like object, which is Google Preferred. It's smart," says Susan Schiekofer, GroupM chief digital officer. She says her agency's clients have increased their spending on Google Preferred year over year, especially those clients targeting younger viewers. | | A Take: Digiday | | | | #3 Fake Facebook Traffic Can Damage Brands | | The social platform by its own estimates acknowledges as much as 2% to 3% of its profiles could be fake, and 6% to 10% could be duplicate accounts. That means some 270 million of Facebook's 2.1 billion accounts could be fraudulent or duplicated, says Rich Kahn, CEO of online marketing company eZanga. In a first person article in Adweek, Kahn warns marketers who knowingly sign up this fake traffic on Facebook to boost brand likes and followings could do damage to their brands. He says fake followers compromise engagement stats and are "definitely not going to spend money with your brand." Fake followers will skew a brand's audience profile and give marketers a false perception of what content is working and not working, which could impact future marketing decisions. Marketers might also be spending time trying to convince fake users to buy their products. And submit fake transactions with stolen or fake credit card numbers. | | WHY THIS MATTERS: Kahn offers a list of ways for brands to spot, limit and remove fake followers and how to take steps to avoid them in the first place. His general advice: "Play by the rules, stay alert and monitor your data tirelessly. Don't let fake followers waste your time, skew your marketing analytics and sacrifice your brand's reputation." | | A Take: Adweek | |
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| | 36 | | Percentage of U.S. internet users who say security is the biggest factor when deciding to purchase a smart-home device, according to a survey by McAfee. Some 30% also factor price into the purchase decision equation. Some other factors considered by internet users to a lesser degree are: ease of use (13%); digital product reviews from other users (8%); product reviews from tech publications (6%); recommendations (3%); and design or aesthetics (3%). | – Reported by eMarketer
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| | NBC's 'Voice' Beats ABC's 'Idol' | by Michael Malone
NBC won the Monday ratings race, The Voice winning out over fellow singing competition show American Idol on ABC, as NBC posted a 1.9 in viewers 18-49, per the Nielsen overnights, and a 7 share. That was a wee bit better than ABC's 1.8/7.
The Voice was down 4% for a 2.3 from 8-10 p.m. on NBC, and drama Good Girls was off 15% for a 1.1.
On ABC, American Idol rated a 1.8 from 8 to 10, after premiering to a 2.3 the night before. The Good Doctor did a 1.8, up 38% over its last fresh airing last month.
CBS and Fox were next at 0.8/3 apiece. On CBS, a Big Bang Theory repeat led into Man With a Plan at a flat 1.0. A Young Sheldon repeat followed, then Living Biblically scored a flat 0.7 and was followed by an NCIS repeat.
On Fox, Lucifer did a level 0.7 and The Resident was down 11% for a 0.8. Univision rated a 0.5/2 and Telemundo a 0.4/2.
The CW scored a 0.3/1, as DC's Legends of Tomorrow rated a 0.4 and iZombie a 0.2, both dramas flat with the previous week.
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| • WAYNE DEAK was named executive creative director at IPG digital agency Huge London. He was previously ECD at AKQA London, before leaving the agency last October.
• ANGIE FISCHER was hired as president of Dentsu Aegis agency gyro Cincinnati. She was most recently head of brand strategy at Curiosity Marketing. Prior to that she was VP and director of brand engagement at Northlich. She is also returning to gyro where she worked as an account executive in its Chicago office nine years ago.
• NANCY DUBUC was named chairman of Vice Media, succeeding founder Shane Smith who becomes executive chairman. Dubuc previously announced she was leaving her position as president/CEO of A+E Networks, effective April 16. She will initially be replaced by Abbe Raven, chairman emeritus and former CEO of A+E Networks, until a permanent replacement is hired. Dubuc has been with A+E Networks for 20 years in assorted roles. • CHASE CORNETT, ADRIAN ADSHADE and TODD HARRIS have joined VML as group planning directors. Cornett joins from FCB Chicago, where he was senior VP, strategic planning director. Adshade was head of strategy at Digital Arts Network Singapore, part of TBWA. Harris was executive VP, strategic partnerships at Sass social opinion platform SquareOffs.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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