| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Demand First-Party Data From Publishers | | Publicis and others are demanding that publishing partners sign over audience data that the shops can then use to place their own clients' ads elsewhere. Spark and GroupeConnect are tabbed as most aggressive in asking that publishers accept clients' pixels for campaign analysis and retargeting, but other agencies are making similar demands. The ask seems related to the need for relevancy across the industry, and the ability to prove your worth to clients through data. Said David Spiegel, CRO of Inverse, "Everyone's trying to claim they should own the data in the marketing relationship. It's an aggressive ask, so hopefully publishers are considering the ramifications." | | WHY THIS MATTERS: It's a power balance issue: Agencies asking for all the IP addresses of people targeted by a campaign may then (publishers fear) retarget them elsewhere using their data management platform. It also pushes buttons on ongoing privacy concerns in the ad business. | | A Take: Digiday | | | | #2 MillerCoors Tests Mexican Import Market | | The beer giant bought little-known (but sixth-largest brewer in Mexico) Sol beer last year from Heineken and now hopes a sizable campaign will win the brand a greater share of young Mexican-American drinkers. Heineken had barely backed Sol (preferring to push Dos Equis and Tecate). Sol will run heavily during World Cup action. | | WHY THIS MATTERS: A savvy move, given the constantly growing Hispanic population in the U.S. In what MillerCoors called one of its "most heavily supported new brand launches in many years," spending is split 80% on English-language networks and 20% on Spanish-language ones, including Telemundo. | | A Take: Ad Age | | | | #3 MDC Partners Buy Majority Stake in Independent Agency Instrument | | Keeping to its acquisition plan of buying into companies and letting the founders continue business as usual, MDC makes 51% buy of Portland agency (for undisclosed sum) that has worked with brands including Google, Nike and Airbnb. It's MDC's first acquisition of 2018 and more are planned regarding companies that "believe in themselves and don't just want to cash out and make an exit," Scott Kauffman, chairman and CEO of MDC Partners, told Adweek. | | WHY THIS MATTERS: MDC likes that Instrument adds to its tally of "modern, innovative and digital-first agencies," which is a major plus as clients prefer to work with companies that can navigate the digital landscape. | | Two Takes: Adweek | MediaPost | |
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| | 58.4% | | Number of marketers (who haven't brought programmatic in house) who said technology selection is either extremely challenging or very challenging for them when it comes to evaluating vendors to help carry out campaigns. | – Reported by eMarketer
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| | 'Jesus Christ Superstar' Helps NBC to Win | by Michael Malone
NBC took the top ratings prize Sunday, as its live Jesus Christ Superstar production led the way to a 1.3 in viewers 18-49, and a 5 share. That just got by the 1.2/5 that ABC put up.
NBC had a Little Big Shots repeat, then Jesus Christ Superstar at 1.7. It aired 8 p.m. to 10:23 and drew 9.4 million total viewers.
ABC had a Roseanne repeat, then American Idol was down a tenth of a point at 1.6. Deception was up a tenth at 0.8.
Fox did a 0.7/3, with Easter special Ice Age: The Great Eggscapade leading into Bob's Burgers being down 25% at 0.6. The Simpsons fell 10% to 0.9, Brooklyn Nine-Nine slipped 11% to 0.8, Family Guy did a flat 0.9 and The Last Man on Earth was down 14% for a 0.6.
CBS rated a 0.6/3. The shows were way down from last week, when Stormy Daniels lit up 60 Minutes at 4.0. 60 Minutes did a 0.7, then Instinct fell 57% to 0.6, NCIS: Los Angeles slid 20% to 0.8 and Madam Secretary was down 29% for a 0.5.
Univision scored a 0.5/2 and Telemundo a 0.3/1, both the same as last week. | |
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| • LEENA SINGARAJAH has been appointed managing director, Southeast Asia and Australia by A+E Networks. Most recently, Singarajah served as MD for Asia at Scripps Networks Interactive. A+E Networks has also promoted Saugato Banerjee to Managing Director, North Asia.
• MICHAEL LIEBERMAN and CEDRIC BERNARD have been promoted to co-CEOs of Kinetic North America. They replace David Krupp, who has been with the agency for 12 years, the last five as CEO. He is leaving at the end of March. Previously Lieberman had been chief strategy officer at Kinetic NA, the WPP out-of-home specialist shop. Bernard has been with Kinetic North America since July 2013, most recently as chief operating officer.
• CHRISTY KAPLAN has been hired by NGL Collective as sales director. Kaplan will lead the company's its sales efforts on the West Coast and will report to NGL's recently announced chief revenue officer, Joe Bernard. Prior to joining NGL Collective, Kaplan held leadership sales positions at VIX, Terra Networks, Fox Digital and SD Media. • KYRA PHILLIPS is joining ABC as a correspondent effective immediately. She will be based in Washington. She was most recently with CNN and HLN in Atlanta.
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