| | Media Buyer & Planner Today | | | | | | | | | #1 Data Breach Fails to Slow Facebook Demand | | Despite the fallout surrounding Cambridge Analytica's breach of the personal data of 87 million Facebook users, the social network did not see a downturn of demand from advertisers in the first quarter of 2018, MediaPost reports, citing data from media planning and buying platform 4C. In it's the State of Media report, 4C says first quarter advertising revenue for Facebook was up 62% over the same period in 2017. And while Facebook is not getting the highest cost-per-thousand ad rate at $5.12, it offers the most efficient cost-per-click at just 48 cents. Among other social media networks in first quarter, ad revenues at Pinterest grew 41%, at LinkedIn grew 66%, at Instagram grew 136% and at Snapchat grew 234%. LinkedIn had the highest cost-per-thousand at $16.99 and the least efficient cost-per-click at $6.72. | | WHY THIS MATTERS: Despite advertiser and user complaints, all of the social media platforms continue to draw increasingly large amounts of ad dollars. And as many marketers who continue to spend ad dollars on Facebook have said, despite its security and privacy issues Facebook still reaches the kind of mass audience they want to reach. | | A Take: MediaPost | | | | #2 Captain Morgan Finds Young Drinkers on Facebook, Spotify | | The Diageo-owned Rum brand is increasing its promotional presence on Facebook and Spotify to focus on 18-to-24-year-old drinkers, after stopping ad spending on YouTube and Snapchat Digiday reports. The new campaign, Live Like a Captain, is expected to reach 4.3 million people in the U.K. and Ireland alone initially, over Facebook and Spotify. "Unfortunately, we're not working with Snapchat anymore, and we're not actually buying media with YouTube anymore," Amy Mooney, Captain Morgan's head of Europe told Digiday. "But Facebook and Instagram are still key platforms for us, as is Spotify." The brand pulled its ads from YouTube because of the possibility of them running next to inappropriate videos. As for Snapchat, the brand had concerns over its ads reaching underage teens. On Spotify in the U.K., Captain Morgan has partnered with Lady Leshurr with a track that preaches responsible drinking. | | WHY THIS MATTERS: Captain Morgan's reasons for pulling its promotional dollars on YouTube and Snapchat make sense for the brand. As for its increase in spending on Facebook, despite all of that platform's problems with privacy and security issues, Captain Morgan wants to reach a huge mass audience and it believes Facebook will help it do that. | | A Take: Digiday | | | | #3 Brands Frustrated with Artificial Intelligence | | While artificial intelligence might be the biggest buzzword in marketing today, real applications of the technology by brands and their agencies are still growing sluggishly, Digiday reports. At a closed door session at Digday's AI Marketing Summit on Wednesday, several marketers aired their frustrations over AI's ambiguity and challenges they face incorporating AI into their businesses. One brand marketer says AI is "like what VR was a few years ago" before that technology began to gain more of a foothold in brand marketing. And another marketer says in order for AI to work, brands needs to have large amounts of data. "If you don't have the data, then you don't even want to touch AI." And another says, "It takes a lot of work to promote AI internally. It takes a huge staff, and then you have to have a manager who understands what they're doing. A lot of the time you have to outsource it and cut your losses." | | WHY THIS MATTERS: Artificial intelligence will eventually gain a foothold in advertising and become commonplace. Remember how slow a process it was in the early and mid-2000s for high definition television to catch on among both consumers and then with advertisers as tech bugs were worked out and everyone picked up the learning curve? Right now, many companies do not want to shoulder the additional costs of instituting regular artificial intelligence units into their operations. And dealing with how it is financed. Says one marketer, "The big question is, when you think of what is the cost of AI. It touches all these different teams. Who should pay for it? It's very cross organizational technology. That's what makes it tricky with budgets." | | A Take: Digiday | |
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| | 16 | | Percentage among the top 30,000 worldwide publishers using ads.text, the Interactive Advertising Bureau-backed file that lets publishers publicly list all vendors authorized to sell their inventory, that have errors in those files, according to FirstImpression. And ads.txt validator AdAuth, which scanned data from 300,000 publishers, found that over 10% of websites using ads.txt have mistakes in their files. This can be a problem since ad buyers and their demand-side platforms use ads.txt to filter unauthorized inventory across their programmatic campaigns. | – Reported by eMarketer
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| | Fox Wins With Strong 'Empire' | by Michael Malone
Fox won the Wednesday ratings race, as Empire led the net to a 1.6 score in viewers 18-49, and a 7 share. Next up was CBS at 1.1/5.
Empire did a 1.8, a tenth of a point better than a week ago, and Star scored a flat 1.3.
For CBS, Survivor lost 6% for a 1.5, SEAL Team did a flat 1.0 and Criminal Minds dropped 10% to 0.9.
ABC and NBC both rated a 1.0/4. On ABC, The Goldbergs decreased 8% to 1.2 and Alex, Inc. tallied a flat 0.9. Modern Family was good for a 1.4 and American Housewife a 1.1, then Designated Survivor a 0.6. All three were down a tenth of a point.
On NBC, The Blacklist slipped 8% to 0.8 and Law & Order: SVU fell 21% to 1.1, before Chicago P.D. dropped 15% to 1.1.
Univision did a 0.5/2 and Telemundo a 0.4/2.
The CW rated a 0.3/1, with Harry Potter: A History of Magic at 0.3. | |
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| • CAROLINE WINTERTON was appointed chief executive officer at Barton F. Graf. She was most recently executive VP, global account director and partner at Grey New York. She succeeds Barton F. Graf co-founder Barney Robinson, who is leaving the agency.
• PIPER HICKMAN was recently named a group creative director at Dentsu Aegis digital agency 360i. She had most recently been a freelance creative director at the agency and spent the past six years freelancing at such agencies as Ogilvy, Publicis, Draft FCB, McCann, JWT, Havas and Grey. Prior to that she was creative director at mcgarrybowen.
• KENNY RENNARD has left his post as VP and executive creative director at Dentsu Aegis digital agency Isobar, according to an Adweek Agency Spy report. His duties will be absorbed by the agency's other ECD Ricardo Salema. Rennard had been with Isobar since joining from Digitas Boston in 2016. Rennard earlier spent 15 years at Digitas, where he rose to senior VP, creative director. Salema has been with Isobar in creative roles since 2007.
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