 | | Media Buyer & Planner Today | | | | | | | | | #1 Foursquare Starts Creative Agency | | The location-based social networking service is opening a new in-house creative agency and will offer location-based mobile creative for brands, Adweek reports. The new agency will be called Sixteen by Foursquare and will be headed up by Foursquare's senior VP of creative and marketing Swen Graham. The new agency will have an initial staff of about five or six persons. Lana Z Porter, a former creative executive at Vice, was hired as creative director. Graham says while Foursquare's expertise is in location intelligence, "it's not necessarily the only thing we can do." She says the new agency will help Foursquare differentiate itself from other location-based firms that simply offer data for marketers. The ads Foursquare will offer brands will allow creative to change based on where someone is or what they are doing. For example, a food brand will be able to serve different copy to someone in New York as opposed to someone in California. No initial clients were announced. | | WHY THIS MATTERS: Much like traditional media agencies are facing competition from consultancies, so are traditional creative agencies facing competition from all sorts of tech companies and social platforms that can use data to more finite target people digitally. Meanwhile the jury is out as to whether Foursquare's creative efforts will be successful. Tom Buontempo, president of Attention, says if Foursquare's new agency gets results, there is a big opportunity to win over some national brands on local targeting. But Warren Zenna, principal of Zenna Consulting Group disagrees. He doesn't believe consumers are receptive to location-based promotions. | | A Take: Adweek | | | | #2 Amazon Ad Revenue Soars | | The e-commerce site's first quarter advertising revenue surpassed $2 billion, up from $1.7 billion in fourth quarter 2017 and up 139% from the ad revenue it took in in first quarter 2017. Much like Facebook's announced ad revenue growth in first quarter earlier this week, Amazon also showed strong advertiser support from advertisers both large and small. "Advertising continues to be a bright spot from a product standpoint and a revenue standpoint, and a strong contributor to profitability," said Amazon chief financial officer Brian Olsavsky, in announcing the company's financial results. "It is a multibillion program." | | WHY THIS MATTERS: Despite its sizable growth and large total ad revenue numbers, Amazon is still technically small compared to other social giants Facebook and Google. However, it continues to grow and as Digiday reports, Amazon continues to expand its agency development group into "hundreds" of staffers, aimed at working with agencies to find ways to get their clients on board and advertising on the platform. | | Two Takes: Digiday | Ad Age | | | | #3 NFL Renews Amazon Streaming Deal | | Amazon.com has agreed to by the National Football League about $65 million per year to stream two more seasons of Thursday Night Football on its Prime Video service. The NFL and Amazon announced the extended deal Thursday but did not include a dollar amount, but assorted reports, including one from Reuters, said the new price tag was about 30% more than Amazon paid for the rights last season. The package includes digital rights to 11 regular season games that will also be broadcast by Fox, which owns Thursday night TV rights for the next five seasons. According to Reuters, Amazon beat out Twitter and Google's YouTube for TNF digital rights. | | WHY THIS MATTERS: The competitive bidding shows just how important NFL viewership still is for media platforms and how future streaming rights of NFL games are viewed. Many social platforms are looking to expand their streaming sports coverage, including Amazon, which recently did a deal to stream U.S. Open Tennis in the UK and Ireland, along with NFL documentary programming. | | Three Takes: Reuters | Ad Age | B&C | |
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| | 79 | | Percentage of all webinar impressions that took place in the middle days of the week – Tuesday, Wednesday and Thursday – during 2017, according to a data from the 2018 Webinar Benchmarks Report and webinar marketing platform ON24. The data was compiled from an analysis of 19,640 webinars with audiences of 100 people or more during 2017. The largest viewership of webinars – 66% -- took place between noon and 3 p.m. and the average time spent watching a webinar was 56.5 minutes. Some 35% of those watching webinars, watched them on-demand. | – Reported by MediaPost
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| | CBS Wins Despite Comedies' Decline | by Michael Malone
CBS was the winner in Thursday's prime ratings, its comedies leading to a 1.3 in viewers 18-49, per the Nielsen overnights, and a 5 share. That beat the 1.1/5 that Fox posted.
CBS had The Big Bang Theory down 21% at 1.9 and Young Sheldon off 11% at 1.7, then Mom down 7% 1.3 and Life in Pieces at a flat 1.0. SWAT closed out prime with an 11% decrease for a 0.8.
On Fox, the NFL Draft special occupied all of prime, good for a 1.1.
ABC was at 1.0/4. Grey's Anatomy fell 13% to 1.4 1.6 and Station 19 slid 18% to 0.9, then the season starter of Quantico did a 0.5, down a tenth of a point from last spring's finale.
Telemundo rated a 0.8/3 with Premios Billboard de la Musica Latina.
NBC did a 0.6/3. Superstore was at 0.7 and A.P. Bio at 0.5, both shows down a tenth of a point. After a Will & Grace repeat, Mindy Kaling comedy Champions rated a flat 0.4. Chicago Fire fell 10% to 0.9.
Univision rated a 0.4/2.
The CW did a 0.4/1. Supernatural slipped 33% to 0.4 and Arrow fell 25% to 0.3. | |
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| • Arnold Worldwide CEO PAM HAMLIN is leaving the agency after more than 20 years, as is 25-year Arnold executive SCOTT FEYLER, who is managing partner, chief financial officer and director of global operations. Hamlin has been CEO of the Havas-owned agency since 2015, when she was elevated from global president. A search will be conducted for her successor and Hamlin is expected to stay on board during a transition period. Feyler is leaving for an unspecified new job.
• DEREK CALLOW, former director and global head of partner marketing at YouTube, was named CEO of a new auto app called Fair, according to an Adweek Agency Spy report. Also, ED BROJERDI, former CEO at agency Kirshenbaum Bond Senecal was named Fair's new chief consumer officer. He was most recently a consultant for 72andSunny, after leaving KBS last year.
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