 | | Media Buyer & Planner Today | | | | | | | | | #1 YouTube TV to Sell Ads via Google Preferred Network | | Google is continuing to add more premium TV content to its network of streaming channels and will now itself begin selling ads in its live TV steaming service. Google's YouTubeTV has two minutes of local ad inventory per hour on each network that it is able to sell, but so far it has let the individual networks themselves sell those two minutes. Now, as Ad Age and other media outlets report, YouTube will sell the time as part of its Google Preferred package, which aggregates the top 5% of YouTube content for advertisers. An announcement and details of the plan are expected during its NewFronts presentation in New York City on Thursday. Advertisers will not be able to buy the live stream TV inventory as a standalone, or specify what in particular they want to buy in the livestream. Instead, YouTube will create a lineup of content for advertisers based on their demographic buy or affinity buy that could include YouTube TV. | | WHY THIS MATTERS: Google via YouTube TV is continuing to try to lure ad dollars away from traditional TV, and to help motivate advertisers, has added channels with content from NBCUniversal, CBS, 21st Century Fox and the Walt Disney Co. To make it easier for advertisers to buy, they will be able to purchase ad inventory via AdWords and DoubleClick Bid Manager. Right now the traditional TV companies who are providing YouTube TV with content don't seem to be worried about losing ad revenue to the digital company. | Three Takes: WSJ | Ad Age | Adweek
| | | | #2 Amazon Plans Major Programmatic Growth | | The ecommerce giant is planning to make "bold new moves into self-service programmatic advertising" in the coming year, Ad Age reports, as it attempts to make further inroads into a digital ad marketplaces dominated by Facebook and Google. According to Ad Age, Amazon plans to spend the next year aggressively expanding its infrastructure which it hopes will get more brands buying ad space on its websites and through its own ad platform. Citing sources, Ad Age says Amazon is planning to work with ad tech companies, agencies and media agencies to create platforms that make buying Amazon ads "as easy as filling up an online shopping cart." The report says agencies like 360i, VML and Possible, along with major holding companies WPP and Omnicom have all been working with Amazon to facilitate ad buying. | | WHY THIS MATTERS: Unlike a major Amazon retail competitor Walmart, Amazon is going all in on programmatic. "They want to move completely to a programmatic model and that's a pretty ballsy position," says one agency exec. "They're pushing programmatic as the primary investment model. It's a very interesting way of doing business. You won't see that from Walmart." | | A Take: Ad Age | | | | #3 Ad Trade Groups Criticize Google Approach to GDPR | | Four trade groups representing major publishers released a letter Monday sent to Google CEO Sundar Pichai that sharply criticizes the company's approach to publishers as the GDPR rules loom to take effect in Europe. The trade groups include Digital Content Next, European Publishers Council, News Media Alliance and the News Media Association. Google has told publishers they will need to share any data they receive from consumers if they intend to use the company's software to sell ads. And Google won't disclose how it will use that data. If any GDPR violations occur, the publishers, not Google would be liable. The publishers criticized Google for waiting till the last minute to implement its rules and said they don't believe Google's policy "meets the test of creating a fair, transparent and predictable business environment." | | WHY THIS MATTERS: With the GDPR set to go into law on May 25, there is not much time to resolve the conflict between Google and the publishers. So all eyes are on Google now for a response. | A Take: Ad Age
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| | 53 | | Percentage of North America digital marketers who say social media marketing is the most effective form of marketing for their companies, according to a survey by Adestra, in partnership with Ascend2. Content marketing was listed by 42% of respondents as being effective, while email marketing was mentioned by 31%. At the opposite end of the spectrum, 47% said data management was the most difficult marketing tactic to deal with. | – Reported by eMarketer
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| | ABC Wins With Noisy 'Idol' | by Michael Malone
ABC won the Sunday ratings race easily, as a healthy American Idol paced the network to a 1.4 score in viewers 18-49, per the Nielsen overnights, and a 6 share. In second was Fox at 0.8/3. For ABC, America's Funniest Home Videos grew 20% to 1.2 and two hours of American Idol, with a Disney theme, and a live show to boot, was also up 20% for a healthy 1.8. Drama Deception closed out prime up 33% for a 0.8. Fox had Bob's Burgers at 0.8 and The Simpsons at 0.9, both shows flat with the previous Sunday, then Brooklyn Nine-Nine at 0.9 and Family Guy at 1.0, both up a tenth of a point. The Last Man on Earth also grew a tenth to 0.7. CBS and NBC both did a 0.7/3. For CBS, 60 Minutes increased 14% to 0.8 and Instinct was a flat 0.6. NCIS: Los Angeles slid 13% to 0.7 and Madam Secretary was a level 0.6. For NBC, it was Dateline up 17% to 0.7 and Little Big Shots at a flat 0.8. Genius Jr. was a level 0.6 and Timeless grew 20% to 0.6. | |
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| • JEFF LUCAS has joined Verizon's Oath, parent company of AOL and Yahoo, in the newly created role of VP and head of Americas sales. In that role, he will manage Oath's national and mid-market sales teams in the U.S., Canada and Latin America. Lucas was most recently global head of sales at Snapchat. Prior to that he spent 11 years at Viacom, including a role as head of sales and marketing. He also served as president of ad sales, marketing and cross-platform initiatives at Universal Television Group/NBCUniversal Cable Group.
• MINH LE was named chief digital officer at Los Angeles-based agency Dailey. He was previously co-founder and CEO of Bedlam Agency and earlier worked for digital agencies including Razorfish and Acquity Group. He was also co-founder of marketing agency Dustland.
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| Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
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June 7, 2018 | New York, NY
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August 2, 2018 | Los Angeles, CA
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September 26, 2018 | Baltimore, MD
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October 4, 2018 | New York, NY
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October 22-23, 2018 | Atlanta, GA (SCTE)
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October 29-November 1, 2018 | New York, NY
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October 29, 2018 | New York, NY
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October 30, 2018 | New York, NY
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October 31, 2018 | New York, NY
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November 1, 2018 | New York, NY
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November 1, 2018 | New York, NY
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