 | | Media Buyer & Planner Today | | | | | | | | | #1 NBCU Joins OpenAP | | Comcast Corp.'s NBCUniversal is joining the Fox, Turner and Viacom ad consortium OpenAP, whose goal it is to standardize and simplify advanced advertising in premium video. NBCU has been among the leaders in developing its own data-drive ad products and previously had been reluctant to join OpenAP, which was founded by the other three media groups. Krishan Bhatia, executive VP of business operations and strategy at NBCU said, "We felt that our capabilities, plus the fact that there's a consortium of three other media companies, helps us do that collectively and more effectively than any of the independent companies." As part of the deal, NBCU will license to OpenAP its Audience Graph, which stores data about audience attributes to evaluate targets and optimiezes media plans. It will also license its Data Synch, a cloud-based instrastructure that handles client and agency audience matching data securely. According to Ad Age, an equity membership in OpenAP costs media companies $2.5 million for a board seat, in addition to $1.5 million a year, with a five-commitment. | | WHY THIS MATTERS: As Broadcasting & Cable reports, by aligning itself with Turner, Viacom and Fox, NBCU may be tipping the industry from looking at advanced advertising as an experiment to a large-scale revenue generator. It will also give many media buyers what they're looking for: a single source for planning and buying advanced advertising campaigns. | | Three Takes: Ad Age | B&C | WSJ | | | | #2 Wavemaker Wins Altice Media Account | | The U.S. division of international telecom conglomerate Altice, which acquired Cablevision in 2016 and is the fourth largest American cable company, has moved its media buying and planning to WPP's Wavemaker, Adweek first reported. Altice also selected WPP's Y&R as its creative agency. Wavemaker won the review in a pitch against incumbent Horizon Media, which handled the account for the past year. Altice's U.S. division previously did not have a creative agency of record, although Y&R has been doing creative in conjunction with the company's in-house agency since 2017. And Wavemaker handled Altice's 2018 Super Bowl buy. | | WHY THIS MATTERS: According to Adweek sources, Alice's decision to end its relationship with Horizon came not due to any performance concerns, but from a desire by the company's global leadership to work with a consolidated WPP operation as it expands in the U.S. The U.S. account is not a huge one, having spent about $82 million on advertising in 2017, according to Kantar Media. However the international company, according to R3, spent about $150 million globally. Media outside the U.S. is handled by Publicis Media. | | A Takes: Adweek | | | | #3 Omnicom Launches Integrated Consulting Unit | | The agency holding company joined a growing trend in the ad industry by combining its consulting and design agencies under a new dedicated unit called the Brand Consulting Group. The new unit will be overseen by Chuck Brymer who was named its chairman. He is also chairman of Omnicom creative agency DDB, and will continue in that role also. The Omnicom agencies that will form the new consulting unit include Hall & Partners, Interbrand, C Space, OurCreative, Siegel+Gale, Sterling Brands and Wolff Olins. "We have simplified our organization structure and service offerings to insure that our client teams consist of the best talent no matter what agency they sit in or where they are located," said Omnicom Group president and CEO John Wren. While clients can use Brand Consulting Group's combined talent pool, each of the agencies will also continue to operate as independent businesses. | | WHY THIS MATTERS: As Adweek reports, the move seems to reflect a growing trend to bolster and streamline consulting practices within agency holding companies. Publicis Groupe announced last month that it would be pushing further into its consulting division which was restructured under a single hub called Publicis Spine. These moves all come as traditional consulting companies continue to threaten to take away clients from ad agency holding companies. | | A Take: Adweek | |
| | |
| | 33.9 | | Percentage share of total U.S. advertising that will be spent on mobile in 2018, according to eMarketer projections. That for the first time will boost it past TV advertising which will command a 31.6% share. Desktop will garner a 14.6% share of total advertising, print will capture 9.1%, radio will get 6.5% and outdoor will bet 3.6%. Meanwhile mobile ad spending will continue to rise. By 2022, it is expected to capture 47.9% of all U.S. ad spending. | – Reported by eMarketer
| |
| | | |
| | 'Empire' Delivers Win For Fox | by Michael Malone
Led by Empire, Fox won the Wednesday ratings battle, posting a 1.5 in viewers 18-49, per the Nielsen overnights, along with a 6 share. In second was NBC at 1.3/5. Empire was down a tenth of a point at 1.7 and Star was a flat 1.3.
On NBC, The Voice did a 1.4—it scored a 1.5 Tuesday--and Law & Order: SVU grew 27% to 1.4, then Chicago P.D. ticked up 9% to 1.2.
CBS rated a 1.1/5. Survivor went up 7% to 1.6 and the two-hour Criminal Minds finale posted a flat 0.9.
ABC was good for a 0.7/3. It had comedy repeats and a fresh Alex, Inc. at 0.6, down 33% from last week, then Designated Survivor at a level 0.6.
Univision and Telemundo both did a 0.5/2.
The CW rated a 0.4/2, with Riverdale up a tenth at 0.4 and the premiere of The Originals at 0.4. | |
| | | |
| • LAURA KAVANAGH was named executive director of IPG's MullenLowe Mediahub New York. She was previous a group account director at WPP's MediaCom. She also held media director positions at Starcom and Initiative. MIKE PINER has also joined the agency as senior VP of video and data-driven investments. He was most recently senior VP of strategic investment at IPG's Magna Global. Prior to that he was senior VP and group director at PHD and associate media director at MediaCom.
• STEVE CARLISLE was named president of General Motors Cadillac division, replacing Johan de Nysschen, who resigned. Carlisle was previously president of GM Canada and will be succeeded by Travis Hester, VP of global product programs. The move comes just a a month after Cadillac named Deborah Wahl its new chief marketing officer. She joined Cadillac from McDonald's where she held a similar role, but earlier had held executive posts at assorted auto companies.
• MITCHELL CAPLAN was named managing director of consulting firm Flock Associates as the company expands its U.S. client base, according to an Adweek Agency Spy report. Caplan was previously chief growth officer at RAPP and also worked for digital agency IBT Media, as chief marketing officer at Olson and as CMO for Y&R and McCann New York. • ERIKA WERNER was promoted to chief marketing officer at San Diego agency Red Door Interactive. She was previously head of client services.
• JENNIFER FRIESE is leaving her post as president of SapientRazorfish's West Region, Adweek's Agency Spy reports. She spent a total of 13 years at the agency.
| |
| | | |
| Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
Learn More
The Programmatic TV Summit
June 7, 2018 | New York, NY
Learn More
OTT & Video Distribution Summit
August 2, 2018 | Los Angeles, CA
Learn More News Technology Summit
September 26, 2018 | Baltimore, MD
Learn More 16th Annual Hispanic Television Summit
October 4, 2018 | New York, NY
Learn More Streaming Tech Leadership Summit
October 22-23, 2018 | Atlanta, GA (SCTE)
Learn More NYC Television Week
October 29-November 1, 2018 | New York, NY
Learn More Broadcasting & Cable Hall of Fame Awards, part of NYC TV Week
October 29, 2018 | New York, NY
Learn More NYC Television Week's 40 Under 40 Awards
October 30, 2018 | New York, NY
Learn More TV Data Summit, part of NYC TV Week
October 31, 2018 | New York, NY
Learn More Advanced Advertising Summit, part of NYC TV Week
November 1, 2018 | New York, NY
Learn More Next TV Summit, part of NYC TV Week
November 1, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
