 | | Media Buyer & Planner Today | | | | | | | | | #1 Nestle to Consolidate North America Agencies | | The Swiss confectionery, food and beverage conglomerate, looking to cut costs, has launched a review of its North America advertising business aimed at consolidating the number of agencies it works with, Adweek first reported. The review will include both creative and digital duties across some of Nestle's largest brands. A previous consolidation in 2014 reduced its digital agency roster from 20 to 8. Among the agencies Nestle currently works with in North America are McCann, JWT, Leo Burnett, Grey, Ogilvy, FCB, Doner, Reach and Deep Focus. WPP's GroupM won the Nestle U.S. media account in 2013 and remains the incumbent. Media is not expected to be part of the review. Among the major Nestle food brands in the U.S. are DiGiorno, Haagen-Daz, Lean Cuisine and Stouffer's. Nestle sold its U.S. confectionery business to Ferrero earlier this year. | | WHY THIS MATTERS: Nestle is a major advertiser in the U.S. having spent close to $650 million in 2017, according to Kantar Media. The review comes following Steve Presley recently having taken over as CEO of Nestle USA. WPP under its recently resigned CEO Martin Sorrell had a close relationship with Nestle, but that could change following Sorrell's departure. | | Two Takes: Adweek | Ad Age | | | | #2 Brand Safety Takes Back Seat to ROI | | Brands seem to be caught up in a cycle, where after something bad happens on a digital platform they express outrage and pause their ad spending, only to resume it after the platform promises to do better in the future. But as Digiday reports, some industry observers believe many of those brands are simply putting return on investment ahead of brand safety. Ultimately the massive billions they can reach on platforms like YouTube and Facebook eventually outweigh brand safety concerns. Says Digiday, "YouTube is too good to pass up," pointing out that over 1.3 billion people use YouTube, with 300 hours of video uploaded every minute, which get 30 million users a day, many among the 18-49 demo. Lisa Purpura, media director at VMI, says, "I haven't had one client say to me [that they're] even concerned about what's happening on Facebook." She adds clients realize they need Facebook, thinking "it's got so much volume." And John Montgomery, global executive VP of brand safety at GroupM, says clients know asking for a lower price means their videos are likelier to be matched against brand-unsafe content, but they don't really care. | | WHY THIS MATTERS: Brands certainly can't expect social media platforms to fix brand safety problems long-term if they continue to return to those platforms over-and-over again each time a brand safety issue is purportedly resolved, only to resurface again. Joshua Lowcock, UM chief brand safety officer, says to fix the problem agencies have to have meaningful discussions with the clients, particularly with procurement departments, about the long-term business impact of a brand-safety failure. | | A Take: Digiday | | | | #3 Reddit Expands Brand Partnership Team | | The social platform is planning to expand its current 75-person brand partnerships team by 50% in order to lure in more advertisers, Digiday reports. In that regard it has hired former AdMob and Google exec Rob Sprungman as senior director and has opened a new Chicago sales office. Reddit has been restricted in its ability to sell more advertising because of its sometimes controversial content, but also because of the need to create more custom content aimed at targeting specific audiences. However, Reddit is also planning to expand and diversify its ad offerings, with plans to add new formats for both mobile and desktop over the coming months. | | WHY THIS MATTERS: Convincing advertisers to spend more money on the platform, by making it easier and more attractive to reach Reddit large 18-34 audience, is only part of the problem. Advertisers are also hesitant to advertise because Reddit users have a propensity to use ad blockers. Content strategist Brice Berdah says the number of users on Reddit using ad blockers can be as high as 40%.Convincing advertisers to spend more money on the platform, by making it easier and more attractive to reach Reddit large 18-34 audience, is only part of the problem. Advertisers are also hesitant to advertise because Reddit users have a propensity to use ad blockers. Content strategist Brice Berdah says the number of users on Reddit using ad blockers can be as high as 40%. | | A Take: Digiday | |
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| | 6 | | Percentage of IT professionals in North America who said they are prepared for the implementation of the General Data Protection Regulation (GDPR), according to a survey from data modeling company Erwin. Some 39% said they are "somewhat prepared" and 27% said they were "beginning to prepare." Another 17% said GDPR does not affect their companies, while 11% said they are not prepared at all. The GDPR goes into effect in May. | – Reported by eMarketer
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| | 'Voice' Down But Still Strong Enough For NBC Win | by Michael Malone
NBC was top scorer in Monday ratings, as The Voice, while it was down, still led the network to a 1.3 in viewers 18-49, according to Nielsen's overnights, and a 5 share. That squeaked by the 1.2/5 that ABC tallied.
The Voice slid 12% to 1.5 across two hours, then Good Girls dropped 10% to 0.9.
ABC had American Idol up 8% to 1.4 across two hours, as the judges narrowed the group down to the final 10, then The Crossing posted a flat 0.7.
CBS was good for a 0.9/4. It had repeated comedies, then The Late Late Show Carpool Karaoke Primetime Special at 0.8.
Fox did a 0.8/3. Lucifer rated a flat 0.7 and The Resident was down 11% to 0.8.
Univision rated a 0.5/2 and Telemundo a 0.4/2.
The CW rated a 0.3/1, with Supergirl at 0.4 and iZombie at 0.2, both down a tenth of a point from last week. | |
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| • GINA GRAY was named director of business development at MDC Partners' Minneapolis agency Colle McAvoy. She joins from Target, where she was most recently senior manager, strategic partnerships and agency management. She spent seven years at the retailer.
• SHULA SINCLAIR was appointed to the newly created position of global head of strategy at Publicis media agency Spark Foundry. She was previously senior partner for global strategy at WPP and GroupM media agency Wavemaker.
• Former Fox News anchor GRETCHEN CARLSON is returning to television as a creator and host of documentary specials for A+E Networks. • AMY ROBACH was named co-anchor of ABC news magazine 20/20. She joins David Muir as co-host of the primetime show. Robach has been news anchor of ABC's Good Morning America since 2014 and will continue in that role. At 20/20, she succeeds Elizabeth Vargas who recently signed a deal with A+E Networks to create and anchor specials.
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