| | Media Buyer & Planner Today | | | | | | | | | #1 P&G Will Combine Talent from Competing Agencies | | The packaged goods giant is going to build a dedicated creative agency consisting of talent from Publicis Groupe, Saatchi & Saatchi, WPP's Grey and Omnicom's Hearts & Sciences and Marina Maher Communications. The new Procter & Gamble unit will have offices in New York and in its home city of Cincinnati, and will be headed by Saatchi & Saatchi New York CEO Andrea Diquez, who will continue in her current role. The new agency is expected to be operational by July. "We need to continue to raise the bar on creativity and the ability to reach consumers in a new way," Marc Pritchard, P&G chief brand officer, told The Wall Street Journal. "The way things are moving, it's [about] much more mass reach but with great one-to-one precision and far more creative engagement with consumers." The new agency model is expected to reduce the number of people working on P&G marketing efforts, saving money and time. The new agency is expected to focus on P&G's North America fabric-care business, on which it spends about 20% of its total $2.7 billion annual ad dollars. P&G is also planning to bring in more media planning in-house, particularly in digital. | | WHY THIS MATTERS: P&G has already tested the model with its Super Bowl campaign, "It's a Tide Ad." As Ad Age reports, that campaign was created by a joint team of creatives from different agencies on a tight deadline and Pritchard points to the success of the process. He says that was one instance, but now he wants to institutionalize that approach. Can various agencies work together under the same roof? They're going to have to if they want a share of P&G's mega annual ad spending. | | Three Takes: WSJ | Ad Age | Adweek | | | | #2 YouTube Accused of Collecting Children's Data | | A coalition of more than 20 consumer advocacy groups is expected to file a complaint with the Federal Trade Commission on Monday against YouTube and parent, Google, claiming violations of the children's privacy law. According to initial reports in the New York Times and Broadcasting & Cable, the complaint charges YouTube with violations the COPPA law by collecting and profiting from personal information from young children without notice or consent. Among those filing the complaint are the Center for Digital Democracy and Consumers Union. YouTube has contended that its main site is a destination for viewers 13 and older and directs younger children to the stand-alone YouTube Kids app. YouTube says if a viewer watches a video on the main YouTube site they are affirming that they are 13 years or older. But the consumer groups charge YouTube with actively packaging content so advertisers can reach under-13 aged kids and in their complaint include screenshots of Barbie ads appearing in between videos aimed at children. They say YouTube has made "substantial profits" from collecting and sharing personal data from kids without parental permission. | | WHY THIS MATTERS: The complaint comes in the wake of the Facebook-Cambridge Analytica data sharing incident, as well as at a time when edge providers are under increased scruntiny from Washington over privacy and other issue. Sen. Ed Markey (D-Mass.) and co-author of COPPA, says he believes the allegations against YouTube are "credible" and urged the FTC to investigate as soon as possible. The FTC could levy up to $41,484 per COPPA violation and technically that could amount to tens of billions of dollars in violations if there were to be merit. | | Three Takes: NYT | B&C | MediaPost | | | | #3 Lack of Scale Hampers Hulu, YouTube TV Ad Sales | | Both Hulu and YouTube debuted their live TV services about a year ago and at that time said they would sell ads against those linear streams. But as Digiday reports, neither has been aggressive to this point in selling those ads. Both have been quietly holding discussions with media buyers, with some buyers saying Hulu plans to start selling ads in its live service sometime this year that will be able to be targeted to specific audience segments across its OTT and mobile apps and its site. Perhaps ad selling by both for their live TV services could begin in this upfront in the coming months. While there is speculation over when they will begin selling, the other question is how eager are agencies and clients to buy. As of January, Hulu's Live TV had about 450,000 subscribers, while YouTube TV had about 300,000. | | WHY THIS MATTERS: The key selling component of TV is scale, and while the large TV networks are moving into more targeted selling, they are still doing it with base audiences of multi-millions of viewers. As Neil Vendetti, president of investment at media agency Zenith says, "Part of the overall hesitation [with buying Hulu or YouTube live TV] has to do with the lack of significant scale at this point." And Jim Nail, principal analyst at Forrester says, "The time and effort it takes for an agency or advertisers to get a proposal and negotiate for a small number of viewers is just a barrier." Meanwhile Hulu and YouTube are each offering free trials to try to lure people to sign up for their live TV services. | | A Take: Digiday | |
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| | 82.5 | | Percentage of all U.S. display ads that will be bought via automated or programmatic channels in 2018, according to an eMarketer forecast. In total, $46 billion will go to programmatic advertising in the U.S. this year, up by $10 billion over 2017. | – Reported by eMarketer
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| | ABC Wins With 'Idol' | by Michael Malone
ABC got the top score in Sunday prime ratings, as American Idol led the net to a 1.1 score in viewers 18-49, per the Nielsen overnights, and a 5 share. Just off the pace was CBS at 1.0/4.
ABC had a repeat of America's Funniest Home Videos, then two hours of American Idol starting at 8 p.m. and rating a 1.5. Deception closed out prime at 0.7. Both shows lost a tenth of a point from last week.
For CBS, 60 Minutes went up 114% to a 1.5 and Instinct grew 50% to 0.9 .6. NCIS: Los Angeles ticked up 13% to 0.9 and Madam Secretary increased 20% to 0.6.
NBC, which had the live Jesus Christ Superstar a week ago, was at 0.7/3. Dateline did a 0.6 and Little Big Shots a 0.9. Genius Junior rated a 0.7 and drama Timeless a 0.6. All the shows were flat.
Fox scored a 0.7/3 as well. Bob's Burgers went up 33% to a 0.8, The Simpsons did a flat 0.9, Brooklyn Nine-Nine a level 0.8 and Family Guy a flat 0.9, then Last Man on Earth grew 17% to 0.7. Univision did a 0.6/2 and Telemundo a 0.4/2. | |
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| • RICHARD PARSONS has been nominated to join the CBS board of directors. The shareholders will vote at the CBS annual meeting on May 18. Parsons is co-founder and partner of Imaginational Capital and was previously CEO and chairman of Time Warner. After Time Warner he also served as interim CEO of the Los Angeles Clippers NBA team.
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