| | Media Buyer & Planner Today | | | | | | | | | #1 Initiative Hosts Reverse Upfront | | The IPG agency hosted its second annual "reverse upfront" presentation on Tuesday, where instead of hearing TV networks and digital publishers make pitches to its clients, Initiative clients made pitches to the media platforms. Ad Age reports that about 700 sales executives from media companies including NBCUniversal, CBS and Google listened to what Initiative clients including Amazon, Lego, Dr Pepper Snapple Group and Arby's are looking for from media sellers for the 2018-19 TV season. The Initiative event was led by the agency's U.S. CEO Amy Armstrong. The Initiative presentation follows a three-day presentation held last month by Omnicom Media Group on behalf of its agencies, at which TV networks and digital platforms were invited to pitch directly to agency media buyers and clients. | | WHY THIS MATTERS: Agencies are under pressure from their clients to come up with new ways of doing business and working closer with media companies on whose platforms their ads appear. So this is a somewhat breaking of tradition as to how the upfront process has worked. Ad Age described the Initiative presentation as "essentially a souped-up RFP (request for proposal)" where clients solicit agencies to represent them. In this case it was the agencies and their clients letting the media companies know how to win their ad dollars rather than clients pitching for new agencies. | | A Take: Ad Age | | | | #2 Snapchat Testing eCommerce | | The young-skewing social media platform has begun testing a commerce function within a handful of Snapchat Discover publisher channels, according to a Digiday report, citing multiple sources. A group of Discover publishers have already tested the option, which lets users swipe up and buy a product from the recently launched store inside Discover. It also offers Snapchat merchandise for sale, like sweatshirts and hats. During the test, Snapchat is taking a cut of the revenue generated by ecommerce sales, but no percentages were divulged. Ad Age earlier reported that Snapchat has set up branded content guidelines for Discover partners under which publishers can distribute branded videos as Snap Ads units. | | WHY THIS MATTERS: Snapchat's aggressive ad moves come at a time when Facebook advertising is facing a backlash from many marketers. And advertisers are pleased with the revenue sharing model Snapchat is using. In 2017, Snapchat paid more than $100 million to Discover content partners. And one Discover publisher said Snapchat-related revenues for his company grew by more than 50% in 2017 compared to the previous year. "Snapchat's been a more valuable partner for a while now," says one Snapchat Discover publisher. "You're talking about millions of dollars in revenue that you can directly associate with Snapchat and with being on Discover." | | A Take: Digiday | | | | #3 Parkland Students Pitch Agencies | | Survivors of the shooting that left 17 people dead at Marjory Stoneman Douglas High School in Florida on Valentine's Day attended the 4A's Accelerate conference in Miami on Tuesday in hopes of getting help from ad agencies to publicize their movement for stricter gun laws. Adweek reports that The Female Quotient, a group committed to advancing equality in the workplace, invited the students to the conference and the 4A's gave them a place to address what turned out to be a standing-room only audience. It was the first time anyone in the ad industry reached out to them. "Keeping it in the media. Keeping it on TV. We don't want to lose this momentum," said Parkland student Julia Cordover about what she wants from the ad industry. The students are hoping to get some national PSAs to support their cause and are also in search of professional creatives to help project their messages to the public. Student Sam Zeif wants an agency partner to help him build campaigns showing voters which side of the gun debate each political candidate is on. | | WHY THIS MATTERS: Industry executives responded positively. Jordan Gilbertson, associate director of communications planning at Butler, Shine, Stern & Partners, says she wants to use her connections in the industry to help the students secure ad space and airtime. And Young & Rubicam CEO David Sable said the students' requests for help were based on measured goals. "If you listen to those kids, not one of them talked about repealing the Second Amendment or taking guns away," Sable said. "That's not what they're focused on. It actually blew my mind." | | A Take: Adweek | |
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| | 32.9 | | Dollars in billions that will be spent on U.S. digital native advertising display advertising in 2018, according to eMarketer projections. That's up 31% over last year and would account for 58.3% of all digital display ad spending. And it's projected to grow another 25.1% in 2019 to reach $41.1 billion. | – Reported by eMarketer
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| | 'Roseanne' Leads ABC to Win | by Michael Malone
ABC was the top earner in Tuesday prime ratings, as a still hot Roseanne led the network to a 1.5 rating in viewers 18-49, per the Nielsen overnights, and a 6 share. That topped the 1.1/4 that NBC put up.
Roseanne did a 3.4, with 13.47 million total viewers. Last week, the comedy rated a 3.9, with 15.16 million total viewers. The Middle decreased 14% to 1.9 and Black-ish was down 7% for a 1.4, then Splitting Up Together dropped 14% for a 1.2. Drama For the People slid 25% to 0.6.
On NBC, a repeat of The Voice led into Rise, which was down 11% to 0.8, then Chicago Med posted a level 1.1.
CBS and Fox were both at 0.8/3. For CBS, an NCIS repeat led into the special Elton John: I'm Still Standing at 0.9.
For Fox, Lethal Weapon was off 20% at 0.8 and LA to Vegas did a flat 0.7, then the season premiere of New Girl a 0.7. New Girl's season six finale did a 0.9 last spring. The CW scored a 0.6/2, with The Flash off 14% at 0.6 and Black Lightning at a flat 0.5.
Univision did a 0.5/2 and Telemundo a 0.4/2. | |
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| • FRANK FRIEDMAN was named to the newly created position of VP, consumer engagement for local media, at E.W. Scripps. He was most recently president of local investment at Publicis Media. He also served as executive director of local investment at media agency Zenith and as CEO of ZenithOptimedia Canada. Prior to that he was executive VP and managing director at Optimedia New York. In total he spent nearly 15 years at Publicis Groupe agencies and has been a key proponent of local station automation.
• ELLIOT MILLARD was promoted to the newly created position of managing partner and head of planning at Starcom UK. He was previously managing partner, clients. Millard has been with Starcom UK for six years. KAY MARTIN has joined Starcom UK to succeed Millard as managing partner, clients. Martin was most recently managing partner at Arena Media UK, and prior to that was client planning director at ZenithOptimedia UK.
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