| | Media Buyer & Planner Today | | | | | | | | | #1 Some Retailers Averse to Advertising on Amazon | | While the e-commerce giant has been steadily growing its ad base, there are still a number of retailers who see themselves as direct competitors and don't want to be advertising on the Amazon platform, Digiday reports. Lora Parker, VP of media services at PMG, says a majority of her agency's clients, including Abercrombie & Fitch, J. Crew, Journeys, Michaels and Ralph Lauren feel this way, while not singling out specific clients among that group. Part of the concern is Amazon's focus on growing its own private-label brands which directly compete with a lot of the luxury chain brands. And some high-end fashion and beauty brands like Estee Lauder-owned companies Clinique and MAC believe audiences associate Amazon with cheaper merchandise and don't believe the platform is an ideal place to sell their products. | | WHY THIS MATTERS: Amazon is growing its customer base at such a rapid rate that it does not miss the group of retailers who may be avoiding running ads on its platform. And it also has its share of brands who want to reach mass audiences regardless of their income status and who are increasing their ad spending on the platform. Among them are Levi's, L'Oreal, Gillette and Johnson & Johnson. Amazon in February reported that it had grown its ad business by 60% year over year, taking in $1.7 billion in annual revenue. So it is hardly missing those advertisers who are avoiding it. | | A Take: Digiday | | | | #2 American Express to Use Targeted Ads on NYC Taxis | | The financial services company is planning to use geo-targeted advertising on New York City taxis as part of a new multi-platform campaign that highlights the role America Express plays in both consumers' work and personal lives. The campaign will include TV and digital ads, in addition to outdoor billboards and the taxi ads. Adweek says agencies including mcgarrybowen, Ogilvy, Digitas, Mindshare and Pentagram all worked on the campaign. The taxi-top ads, according to a Digiday report, will use a geo-targeting technology that taps into a cab's GPS system and serves a different targeted ad depending on the area the cab is passing through in the city. Those ads will mention by name a retailer in the area that Amex is connected to and the stores will be charged a small fee for the ads. | | WHY THIS MATTERS: Joe Bihlmier, VP of global media at American Express, says this will be the company's widest use of geo-targeting to date. It has previously used the technology around large-scale events as Coachella and the U.S. Open golf and tennis events, Digiday reports. But that was mostly through Snapchat geofilters to target Gen Z and millennial attendees at the events. The geo-targeted cab-top ads will be on a much broader scope and could generate a new way to target on the move consumers. | | Two Takes: Digiday | Adweek | | | | #3 UK Publishers Seek Clarity on GroupM GDPR Policy | | The Association of Online Publishers and some of its members will meet with WPP media agency unit GroupM later this month to discuss the terms of the data protection contract it has asked publishers to sign in preparation for the General Data Protection Regulation that will go into effect in Europe in May, Digiday reports. Some publishers have concerns about what they regard as ambiguous terms and concerns about GroupM warning that its agencies would cease doing business with publishers that don't sign it. | | WHY THIS MATTERS: The GDPR is aimed at protecting consumer data but the question of who should shoulder the liability under the new law has become seriously blurred over the past few months. Publishers believe under the GDPR rules they should control their own digital data supply chain. But agencies believe they should be part of the data release consent process. The goal of the meeting is to address all concerns and attempt to come up with a palatable solution to questions raised. | | A Take: Digiday | |
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| | 71 | | Percentage of U.S. internet users who believe that ads are becoming more intrusive, according to a survey by Kantar Millward Brown. Only 7% do not believe that. Some 41% believe ads are telling better stories now, but 33% say they are now more confusing. | – Reported by eMarketer
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| | NBC Wins With Powerful 'Voice' | by Michael Malone
NBC won the prime ratings prize Monday, as The Voice led the network to a 1.6 rating in viewers 18-49, per the Nielsen overnights, and a 6 share. That topped the 1.3/5 that ABC put up.
The Voice did a flat 1.9 across two hours, while Good Girls grew 11% for a 1.0.
On ABC, American Idol ticked up 7% to 1.5 from 8 to 10 p.m. Drama The Crossing lost 20% from its premiere to come in at 0.8.
CBS scored a 0.8/3, as Kevin Can Wait rated a 0.9 and Man With a Plan a 0.9., both comedies flat. Superior Donuts did a level 0.8 and Living Biblically slid 25% to 0.6, then Scorpion dropped 13% to 0.7.
Telemundo and Univision both scored a 0.5/2.
Fox rated a 0.4/1 with repeats of Lucifer and The Resident.
The CW did a 0.3/1. The DC's Legends of Tomorrow season finale rated a 0.4 and iZombie a 0.2, both shows flat. | |
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| • JOSHUA LOWCOCK was given the additional title of global brand safety officer at IPG media agency UM. In addition to his newly created role, Lowcock will continue in his previous role as executive VP and U.S. chief digital officer, a post he has held since 2015. TK
• RAJU NARISETTI is leaving his position as CEO of Gizmodo Media Group, a position he has held since 2016. Gizmodo Group, former Gawker Media, is currently owned by Univision and is part of its Fusion Media Group. It is not expected that Narisetti will be replaced.
• KEVIN LEVY was promoted to executive VP, program planning, scheduling and acquisitions at The CW. He was previously senior VP of program planning and scheduling since 2014. He has been with The CW since 2006. | |
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