| | Media Buyer & Planner Today | | | | | | | | | #1 YouTube Selling Ads Like on TV | | A new offering by the video platform is similar to a TV ad buy for brands in that after two seconds they are charged for an impression whether can continue watching it or not, according to an Ad Age report. The new ad system is a variation of YouTube's five-second skippable ads, and is designed to appeal to brands that are more comfortable with buying and paying for ads like they do on TV. That would be based on total impressions after the ad runs just two seconds rather than people who actually watch the entire ads. The typical ad made for mobile is 10-to-15 seconds. Each advertiser buys on a cost per thousand basis and impressions count after two seconds, the industry standard, even if the user winds up skipping the ad beginning at the five-second mark, an option YouTube has been offering previously. The traditional skippable ad will also still be available where advertisers are charged only for ads that are fully-watched. YouTube parent Google announced the new format in a blog post and did not comment further. | | WHY THIS MATTERS: "You Tube is trying to help advertisers buy media inventory in a way they understand," Jared Belsky, president of digital agency 360i tells Ad Age. He says ideally, though, it would be most ideal for digital platforms to charge only for ads that are completed and watched. Jim Nail, principal analyst of marketing at Forrester, says, "It looks like they made the calculation that with so many people skipping the ads, they'll make more revenue charging on a cost-per-impression basis rather than giving away five seconds of free branding." | | Two Takes: Ad Age | Variety | | | | #2 Chernin Calls for Sinclair Station Boycott | | Peter Chernin, a former top executive at Fox News owner News Corp., who now heads up his own media company, has called on advertisers to boycott Sinclair Broadcast Group stations who are requiring news anchors at dozens of its local stations to read scripts criticizing other media outlets. Sinclair has been praised by President Trump, calling its stations "far superior to CNN and even more Fake NBC, which is a total joke." The Sinclair station scripts are in tune with his feelings about the media. As reported by The Wall Street Journal and Ad Age, Chernin, in a tweet, said what Sinclair was doing is preaching propaganda and urged consumers to pressure advertisers who buy time in Sinclair telecasts to pull out. Sinclair's chief political analyst is Boris Epshteyn, who served on President Trump's campaign team and who also delivers on-air commentary for the Sinclair stations. | | WHY THIS MATTERS: Ad boycotts called for by consumers have become an increasingly accepted way of putting pressure on news organizations who they believe are abusing traditional news values. Several Sinclair stations are Fox affiliates, so it is interesting that former Fox exec Chernin is taking a public stance on the matter. Sinclair has 193 TV stations around the country so an ad boycott could have a significant short-term impact on revenue. | | Two Takes: WSJ | Ad Age | | | | #3 Mistakes Cost Brands Customers | | A new study by Blis, which specializes in mobile location and behavioral advertising, finds that a significant number of consumers drop brands when they make mistakes, MediaPost reports. Some 55% of consumers say they will give brands only once chance before moving on to another brand. And millennials are the most unforgiving, with 40% more unwilling to forgive. At the same time, once a brand has earned the respect of a millennial, they become more patient with 26% reporting they are willing to forgive an error. Lower income households are more willing to give brands multiple chances, with 36% of consumers from households with income under $25,000 being more tolerant. Some 54% of consumers who earn between $75,000 and $200,000 are less willing to forgive. Brands that are held in higher regard by consumers are more likely to have consumers pay more for their product. And women, by 66% to compared to 59% of men, are willing to move on to another brand if the brand makes a mistake. | | WHY THIS MATTERS: Brand perception among consumers is something marketers should take very seriously since the average consumer spends about $226 per week on discretionary purchases. That can add up when a brand can get a share of that from millions of consumers. | | A Take: MediaPost | |
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| | 52 | | Percentage of commercial time lost by Fox News Channel's Ingraham Angle on March 31 as a result of ad pullouts related to show host Laura Ingraham's earlier negative tweet about Parkland High School shooting survivor David Hogg, according to data by Kantar Media. It was higher than the 40% decline in commercial time on March 30. The show had been averaging 14 minutes and 33 seconds of ad time prior to the boycott. | – Reported by B&C
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| | 'The Voice' beats 'Idol' to Win Monday Night for NBC | by John Consoli
NBC's two-hour telecast of The Voice helped propel the network to a 1.5/6 18-49 primetime demo win on Monday night, edging out ABC which scored a 1.3/5, helped by a two-hour American Idol, according to Nielsen overnight ratings.
The Voice recorded a 1.9, down from a 2.0 last week, and led into Good Girls at 10 p.m. which did a 0.9, down from a 1.0 last week.
American Idol opened the night for ABC with a 1.4 and led into the premiere of drama The Crossing, which produced a 1.0. Idol was down from a 1.7 last week.
CBS finished third on the night in the 18-49 demo with a 0.9/3. Repeats of Big Bang Theory and Young Sheldon did a 1.2 from 8 p.m. to 9 p.m. and repeat of Big Bang and Living Biblical did a 0.9 from 9 p.m. to 10 p.m. An NCIS repeat did a 0.6.
Univision did a 0.5 and Telemundo did a 0.4.
Fox with repeats of Lucifer and The Resident did a 0.4, while The CW did a 0.3 with DC's Legends of Tomorrow and Penn & Teller: Fool Us. | |
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| • SOCHE PICARD was named chief executive officer, North America, for Arc Worldwide, the Leo Burnett Group shopper marketing agency. She was most recently executive VP, manager director of Geometry Global's New York office.
• GLYN WILLIAMS was promoted to the newly created position of VP, West region, at IPG out-of-home media agency Rapport. He was previously media director, West Coast. Prior to joining Rapport in 2013, Williams was director of account services at Outdoor Advertising Group.
• AMY WORLEY was promoted to chief connections officer at VML. She was elevated from executive director, channel activision. At the same time, LISA PURPURA was promoted to managing director, media. She was most recently group director, media, and joined VML a year ago from Havas Media Chicago, where she was VP, account director. • BRAD KAY has quietly left his position as president of SS+K, according to an Adweek Agency Spy report. He was initially with SS+K in 1994 but left to take positions at Merkley+Partners and at FCB before rejoining SS+K in 2008 and he spent the past 10 years there. The agency is now owned by M&C Saatchi.
• MAREN ELLIOTT was named chief talent officer at creative agency Swift. She was previously chief operations officer and will be succeeded by PAUL WILLE. He previously served as chief performance officer.
• DEREK DALTON was appointed president and general manager of WBBM Chicago, a CBS Televisions Stations-owned outlet. He was previously VP and general manager of Hubbard Broadcasting-owned WHEC Rochester. Dalton succeeds Marty Wilke who retired in March. • A trio of ad industry people will be inducted into the American Marketing Association New York Hall of Fame. They include LEE CLOW, chairman of TBWA/Media Arts Lab and director of media arts at TBWA Worldwide; ESTHER LEE, executive VP and global chief marketing officer at MetLife; and author SETH GODIN.
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