| | Media Buyer & Planner Today | | | | | | | | | #1 CBS, Nielsen to Insert Dynamic Ads in Live TV | | The TV network is collaborating with Nielsen's Gracenote unit to deliver dynamic ad insertion of commercials into live linear broadcast television using automatic content recognition (ACR) technology. Gracenote ACR is integrated into millions of smart TV nationwide. The partnership will allow CBS to deliver impressions to advertisers based on consumer behavior rather than traditional demographic ratings. And dynamic insertion will allow even more timely ads to reach viewers. "This will create a more relevant ad experience for our viewers and better outcomes for clients," says Jo Ann Ross, president and chief advertising revenue officer for CBS Corp. | | WHY THIS MATTERS: The deal is another step toward creating addressable advertising for national TV, and to help linear TV make strides in its battle to keep more ad dollars currently moving to digital, which has been at the forefront of addressable advertising. | Three Takes: B&C | The Drum | Deadline
| | | | #2 New Amazon Tool Takes Aim at Google | | The e-commerce giant is testing a new display ad offering that could help it make inroads into the multi-billion-dollar ad revenue streams at Google and firms like Criteo. According to an initial report by Bloomberg, the tool lets merchants selling on Amazon's online marketplace purchase spots that will follow shoppers around the web to lure the consumers back to Amazon to buy. Amazon is invited select merchants to test the new ads beginning later this month. The new tool will let sellers bid on these ads that will appear on other websites and apps, giving them much wider reach. And merchants will only pay Amazon when customers click on the ads. | | WHY THIS MATTERS: As Bloomberg reports, this type of web marketing across sites and apps is a growing industry, but it has been a challenge to prove the spots lead to actual purchases. But Criteo technology has helped companies facilitate retargeting and tracking. Now Amazon will initiate its own service. Amazon still takes in "only" $1.7 billion in annual ad revenue, compared to Google's $95 billion. But as it continues to make inroads in tech innovation, Amazon will continue to close the gap by giving marketers a viable alternative. | | A Take: Bloomberg | | | | #3 Fox Lays Out JAZ Pod Plans | | Fox Broadcast Group formally introduced its JAZ pods, which feature only two 30-second spots, during its Monday upfront presentation. Fox previously told advertisers it would sell only JAZ pods each week during its Sunday night animation block, but it changed course, now saying it will use them on Sundays on "select" weeks. The JAZ pods will also appear during lives sports on networks including Fox and FS1, and a JAZ pod will be the only form of linear national advertising available during FX's upcoming series The Weekly. JAZ stands for "Just A and Z" or just the first and last position in a pod. | | WHY THIS MATTERS: The goal of the shorter pods is to create advertising that is less intrusive for the viewer, while bringing advertisers closer to the content in both entertainment programming and sports. Joe Marchase, president of advertising revenue at Fox Networks Group, says while the new format offers advertisers the best opportunity to deliver their pitch and to engage audience, it is still not a guarantee to a particular sales outcome. | Two Takes: B&C | MediaPost
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| | 48 | | Number of U.S. adults in millions who will use Uber at least once in 2018, up 18% over last year, but down from 2017 projections for this year, according to eMarketer data. In fact, eMarketer has lowered its usage and market share estimates for Uber through 2022. Meanwhile, Lyft, which is smaller and younger, is growing at a faster rate and narrowing the gap. In 2018, 29.9 million U.S. adults will use Lyft at least once, an increase of nearly 41% over 2017. | – Reported by eMarketer
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| | NBC Wins With Rising 'Voice' | by Michael Malone
NBC took Monday ratings honors, as The Voice led the network to a 1.3 score in viewers 18-49, per the Nielsen overnights, and a 5 share. That beat the 0.9/3 that both ABC and Fox scored.
The Voice grew 7% to 1.6 across two hours and Running Wild With Bear Grylls fell 11% from its opener at 0.8.
For ABC, Dancing with the Stars: Athletes posted a 1.0, then The Crossing was good for a 0.5. Both shows were flat with last week.
On Fox, the Lucifer finale grew 14% to 0.8 and The Resident's season closer was a flat 0.9.
CBS was at 0.8/3. A Big Bang Theory repeat led into Man With a Plan up 13% at 0.9 and the Superior Donuts finale elevating 29% to 0.9, then another Big Bang Theory repeat, and Elementary at a level 0.6.
Univision did a 0.5/2 and Telemundo a 0.4/2.
The CW scored a 0.4/1, with Supergirl up 25% to 0.5 and iZombie at a flat 0.3. | |
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| • KRIS MAGEL is leaving IPG media agency Initiative after more than 10 years to take a position at Dentsu Aegis Network, according to an initial report by Ad Age. It was not immediately stated what his new role will be. Magel is departing as president, East Coast, of Initiative, a position he held for more than a year. Prior to that, he was U.S. president of Initiative. He also served as chief investment officer, and executive VP and director of national broadcast. Prior to joining Initiative in 2008, Magel was senior VP and director of national broadcast at Zenith Media, and before that served as SVP and director of national broadcast at Optimedia U.S.
• LEENA MUNJAL, chief digital officer for Sears Holdings, is now heading up the Sears marketing team, according to an Ad Age report. Former chief marketing officer of Sears and sister retail chain Kmart, Kelly Cook, is now executive VP and CMO at Pier 1 Imports, according to the report.
• JENNIFER CASERTA was named to the newly created role of chief transformation officer at AMC Networks. She was previously president of IFC. She has been with AMC since 2004 and has overseen the development of IFC hits Portlandia and Brockmire. BLAKE CALLAWAY, IFC head of marketing, was elevated to acting general manager, while PETE ARONSON, executive VP of original programming, will now oversee all programming for the network.
• JEREMY HLAVACEK was promoted to head of sales at Watson Advertising, now part of IBM and previously The Weather Company's ad sales unit. He was previously head of global automated monetization, and will now oversee revenue for Watson Advertising's premium and programmatic media products, data products and tech products.
• NIKI DOBRATZ was promoted chief marketing officer at Fallon, where she will oversee business development at the agency's Minneapolis office. She was previously media director and prior to that media producer. She has been with Fallon since 2000, except for a brief time with Carmichael Lynch in 2011. She was previously media director and prior to that media producer. She has been with Fallon since 2000, except for a brief time with Carmichael Lynch in 2011.
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