| | Media Buyer & Planner Today | | | | | | | | | #1 Turner's Levy Says It's Time to Retire Nielsen TV Metric | | Turner Broadcasting president David Levy took a major public poke at Nielsen at the cable company's upfront presentation Wednesday, encouraging media buyers to stop using the current Nielsen TV metric and buy ads based on audience-targeting, according to a Multichannel News report. "We are in a new era of media and it's time to retire the Nielsen television metric," he said. "While it undoubtedly served its purpose, it no longer fully captures how to successfully measure an audience in today's landscape. Audience targeting works and is generating drastically greater results for our advertising and marketing partners. The time is now – this upfront – for advertisers to change how they think about the value of their marketing and invest in audience targeting." | | WHY THIS MATTERS: Turner, of course is a founding member of OpenAP, the Advanced Audience Platform, which also includes Fox and Viacom as founding members. So Turner execs have been touting the move to audience-based targeting by advertisers for a while. But publicly calling for the Nielsen TV audience measurement system to be "retired" is a bold step, particularly at a public event attended by media agency executives and their marketing clients. The gloves are clearly off. | | A Take: MCN | | | | #2 Snapchat's Programmatic AR Ads Gain Traction | | It's been six months since the social platform began selling programmatic augmented reality ads and more than 100 advertisers have run them so far, Digiday reports. Among the advertisers are Reebok, Nike, Footlocker, Jordan Brand and Hershey's. What may be drawing advertisers to the new "Snap Ad to AR" units is cost. The AR ads, auctioned at $3 to $8 CPMs, are much cheaper than Snapchat lenses, even though they themselves contain lenses. And Snapchat decreased the amount marketers have to pay to buy ads on Snapchat's self-serve platform from $100 a day to $50 a day. | | WHY THIS MATTERS: Reducing its ad pricing is not great for Snapchat bottom line but it is motivating marketers to advertise on the site and get used to using it programmatic platform, as well as getting a feel for consumer reaction to their ads. And it is keeping Snapchat in the social media ad conversation. | | A Take: Digiday | | | | #3 YouTube Channels See Lift in Live Video Viewership | | News publishers and gaming creators have noticed a recent viewership surge for live videos on YouTube, Digiday reports. Theorist Media's YouTube channel, GTLive, has broadcast gaming-related live videos on YouTube since 2015. Its average concurrent viewers have grown from between 15,000 and 17,000 since the beginning of the year, to 22,000 to 27,000. Theorist Media chief operating officer Stephanie Patrick says YouTube is making some livestreams more visible, showcasing live videos on its homepage and flagging channels in people's subscription lists that are live. YouTube is also highlighting live videos in search results. Meredith's Time has seen its live videos receive three times more viewers through YouTube search than its non-live video do. | | WHY THIS MATTERS: As Digiday reports, YouTube's moves come at a time when Amazon's Twitch is expanding its live programming beyond gaming to include NFL telecasts and Facebook is trying to revive its live video ambitions, particularly in gaming. Whatever the case, YouTube being able to attract more viewers to live videos can certainly be a positive for advertisers going forward. | | A Take: Digiday | |
| | |
| | 42 | | Percentage of U.S. senior marketing executives who say the biggest barrier to increasing augmented reality marketing spending at their companies is they are unable to reach their audience at scale. Some 42% also say that the return on investment is unclear. Another 35% say the investment necessary is too high and that same percentage say its track record is too low. The lack of internal expertise in AR marketing was an obstacle listed by 31%. | – Reported by eMarketer
| |
| | | |
| | ABC Wins With Robust 'Roseanne' | by Michael Malone
ABC won the ratings race Tuesday, as a solid Roseanne led to a 1.2 score in viewers 18-49 across prime, per Nielsen's overnights, and a 5 share. That beat the 1.0/4 that both CBS and NBC did.
Roseanne did a 2.6, same as last week. The show was such a focus of ABC's upfront presentation May 15 that Ben Sherwood, co-chair, Disney Media Networks and president, Disney/ABC Television Group, suggested a drinking game for every time Roseanne was mentioned.
The Middle slipped 7% to 1.4 for ABC and Black-ish did a flat 1.2. Splitting Up Together scored a 1.0 and For the People a 0.5, both shows level with last week.
CBS had NCIS down 25% at 1.2 and NCIS: New Orleans at 1.0, then a second NCIS: New Orleans at 0.8. Last week's NCIS: New Orleans did a 0.8.
CBS and ABC split the win the Tuesday before.
For NBC, it was The Voice growing 17% to 1.4 and the Rise finale at a flat 0.7, and then Chicago Med off 10% at 0.9.
Fox did a 0.6/2. MasterChef Junior rated a 0.5 and the New Girl series finale went up 20% to 0.6.
The CW rated a 0.5/2, with The Flash at 0.7 and The 100 at 0.4, both shows flat.
Univision and Telemundo were both good for a 0.4/2. | |
| | | |
| • LACHLAN MURDOCH will be chairman and CEO of the new Fox when the sale of its film and TV assets to Walt Disney Co. is completed. RUPERT MURDOCH will served as co-chairman of the new Fox, and JOHN NALLEN, currently 21st Century Fox CFO, will be chief operating officer of the new company.
• HOLLY MASON was promoted to president of the Brooklyn, N.Y., office of digital marketing agency Huge. She was previously managing director, client services. The agency also named six executives to its global leadership team. They include ALEXANDRA LUTZ, chief strategy officer; JASON MUSANTE, chief creative officer; DEREK FRIDMAN, chief design officer; MICHAEL HORN, chief data officer, GELA FRIDMAN, president of technology; and THOMAS PROMMER, president of platform technology.
• BRIAN BARTHELT has joined customer relationship management agency The Marketing Store where he will oversee its U.S. retail clients, according to a MediaPost report. Among those clients is McDonald's and Barthelt will work in conjunction with the chain's dedicated agency We Are Unlimited. Barthelt was previously general manager, in-store digital at DCI Artform and senior VP, director of digital technology at Leo Burnett/Arc.
| |
| | | |
| Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
Learn More
The Programmatic TV Summit
June 7, 2018 | New York, NY
Learn More
OTT & Video Distribution Summit
August 2, 2018 | Los Angeles, CA
Learn More News Technology Summit
September 26-27, 2018 | Baltimore, MD
Learn More 16th Annual Hispanic Television Summit
October 4, 2018 | New York, NY
Learn More Streaming Tech Leadership Summit
October 22-23, 2018 | Atlanta, GA (SCTE)
Learn More NYC Television Week
October 29-November 1, 2018 | New York, NY
Learn More Broadcasting & Cable Hall of Fame Awards, part of NYC TV Week
October 29, 2018 | New York, NY
Learn More NYC Television Week's 40 Under 40 Awards
October 30, 2018 | New York, NY
Learn More TV Data Summit, part of NYC TV Week
October 31, 2018 | New York, NY
Learn More Advanced Advertising Summit, part of NYC TV Week
November 1, 2018 | New York, NY
Learn More Next TV Summit, part of NYC TV Week
November 1, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
