| | Media Buyer & Planner Today | | | | | | | | | #1 MDC Disappoints In First Quarter | | The advertising company blamed client cutbacks, slower new business development and new accounting regulations for first-quarter earnings results that CEO Scott Kauffman termed "unacceptable." Kauffman added, "The start of 2018 has been challenging....We need to do better," as the company reduced 2018 financial targets. MDC Partners, with a portfolio that includes agencies such as 72andSunny, Anomaly, Colle McVoy, Doner, KBS and The Media Kitchen, also acquired full-service multicultural experiential agency 20.10, which will now operate as a division of TEAM. | | WHY THIS MATTERS: Kauffman said "rebalancing" initiatives will continue (MDC sold three firms last year) but given MDC's size, the results are perplexing. As Lee Cooperman, chairman and CEO of Omega Advisors, asked Kauffman on the results call, "You've not been the best custodian of the shareholders' money... People wonder kind of what you're up to." The waiting to find out is the hardest part. | | Three Takes: Ad Age | Adweek | MediaPost | | | | #2 SpotX Filters Fake News For Brands | | Video advertising platform SpotX said it can prevent brands' commercials from running in objectionable content through an extended partnership with zvelo. Zvelo's ability to detect and block malicious websites and content, including fake news, helps ensure brand safety for SpotX users. Other content blocked includes material supporting terrorism and cryptocurrency mining. | | WHY THIS MATTERS: It saves brands from getting caught in the muck of one of the industry's most controversial issues. Nick Frizzell, senior director, brand safety & inventory operations, at SpotX said, "We're able to help media buyers avoid brand-damaging associations....in an environment where buyers continually struggle to identify worthwhile ad inventory." | | A Take: B&C | | | | #3 Heineken Plans In-House Verification | | The move by the beer brewer is a shift in policy from previously relying on its agencies to police ads. The company, according to executives, is currently running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house. | | WHY THIS MATTERS: For Heineken, the control over ad measurement is worth higher costs of owning the contract with ad-verification technologies. Working directly with verification companies means it can set its own benchmarks for brand safety, fraud and viewability. | | A Take: Digiday | |
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| | 27 | | Projected percentage increase of investment in marketing technology by U.S. marketers over the next four years, according to Forrester Research. | – Reported by eMarketer
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| | Fox Wins Thanks to 'Empire' | by Michael Malone
Fox won the Wednesday ratings derby, Empire leading the network to a 1.4 in viewers 18-49, per the Nielsen overnights, and a 6 share. CBS and NBC tied for second at 1.0/4.
Empire lost 6% for a 1.6, then Star rated a flat 1.2.
On CBS, Survivor rated a 1.5, then SEAL Team a 0.9 and Code Black a 0.7, all three shows flat with last week.
For NBC, The Blacklist fell 13% to a 0.7, then Law & Order: SVU lost 8% for a 1.1 and Chicago P.D. was a level 1.2.
ABC rated a 0.9/4. The Goldbergs did a flat 1.2 and Alex, Inc. decreased 13% to 0.7. Modern Family scored a flat 1.3 and American Housewife went up 22% to 1.1. Designated Survivor slid 17% to 0.5.
Telemundo did a 0.5/2 and Univision a 0.4/2.
The CW was good for a 0.3/1, with Riverdale at a flat 0.4 and The Originals decreasing 25% to 0.3. | |
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| • STACEY LYNN SCHULMAN has been promoted to chief marketing officer of Katz Media Group. Schulman will lead Katz's marketing and insights team and set strategies to promote the value of local broadcast. She joined Katz in 2014 as executive VP of Strategy, Analytics and Research, and previously held posts at the TVB, Turner, Interpublic Group and CBS.
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