 | | Media Buyer & Planner Today | | | | | | | | | #1 NBCU Offers Attribution Metrics | | The broadcast company has expanded its measurement of TV ads to include "business outcome" results such as web visits and sales generated. NBCUniversal is working with iSpot.tv, which will provide the attribution data. iSpot uses its proprietary system for tracking TV ad activity at scale and in real-time. And according to a Wall Street Journal report, iSpot is working with Vizio subsidiary Inscape to pull anonymous viewing data from the company's panel of 8 million, opted-in smart TVs in the U.S. Once a campaign runs, iSpot can detect ad exposures from the TVs and match those households who visited a particular website. If the client's business objective was to drive traffic to a particular website, iSpot counts the visit as a conversion. iSpot is also working with third party data companies to track offline sales and other business outcomes. NBCU is testing this capability across automotive, pharmaceutical, consumer electronics and wireless. And it plans to offer it to clients during the upfront negotiations for next TV season. | | WHY THIS MATTERS: Measurement company Data Plus Math recently announced a similar effort this week. Unlike traditional ratings guarantees based simply on viewers who were delivered a commercial and given guarantees of makegoods, NBC will not offer such guarantees. But the belief is that an ad's effectiveness in meeting business objectives and producing return on investment means more to a client than how many people are simply shown the ad. "We want to move from the handcuffs of legacy measurement and currency to measurement more closely tied to clients' success metrics," says Mike Rosen, executive VP, advanced advertising and platform sales at NBCU. "Innovation in ad tech, like iSpot for TV is now allowing us not only to better target but measure results in a way we never have before." | | A Take: WSJ | | | | #2 Carat Retains Microsoft Account | | The tech giant, which spent $1.5 billion on marketing last year, has retained incumbent Dentsu Aegis Network's Carat as its global media agency, Adweek first reported. Every major ad agency holding company participated in the review except for Omnicom, which had a conflict because it holds the Apple account. Sources told Adweek that WPP's Wavemaker, Publicis Groupe's Starcom and IPG's UM were among the agencies competing in the view. Carat initially won global media planning and buying for Microsoft in 2014. The review did not include creative, which is handled by IPG's dedicated agency m:united//McCann. | | WHY THIS MATTERS: This is a huge spending media account and a major win for Carat, whose parent holding company, Dentsu Aegis has been on an account winning streak. According to Ad Age, the holding company won both media and creative work in North America for Subway in December. And last fall, its agency Vizeum won media planning and buying in the U.S., Canada, Europe and Africa for Anheuser-Busch InBev. | | Two Takes: Adweek | Ad Age | | | | #3 YouTube Touts Safety at Brandcast | | The streaming video platform held its annual Brandcast event on Thursday night and its theme was to stress the steps it is taking to improve brand safety and document its effectiveness, according to reports in Broadcasting & Cable and other media outlets. YouTube CEO Susan Wojcicki said product from Nielsen Catalina Solutions will be help advertisers determine what kind of sales lifts their products received after advertising on the platform. Kellogg's executive Deanie Elser documented successful campaigns the brand has run on YouTube, pointing out that spending on the platform increased by 300% last year. And YouTube touted a large number of celebrities, including Will Smith and LeBron James who are bringing new content projects to the platform. Wojcicki also talked about safety changes made. "We instituted human reviews on Google Preferred, so that you can all trust that every video your ad runs on has been verified to meet advertiser-friendly guidelines," she said. | | WHY THIS MATTERS: YouTube has continue to be criticized by certain advertisers who say their ads have been running next to unsafe video. But YouTube insists it is making strides to eliminate those situations. Wojcicki says some 1.8 billion logged-in viewers are watching video every month, and as Ad Age reports, while it is tough to police a platform that big, it is also tough for advertisers to ignore trying to reach an audience of that size. | | Three Takes: B&C | Ad Age | MediaPost | |
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| | 14 | | Percentage of YouTube views generated through some form over-the-top device, including connected TV's such as Roku, Apple, Google's Chromecast or a variety of off-the-shelf smart TV, according to a Pixability analysis of Nielsen Digital Ad Ratings. Some 24% of YouTube views are generated via desktop, while 62% are generated via mobile. | – Reported by MediaPost
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| | Sitcoms Help CBS Win the Night | by John Consoli
Strong performances by sitcoms The Big Bang Theory and Young Sheldon helped CBS to a Thursday night 18-49 demo victory, with the network scoring a 1.4/6, per Nielsen overnights.
Big Bang opened the night with a 2.3, up 20% over last week's episode, while lead-out Young Sheldon did a 1.9, up 12%. Sitcom Mom did a 1.4, also up slightly from last week, as was Life in Pieces with a 1.1. S.W.A.T. at 10 p.m. did a 0.9
ABC finished second on the night with a 1.1/5. Grey's Anatomy did a 1.6, up from a 1.4 last week, Station 19 did a 1.1, up from a 0.9 last week, while Quantico did a 0.5, flat from its season premiere last week.
NBC did a 0.7/3 with the season finale of Superstore scoring a 0.8, season ender of A.P. Bio producing a 0.6, before a repeat of Will & Grace did a 0.5. Champions finale did a 0.4 and Chicago Fire scored a 1.0
Fox did a 0.5/2 with Gotham producing a 0.6 and Showtime at the Apollo a 0.5. The CW did a 0.4/2 with Supernatural and Arrow.
Both Univision and Telemundo also did a 0.4/2. | |
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| • MICHAEL STORMS was named chief analytics officer at IPG media agency Initiative. He was most recently a managing director at Omnicom media agency Hearts & Science, where oversaw the client AT&T data team.
• NED RUSSELL was named to the newly created position of managing partner, Healthcare, at MDC Partners. He joined from Publicis Groupe where he oversaw the healthcare business for agencies including SapientRazorfish and Digitas. He was with Publicis since 2009. In his new role he will work with MDC healthcare agency Concentric and other MDC agencies to attract new health and wellness clients.
• JAVI CAMPOPIANO was named partner and chief creative officer at FCB Mexico. He was previously chief creative officer at Saatchi & Saatchi New York. Prior to that he was chief creative officer for Latin America at Saatchi and creative officer at Conill. The new position marks a return by Campopiano to FCB, where he served as director of the New York office.
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