วันจันทร์ที่ 14 พฤษภาคม พ.ศ. 2561

Media Buyer + Planner: Sales Execs on Upfront; Brands Question Facebook Value

 
 
 

Media Buyer & Planner Today

 

May 14, 2018

 
 

Media Buyer & Planner Today
 
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#1 Sales Execs Predict Strong Upfront
This year's upfront is expected to be a rerun of last year's strong ad marketplace and TV network sales executives are anticipating overall ad dollars to continue to roll in, Broadcasting & Cable reports. Part of that is due to declining ratings. As viewership falls, supply diminishes, but if advertiser demand continues to be high, then the networks can charge more for that limited supply. "I think you'd be hard pressed to have anyone on either side of the desk not acknowledge that it's a strong marketplace," says Bruce Lefkowitz, executive VP for ad sales at Fox Networks Group. And Mark Marshall, executive VP of entertainment at NBCUniversal says, "I think the idea that it will be a stronger market than last year is a pretty safe assumption."
WHY THIS MATTERS: There is always posturing that goes on right before both the buyers and sellers get together to start negotiating ad deals for a new TV season. And despite all the talks of data, automation, programmatic and targeting, the broadcast and cable TV networks are expected to sell about $19 billion in advertising during the upfront. As long as the TV networks, particularly broadcast, continue to mass reach audiences, overall upfront sales will be solid. The days of reaching 15 million to 20 million viewers per show may be gone, but for marketers to still reach between 5 million and 10 million per show is still pretty impressive.
A Take: B&C
 
#2 Brands Question Facebook Value
Advertisers are more concerned that they are wasting money on Facebook than they are about the platform's privacy lapses, according to a Digiday report. They are reportedly unhappy with how expensive it's gotten to advertise and the subsequent return on investment, particularly for pricey video ads. Among the advertisers examining their spending on Facebook include Radisson Hotel Group, Adidas, Booking.com and O2. Adidas has been most aggressive, having stopped buying any video ads on Facebook.
WHY THIS MATTERS: For years ad dollars have simply rolled into Facebook because of its mass digital reach. But continued ad price hikes are making it less profitable for brands to use the site. In the first quarter of 2018, the average price of a Facebook ad jumped 49% and once the GDPR goes into effect on May 25, and limits kick in as to what personal data Facebook can share with advertisers, targeting will become harder and more expensive. Still, as long as Facebook continues to offer massive reach, it will always be a draw to many advertisers regardless of price.
A Take: Digiday
 
#3 Old Metrics Will Dominate Deals
Media buyers want better TV audience measurement, but they expect the current C3 and C7 metrics will remain the primary ad buying currency during this year's upfront, Multichannel News reports. Buyers endorse the idea of audience targeted ad buying and believe the addition of NBCUniversal to the OpenAP consortium will push advanced ad buying forward. However, for now, they say it remains just a small factor in the ad buying marketplace.
WHY THIS MATTERS: Mass reach still matters to advertisers but the belief is they can get better return on more finite targeting of TV audiences moving forward. "Our ability to target strategic audiences and increase reach against the hardest-to-find audiences is critical to our brands," says Mike Law, VP, managing director, U.S. media investment, at Dentsu Aegis Network's Amplifi US. And as more networks and agencies work toward new metrics that alter ad buying and selling patterns, they will move closer to becoming industry standard like C3 and C7 did several years ago. However there is still a long way to go to get everyone on board, so new metrics are just not going to be that prevalent in this upfront.
A Take: MCN

 
 

 

 

 
 

 
 
#4 NBC Has Most Mojo Heading into Upfronts (MCN)

#5 More Advertisers Hiring Data Scientists (Adweek)

#6 Ads on Fox News Try to Sway Trump (NYT)

#7 Most Marketers Underutilizing Data (Adweek)

#8 History Won't Raise Prices for Reduced Ad Load (Ad Age)

#9 Keys to Insurance Social Success (Adweek)

#10 Top Broadcast Shows Have Older Audiences (NYT)

 
 

Stat Of The Day
 
 

40
Percentage of Gen Z consumers who have used their consumer power to boycott a brand, according to findings from a study by DoSomething Strategic (formerly TMI Strategy). The study also found that 76% of Gen Z consumers have purchased or are open to purchasing a brand or product to support the issues that brand stands for.
– Reported by eMarketer

 
 

 

 

 
 

 

Ratings
 
 

'American Idol' Propels ABC to Sunday Night Win

by John Consoli

ABC's Sunday night airing of a two-hour live edition of American Idol helped the network capture the 18-49 demo ratings race, propelling it to an overall 1.3/6 to easily defeat both CBS and Fox, which both scored a 0.7/3, according to Nielsen overnights.

ABC opened the night with America's Funniest Home Videos producing a 1.2, followed by Idol with a 1.6 and concluding the night with drama Deception which did a 0.7/3. Idol was flat with last week's telecast.

CBS opened the night with back-to-back 60 Minutes which both recorded a 0.8, followed by NCIS: Los Angeles, which also did a 0.8, and Madam Secretary, which did a 0.6.

Fox's animation Sunday opened with a repeat of Bob's Burgers at 0.4, followed by a new episode which did a 0.7. The Simpsons did a 0.9 and Family Guy did a 1.0. Another Bob's Burgers did a 0.8, while sitcom Brooklyn Nine-Nine, which will move to NBC next season, scored a 0.8.

NBC did a 0.6/3. An 8 p.m. episode of game show Genius Junior did a 0.6, followed by the season finale, which score a 0.5. A two-hour finale of drama Timeless produced a 0.6.

Univision did a 0.4/2 and Telemundo did a 0.3/1.


 
 

Fates & Fortunes
 
 

• HELDER SANTO was named president of digital agency Wunderman New York. He replaces Jamie Gallo, who left the agency, and will report to Seth Solomons, CEO of Wunderman North America. Santo was most recently VP, group managing director, at R/GA. Prior to that he was a group director at mcgarrybowen and prior to that was VP and director at Digitas.   
 
• JIM ELMS has joined Kansas City agency Barkley as chief engagement officer and CEO of its consulting unit FutureCast. He was most recently a managing director of IPG and prior to that oversaw the holding company's media agency Initiative, first as global CEO and then as chairman. At Barkley he will be working with FutureCast client Amazon, which is also a client of IPG. Elms previously worked at Barkley from 2005 to 2007. He has also worked as head of global strategy at media agency UM and held executive roles at agencies Grey, GS&P and Wieden+Kennedy. 


 
 

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