| | Media Buyer & Planner Today | | | | | | | | | #1 AmEx Reviews Global Media | | The world's second-largest credit card company is set to begin its first worldwide media agency review in more than a decade, Adweek first reported. The media account has primarily been held by WPP and GroupM agency Mindshare since 1998. Mindshare last successfully defended the account 13 years ago against bids by IPG media agency Initiative and Dentsu Aegis media agency Carat. Mindshare will again defend. Publicis Groupe's Digitas has handled some digital media for American Express. "We are evaluating the way we buy media globally," AmEx VP of public affairs Elizabeth Crosta told Adweek. "This is part of an effort to drive greater marketing efficiency and effectiveness across our business." | | WHY THIS MATTERS: American Express is a major ad spender, allocating some $300 million in the U.S. alone in 2017 and $500 million in 2016, according to Kantar Media. The review follows a decision last year by AmEx to move its creative work away from Ogilvy [to mcgarrybowen] which had held the account since 1962. The review also comes following a change in top leadership at AmEx, which named both a new CEO and new chief marketing officer in February. | | A Take: Adweek | | | | #2 Did Ties to GroupM Hurt Videology? | | There were several factors leading to online ad tech company Videology filing for Chapter 11 bankruptcy protection last week, but according to a Digiday report, one of those factors contributing to the company's demise might have been its close ties to WPP's media agency unit GroupM. One agency executive said, "One of the problems with Videology over time was that the WPP association was so strong; some people saw it as a subsidiary of WPP." The implication, of course, is that competing media agencies did not want to do business with it. Another agency exec said, "[Videology] couldn't aggressively go after client-direct relationships when advertisers started questioning the bias in agency nondisclosed programmatic offerings." And yet another former exec from a competing WPP agency holding company said, "Putting all their eggs in the GroupM basket alienated them from other agency holding groups. They got in bed with the biggest media buyer, which is a great strategy, but a dangerous one, too." | | WHY THIS MATTERS: GroupM was heavily invested in Videology and when the company filed for bankruptcy it was disclosed that it owes GroupM more than $35 million. Initially being close to GroupM worked in Videology's favor as far as its clients moving dollars into online video using the company's technology. But in a competitive business like advertising, marketers represented by other holding companies are going to want full disclosure from Videology and not getting it would and did result in them shunning the company. It does raise a question going forward of how cozy agency holding companies should get with individual tech companies. | | A Take: Digiday | | | | #3 Rise of Tech-Savvy 'Transformists' | | Millennials are said to be the hottest demographic target for marketers, but research by Insider Inc. and Digitas says they're not the most powerful influencers, Adweek reports. The research indicates that focusing on generations or year of birth might not be as important as targeting folks based on mindset. The research suggests brands should be targeting "transformists," who are tech-savvy individuals who don't just use technology for fun, but to better own their own lives and supplement values and causes they believe in, from social issues to work goals. | | WHY THIS MATTERS: Much like marketers are now moving away from reaching out to mass audiences on television and looking to target ads to a more finite group, so might they want to look at targeting beyond birth year. Research shows there are 38 million "transformists" in the U.S. and they tend to be more engaging with brands. For example some 77% of transformists "like" something a brand posts on social media once a week or more, and 51% say they purchase something they see in their social feeds. | | A Take: Adweek | | | | |
| | 20 | | Percentage of total programmatic ad fees charged by demand-side platforms and supply-side platforms worldwide, according to an audit of the programmatic ecosystem by GroupM. In Europe, the percentage is 19%, in the U.S. it is 20%, while in the Asia-Pacific countries it is 22%. | – Reported by eMarketer
| |
| | | |
| | NBC Wins With 'Billboard Music Awards' | by Michael Malone
NBC took the top spot in Sunday prime ratings, as the Billboard Music Awards paced the network to an easy win with a 1.8 in viewers 18-49, per the Nielsen overnights, and a 7 share. In second was ABC at 1.0/4.
The Billboard Awards did a 2.1, leading out of Dateline, up 50% at 0.9. Last year's Billboard Awards, which aired on ABC, rated a 2.3. In 2016, the Billboards did a 3.1.
On ABC, America's Funniest Home Videos fell 25% to 0.9, then American Idol slipped 19% to 1.3. The Idol champ is crowned tonight, with Caleb Lee Hutchinson, Gabby Barrett and Maddie Poppe in the running. Deception was down 14% to 0.6.
CBS did a 0.8/3. 60 Minutes rated a 0.8 before the two-hour NCIS: Los Angeles finale did a 0.8. Madam Secretary scored a 0.6. All three shows were flat with last week.
Fox was at 0.7/3. Bob's Burgers rated a level 0.7 and The Simpsons a 0.8, down 11%. Brooklyn Nine-Nine rated a flat 0.8 and Family Guy dropped 10% to 0.9, then another Bob's Burgers scored a 0.8, same as last week.
Univision rated a 0.4/2 and Telemundo a 0.3/1, same as they did last week. | |
| | | |
| • NICOLLE PANGIS has been named president and CEO of national sales, marketing and technology company NCC Media, which is jointly owned by cable operators Charter, Comcast and Cox. She was previously global chief operating officer of GroupM's [m]Platform and prior to that was global chief revenue officer and then COO at GroupM trading desk Xaxis.
• JESSICA REZNICK was promoted to president of experiential agency We're Magnetic. She's been with the agency since 2014 and was most recently managing director. Prior to that she worked at Creative Artists Agency, as well as at agencies 72andSunny and Crispin Porter + Bogusky. RACHEL SAUNDERS has also joined We're Magnetic as global director of consumer research and insights. Saunders was most recently insights and strategy director at research company Cassandra, and previously worked with Reznick at Creative Artists Agency.
• IAN SCHAFER was named president and chief marketing officer at wearable tech company Muzik. He is founder of marketing agency Deep Focus, which he left last year. • RICARDO RUBINI was promoted to senior VP of sales, Latin America & Caribbean at 20th Century Fox Television Distribution. He was elevated from VP of sales for Latin America and will be based out of Sao Paulo, Brazil. He succeeds Elie Wahba. Rubini has been with Fox since 2002, and prior to that held sales and marketing positions at DuPont, PepsiCo, Chrysler and Bell Canada.
| |
| | | |
| 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 » | |
| | | | |
