| | Media Buyer & Planner Today | | | | | | | | | #1 Buyers Demand More Granular Data | | Simple page views and impressions is no longer adequate data for media agencies to use when buying ads on publisher websites. Instead, according to an Adweek report, buyers want to know how engaged readers are with content and the ads they run on sites, and want to know if their ads result in actual sales. "If all you're doing is buying impressions, you're wasting your clients' money," says Barry Lowenthal, CEO of The Media Kitchen. The problem is there is no universal language between publishers and media planners to offer a complete picture. So different publishers offer different pieces of the pie and agencies have to put together media plans as best as possible with the data they get. Here are some of the metrics media buyers say they want to see publishers use: time spent by users on a page or ad; offering effective brand content that engages audiences; proving consumer outcomes; deeper audience-specific demos based on site habits of users. | | WHY THIS MATTERS: One 30-second national TV ad, even though the feedback metrics to agencies may primarily be just age and gender demos, still reaches more viewers immediately than a digital ad on a particular site. So to motivate buyers to move dollars out of TV, digital sites need to offer more granular viewer data so agencies can better target audiences for their clients. | | A Take: Adweek | | | | #2 Podcasting Inches Toward Measurement Standard | | The lack of measurement standards is keeping brand ad dollars away from podcasting, Digiday reports. And even though the Interactive Advertising Bureau has offered a new standard for podcast measurement, most podcast producers have not adopted it because it would initially reduce impressions because of stricter rules. However on July 1, top five podcast producer Wondery is planning to become what it says will be the first to completely adopt the IAB's new standards. And that could start the ball rolling. "It is the right thing to do," says Wondery CEO Hernan Lopez. "We certainly hope agencies will notice we're taking the first step." Lex Friedman, chief revenue officer of Midroll Media, an ad network that sells podcast advertising, says he "applauds" what Wondery is doing and hopes the rest of the industry will jump on board. Another podcast hosting company, Megaphone, which hosts shows for Bloomberg and The Wall Street Journal, has given its partners until the end of this year to switch over to the IAB methodology. | | WHY THIS MATTERS: As Digiday reports, big brand advertisers say they need standardized audience tracking capabilities to start moving sizable amounts of ad dollars into podcasts. Right now, many are unwilling to base their ad buys on listener numbers that are severely inflated. | | A Take: Digiday | | | | #3 GDPR Good Business for Google | | Since the adoption of the General Data Protection Regulation on May 25, many publishers say Google has become even more dominant in taking in programmatic ad revenue, Digiday reports. Says one publisher, "We have suddenly become even more dependent on Google, while other exchanges are hurting. It's the concern of the last two years playing out. We always said, 'What happens if Google is the only demand source in the market?'" A tech vendor, who has seen a collapse of ad spend on his platform since May 25, says, "GDPR has, as predicted, become an acronym for Google Data Protection Regulation, such is the level of self-claimed ownership the tech company has over the industry's ability to respond. We and numerous other smaller tech suppliers are seeing our revenues significantly affected by Google's last-minute decision to join in." | | WHY THIS MATTERS: On the eve of the May 25 enactment of the GDPR, media buyers were told by Google not to buy on demand using Google's DoubleClick Bid Manager via third-party exchanges because it could not verify they are compliant with the GDPR. But they could still buy via Google's own marketplace. That strategy led to numerous independent ad exchanges seeing their ad demand volume drop between 20% and 40%, while Google benefited with higher demand from agencies buying direct on its own platform. One publisher said Google is "lining its pockets" through the GDPR. | | A Take: Digiday | |
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| | 42 | | Percentage of U.K. senior ad buyers and planners who, heading into the enactment of the General Data Protection Regulation, believed that the impact would be to reduce programming ad spending, according to a survey by Vibrant Media. Some 29% disagreed and 13% strongly disagreed. While 16% were unsure. | – Reported by eMarketer
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| | ABC Rolls With NBA Finals | by Michael Malone
ABC cruised to an easy Sunday win in prime ratings, scoring a 4.5 in viewers 18-49, per the Nielsen overnights, and a 19 share as it aired Game 2 of the NBA finals. Runner-up was NBC at 0.8/3. On ABC, Jimmy Kimmel Live: Game Night rated a 2.2 and NBA Countdown a 2.5, then Golden State Warriors-Cleveland Cavaliers a 5.2 from 8 to 11 p.m. Last year's Game 2, also Warriors versus Cavaliers, rated a 5.7. The Warriors lead the series 2-0. NBC had Dateline up 25% to 0.5 and the film Jurassic World at 0.9. CBS did a 0.4/2, with a 60 Minutes repeat, then Instinct growing 25% to 0.5 and then more repeats. Fox was at 0.3/1. One Strange Rock, a peek at Planet Earth that debuted on National Geographic, did a 0.2 and was followed by comedy repeats. Univision did a 0.3/1 and Telemundo a 0.2/1. | |
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| • LINCOLN BJORKMAN was named chief creative officer at independent agency Rauxa. He was most recently global CCO at WPP agency Wunderman.
• DAN NEUMANN was named to the newly created position of head of strategy at digital creative agency Red. He was previously group strategy director at Droga5. Prior to that he was a senior digital strategist at Wieden + Kennedy New York.
• DAVID BECK was named executive VP, corporate strategy and operations at Turner, while JESSE REDNISS was appointed executive VP, data strategy and product innovation. Both joined Turner in 2016 when the media company acquired their advisory business BRaVe. Prior to BRaVe, Beck was senior VP and a member of the officer of the CEO at Univision. Redniss also previously served as senior VP of digital at USA Network.
• JACQUELINE HERNANDEZ was named president of mixed martial arts and entertainment company Combate Americas. She was previously chief marketing officer at NBCUniversal Hispanic Enterprises, chief operating officer at Telemundo and publisher of People en Espanol.
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