| | Media Buyer & Planner Today | | | | | | | | | #1 Puma Media Account in Review | | The German-based sportswear, footwear and sports accessories company has initiated a global media agency review, Ad Age first reported. Publicis Media agency Blue 449 is the incumbent. Media consulting company ID Comms is handling the review. The Ad Age report was based on sources familiar with the situation and Puma had no initial comment. | | WHY THIS MATTERS: Puma, according to media reports, spends more than $100 million on advertising globally in a very competitive category. In recent years it has broadened its offerings into a fashion line. In 2014, it hired Rihanna as a creative director and recently released a new shoe designed by Selena Gomez. And for the most recent quarter, sales rose 21.5%. So media spending is becoming an even more important aspect of growing its business. | | A Take: Ad Age | | | | #2 Fortnite Opening Doors for Marketers | | Action game phenomenon Fortnite, developed by Epic Games, has more than 3 million concurrent users and the video game has opened up assorted ways for marketers to reach players, Adweek reports. Ken Wisenefski, CEO of digital marketing firm WebiMax says the kind of fanaticism surrounding Fortnite has not been seen since the release of Pokemon Go. Fortnite is free to play but allows users to buy a pass for additional game perks that could include adding brand-sponsored avatars like Marvel's Iron Man or Thanos from The Avengers. These characters or their characteristics can then be integrated into a user's playing of the game. Adding characters like this to the game can be done without making players feel they are being marketed to. And there are other ways to integrate brands into the game as it is being played that are subtle. And that's a key for marketers. | | WHY THIS MATTERS: While Fortnite is being played by sub-teens and teens, there are also lots of older millennials that are also addicted to the game. So it is another way for brands to interact with these younger consumers who may not be big TV watchers, and do it in more subtle ways. | | A Take: Adweek | | | | #3 CMOs Say Digital Marketing Most Effective | | Chief marketing officers in a new Nielsen survey give digital advertising higher marks for being effective than traditional media, including television, according to reports in Broadcasting & Cable and MediaPost. Projecting over the next 12 months, 82% of respondents expect to increase their digital media spending as a percentage of their total ad budget. And respondents on average expect a 49% increase in digital media budgets in the next 12 months, with some planning to invest even higher percentages. By comparison, only 30% plan to invest more in traditional media channels. | | WHY THIS MATTERS: The future is clearly bright for digital platforms and their chance to lure more ad dollars away from television. However, traditional TV is still considered to be a major component of marketing campaigns. More than 51% of CMOs rated linear TV as either highly or extremely important. And for 30% it was "extremely important." However only 13% said TV was "extremely effective." By contrast, 31% called social media and search "extremely effective," while 27% said mobile is "extremely effective." | | Two Takes: B&C | MediaPost | |
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| | 38.4 | | Number in millions of users in the U.S. that Airbnb will have in 2018, according to the latest eMarketer projections. That's up 13% compared to last year, but down significantly from the 43.2 million that eMarketer had previously projected. And the new projections expect Airbnb to add just 6.1 million new users in the U.S. between now and 2021, fewer than the 17.1 million previously predicted. The reason: increased competition and traveler safety and security concerns. | – Reported by eMarketer
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| | NBC Wins With Mighty 'AGT' | by Michael Malone
NBC won Tuesday ratings by a mile, as summer staple America's Got Talent led the net to a 2.0 in viewers 18-49, per Nielsen's overnights, and a 9 share. That easily beat Fox, which posted a 0.6/3.
America's Got Talent did drop 8% from its premiere to a 2.2 from 8 to 10 p.m., while World of Dance slid 11% from its season starter to a 1.6.
On Fox, Beat Shazam scored a 0.7 and Love Connection a 0.5, both off a tenth of a point from last week's premieres.
CBS did a 0.6/2, with repeated dramas leading into 48 Hours: NCIS at a flat 0.5.
ABC rated a 0.5/2 with repeated comedies.
Univision also scored a 0.5/2, while Telemundo rated a 0.4/2.
The CW was at 0.3/1 with a repeated The Flash, then a new The Hundred at a level 0.3. | |
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| • KAREN FLANAGAN was named managing director of WPP agency Berlin Cameron. She was most recently executive VP, brand solutions at Studio 71. She also served as a group account director at VML and as VP of marketing at Publicis Modem.
• LAURA CORRENTI was given the additional title of partner at Giant Spoon. She has been executive VP and managing director of the agency since 2016. Prior to that, she was group director at media agency OMD.
• SARAH GALLAGHER has joined Snapchat as head of strategic partner management. She was previously head of publishing partnerships at Flipboard, and prior to that was executive director of sales planning at Time Inc. • RICK HOLTZMAN was named senor VP of programming strategy at Discovery Inc.'s TLC. He was most recently general manager of Animal Planet, also part of Discovery.
• MAGGIE TIMONEY was appointed CEO of Heineken USA, succeeding Ronald den Elzen, who was elevated to a global role at the parent company. She is the first woman to lead a major U.S. beer supplier. Timoney was most recently CEO of Heineken in Ireland. Prior to that she was Heineken USA senior VP of human resources.
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