| | Media Buyer & Planner Today | | | | | | | | | #1 Visa Changes Goals with World Cup Campaign | | The financial company is telling its creative agency AMVBBDO and media agency Starcom that it wants its World Cup sponsorships and campaigns to move the needle on actually increasing business revenue intake, not just boosting consumer awareness through reach as has been the traditional, but more limited goal. Digiday reports that Visa wants its agencies to target people who are traveling and optimize those ads by reaching the most receptive audiences who are likely to be encouraged to use their visa cards instead of cash. To accomplish this, more than 20 versions of a particular World Cup ad, featuring Swedish soccer star Zlatan Ibrahimovic, have been created for TV, digital, social media, print and out-of-home in 45 global markets and 24 different languages. | | WHY THIS MATTERS: As Digiday reports, this is the latest example of the lengths global advertisers are going to get their agencies to perform better with campaigns that more positively impact bottom line revenue. Procter & Gamble recently created a new agency group made up of rival shops to foster better working creative. And more advertisers are initiating contracts with agencies that pay them based on ad performance instead of on a percentage of how much they spent. | | A Take: Digiday | | | | #2 Ogilvy Rebrands | | The WPP agency is rebranding and labeling it a "refounding." As The Wall Street Journal first reported, it is doing away with its global sub-brands to become just one brand – the Ogilvy Group. The network will reorganize around six units that it's calling "capabilities," which include brand strategy; advertising; customer engagement and commerce; earned influence and public relations; digital transformation; and partnerships. Employees' roles and job titles will now center around "crafts," such as client service, data or business development. The company is also rebranding its OgilvyRED strategy division to Ogilvy Consulting as it looks to better compete with the likes of consulting firms such as Accenture, Deloitte and PWC, which are increasingly encroaching on traditional ad agencies turf to compete for advertiser budgets. | | WHY THIS MATTERS: This is the latest step by holding company WPP to adapt to the changing needs of its clients and help it stay competitive. Previously WPP has merged two of its media agencies – MEC and Maxus – into a new agency called Wavemaker. It also consolidated five branding and design agencies into a new entity called Superunion. And it moved Ogilvy's digital media unit, Neo, into another WPP media agency Mindshare. | | A Take: WSJ | Adweek | MediaPost | | | | #3 Digital Channels to be Added to Google Preferred | | Right now digital channels on YouTube TV are able to sell ads against their own programming. And they are also able to determine the size of ad loads and also determine the ad formats, intermingling 30 second and 60 second ads in the same show. But, according to a Digiday report, YouTube has told its digital video networks that later this year it will begin selling ads for its digital service. That's when YouTube TV will be added to the Google Preferred ad-buying program. At that point, the digital networks will receive only a share of the revenue that YouTube sells against their YouTube TV channels. | | WHY THIS MATTERS: Like many social media platforms that have moved into TV-like streaming, early-on they usually offer publishers better deals to get them on board and to quickly bring in content. Then as the services become more established they begin taking larger chunks of advertising and begin controlling the advertising more by selling it themselves. It remains to be seen how the digital video networks will perceive YouTube TV value once the changeover is instituted. | | A Take: Digiday | |
| | |
| | 80 | | Percentage of internet usage penetration in North America and Western Europe, according to eMarketer data. That compares to below 50% in Asia-Pacific, the Middle East and Africa. | – Reported by eMarketer
| |
| | | |
| | NBC Wins With Stanley Cup Action | by Michael Malone
NBC took top honors in the Monday ratings race, with hockey leading to a 1.5 in viewers 18-49, per the Nielsen overnights, and a 7 share. That beat the 1.2/5 put up by ABC.
Game 4 of the Stanley Cup finals, Washington against Vegas, did a 1.5 and ate up all of prime. Last year's Game 4, Nashville versus Pittsburgh, scored a 1.9.
On ABC, The Bachelorette rated a 1.6 from 8 to 10 p.m., 14% better than its premiere. The Crossing went up 20% to 0.6.
Fox did a 0.6/3. It had the premiere of So You Think You Can Dance at 0.7 before a 9-1-1 repeat. Last year's So You Think You Can Dance opener did a 0.9. CBS was at 0.6/2 with repeats leading into a new Elementary, which grew 50% to 0.6.
The CW did a 0.4/2. Supergirl increased 25% to 0.5 and the premiere of Whose Line Is It Anyway? scored a 0.3, same as last year's premiere.
Telemundo and Univision were both at 0.4/2 as well, same as last Monday. | |
| | | |
| • CYMA ZARGHAMI is leaving her position as president of the Nickelodeon Group, after a 33-year career with the company, which she joined in 1985. She will be replaced on an interim basis by Sarah Levy, who is also chief operating officer at Nickelodeon parent company Viacom Media Networks. Zarghami has been president of the kids cable network and its platforms since 2006.
• JOE MAGLIO was named the new chief executive officer at North Carolina-based McKinney. Maglio, who is currently CEO of McKinney's New York office, succeeds Brad Brinegar as CEO. Brinegar will remain in his other role as chairman of the agency. Maglio was managing director of Havas New York prior to joining McKinney New York, and also served as group account director at Publicis and marketing director at Ogilvy.
• MARCUS KEITH was appointed to the newly created position of head of client engagement at WPP's VML London. He was most recently client services director at IPG's R/GA London. | |
| | | |
| 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 » | |
| | | | |
