| Today's Top Stories | | #1 | Online Ad Fraud Operation Uncovered—Bilked Advertisers Out Of Millions
| | | The scheme was uncovered by online security firm Telemetry. According to Ad Age, at least 75 advertisers, including Ford, Coke and McDonald's, spent money on fraudulent ads; in the past month alone, at least $10 million in marketer ad money was wasted. One advertiser not identified admitted losing over $1 million per month. The operation is apparently still running.
Why This Matters: These illegitimate operations are impacting virtually all ad exchanges and are fooling a number of anti-fraud products.
A Take: Ad Age
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| | #2 | General Mills To Let Consumers Pick Wheaties Box Athlete For First Time
| | | The cereal maker is trying to reach more millennial consumers with the brand. Customers will get to choose stars from a wider selection of sports, such as mixed martial arts, lacrosse and motocross. It is one of several initiatives the company is offering up this summer to add a more contemporary appeal to its cereal brands. General Mills is also releasing this week a commercial for Honey Nut Cheerios pairing its brand character Buzz the Bee with popular Internet character Grumpy Cat.
Why This Matters: Longtime brands need to keep revitalizing the way they market themselves as their staple customers grow older and new potential buyers enter the marketplace.
A Take: NYT
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| | #3 | Hispanic Agencies Partying During Univision World Cup Telecasts
| | | Staffed mainly by people who are lifelong soccer fans, Hispanic agencies such as Wing, Alma, Zubi, Lapiz and Conill are allowing their employees time during work to watch the matches, particularly those involving the U.S. and the four remaining Latin America teams. Alma invited professional face-painters to paint staffers with the colors of their favorite teams, while Zubi is providing food and drinks from the country they are rooting for that day in the main conference room. Conill has a policy of no meetings scheduled during the matches.
Why This Matters: Nothing fosters camaraderie—and good feelings about an employer—faster than when staffers are allowed the right kind of leeway during work. And this is World Cup, after all—and it's only on two weeks once every four years.
A Take: Ad Age
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#4 BrightRoll Takes On Google and AOL In Battle To Steal TV Ad Dollars (WSJ)
#5 No Ad Romance: Blu e-Cigarettes Backs Off Claim Lady Gaga Will Pitch Brand (Ad Age)
#6 Twitter Buys Mobile App Ad Specialist TapCommerce (MediaPost)
#7 Cheesy Doritos Rolling Out At 7-Eleven Stores (USA Today)
#8 L.A. Agency Mistress Launching Office In Germany (MediaPost)
#9 Seinfeld Writes Another Series Of Web Ads For Acura (Ad Age)
#10 Fox Stations Set New Terms, Continue Relationship With Nielsen (MediaPost)
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Billions of dollars expected to be spent on political advertising in 2014, according to a report from Borrell Associates. – Reported by Broadcasting & Cable
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| | MBPT Spotlight | | How To Keep Your Message Relevant In a World of Infrequency By Jordan Rednor
Welcome to the world of infrequency, where things you post and intend to have an effect disappear in a blink. Yes, it's true: There remains a long tail of information on the Web. And that's great—if you're searching for something. But if you're a marketer trying to get someone's attention in this short attention span world, it's that much more of a challenge to get anyone to eagerly search for your message. Whether we're talking about TV, Web video or simple display ads online, consumers are bombarded with messages to the point that they frequently tend to ignore them. This is not a knock on creativity, it's a tenet of human behavior. Ever find yourself watching the news to get the weather report, only to get saturated by so much weather information that you lose track of the actual forecast? Now, think about the times you've seen three car ads in a single ad pod. No wonder researchers have so much fun assigning attribution. Some of my media colleagues will now jump in and assume I'm advocating frequency over reach, but that's not what this is about. Both reach and frequency are important and have their place in constructing a media plan. And of course there are now plenty of tactics to get people's attention, from pre-roll and home page takeovers to longer-form TV ads. All of which puts a huge premium on what I'm talking about: The ability of people to retain specific messaging in the face of the bombardment they receive all day long. It's really about creating content that a viewer recognizes immediately as part of a series, so they quickly register. I refer to this as the "Recognition Bar," and the idea is to lower it so people don't have to work too hard to get your invitation. What is the best way—counterintuitive that it may seem for some people with different habits—to lower that Recognition Bar and create a message that resonates? And what lesson can marketers learn from television networks about building a brand personality?
For more, click HERE |
| | Fates & Fortunes | | • PETER KIM was named to the newly created position of chief digital officer at Cheil Worldwide. He will report to Daiki Lim, president and CEO of the Seoul, Korea-based agency. Kim was most recently chief strategy officer and principal analyst at Constellation Research. Prior to that, he was chief solutions architect and chief strategy officer of Dachis Group. He has also been VP, managing director of R/GA, head of global digital marketing at Puma and principal consultant at Razorfish.
• BRIAN ROBERTS has gotten a contract extension with Comcast in his role as chairman and CEO, running now through June 30, 2015. He has been CEO since 2002 and in 2013 received a total compensation package of $31.4 million, up 8% from 2012. It has been Comcast's policy to do one-year extensions for Roberts every year since 2005.
• RICHARD HOCHHAUSER is retiring from the Rentrak board of directors, effective Aug. 13. He has served on the board since 2009 and was president and CEO of Harte-Hanks until retiring from that post in 2008. PATRICIA GOTTESMAN was nominated to succeed Hochhauser and the shareholders will vote at the Rentrak annual meeting on Aug. 13. Gottesman is chairman of the advisory board of Ninah, the qualitative analytics and marketing science arm of Publicis Groupe. Prior to that she spent 29 years in assorted roles at Cablevision Systems. |
| | What They're Watching | BROADCAST RATINGS
'Under the Dome' Returns Down, Still Tops Monday
The return of CBS' Under the Dome did not come close to matching last year's premiere but was still the top show on broadcast Monday night. The Stephen King-based series was down 33% from last year's debut and also down 21% from where it left off in September. CBS finished second in the demo but came out first among total viewers. Fox won the demo as MasterChef rose 12% to a season high and 24 improved 7%. ABC finished third. The Bachelorette was even with last week's episode, while Mistresses rose a tenth. NBC came in fourth. American Ninja Warrior fell three tenths. On The CW, Beauty And The Beast matched last week's rating.
For more, click HERE
CABLE RATINGS
The BET Awards Win Sunday
The 2014 BET Awards led Sunday night with a 3.1 in the 18-49 demo, bringing in 7.5 million viewers. Two World Cup matches, airing at 3:30 p.m. and 11:30 a.m., finished second and third, with a 2.5 and 2.4 rating, respectively. The 3:30 p.m. match had 5.9 million viewers and the 11:30 a.m. game had 5.7 million.
For more, click HERE
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| Overnight Ratings: Monday, June 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | MASTERCHEF | 1.9 | 5.2 | | ABC | THE BACHELORETTE | 1.4 | 6.2 | | CBS | 2 BROKE GIRLS (R) (8)
MOM (R) (8:30) | 1.1
1.1 | 4.8
4.5 | | UNIVISION | DE QUE, TE QUIERO TE QUIERO | 0.9 | 2.3 | | NBC | HARRY POTTER: MAKING OF DIAGON ALLEY | 0.8 | 3.0 | | CW | WHOSE LINE IS IT ANYWAY (R) (8)
WHOSE LINE IS IT ANYWAY (R) (8:30) | 0.5
0.6
| 1.7
1.8
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | THE BIG BANG THEORY (R) (8)
THE BIG BANG THEORY (R) (8:30) | 1.6
1.7
| 6.3
6.9
| | ABC | THE BACHELORETTE | 1.6 | 6.4 | | FOX | 24: LIVE ANOTHER DAY | 1.5 | 5.8 | | UNIVISION | LO QUE LA VIDA QUE ME ROBÓ | 1.4 | 3.7 | | NBC | AMERICAN NINJA WARRIOR (R) | 1.3 | 4.2 | | CW | BEAUTY AND THE BEAST | 0.3 | 0.8 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | UNDER THE DOME | 2.2 | 9.4 | | NBC | AMERICAN NINJA WARRIOR | 1.6 | 4.7 | | ABC | MISTRESSES | 1.1 | 4.0 | | UNIVISION | QUÉ POBRES TAN RICOS | 1.0 | 3.0 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Drunk History' Has A Second Round On Comedy Central
This half-hour series, which features A-list talent reenacting historical moments narrated by inebriated storytellers, returns for a second summer season on Comedy Central on Tuesday at 10 p.m. Hosted by Derek Waters, Drunk History is based on the popular Funny or Die Web series of the same name. Lisa Bonet, Terry Crews, Tim Heidecker, Jordan Peele and Weird Al Yankovic will join the regular ensemble cast on the premiere. Drunk History will lead into the second season premiere of reality comedy series Nathan For You at 10:30 p.m., which stars Canadian comedian Nathan Fielder. In the series he tries to help struggling companies turn their businesses around with non-traditional and sometimes nutty suggestions. The upshot: Comedy Central returned both these series despite not very stellar ratings. Drunk History averaged about 1 million viewers in its first season, while Nathan For You averaged 450,000 viewers.
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| • Let The Biker Battle Begin In Phoenix
History channel premieres a new reality series on Tuesday night at 10 titled Biker Battleground Phoenix. The series features a competition among the country's top motorcycle builders to build one-of-a-kind, fully-customized bikes which can sell for upwards of $150,000 each, and focuses on Phoenix, where the competition is particularly fierce. Says History in describing the series, "From stealing ideas and poaching employees to public bashing on social media, these guys will do whatever it takes to give themselves and their shops the ultimate edge over the rest." The upshot: History channel has a broad range of different types of reality series and most of them draw lots of viewers. While this series might seem limited in viewer interest, the same could be said about other hit History reality series that have been on for several seasons, such as Ax Men, Ice Road Truckers, Mountain Men and Swamp People. |
| •'Alien Encounters' Concludes For Summer
The Science Channel's Alien Encounters completes its six-episode third season on Tuesday night at 10 p.m. The series this season continued to raise hypothetical questions about, and explore the potential impact of, alien contact with humans. The upshot: Science Channel says 74% of Americans believe in the existence of aliens and 15 million believe they have actually made contact with extraterrestrials. Clearly a percentage of viewers among that group—along with the curious and undecided—will be watching the season finale.
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