| | Media Buyer & Planner Today | | | | | | | | | #1 YouTube Faces New Advertiser Backlash | | Mars, Adidas and Diageo are among the brands that have pulled their advertising from the social media platform after their ads showed up next to videos that appeared to attract pedophile viewers, The Wall Street Journal reports. Advertisers are concerned that YouTube and its owner Google have not been able to effectively police the video service to assure brands that their ads will not end up accompanying inappropriate content. The Times of London initially reported that ads from those companies were running next to videos of young girls filming themselves in underwear and those videos drew pedophiliac comments. The ad pullouts began on Black Friday but the situation has raged through the weekend. A YouTube spokesperson said, "We are working urgently to fix this." | | WHY THIS MATTERS: YouTube previously pulled 3 million videos under its new policies after an earlier boycott happened in the spring. But apparently the problem still exists. In fact, it is hard to police the content of millions of videos self-posted by people around the world. But for the sake of its survival as a revenue supported social platform, YouTube must get on top of the situation. A spokeswoman for Diageo, which produces Smirnoff and Johnnie Walker, says the company will not advertise again until "appropriate safeguards are in place." Mars said it was "shocked and appalled" by its ads appearing next to the controversial content. While Adidas says it is working "closely with Google on necessary steps to prevent this from happening again." | | A Take: WSJ | | | | #2 Influencers Tepid Toward Amazon Spark | The ecommerce giant started Amazon Spark in July in order to have a social media platform through which it can compete with the other social media companies for ad revenue and as a way to draw consumers to buy from its own ecommerce site. However, Adweek published a report by Holly Pavlika, senior VP of marketing and content at influencer marketing provider Collective Bias, which finds Amazon Spark is having trouble exciting social media influencers to promote and endorse products on the social site. Collective Bias finds that while social media sites outrank retailer sites as the top source for holiday shopping inspiration online, influencers have been reluctant to jump on the Amazon Spark bandwagon. Collective Bias polled 350 influencers on whether they would have a presence on Amazon Spark this holiday season, and 74% were unsure. Only 22% said they would surely be on the platform. That compares to 99% who are active on Facebook and Instagram and 97% who are active on Twitter and Pinterest.
| | WHY THIS MATTERS: When a powerhouse media company like Amazon makes any kind of competitive move, it warrants major attention. In this instance Amazon faces some obstacles in that it takes influencers a while to get involved with and feel comfortable with a social site. Just recruiting new influencers can take time. Plus most influencers are taxed for time by being involved on several other social sites. Finally, Amazon is not doing itself any favors by limiting consumer engagement on the Spark social site to only Amazon Prime members. But this is Amazon, so don't expect it to give up on influencer recruitment. | | A Take: Adweek | | | | #3 Meredith to Buy Time Inc. with Koch Brothers Backing | | The owner of Family Circle, Better Homes and Gardens and AllRecipes is close to a deal to acquire Time Inc., publisher of Time, People and Sports Illustrated. The deal is for nearly $3 billion in cash, with about $650 million coming from the private equity arm of the Koch brothers, the billionaire family known for using its wealth and political connections to advance conservative causes, The New York Times reports. | | WHY THIS MATTERS: It matters only if the Koch brothers attempt to impact their political beliefs on the editorial content of Time magazine, in particular. This could leave a sour taste in the mouths of advertisers and cause them to pullout or stay away going forward. However, Steve Lombardo, a spokesman for Koch Industries, labeled the investment as "a passive financial investment made through our equity development arm." He said the funding was provided similar as a bank would provide. "We're looking at deals across all sectors, all industries," he says. "This just happened to be one that made sense." | | Three Takes: NYT | MediaPost | B&C | |
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| | 21 | | Dollars in billions that will be spent on U.S. social network advertising in 2017, according to eMarketer data. That will account for 25.5% of all digital ad spending. By 2019, social ad spending will top $31 billion and make up 29.4% of total digital ad spending. Among U.S. companies, 90% say they will do some type of social media marketing this year. | – Reported by eMarketer
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| | 'SNF' Down But Still Big Enough for NBC Win | by Michael Malone
NBC rolled to a Sunday prime win, with Sunday Night Football leading the network to a 4.6 rating in viewers 18-49, and a 15 share. That easily topped the 1.8/6 put up by CBS. Football Night in America was down 15% at 2.8 on NBC, and the game, Steelers versus Packers, fell 18% to 5.1. CBS had a football overrun, then 60 Minutes was off 25% at 1.5. Wisdom of the Crowd ticked up 13% to 0.9 and NCIS: Los Angeles was up 14% to 0.8. Fox had a 1.1/4, with the Miss Universe Competition occupying all of prime. The last Miss Universe did a 1.4. ABC rated a 1.0/3. A new America's Funniest Home Videos increased 20% to 1.2 and Shark Tank went up 11% to 1.0. A Shark Tank repeat closed out prime. Telemundo and Univision were both at 0.4/1. | |
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| • PEDRO GRAVENA, ESTEVAO QUEIROGA and OLIMPIO NETO have started a new Brazil-based agency called Mosh, according to a MediaPost report. The agency's goal is to bridge the gap between traditional agency services and consultancies. Gravena has worked at Y&R, FCB and Widen+Kennedy, while Queiroga previously held positions at Brazilian agency NBS and at DM9DDB. Neto previously worked at Brazilian game studio Petit Fabrik.
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