| | Media Buyer & Planner Today | | |
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| | | | | #1 NewFronts at Crossroads | | Despite a prediction by Anna Bager, senior VP and general manager of mobile video at the Interactive Advertising Bureau, that she expects a record attendance at the upcoming NewFronts, industry observers, including media agency executives believe enthusiasm for the annual event has waned. According to a Wall Street Journal report, agencies are more concerned with dealing with the broadcast TV network upfronts where inventory can be much more scare than the unlimited supply across digital. And the original purpose of the NewFronts to have digital companies educate major marketers and their agencies about the web video marketplace is a mission that has largely been accomplished. What clients are looking for is scale, says Doug Ray, president of product and innovation at Dentsu Aegis Network. There are very few digital video platforms that can truly deliver premium video content at scale. Therefore are the NewFronts, where youve got dozens of suppliers rolling out and having conversations with clients . . . really needed anymore? | | WHY THIS MATTERS: Major digital media companies like BuzzFeed, Fullscreen, Machinima and AOL have either pulled out of the NewFronts this year or scaled back plans considerably. Reza Izad, chief executive at web video media company Studio 71 tells The Journal most digital media firms ink deals with advertisers all year long, making the need for an annual selling period like NewFronts less necessary. And the growth of programmatic ad buys in digital further diminishes the need for an annual mass selling period. | | A Take: WSJ | | | | #2 Maxus Planners Get Creative | | GroupM media agency Maxus is not planning to get into content production of TV commercials or videos, but agency North America CEO Steve Williams wants his media planners to think more creatively when working with marketer clients. We dont want to soley be a distribution shop, Williams tells Digiday. We are the youngest in the [GroupM] family so we need to do something interesting and different. So Maxus no longer just asks clients for a brief spelling out the campaign. Instead the client tells the agency how it wants the business to grow and the audience it wants to reach and Maxus comes up with the concept and strategy. One of its biggest successes is the Worth a Wrinkle campaign for Clarins. David Gaines, chief planning officer for Maxus says creative agencies can focus on what the story idea is, while Maxus can focus on how to deliver it. We can mold that to what behavorial indicators and context tell us rather than only focus on reach, he says. | | WHY THIS MATTERS: Creative and execution in marketing is now being supplemented by strategy. If agencies dont adapt, they can hurt themselves when pitching new clients or retaining existing ones. The new process has worked for Maxus, helping it double its account pitch win rate to 80%. | | A Take: Digiday | | | | #3 Concerns About Google Ad-Blocking | | Online publishers and media companies are mixed in their reaction to Thursdays news that Google is considering an ad-blocking plan for its Chrome web browser to filter out unacceptable ads. Some praise the potential plan because it will eliminate the types of ads that drive consumers away from sites and their own acceptable ads. Others worry that it will give more control to an internet giant that already controls most online advertising and one who publishers compete against for ads. Many publishers use Googles DoubleClick to sell ads on their site and use its analytics to track data on their own sites. The risk here is this could concentrate a lot of power in the hands of one organization that is not neutral and has vested interests in all sides of this, Neil Vogel, chief executive at IACs About.com Group, tells The Wall Street Journal. Meagan Lopez, global digital business director the The New York Times, tells Digiday the Google plan scary, adding, Owning every aspect of the advertising world from tech to search to exchanges to measurement to serves to ad blocking within the browser just means less control for everyone else. | | WHY THIS MATTERS: Regardless of what Google does, the ad industry needs to collectively reach a long-term solution. While this could be a good step, it wont solve all the problems with the digital ecosystem, says Hamish Nicklin, chief revenue officer at Guardian News and Media. We also need to reconnect readers with the value that good advertising plays in funding high-quality journalism, while also finding new ways to help those readers who dont want advertising to contribute to that journalism financially. | Three Takes: Digiday | Ad Age | WSJ
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| | 86.1 | | Percentage of millennials who use social networks via any device at least once a month, according to eMarketer estimates. That compares to 74.7% of Gen Xers and 47.6% of Baby Boomers. Among Baby Boomers, 42.7% use Facebook at least once a month, 16.4% use Pinterest, 9.4% use Twitter, 7.5% use Instagram and 5% use Snapchat. | Reported by eMarketer
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| | CBS Takes Low-Rated Race | by Michael Malone
CBS was best of the broadcasters on a soft Thursday, putting up a 0.9 rating in viewers 18-49, according to Nielsens overnights, and a 4 share. CBS had repeated comedies before Amazing Race did a flat 0.9 and a second hour at 0.8. ABC, Fox and NBC all had a 0.8/3. After a Scandal repeat, a new Scandal slipped 7% to 1.3. The Catch was off 14% at 0.6. Foxs shows grew week over week. MasterChef Junior climbed 11% to 1.0, and Kicking and Screaming grew 20% to 0.6. NBCs Superstore rated a 0.9, up a tenth from its last airing and Powerless a flat 0.6. Two hours of returning The Blacklist rated a 0.9 and 0.8. The CW had a Supernatural repeat, then H1Z1: Fight for the Crown did a 0.2. Among Spanish-language networks, Univision had a 0.6/2 and Telemundo a 0.5/2. |
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| PATTY SACHS was named president of OMD East. She joins the Omnicom media agency from Neo@Ogilvy, where she most recently served as global managing director leading the IBM media account. Prior to that she was North America group business director for team HSBC, where she led business for four WPP agencies, Neo@Ogilvy, JWT, Mindshare and Kang & Lee. She also served as VP of marketing at DigitasLBi. In her new role, she succeeds Chris Payne who left in 2015.
DINO BERNACCHI was appointed U.S. chief marketing officer at Mazda North America. He was previously director of U.S. marketing for Harley-Davidson Motor Company. In his new role he will work closely with Garage Team Mazda, the WPP unit that has handled Mazda's U.S. advertising since 2010.
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