| Today's Top Stories | | #1 | Watson Saves IBM Big Bucks on Programmatic
| | | IBM has decided to use its cognitive computer known as Watson for all of its programmatic campaigns because in tests it has saved the company big bucks when buying its online ads, Ad Age reports. The company says Watson reduced its cost per click on average by 35% and at its best, reduced cost per click by as much as 71%, compared to previously automated buying methods. Watson can also determine what the most cost-efficient size ads to buy are and when the best time during the day to buy them based on cost-per-thousand.
Why This Matters: The amount of spending on programmatic display ads continues to grow so being able to buy cost efficiently is going to become more important moving forward. IBM believes Watson will eventually be able to access and make sense of 80% of the data that cant be read by most other computers.
A Take:Ad Age
| | | #2 | Posts By Selena Gomez Valued at $550,000
| | | Measurement company D'Marie Analytics says the pop star's social media posts on Facebook, Twitter and Instagram are worth more to brands than any other social media influencers, Adweek reports. Posts by Selena Gomez are more valuable than each of the next top female influencers Rihanna, Beyonce, Taylor Swift or Kendall and Kylie Jenner. According to Frank Spadafora, CEO of D'Marie the valuation is based on an algorithm which measures 56 metrics including followers, post frequency, engagement, quality of post, click-thru and potential to create sales conversions from her social content.
Why This Matters: Gomez is not yet a mass endorser of brands with deals in place only with brands like Coca-Cola, Pantene and K-mart. Spadafora believes limiting her endorsements helps make them more valuable. "It's interesting that the statistically most influential person on social media is engaged in noticeably less campaigns than other celebrities."
A Take:Adweek
| | | #3 | DanceOn Becomes Full Service Agency for Shoe Carnival
| | | The multichannel network is getting into the creative agency business, Ad Age reports. Shoe Carnival is bypassing the traditional creative agency for its back-to-school marketing and has selected DanceOn to handle its "Show 'em Watcha Got" campaign. DanceOn is handling everything from production to casting to providing the music for the campaign which will include traditional TV spots, digital, print, in-store and a sweepstakes.
Why This Matters: While DanceOn sells ads and sponsorships for its original programming and creates custom content, this is the first time it has executed a campaign from start-to-finish. It's just another example of the growing competition traditional ad agencies are facing from upstart companies that are in-tune with younger, millennial audiences.
A Take: Ad Age | | #4 GSK Consumer Healthcare Consolidates Agencies (Ad Age)
#5 Social Media Influences Female Shoppers (MediaPost)
#6 Internet-Connected TV Boosts Viewing (B&C)
#7 FT Turns Content Unit Into Agency (Digiday)
#8 Google Delivers Native Ads Programmatically (Ad Age)
#9 Nike Instagrams of Plus-Sized Models Praised (Digiday)
#10 Ben & Jerry's Latest Issue Campaign (Ad Age)
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| | 19.8
Average percentage rate per year that online video ad spending will increase between now and 2018, according to a forecast by Publicis Groupe media agency Zenith. Projections are that online video ad spending, which totaled $17.5 billion in 2015, will reach $30.1 billion in 2018.
Reported by eMarketer |
| | Ratings | NBC Wins Convention Coverage
By Michael Malone ABC and NBC split the Monday ratings title among broadcasters, both with a 1.5 rating in viewers 18-49, according to Nielsen's overnights, and a 5 share. ABC's The Bachelorette scored a flat 1.9 while its Republican convention coverage did a 0.7. NBC's American Ninja Warrior notched a flat 1.7, while its convention coverage in Cleveland scored a 1.1. Fox was good for a 0.7/3, with So You Think You Can Dance covering all of its prime. Dance too rated a 0.7 a week ago. On CBS, repeats led into convention coverage at 0.5. Monday was the first night of the RNC gala, featuring a speech from Melania Trump about a side of her husband, Donald, that viewers may not get to see. The CW had the 2011 feature film 10 Years at 0.2. For more, click HERE |
| | Fates & Fortunes | Univision's programmatic unit, Mosaico Trading, has hired three top executives to oversee sales and ad operations. DAVID KATZ was named general manager and VP, programmatic revenue platforms and operations. DAYANA HOFFMAN was appointed director, sales programmatic revenue and platforms, while ANNIE FONG has joined as director, programmatic ad operations. Katz was most recently VP of ad data solutions at Time Inc. Hoffman previously served as an associate sales director at PubMatic. Fong was previously director of platform operations at Annalect. MARK ARONSON was promoted to head of strategy at Johannes Leonardo, while MARIA PEREZ was named head of print production. Aronson was previously group strategy director. Perez has been working with the agency as interim head of print production since 2014. Prior to that she has held head of print production roles at 72andSunny and at 180 Amsterdam. JEFF GILLETTE was named a creative director at Goodby, Silverstein & Partners. He was most recently a creative director at Wieden + Kennedy Portland. He also worked as a creative director at Google's Creative Lab, and prior to that was with Crispin Porter + Bogusky Boulder.
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| Media Buyer & Planner Today
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