Snapchat Price Cut; Pinterest’s Pitch

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Media Buyer & Planner Today


June 11, 2018

Top Stories
#1 Snapchat Drastically Reduces Ad Prices
Two years ago, the social platform was charging between $250,000 and $700,000 a pop for various types of advertising. On top of that, the ads created for Snapchat specs couldn’t be used by marketers on any other platform. Marketers balked and Snapchat slowly responded. Today, according to an Ad Age report, Snapchat has the lowest ad prices among its social media peers. According to marketing tech firm 4C, Snapchat ads in the first quarter cost an average $2.95 per thousand impressions, down from $20 per thousand a year ago. And lower than competitors Instagram, which charges $4.20 per thousand impressions and Facebook, which charges $5.12. Helping Snapchat lower its pricing was a decision
to shift from a direct-sales ad team to a programmatic ad platform. Now 95% of Snapchat ads are sold programmatically, and that includes the ability to target ads.
WHY THIS MATTERS: For Snapchat, it was survive or perish. The platform is still not growing its ad revenue as quickly as investors had hoped when it went public in 2017. And while its first quarter ad sales totaled $230 million, up 66% from the same quarter a year earlier, they were still below expectations. As Ad Age reports, Snapchat believes its reduced ad pricing will help it over time. Says Peter Sellis, Snapchat director of product revenue, “It turns out cheap prices are a great marketing tool.”
A Take: Ad Age
#2 Pinterest Luring Buyers with Consumer Insights
Twitter last week began an agency roadshow to promote upgrades in brand safety on its site. Not to be outdone by its social media competitor, Pinterest has also embarked on an agency roadshow to announce it is making its Audience Insights Tool available to all agencies beginning later this month, Digiday reports. The tool has been tested in beta and will now be rolled out via Pinterest’s Ad Manager to help strategists and buyers see what’s happening on the platform without having to have one-on-one contact with Pinterest sales personnel. “Agencies and clients know we have unique insights, but they don’t have easy access to it,” says Yolanda Lam, Pinterest’s head of agency partnerships.
“They need to call a salesperson to understand what is available. Now, you can go in there to pull those data sets.”
WHY THIS MATTERS: As Digiday reports, the new tool is the latest step in Pinterest’s effort to win more media dollars as it competes with the likes of Facebook, Instagram, Google, Amazon, Twitter and Snapchat. In a meeting with IPG Mediabrands execs last week, Pinterest partnerships lead Vikram Bhaskaran took direct aim at those competitors during his pitch, pointing out that Pinterest has actionable data on its 200 million monthly active users who make purchases based directly on what they do on the site.
A Take: Digiday
#3 Sorrell Denies Using WPP Funds for Prostitute
The Wall Street Journal first reported on Saturday that former WPP CEO Martin Sorrell resigned while the agency holding company’s board was investigating allegations that included him using money for a prostitute. Sorrell “unreservedly” denied that accusation. He is not commenting further and WPP says he cannot comment based on his contract and departure agreement.
WHY THIS MATTERS: This latest report follows news that WPP also ended its relationship with former JWT CEO Gustavo Martinez, who departed two weeks after the company settled a sexual harassment lawsuit filed against him.
Three Takes: WSJ | Ad Age | Adweek


#4 Activision Reviews $70M Creative Account (Adweek)
#5 Will Cannes Festival Reset Revitalize It? (Ad Age)
#6 CW Finishes Upfront with 15% Volume Hike (B&C)
#7 Publicis Can’t Ignore Cannes (Digiday)
#8 Customer Data Boosts Creativity in Ads (Adweek)
#9 Amazon’s Live Sports Strategy (Digiday)
#10 NBCU Using Canvs AI Technology (B&C)
Stat Of The Day
Percentage of U.S. internet users who are uncomfortable with brands buying and selling their personal data, according to a survey by Sailthru. Some 55.3% are very uncomfortable, while 12.4% are somewhat uncomfortable. Conversely, only 4.6% are very comfortable with their data being bought and sold, while 2.8% are somewhat comfortable. The other 24.9% are unsure.
– Reported by eMarketer
ABC Beats Tonys With Game Shows

by Michael Malone
Premiering a trio of game shows, ABC seized Sunday ratings honors, posting a 1.1 in viewers 18-49, according to the Nielsen overnights, and a 5 share. In second was CBS, which had the Tony Awards, at 0.9/4.
On ABC, an America’s Funniest Home Videos repeat started off prime, leading in to the season premiere of Celebrity Family Feud at 1.7, up 13% over last season’s premiere, then The $100,000 Pyramid at 1.2, flat with the 2017 premiere, and To Tell the Truth at 0.9, up 50% from its last season premiere.
CBS had 60 Minutes down 13% at 0.7, then the Tony Awards from 8 to 11 p.m. at 1.0. Last year’s Tonys, hosted by Kevin Spacey, rated a 0.9.
NBC did a 0.6/3. Dateline scored a flat 0.5 and led into repeats of America’s Got Talent and World of Dance.
Fox rated a 0.4/2. One Strange Rock did a 0.4, up 100% from the week before, and was followed by a Simpsons repeat. A pair of Ghosted episodes both did a 0.4.
Univision did a 0.3/1 and Telemundo a 0.2/1, both level with last Sunday.

Fates & Fortunes

• JASON RZUTKIEWICZ was named to the newly created position of senior VP, client services at experiential design agency Y Media Labs. He was previously a managing partner at SapientRazorfish San Francisco. 
• MAXIMILIAN KISLEVITZ is leaving his position as head of business development at Droga5 New York, after six months, Adweek’s Agency Spy reports. The agency does not plan to replace him. Chris Wollen, who previously held the head of business development title, is now chief marketing officer for Droga5 New York.
• ERIN ANDREWS and KRISTINA PINK have been added to Fox Sports’ Thursday Night Football on-air team. Andrews has worked the Fox Sunday NFL games since 2014 and will now work exclusively on the Thursday night telecasts and on programming surrounding it. Pink, who has been a reporter for Fox NFL coverage since 2012, will also relinquish her Sunday reporting duties to work exclusively on Thursday nights. Fox has a new five-year deal that includes games each season between Week 4-15, including Thanksgiving night.

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