| | Media Buyer & Planner Today | | |
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| | | | | #1 Agencies Brace for Marketing Cloud Impact | | Marketing clouds are beginning to look like rough weather for ad agencies and like silver linings for marketing tech providers, Ad Age reports. As marketers data demands for ad targeting grow more complex, agencies that do not undergo complete digital transformation or enter into long-term deals with martech companies who have sophisticated marketing clouds will find themselves losing clients down the road. And even those agencies who do partner with the cloud companies will be at a disadvantage because they will not own the data. Whoever controls that data will control the client or brand. Antonio Sciuto, chief marketing officer at Nestle Waters North America, says his company is working closely with Salesforce and that its technology allows his brand to do more things in-house and rely way less on agencies. He says signing up for Salesforces Marketing Cloud has eliminated his need to work with agencies that provide social media, community management and consumer market research services. | | WHY THIS MATTERS: Brands are sold on reaching customers in ways that go way beyond traditional media demographic data. Agencies cant sit back and watch as their clients find them becoming more irrelevant. One digital agency, VML, is using Salesforce to give the companys Sales Cloud a more central role in managing new business and overall client engagement. Agencies bring the context the [brand] CMO needs and have the potential to be the best orchestrator to help the CMO get the most out of a marketing cloud, says Martin Coady, executive director of marketing technology at VML. But agencies have to get into the game. At a minimum, agencies need to either understand how to leverage this data to inform their consumer strategy and creative approaches or find a partner that fills that gap for them, he says. | A Take: Ad Age
| | | | #2 Telemundo Pitches Growing Younger Audience | | The Comcast-owned Spanish-language broadcast network, long a distant second to the dominant Univision, is now running neck and neck in the primetime ratings race. Telemundos upfront theme will be Shift Happens as it plays up its goal to continue bringing in what it calls the 200 percenters viewers who are 100% Latino and 100% America. And it will continue to produce its own, more contemporary novela programming for primetime, which Cesar Conde, chairman of NBCU Telemundo Enterprises, says has been able to retain its core Spanish-language audience while attracting younger more multicultural viewers. Telemundo also selected Anomaly as its strategy and creative agency for its FIFA World Cup marketing, as it is televising the 2018 Cup from Russia after having won the Hispanic TV rights away from Univision. | | WHY THIS MATTERS: As the Hispanic population continues to grow in the U.S., the battle for Hispanic viewers gets more intense. And what was once a one-sided battle has turned into a real dogfight with the Telemundo strategy of tailoring its content to younger, multicultural Hispanics drawing in new viewers. Season to date, Telemundo is averaging 1.62 million viewers in primetime, including 820,000 adults 18-49. Thats right behind Univisions 1.87 million, with 840,000 adults 18-49. In 2015, Univision was drawing 1.43 million primetime viewers compared to Telemundos 680,000, according to Nielsen data reported by Ad Age. | Two Takes: B&C | Ad Age
| | | | #3 State Farm Using Location-Based Ads at Gas Stations | | The insurance giant is running video ads on digital screens built into pumps at 18,000 national gas stations as part of a partnership between Gas Station TV and payment company Verifone, Adweek reports. The screens loop through a four- to five-minute segment featuring content from ESPN, CNN and Bloomberg that run alongside short national and local commercials from State Farm. Each stations screens can be customized to pull in either local or national content. State Farm is not new to partnering with Gas Station TV. After purchasing some ads in 2015, the insurer ran a study through Lieberman Research in which 48% of respondents recalled seeing a State Farm ad, and 69% said theyd consider the company the next time they shopped for insurance. | | WHY THIS MATTERS: Gas Station TV president and CEO David Leider says 69% of its cumulative national network audience are between 18-49 years old, and since their cars are connected to the pump while filling up, they tend to watch the content and see the ads. Another plus is that while buys can be made across the entire 18,000 gas station network, advertising can also be targeted in specific areas of a city or state. | | A Take: Adweek |
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| | 2.9 | | Percentage of projected growth for ad spending for products in the luxury goods category in 2017, according to estimates from media agency Zenith. Thats compared to a decline of 0.5% in 2016. The expansion is being driven by more luxury ad spending in the U.S., China and Japan. Zenith estimates that luxury ad spending in those three countries will represent 80% of all luxury category spending in 2018. | Reported by MediaPost
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| | NBC Wins Tuesday Tussle | by Michael Malone
NBC took ratings honors Tuesday, as The Voice did a 1.8, off 10% from its last fresh airing, before a double run of Trial & Error had a 0.9 and a 0.7, down a smidge from last weeks 0.9 and 0.8. That gave NBC a leading 1.5 rating in adults 18-49, per Nielsens overnights, and a 6 share. CBS was next at 1.2/4. NCIS did a 1.3, down 13% from its last new airing. Bull fell 15% to 1.1, and NCIS: New Orleans was up 10% at 1.1. Then came ABC at 1.0/4. The Middle scored a flat 1.2, American Housewife grew 9% to 1.2, Fresh Off the Boat fell a tenth of a point to 1.0, Imaginary Mary grew 13% to 0.9 and then Marvels Agents of S.H.I.E.L.D. grew 14% to 0.8. Fox had a 0.8/3, as Brooklyn Nine-Nine did a flat 0.7 before a Mick repeat, then Prison Break was off 18% at 0.9. The CW did a 0.3/1, with iZombie at a flat 0.3. Among Spanish-language outlets, Telemundo had a 0.6/2 and Univision a 0.5/2. |
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| GEORGE CALLEJA was named executive VP and executive creative director at Deutsch Los Angeles. He will oversee creative for the Uber account. Calleja was previously ECD at TBWA's dedicated Apple agency Media Arts Lab. He has also held creative roles at The Martin Agency, Wieden+Kennedy and Sid Lee Amsterdam.
JOSH DiMARCANTONIO has left his position as partner and executive creative director at Zambezi in Los Angeles, according to an AgencySpy report that says he will pursue freelance creative assignments.
JONATHAN HUBERMAN was appointed CEO of video monetization technology and services company Ooyala. He was previously CEO of software services company Syncplicity. KARLIN LINHARDT was named senior VP of marketing for North America at Subway. Lindhardt was previously a senior consultant at Accenture Interactive, where he worked on digital strategy for the Subway account. Prior to that he was VP of partnerships at Merkle, strategic administrator at digital video network InStadium, senior VP at Lifetouch, executive VP of marketing at Ovation Brands and senior director, marketing at McDonald's. |
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