| Today's Top Stories | | #1 | NYT Turning Brand Studio Into Full-Service Agency
| | | The New York Times is turning its two-and-a-half year old T-Brand Studio into an agency that will offer a full array of marketing products and services, Digiday reports. Recently the Times' studio has done work for marketers such as Philips, Charles Schwab, Nike and Deloitte, that has run outside the Times own website. The Times has set a goal of doubling its digital revenue to $800 million by 2020 and this is one of the ways it plans to get there.
Why This Matters: The studio is on track to produce more than 100 campaigns and contribute 20%-30% of the Times' overall revenue this year. This is yet another example of publishing companies taking on roles traditionally handled by creative ad agencies.
A Take:Digiday
| | | #2 | iCrossing Wants to Grow Content Capabilities
| | | The Hearst-owned digital agency has hired its first chief content officer, Kayvan Salmanpour, who plans to combine data with proven branding tactics to create long-term content marketing strategies that generate consumer fans for iCrossing clients, Adweek reports. "I want to help elevate how brands think about and execute content to appoint that it is resonating genuinely and emotionally with consumers," he says. Among iCrossing clients are Mitsubishi Motors, TD Bank, UGG, LG and Hampton Hotels.
Why This Matters: Salmanpour says content marketing today is about so much more than Facebook likes. And he says he doesn't want to see content marketing go the way of display advertising, which has fallen out of favor of marketers because it has lost its effectiveness.
A Take:Adweek
| | | #3 | Nielsen Adds Viewability Options to Digital Ratings
| | | The research company will now provide additional options among companies that measure viewability to calculate how many people are being reached by clients' digital ads. Clients will be able to choose from DoubleVerify and Moat in addition to Integral Ad Science as part of their ability to optimize their campaigns.
Why This Matters: Marketers are moving away from paying just for served impressions and to wanting data on impressions that are actually viewed. "Viewability is central to our ability to validate the successful exposure of digital campaigns, and we're always looking for new ways to help clients optimize their marketing spend," says Mitch Weinstein, senior VP of ad operations at IPG Mediabrands.
Two Takes: B&C | MediaPost | | #4 Branded Content Has Stronger Recall Than Pre-Roll (MediaPost)
#5 Spotify Makes Audio Programmatic Easier to Target (Ad Age)
#6 McDonald's Creative Review Continues (Adweek)
#7 Marketers Flock to USA Basketball (MediaPost)
#8 Most Millennial Women Will Watch Olympics on TV (Adweek)
#9 Virtual Reality Driving Results for Jaguar (Digiday)
#10 Unilever Targets P&G's Gillette With Dollar Shave Club Purchase (Ad Age)
|
| | 12
Percentage of mobile app push notification interaction rates in North America by Android phone users, according to research from Accengage. The percentage of iOS phone users who interact with push notifications in North America is 3.8%. Push notifications can be effective for marketers looking to reach consumers with relevant messaging.
Reported by eMarketer |
| | Ratings | 'Talent' Sets Up NBC for Convention Coverage Win
By Michael Malone America's Got Talent paced NBC to a big win among broadcasters Tuesday. AGT did a 2.2 in adults 18-49, off 8% from a week before, per Nielsen's overnights, followed by NBC's Republican convention coverage at 1.1. NBC posted a 1.9 on the night, with a 7 share. Fox was next up at 0.7/3. Hotel Hell rated a 0.8, down 11%, while Coupled did a flat 0.5. CBS scored a 0.6/2, with a repeat leading into Zoo's 0.7, down 13%, before convention coverage tallied a 0.5. ABC did a 0.5/2 with repeats leading into coverage of the RNC, at 0.5. The CW had a fresh Containment at a flat 0.3. For more, click HERE |
| | Fates & Fortunes | JUSTICE EROLIN was named partner and to the newly created position of executive director of technology at independent agency Zambezi. Erolin joins the Los Angeles-based agency from Deutsch Los Angeles, where he served as senior VP, creative technology director. He was with Deutsch for five years in assorted tech roles. Before that he was a programmer and web developer. SAL SARDO is stepping down from his position as executive VP, distribution marketing, at Disney-ABC Home Entertainment and Television Distribution. He has been with Disney since 1985 in assorted advertising and marketing positions.
|
|
|
| | |
| |
| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
|
| |
|
| |
