| | Media Buyer & Planner Today | | |
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| | | | | #1 Google Offers Programmatic TV Buying | | The search engine is adding the ability to buy TV commercial inventory programmatically through its DoubleClick Bid Manager ad technology. Googles ad tech platform partners Wideorbit and Clypd are also participating in the new offering, along with Google Fiber. Rany Ng, director of product management at Google says impact-based metrics in DoubleClick will give advertisers the ability to measure the lift when someone searches for their brand on Google after seeing their TV ad. | | WHY THIS MATTERS: A main goal is to allow advertisers and their agencies to manage their video campaigns across both digital and linear TV. Its a progression of Googles efforts to more aggressively go after more traditional TV advertising and content. However, Jim Nail, a principal analyst at Forrester Research tells Ad Age that at least initially it is highly unlikely that the new offering is getting anything other than remnant inventory. Or the best you might say is maybe the networks are putting a small amount of inventory in to dip a toe in the water at this point. | Two Takes: Ad Age | Media Post
| | | | #2 Condom Campaign Targets Women | | Church & Dwight Company, the maker of Trojan condoms, is unveiling a new ad campaign on Monday that introduces its new XOXO condom which it is hoping will appeal to female consumers, The New York Times reports. The new condom comes in more gender-neutral purple packaging and includes a carrying case that could slip easily and discreetly into a purse. The ads, created by the Joey Company, are intended to convey a sense of shared responsibility when it comes to safe sex. The 30-second commercials, which will air in primetime on CBS and NBC, along with cable networks MTV, VH1, Bravo and Comedy Central, feature couples kissing intimately on doorsteps and on a pier, with a female voice-over. Trojan will also be featured at the top of the YouTube site for 24 hours in early June. | | WHY THIS MATTERS: The company is hoping the spots will make women more comfortable buying condoms, but is not without risk of potential consumer backlash. The Trojan campaign, however, is buoyed by data from a study it funded that found 68% of women disagreed that it is solely the mans responsibility to buy a condom. However, only 18% of women claim to have purchased a condom for their most recent sexual experience. So Trojan sees an opportunity here. This is not the first time Trojan has released a product aimed at gaining more female consumers, however, In 2005 it introduced Elexa, a line of condoms in pastel packages sold mainly in feminine hygiene aisles. However it was discontinued a few years later due to lack of sales. | | A Take: NYT | | | | #3 Band's Fans Buy Times Sq. Billboard Via Crowdsourcing | | Fans of Chinas teen stars are crowdsourcing big out-of-home ad buys to show their support and some of those ads are finding their way onto signage in New Yorks Times Square, Ad Age reports. Its part of Asias intense fan culture that started in Japan or Korea, but which has snowballed in China, which has 1.4 billion people and online fan clubs big enough to make serious media buys. When 17-year old Chinese boy band singer Karry Wang celebrated his most recent birthday, fans via a crowdsourced campaign put his picture on a rail line in his birth city and they also bought ads in Iceland because he had expressed a desire to visit there. Times Square is one of the most popular locations for Chinese fan ads. Branded Cities Network operates a suite of 11 screen at 3 Times Square where video campaigns paid for by Chinese fans have aired. Fans have also bought ads in Paris, Beijing, Tapei and Seoul. | | WHY THIS MATTERS: While the trend of teen fans raising money to support their favorite performers via crowdsourcing is not a mainstream practice in the U.S. yet, it does raise some possibilities as an ad revenue source for U.S. out-of-home companies who are more and more moving into outdoor video. | A Take: Ad Age
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| | 13.4 | | Average number of loyalty programs to which U.S. internet users belonged to in 2016, according to data from the Bond Brand Loyalty Report. Among those, U.S. internet users actively participated in an average of 6.7 loyalty programs, meaning they made at least one purchase during the year. The numbers are virtually the same as for 2015. | Reported by eMarketer
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| | NBC Wins Soft Night | by Michael Malone
NBC won the ratings race Sunday with a 0.9 rating/3 share in adults 18-49, per Nielsens overnight ratings. Little Big Shots did a 1.2, down a tenth from its last fresh airing before Chicago Justice grew 11% for a 1.0, and Shades of Blue did a flat 0.7. ABC, CBS and Fox all had a 0.7/3. On ABC, Americas Funniest Home Videos did a 1.0 and Once Upon a Time a 0.8, up 14%. Match Game grew 17% to 0.7 and American Crime fell 25% to 0.3. CBS saw 60 Minutes rate a 0.8, down 11%, then NCIS: Los Angeles slip 9% to 1.0. Madam Secretary had a flat 0.7 and Elementary a 0.5, down 17%. Fox had a Simpsons repeat before Bobs Burgers at 0.7 and then 0.9. Making History did a flat 0.6. After a Family Guy repeat, Last Man on Earth fell 13% to 0.7. Among the Spanish-language players, Univision had a 0.5/2 and Telemundo a 0.3/1.
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| TOYGAR BAZARKAYA was named the first chief creative officer at DDB's dedicated McDonald's agency We Are Limited. He was most recently chief creative officer, Americas at Havas Worldwide. Prior to that he was executive creative director at BBDO New York and also served as ECD at BBDO Germany. He was also VP, associate creative director at Mullen and senior art director at DDB New York.
DANA ANDERSON was named chief marketing officer at MediaLink. She was most recently senior VP and CMO at Mondelez. Prior to that she was senior VP, marketing strategy & communications at Kraft. She has also served as CEO of DDB Chicago and in account manager roles at JWT and Y&R. |
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