| | Media Buyer & Planner Today | | |
|
| | | | | #1 Consumers Favor Brands Pulled From ‘O’Reilly’ | | Global marketing technology company Amobee says brands pulling ads out of the Fox News show The O’Reilly Factor saw an average lift in digital content engagement of 141% on the day following their decision. The brands pulled their ads following disclosure that Fox News paid five female employees some $13 million not to pursue sexual harassment allegations against show host Bill O’Reilly. Mercedes-Benz, the first company to announce it was pulling its ads, saw its content engagement go up 264% the day following that announcement. There were also 720,000 tweets on April 4 around Mercedes-Benz that mentioned The O’Reilly Factor,” with sentiments around those tweets being 45% positive, 54% neutral and only 1% negative. For Hyundai, which also pulled its ads, there were 780,000 tweets mentioning both the brand and O’Reilly, with 28% positive, 71% neutral and 1% negative. And there were 330,000 tweets around BMW with 19% positive, 80% neutral and 1% negative. Other brands like Sanofi, Allstate and GlaxoSmithKline, among others, also saw only 1% negative feedback on Twitter. | | WHY THIS MATTERS: Brands always run a risk when they pull advertising out of programming, but in this case it seems like they have strong support of the consumer marketplace. | A Take: MediaPost
| | | | #2 Soccer’s Growing Popularity Entices Marketers | | Major League Soccer has long taken a back seat to the Big Four pro leagues in the U.S. – football, basketball, baseball and hockey – but the soccer pro league last season broke its attendance record, drawing 7.4 million fans to its live matches, up 40% from 10 years ago, Ad Age reports. That type of growth hasn’t been lost on brands. Sponsorship spending on the MLS, U.S. Soccer and other North American Soccer leagues, teams and events grew 9.2% last year to $333 million, according to sponsorship consultancy IEG. Among those sponsors are: Target, Audi, Coca-Cola and Heineken, among others. | | WHY THIS MATTERS: The $333 million in brand sponsorship dollars are still a small percentage of what the other pro leagues get, particularly the NFL which drew $1.25 billion last season, but it is on the rise and brands who do sponsorships are seeing increased sales they can tie into those sponsorships. Target, for example, saw its in-store sales of soccer gear grow by 10% in 2016. And Target marketing VP William White says the chain sold 1 million soccer balls in 2016 alone. “It’s not like Target chose soccer,” he says. “Our guests chose soccer.” And Heineken USA chief marketing officer Nuno Teles adds, “Heineken was not born here. Soccer was not born here. But the U.S. customer is embracing both.” | A Take: Ad Age
| | | | #3 Azteca America Offers Programmatic, OTT Options | | The Spanish-language network at its upfront presentation announced two new strategic partnerships, with Videology and Zype, which will respectively offer advertisers the ability to buy ads programmatically and to buy campaigns in programming in over-the-top platforms where its shows will appear. Azteca America will be the first Hispanic network to use the Videology platform for its ad clients so they can better target audiences beyond age and gender. Through its alliance with Zype, Azteca content will now be carried on OTT platforms like Amazon Fire TV, Apple TV and Roku, among others. Zype’s analytics will also help advertisers plan their VOD and OTT campaigns. | | WHY THIS MATTERS: Azteca America is battling to increase its share of the Hispanic ad marketplace that is dominated by Univision and Telemundo. Its introduction of new, advertiser-friendly tech options will help it draw some more ad dollars into its revenue stream. | | A Take: Adweek |
|
|
| |
| | 34 | | Percentage of U.S. internet users who have clicked on a Facebook ad in the past 30 days, according to a March survey by CPC Strategy. Another 59% say they didn’t, while 7% say they didn’t see any ads. Among demo groups, those 45-54 had the largest percentage of ad clickers – 43%, while the 18-24 group had the most non-clickers on ads with 68%. | – Reported by eMarketer
|
|
|
|
| |
| | ‘Empire’ Drives Fox to Win | by Michael Malone
Fox took prime honors Wednesday, scoring a 1.6 in adults 18-49, per Nielsen’s overnights, and a 6 share. Shots Fired did a 0.9, down 18%, while Empire slipped 8% to 2.2. ABC was next at 1.4/5, as The Goldbergs did a 1.5, down 12%, and Speechless a 1.3, down 13% from its last fresh airing. Then Modern Family was off 10% at 1.8, and Black-ish was at 1.3, down 13%. Designated Survivor posted a flat 1.1 to close out prime. CBS had a 1.2/5, with Survivor at a flat 1.7 and Criminal Minds at a flat 1.2 before Criminal Minds: Beyond Borders did a 0.8, which was off a tenth of a point. NBC was at 1.1/4, as Law & Order: SVU had a flat 1.1, Blindspot a flat 0.9 and Chicago P.D. grew 18% to 1.3. The CW, at 0.3/1, was in repeats. Among Spanish-language networks, Telemundo did a 0.6/2 while Univision had a 0.5/2.
|
|
|
|
| |
| • BRIAN NORRIS was promoted to VP of Dish Media Sales, overseeing DISH and Sling TV's ad sales, analytics and operations. Norris has been with Dish since 2008 and most recently led national ad sales. Prior to joining Dish, he was a national ad sales account executive at Viacom and before that spent 7 years in assorted ad sales roles at Lifetime.
• TODD GRANTHAM has left his position as president and CEO of DDB San Francisco, according to an Agency Spy report. He joined the agency in Sept. 2014 to fill that role. Prior to that he had spent 17 years at Goodby, Silverstein & Partners in assorted executive roles. DDB's North America CEO Wendy Clark and chief operating officer Valerie Bengoa are overseeing the San Francisco office until a replacement for Grantham is hired.
|
|
|
|
| |
| Technology Leadership Awards
April 24, 2017 | Westgate Resort & Casino | Las Vegas, NV
Learn More
VIDWeek
June 12-16, 2017
Learn More
The Programmatic Summit
June 12-13 | The Stewart Hotel, NYC
Learn More
Next TV Summit
June 14, 2017 | The Stewart Hotel, NYC
Learn More
Emerging Video Technologies
June 15, 2017 | Convene Conference Center, NYC
Learn More
Next Wave Of Leaders
June 16, 2017 | The Stewart Hotel, NYC
Learn More
The Digital Media Tech Leadership Summit
June 20-21, 2017 | Tampa Airport Marriott, FL
Learn More
| | more events » |
|
|
|
| |
| | Manager, Television Analytics | NASCAR – NC, United States
| | | | Manager, Engineering and IT | The Christian Broadcasting Network – Washington D.C., Dist. Columbia, United States
| | | | Content Creator/Editor | The M Network, Inc. – Miami, FL, United States
| | | | Digital Video/Audio Engineer | | AARP – Washington, DC, United States | | | | more jobs » |
|
|
|
|
|
|
