| Today's Top Stories | | #1 | Mondelez Works on Digital Ad Formats With Fox
| | | The snack company will collaborate with Fox to roll out new ad formats on streaming and video-on-demand platforms that will include branded content and that will involve Fox's ad-tech engagement platform TrueX. Kristi Karens of Mondelez tells Ad Age that the commitment to TrueX is five-times larger than all other digital dollars the company has allocated across all the Fox properties because Mondelez wants to find new ways to grow consumer engagement with ads.
Why This Matters: The deal is not simply a purchase of digital ad inventory but a collaboration into together developing new ways to advertised digitally where both sides have input. On the content side, Mondelez is one of several marketers partnering with media companies to create better ways to engage viewers.
A Take:Ad Age
| | | #2 | Could Pokmon Go Make Brands Rethink Ad Strategy?
| | | Marie Goldstein, a social media manager at 360i, says in a first person article in Adweek that while most marketers are trying to more hyper-target their ad campaigns, the Pokmon Go experience raises the possibility that a broader, more agnostic approach may not be so bad after all. She says the Pokmon Go craze has shown that interest can be generated by word of mouth and by social media and depending on the product, generic marketing by non-traditional means maybe should be re-thought or at least re-tested.
Why This Matters: A separate Adweek article reporting consumer data about Pokmon Go based on a survey by Hill Holliday finds some support for Goldstein's thoughts. The survey found that without any ad spend, 84% of those polled have heard of Pokmon Go, 15% say they play the game, another 12% say they plan to. Some 67% said the game took them into a store, restaurant or business they had never been to before. And among those who played the game the first week, 78% were in the 18-34 demo.
Two Takes:Adweek | Adweek
| | | #3 | Digital Share of Voice Top 10 Brands
| | | While many top brands spend hundreds of millions on TV advertising to reach mass audiences, a key component of their marketing success depends on how much additional attention and interaction their TV spots generate online, B&C reports. Real-time TV ad data company iSpot.tv has ranked brands based on DSOV for the first half of 2016 and found that Top 10 companies (in order) are Nike, Samsung Mobile, Apple iPhone, Esurance, Mountain Dew, T-Mobile, Coca-Cola, GEICO, Mazda and Doritos.
Why This Matters: DSOV is not correlated to how much money brands spend on TV advertising. Their commercials have to be creative enough to get consumers to watch them additional times online and to talk about them on social networks. Studies have found that brands that increase their DSOV are more likely to boost their market share over time.
A Take: B&C | | #4 Top Planners Seek TV-Digital Balance (B&C)
#5 Marketers Oppose Paying Agencies for Spec (Ad Age)
#6 Programmatic TV Growing Slowly (WSJ)
#7 Marco Polo Replaces Gecko at Geico (Ad Age)
#8 Upfront Success Masks Viewer Decline (Adweek)
#9 How Music Connects to Hispanic Consumers (Media Life)
#10 Millennials Major TV Watchers (B&C)
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| | 67.9
Percentage of worldwide social network ad revenue taken in by Facebook, according to eMarketer estimates. Twitter is a distant second with 7.9%. Facebook is projected to take in $22.3 billion in net ad revenues this year, up from $17.1 billion in 2015.
Reported by eMarketer |
| | Ratings | ABC Game Shows Win
By Michael Malone Game shows paced ABC to broadcast's best ratings Sunday. Celebrity Family Feud drew a 1.4, down 7%, then $100,000 Pyramid a flat 1.4, and Match Game a 1.1, down 8%. That gave ABC a 1.2 in adults 18-49, per the Nielsen overnights, and a 5 share. No one else averaged a full ratings point. CBS' 0.9/3 came from 60 Minutes at a flat 0.8 and Big Brother up 6% to 1.9. After a repeated Madam Secretary, BrainDead did a 0.3, down 25%. NBC, at 0.6/2, was in repeats, as was Fox at 0.5/2. For more, click HERE |
| | Fates & Fortunes | JOE ABRUZZESE has announced his retirement as president of advertising sales for Discovery Communications, effective the end of this year. BEN PRICE was promoted to the role of president of U.S. ad sales for Discovery. Abruzzese held the ad sales presidency at Discovery since joining the company in 2002. Prior to that he was head of ad sales at CBS for 11 years and spent a total of 22 years at the network. He also spent 10 years in sales at NBC. Price is a 27-year Discovery veteran and will report to chief commercial officer Paul Guyardo. JOHN MONTGOMERY was promoted to the newly created role of executive VP, brand safety, at GoupM Global. He has most recently been North America chairman of GroupM Connect and is also chairman of the 4As Media Leadership Council and cochair of the anti-piracy initiative for the Trustworthy Accountability Group. Montgomery's new task will be to work with the GroupM agencies to create a set of global standards aimed at combatting digital ad dangers on behalf of their clients. Montgomery will report to Rob Norman, GroupM's global chief digital officer. LIA SILKWORTH was named senior VP of insights and consumer development at Telemundo. She was most recently executive VP, managing director at Starcom MediaVest Group and also previously served as senior VP, group & investment director. JUSTIN ROSENBLATT was appointed executive VP of original programming and development at cable network Pop. He was most recently senior VP, alternative programming at The CW network and prior to that held senior programming positions at MTV Networks. At Pop, he succeeds Paul Adler who is leaving the company. |
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