| | Media Buyer & Planner Today | | |
|
| | | | | #1 McDonalds Campaign Doesnt Mention McDonalds | | The fast food chain has begun its first unbranded marketing campaign in which the name McDonalds is not mentioned. In a TV commercial featuring Mindy Kaling, the actress asks people to search Google for that place where Coke tastes so good. McDonalds will come up in the search results. The only association to McDonalds in the commercial is that Kaling is wearing a bright yellow dress against a red backdrop. The New York Times says the campaign was created by McDonalds dedicated agency We Are Unlimited, operating within Omnicom Group. Deborah Wahl, U.S. chief marketing officer for McDonalds, says the campaign is directed at teens and younger millennials who use their smartphones while watching TV and who are most apt to do the searches after seeing the commercial. | | WHY THIS MATTERS: Marketers continue look for clever or unique ways of promoting their brands to the somewhat harder to motivate millennial audience. This unbranded campaign is in stark contrast to a commercial by Burger King last week that aimed to prompt voice-activated Google devices into describing the contents of its burgers. While Google condoned the McDonalds campaign, it was angered and sought to stop the Burger King campaign which it contended activated its Google Home device in an unauthorized way. | | A Take: NYT | | | | #2 Unity Key in Fighting Ad Fraud | | A cyber security expert says the best way to combat ad fraud is for advertisers, agencies and publishers to work together instead of pointing blame at each other. Augustine Fou, who was most recently chief digital officer at Omnicoms Healthcare Consultancy Group and who has over 22 years of digital marketing experience, writes in a first-person article in Ad Age that published ad industry losses due to ad fraud are estimated at way less than they really are. These large industry-wide numbers are meaningless, he says, because the bad guys bots are better at hiding ad fraud that the industry is at finding it. He also says ad fraud in mobile is rampant because it is super simple to do. He says as long as media buying firms continue to buy low-cost inventory, they will continue sending more money directly into the pockets of cybercriminals. Thats because fake sites have no content costs with their traffic being entirely generated by bots. So they can sell at super low ad rates. | | WHY THIS MATTERS: Fou says every aspect of the ad industry must be super vigilant. And instead of blaming each other for ad fraud, everyone must get together to fight the enemy, not each other. Otherwise ad fraud will only continue to grow. | A Take: Ad Age
| | | | #3 Publicis Creates Country President Role | | Continuing its ongoing restructuring, agency holding company Publicis Group has created a country president role, Ad Age reports. The first one will be in France, where Agathe Bousquet has joined Publicis from rival Havas, where she was chair and CEO of Havas Worldwide Paris. As newly-named president of Publicis Groupe in France, she will oversee Publicis Media, Publicis Communications, Publicis.Sapient and Publicis Health in that country. Bousquet will begin her new role Sept. 1 and presidents in more countries will be announced after that. | | WHY THIS MATTERS: Arthur Sadoun, currently CEO of Publicis Communications who will succeed Maurice Levy as chairman and CEO of Publicis Group on June 1, says the move to country presidents is a big announcement for our group. He says the new structure is aimed at transforming our relationships and making sure we have the right level of engagement with clients in each country. The move also lures a top executive away from an agency holding company rival. | A Take: Ad Age
|
|
|
| |
| | 32.56 | | U.S. digital display ad dollars in billions that will be transacted programmatically in 2017, according to eMarketer projections. That total will rise to $45.94 billion by 2019. In 2017, 78% of all digital display ads spending will be bought via programmatic, and that will grow to 84% by 2019. | Reported by eMarketer
|
|
|
|
| |
| | Dancing With the Stars, Scorpion, Taken Rise | by Luke McCord
NBC topped all broadcasters in primetime Monday with a 1.6 rating/6 share among adults 18-49, according to Nielsen overnight numbers. The Voice slid 5% to a 2.0, while Taken jumped 13% to a 0.9. ABC finished in second with a 1.3/5. Dancing With the Stars rose 6% to a 1.7, followed by an even Quantico at 0.6. CBS placed in third with a 1.0/4. Kevin Can Wait fell two tenths to a 1.0. Man With a Plan, Superior Donuts, and 2 Broke Girls were all flat at 1.0. Scorpion rose a tenth to a 1.1. Fox came in fourth at a 0.7/3. The finale of 24: Legacy matched last weeks 0.8, while APB was steady at 0.6. Spanish-language broadcasters Univision and Telemundo each scored 0.6/2s. The CW pulled in a 0.2/1 in repeats. |
|
|
|
| |
| HOWIE COHEN is retiring from his post as chief creative officer at integrated marketing agency Phelps. He has been with the agency for almost 20 years. Prior to that he was chairman and creative director of Cohen/Johnson and before that was VP, creative director at Wells Rich Greene. TONY STERN, who has served as a creative director at Phelps, will succeed Cohen.
GABE WEISS was named chief strategy officer at Omnicom's Rapp Worldwide. He was previously senior Digital Customer Experience Transformation at SapientRazorfish. Prior to that he was a group director at MXM and before that R/GA. He also served as VP, associate director, marketing at Digitas and held positions at Grey Initiative and Tribal DDB.
KEVIN SPACEY will host the 71st Annual Tony Awards to be televised live from Radio City Music Hall in New York City on Sunday, June 11 beginning at 8 p.m. on CBS. It will be his first time hosting the Tonys. He won a Tony Award for Best Actor in a Featured Role in a Play for his performance in Lost in Yonkers in 1991. |
|
|
|
| |
| 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 |
|
|
|
|
|
|
