Black-Owned Media Outlets See Chance To Capture Ad Dollars Long Denied

In the space of just a few weeks, a group of Madison Avenue heavyweights — with names like General Motors, Interpublic Group and WPP — has made public guarantees of ad money for some of the industry’s smaller media outlets, all owned by Black entrepreneurs. Getting these companies to talk about ad spending in public is an amazing feat. For Byron Allen, it’s just a first step.

NBCUniversal Rolls Out New Ad Innovations

From augmented reality shopping experiences to “Choose Your Own Adventure” journeys, the new ad formats and products “offer marketers compelling ways to reach consumers around the world while driving interactivity for viewers,” the company says.

Fox News Selling Ads In New Streaming Weather Channel In Upfront

In the midst of a record revenue fiscal year fueled by an election cycle that elevated ratings, Fox News is launching a streaming weather channel and will start to sell ads on its subscription streaming service Fox Nation, where lifestyle programming might be appropriate for some advertisers. Jeff Collins, EVP, advertising sales, at Fox News Media, is looking to increase revenue again in the upcoming fiscal year and he’s counting on a dramatically changed news environment, with less emphasis on politics, to attract otherwise skittish advertisers.

Auto TV Ad Spend Climbs 148% Year-Over-Year

What a difference a year makes. Automakers spent an estimated $238.6 million on TV in April 2021 — an increase of 148% year over year, according to iSpot.tv. Many large advertisers pulled back on TV last April, especially with live sports completely absent due to the COVID-19 pandemic.

GroupM Pledges To Invest 2% In Black-Owned Media Over Next Year

GroupM is the latest agency to unveil efforts tied to helping to grow and support diverse and Black-owned media companies. The WPP-owned media giant is making a 2% pledge, calling on its clients to invest at least that amount of their annual media spend in diverse and Black-owned media. While GroupM is planning these investments now, the goal is to start these activations in the next 12 to 18 months.

IPG Mediabrands To Invest At Least 5% In Black-Owned Media By 2023

The agency pledge comes as the ad world looks to diversify its media spend in this spring’s ad haggle.

UPFRONTS

Spring TV Ad-Sales Season Expected To Show Rebound From 2020

This year’s annual spring ritual known as the upfront, in which advertisers commit to buying commercials for fall programming, is expected to bounce back from a tepid 2020 and show more ad dollars migrating to streaming platforms.

Extreme Reach Promotes Gaurav Agarwal To COO

Extreme Reach, an asset management solution for TV and video advertising, has named Gaurav Agarwal chief operating officer. Gaurav joined ER in 2018 in the new role of corporate development officer based in Los Angeles. Since then he has focused on developing and executing key strategic initiatives, fostering new growth opportunities and expanding relationships with […]

NEWFRONTS

Tegna Outlines Local-Content Strategy At NewFronts

Tegna offered a pitch to advertisers at IAB 2021 NewFronts that amounted to: Trust us, because our viewers already do. The station group — among the first-time presenters at IAB’s annual gathering — emphasized how its local roots intertwined with a renewed interest among Americans in their local communities.

Short Videos Take Over Marketing Communication

Online Gambling Ad Spend Bolstering Local TV

It’s not every day that television gets a new ad category. It’s even less common for a new category to become a golden goose. Taboo until a 2018 Supreme Court verdict, online sports betting isn’t technically a new ad category, but with just over two years of a track record, few would challenge its advertising status as a golden goose, especially within the local TV industry.

NEWFRONTS

Tegna Unveils Auto, Tourism Attribution Capabilities, National Verify, Sports Streaming Offerings

Tegna’s NewFronts presentation showcases the power of local media for reaching audiences at scale in a trusted, brand-safe environment.

Magnite Closes $1.1B SpotX Acquisition

The deal creates the largest independent CTV and video ad platform. Clients include A+E Networks, AMC Networks, Crackle, Discovery, Fox, fuboTV, LG, Roku, Samsung, Sling TV and Vizio.

ANA Blasts ‘Mind-Numbing’ Programmatic Marketplace, Announces RFP To Study It

Asserting that the programmatic advertising marketplace is “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity,” the Association of National Advertisers this morning announced a request-for-proposal for a consultant to study and come up with recommendations for improving it.

Roku Puts Its Programmatic Platform At Center Of Newfronts Pitch

Brands looking to buy Roku’s original content channel programmatically will no longer be able to do so through third-party platforms. Moving forward, Roku Channel will be available to be purchased programmatically only through the streamer’s own demand-side platform.

Vizio, Verizon Media Partner To Advance Connected TV, Omnichannel Advertising

Verizon Media and Vizio today announced a strategic partnership to deliver new cross-platform and connected TV (CTV) advertising solutions, anchored in unique TV viewership data and premium programmatic inventory access. Effective immediately, Verizon Media gains demand-side platform (DSP) access to Vizio’s Inscape viewership data from more than 18 million opted-in Vizio Smart TVs. Verizon Media will be […]

WPP Merges GroupM, WT Data Units To Form New Data Consultancy

WPP is merging the specialist data units of GroupM and Wunderman Thompson to form a new global data consultancy called Choreograph. The holding company said the new entity is designed to provide data advisory services focusing on strategy, implementation and privacy issues as well as optimizing first-party databases.

Kantar CEO Nasard Steps Down After 4 Months

 

Alexis Nasard, who was named Kantar Global CEO last fall (effective in January) has stepped down after just four months on the job. Nasard was the first full-time CEO of the company under its new ownership structure, a joint venture between WPP and Bain Capital with Bain as controlling partner with a 60% stake. WPP sold Bain its stake while retaining 40% in a deal that valued the research giant at $4 billion.

Comcast Advertising Appoints Growth Strategy VP

In the newly created role, Rick Mandler will be responsible for formulating growth marketing strategies across the Comcast Advertising portfolio.

Oscars Commercials Sold Out At ABC

ABC’s Academy Awards telecast may not draw as many viewers as it has in the past, but it will still air a full suite of commercials. The network has sold out all of its available advertising inventory for the annual awards event, Jerry Daniello, SVP, entertainment brand solutions, for Disney Advertising Sales, said in an interview. The company finalized its sales earlier this week, he said.

Media Buyers Upbeat As Upfronts Near, But See Shift To Programmatic

Media buyers are more optimistic in 2021, but they said they’re looking to spend less upfront and more programmatically, according to a study by the IAB. The group said that optimism among buyers has increased in just the past five month when its last survey was taken. In the new survey 21% were very confident and 40% were confident. Just 11% of buyers said they were not confident.

Why Brands Aren’t Giving Up On Awards Shows

Advertisers like Verizon and Expedia cling to hope that Oscars can still deliver highly coveted audiences.

Extreme Reach To Acquire Adstream

Extreme Reach, a provider of a TV and video advertising asset management solution, is buying Adstream, a global provider of digital asset management, creative logistics and analytics solutions. Through the acquisition, Extreme Reach says it will provide brand marketers and all their global partners “with a seamless, all-in-one brand activation platform that removes complexity from […]

NBCU Taps Abcarian To Lead Measurement & Impact

An advanced advertising veteran, Kelly Abcarian joins NBCUniversal from Nielsen to accelerate the company’s investment and development in cross-platform measurement and data capabilities.

How To Sell Local OTT Advertising

Erin Overstreet, VP of digital sales at Gray Television, explains how to frame the advantages of OTT advertising for local clients, the need to break down broadcast and digital sales silos and the importance of simplicity in the process. This is the latest installment of How To, a TVNewsCheck original video series that solicits innovative, practical and actionable advice from TV experts in news, technology, sales and marketing.

U.S. Ad Market Turns In Best March Ever

In the first year-over-year comparison with a month impacted by the 2020 COVID-related ad recession, the U.S. ad market expanded nearly 25% vs. the same month last year. Importantly, it was the best March since Standard Media Index (SMI) began indexing the U.S. advertising marketplace, and it was up 7.2% vs. March 2019 — more than making up for any erosion in 2020.

Women Named To Multiple Top Roles Across The Ad Industry

CEO, chief financial officer and other key posts are being filled by women at major agencies

Nets Ask Advertisers To Move As Much As 30% Of Upfront Into CTV

Major TV networks are pushing brand TV advertisers to shift a significant part of their linear, live TV upfront budgets — 20% to 30% — into media company-owned connected TV platforms, according to media-buying executives. This comes a year after legacy TV-based media companies ramped up premium streaming CTV platforms, while recording sharply declining viewership on live, linear TV networks. “It is where their inventory is,” explains one veteran media agency executive.

Bitcentral FUELs Audience Reach, New Monetization Opportunities For Cowles On NewsON

Bitcentral Inc., a provider of media workflows, announces support for ad trigger insertion in its FUEL online video platform. The solution is being used by Cowles Broadcasting to enable Dynamic Ad Insertion (DAI) for its launch on the NewsON service. Broadcasters, content creators, and digital publishers who use FUEL’s automation, encoding and distribution solutions, can […]

In The Roaring Twenties, Ads Make A Comeback

Subscriptions may be the rage, but businesses of all sorts are pouring money into advertising — digital most of all.

Live TV’s Troubles

TVNewsCheck‘s Michael Depp and Paige Albiniak discuss the pandemic’s blows to live television and why advertisers still prize it. Read Albiniak’s story here.

MARKET SHARE

Local TV Sales Exec Offers Lessons Learned Over 36 Years

As Sports Return, Procter & Gamble Kicks Off Multiyear Partnership With Major League Soccer

Procter & Gamble has struck a multilayered, multiyear advertising deal with Major League Soccer as players return for the sport’s 26th season and the CPG giant seeks to broaden its appeal to younger demographics and the Hispanic market.

Ad Industry Expected To Make COVID Comeback

The advertising industry, plagued last year by pandemic-driven budget cuts, is poised to return stronger than ever in 2021 and beyond, according to several new forecasts.

It’s Upfront Plus As More Commercials Come To SVOD

Ad dollars will flow to streaming, but are there enough eyeballs available for sale? Above, CBS’s The Equalizer will also have its episodes streamed over Paramount+.

MARKET SHARE MONDAY MEMO

Monday Memo | AEs Embrace Ready-Made Ready Spots

TV account executives are turning to Ready Spots, a service offering pre-produced commercials in a wide range of categories, as a quick-turnaround way to get quality spots to clients.

Byron Allen, Verizon Set Summit On Black-Owned Media

Byron Allen’s Allen Media Group and Verizon are partnering in a diversity, equity, and inclusion (DEI) initiative to increase media spending with U.S. Black-owned media companies with a summit set for May. “I’m very proud of Verizon, one of the largest advertisers in the world, coming to the table to make sure we have real economic inclusion for Black-owned […]

Dish, Blockgraph Lead Initiative To Harness Data For TV Ads

Companies in the advanced advertising business have formed the TV Data Initiative, a group that will look to accelerate the use of data in the television industry. The group includes Dish Media, Blockgraph, MadHive, VideoAmp, Eyeota and TVSquared and plans to spend the next six months assessing the state of data in the advanced TV ecosystem and identify challenges and opportunities.

GM To Up Spending On Black-Owned Media

The automaker said it plans to dedicate 4% of its advertising budget to Black-owned media by 2022 and 8% by 2025.

Magna Boosts 2021 U.S. Ad Outlook

IPG Mediabrands’ Magna Global unit becomes the second major agency forecasting unit to update its U.S. advertising outlook, revising its 2021 forecast to +6.4%, a 2.3 percentage-point improvement for the 4.1% growth it was projecting for the U.S. ad economy when it released its last estimate in December 2020.