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Connected Tv Easing Its Way Into the Ad Game www.spotsndots.com Subscriptions: $350 per year. This publication cannot be distributed beyond the office of the actual subscriber. Need us? 888-884-2630 or [email protected] The Daily News of TV Sales Thursday, January 31, 2019 Copyright 2018. CONNECTED TV EASING ITS WAY INTO THE AD GAME IT COMPLEMENTS LINEAR CAMPAIGNS, FOR NOW ADVERTISER NEWS Digiday reports that connected TV advertising is not stealing Pepsi has called on Coca-Cola for a truce after the ad dollars away from linear TV so much as redirecting brands spent months battling it out over Super Bowl how those traditional TV dollars are being spent. While TV coverage, Campaign reports. Coke has had to put up advertisers are moving more of their money to advertise with its little brother beverage brand moving in on the against the content that people stream over the internet to town it built: Atlanta. It had been locked out of any game their big-screen TVs, that money is usually connected to the commercials as Pepsi took ownership in this year’s soda money they continue to spend on linear TV, according to category. Many were waiting for Coke to paint the town red agency executives. with guerilla marketing, but it looks like Pepsi beat it to the Connected TV is “a complement. It’s definitely not a punch by calling on the brand to join them in a truce. In substitute [for linear TV],” said Garrett Winkler, a project that came together quickly, Pepsi is director and connected TV lead at Modi Media, dropping a bronze statue of its founder holding GroupM’s advanced TV unit. “You look at its beverage opposite the infamous statue of the Nielsen numbers, and the time spent on Coke’s founder outside the World of Coca- linear TV is more than connected TV. But that’s Cola museum... After four straight years of changing a little bit.” growth, toy sales in the U.S. generated $21.6 That TV advertisers’ connected TV dollars are billion in 2018, a 2 percent decline from the often tied to their linear TV dollars is, in some $22 billion in the year prior, according to a ways, a reflection of the challenges that TV advertisers face new report published this week by The NPD Group. Sales in adapting to the new channel. For example, TV advertisers rose in four out of 11 “super-categories,” particularly in are used to buying ads based on the content they will appear action figures and accessories, followed by dolls, youth against, but connected TV advertising is broadly sold on an electronics, and arts and crafts, according to the report. audience basis, like digital advertising, without advertisers Sales fell the most in plush and vehicles categories. The knowing what content will carry their ads. L.O.L. Surprise! franchise dominated toy sales, landing That lack of transparency and control, plus more favorable eight of the 10 top-selling toy items ranked by absolute pricing, has spurred TV advertisers to deal directly with dollar growth, according to the report. Mattel also landed publishers for connected TV campaigns, which has reinforced on the list with Hot Wheels and Barbie Dreamhouse... the ties between connected TV and linear TV. Sportswear maker Champion has unveiled a worldwide TV networks have seized on connected TV as an opportunity push, 100 Years for the Team, to celebrate its centennial to ease TV advertisers into the new channel while tethering that will spotlight sports teams from around the globe on those investments to linear TV by selling their OTT inventory social and includes collaborations with influencers, including as an extension of traditional TV deals. During the annual NBA legend Magic Johnson. Ad Age says the campaign upfront negotiations, TV networks are increasingly pitching from Exposure also includes a 30-second ad starring so-called “fluidity” deals. In these deals, the networks’ linear Johnson and encourages teams to share their stories on and OTT inventory is bundled together so that an ad may run social with #Champion100... Kohl’s will add a WW Studio wherever the audience is. in one store in Chicago, creating a 1,800-square-foot space TV advertisers typically see connected TV as a way to add for members of the group, formerly known as Weight incremental reach to their linear TV campaigns, according Watchers, to hold workshops. The Chicago Tribune says to agency execs. For example, streaming TV services, be it the retailer will also start selling WW Healthy Kitchen Hulu’s, YouTube’s, Sling TV or DirecTV Now, syndicate the goods online and in some stores later this year, and begin same ads running on traditional pay-TV services but show subsidizing WW memberships for employees... Pharmacy them to people who have cut the cord without any additional retailers are ramping up their health offerings with in-store effort or investment by the advertiser. Similarly, TV networks’ dental services, CNBC reports. Walgreens will open a OTT apps often require people to log in with their cable or second in-store Aspen Dental office this year, and CVS satellite accounts to stream a show, turning that inventory Health has begun a test with SmileDirectClub to offer into a safety net to catch people who have not cut the cord shoppers in-store fittings for invisible braces...Walmart has but are untethering themselves to an extent. entered into a long-term partnership with sports apparel TV advertisers may not be investing connected TV for its and gear marketplace Fanatics to launch a new specialty own sake so much as to shore up their linear TV campaigns. shop offering licensed fan gear on Walmart.com. The new However connected TV’s supporting role does not mean it is Fan Shop by Fanatics, now live on Walmart’s site, will stuck taking a backseat to traditional TV. Instead, by enabling offer thousands of items from professional sports leagues, advertisers to ease into it, its complementary status could including merchandise from such brands as Nike and New clear the path for more traditional TV money to move into the Era. The assortment includes officially licensed apparel, connected TV market and potentially make its way to other jerseys, hats, collectibles, tailgating items and novelty types of sellers. products. NETWORK NEWS AVAILS Fox has renewed breakout celebrity competition series The FOX 5 KVVU, a Meredith Corporation TV Station in Las Masked Singer for a second season. The Masked Singer Vegas, is seeking a General Sales Manager. The GSM is is this season’s No. 1 new series and top unscripted show, responsible for the overall sales effort and revenue growth, which drew more than 17 million multi-platform viewers for maximizing broadcast and digital revenue through effective its debut episode. Based on the hit South Korean format, inventory and customer relationship management. The The Masked Singer features celebrities facing off against GSM will manage, motivate, educate and train Local Sales one another with one major twist: each singer is shrouded Managers, Account Executives and Creative Services, and from head to toe in an elaborate costume, complete with must maintain a highly visible presence within the national full face mask to conceal his or her identity. Ken Jeong, and local advertising community. CLICK HERE for more Jenny McCarthy, Nicole Scherzinger and Robin Thicke details or to apply now. EOE. serve on the panel, playing detective KGKC-TV, Telemundo 39 in Kansas alongside series host Nick Cannon. Experts say that during a City, has an opening for a local The show’s premiere has delivered 17.6 polar vortex you shouldn’t account executive to manage and grow million multi-platform viewers to date, leave items like beer, eggs transactional business as well as a heavy Fox’s most-watched unscripted debut and medicine in your car. emphasis on prospecting and closing new in 11 years, while its 3.6 million viewers Though if that’s what business. Candidates must understand across Hulu and Fox Now mark the you’re keeping in your car, and interpret business objectives and network’s most-streamed episode ever... the polar vortex is the least advertising strategies of clients in order Deadline reports that Fox is taking to of your problems. to help them achieve those objectives the dancefloor with a remake of La La Jimmy Fallon through effective use of media. One-three Land-influenced British format Flirty years of television sales experience and Dancing. The U.S. network has ordered strong communication skills required. a pilot of a local version of the format, which originated, Qualified candidates, please email your cover letter and and is currently airing on Britain’s Channel 4. The format resume to: [email protected]. offers a new twist on two genres, dating and dancing. Two CBS Television Dallas (KTVT/KTXA) is looking for a complete strangers will be taught one half of a dance routine disciplined, hardworking, aggressive account executive and then will go on a date where they have to dance. Once to join an experienced and successful team to manage and the couples have completed their dance date, they will part grow existing business as well as a heavy emphasis on still not yet having spoken a word to each other, but will hope prospecting and closing new and incremental. This position that they have done enough to warrant a second date... CBS’ requires a person who can develop and maintain client annual airing of Super Bowl’s Greatest Commercials (1.0 relationships and has a successful track record in achieving/ rating in the adults 18-49 demographic, 7.02 million viewers) exceeding sales budgets.
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