Zenith Media USA, the flagship unit of Publicis Groupe's ZenithOptimedia Group, this morning announced what it called a "major restructuring" of its media buying operations, naming long-term broadcast buying diva Peggy Green Vice Chairman, and putting in charge of a new "video investments and marketplace approach." Green, who reports to ZenithOptimedia North America CEO Tim Jones, will oversee the integration of all video-based media buying operations, consolidating traditional broadcast and cable buying departments, with video buying duties for emerging platforms such as online video. The move is similar to the restructuring and integration of video buying, or "activation" departments popping up across Madison Avenue, especially at Zenith's sister shops, Starcom and MediaVest, both of which adopted those strategies a couple of years ago. The move also comes as video advertising and content is jumping off the personal screens of TV, PCs and hand-helds, into a variety of public venues within a burgeoning out-of-home digital video advertising marketplace, which is seeing many traditional TV players - companies like CBS and NBC - jumping into the space - literally (see today's MediaDailyNews). As part of the reorganization, Ava Jordhamo was promoted to executive vice president-director of national broadcast, reporting to Wendy Marquardt, president of Zenith Media USA. The agency said Green would work directly with Jordhamo and Marquardt to apply marketplace strategies to the agency's clients and that the national broadcast operations under Jordhamo would be structured in line with the agency's account groups.
CBS Thursday unveiled a major expansion of its digital out-of-home video unit, CBS Outernet, striking a deal with local community video operator Ripple that will extend its reach in an array of retail locations from Borders book stores to Jack-in-the-Box restaurants, and even Jiffy Lube auto service centers. The deal comes a day after rival NBC unveiled a major out-of-home video initiative (MediaDailyNews Jan. 16 & 17), and comes as major media companies are turning their eyes to the fast-growing out-of-home video marketplace, which in many ways is akin to the rapid growth of online video. In fact, when CBS got really serious about the business, acquiring Fairfield, CT-based super-market video network SignStorey in October, it re-branded the unit and its focus as the Outernet. Now it's thinking outside the box, extending the reach of its content and advertising into a broader array of out-of-home locations. Terms of the deal with Ripple were not disclosed, but the companies described it as a "partnership" that would create a combined out-of-home advertising network reaching more than 100 million viewers each month. CBS Outernet will control national advertising, while Ripple will continue to oversee more than 1,500 specialty retail locations. In a related move, Ripple announced an agreement with SeeSaw Networks, a leading aggregator of digital out-of-home video advertising reach that operates an online system for buying and planning out-of-home video buys in a way that's akin to online ad exchanges such as Google's AdWords. The agreement adds Ripple's local retail screens to SeeSaw's out-of-home inventory. Terms of this deal also were not disclosed, and it was not clear what inventory would be controlled by SeeSaw vs. CBS Outernet, but the companies said SeeSaw would have access to "millions of weekly impressions" from Ripple's network. The addition of Ripple's inventory brings SeeSaw's advertising reach to more than 20,000 venues nationwide. So much so, that SeeSaw is making a claim that might make Ripple partner CBS cringe - "reaching more Americans than many primetime TV programs at a fraction of the cost." That no doubt is a significant factor motivating CBS, NBC and other big network-based companies to accelerate their expansion into the digital out-of-home marketplace. CBS chief Leslie Moonves is believed to have taken a personal interest in overseeing the out-of-home strategy, and the major networks are looking to out-of-home as strategic a move as their online and cable video-on-demand plays. The deal also is a boon for SeeSaw, which has gradually been accruing critical mass in the burgeoning marketplace, and has created simple, easy-to-use buying and planning systems enabling advertisers and agencies to define and order highly targeted reach across its array of out-of-home video affiliates. SeeSaw chief Peter Bowen dubs the planning approach "life pattern marketing," and suggests it is every bit as important a breakthrough for advertisers and agencies as behavioral targeting has been online. It is "an effective way to intercept people in their daily routines where they work, play and socialize," he says, noting that the system enables a marketer to target a consumer based on the locations they travel throughout their business and personal lifestyle day.
Doug Liman, the Hollywood luminary known for films in the "Bourne" series, along with TV shows such as "The OC" and the coming "Knight Rider" remake, has formed a company looking to bring TV-type productions to new media distribution platforms. It's also looking to possibly circumvent the studios that are negotiating with striking writers. Called Jackson Bites, the company has cut a deal with the writers' guild (WGA), allowing it to move forward during the continuing strike and hire WGA writers. Co-owned by Liman, who will not direct or produce content for the company, Jackson Bites will consider using a range of distribution platforms, from the Internet to handheld devices. It may also cut deals with satellite and cable operators. During the strike, studios and writers have battled over how to share in revenues from new-media outlets. Studios have argued they are making little, if any, profits from them. Writers believe profits either exist or are coming soon, and want a greater share. "If the last strike is best remembered for the studios attempting to show they could create programming without writers, this could be the strike where the writers show they can do it without the studios," Liman said. "We are at a moment of opportunity in television where we have gone from three networks to six, and from a handful of channels to a thousand and YouTube. In that environment, what matters is compelling programming--and compelling programming starts with the writer," he says. "Jackson Bites will afford writers the opportunity to create content that will be seen and enjoyed by audiences with or without the involvement of the television networks." The head of the WGA East, Michael Winship, said the agreement between the guild and Jackson Bites "reflects precisely what we have held from the start: For writers, the Internet and new media are the future." The Jackson Bites-WGA deal allowing writers on strike to work mirrors similar ones between the guild and the Weinstein Company, United Artists and David Letterman's production company.
Turner Broadcasting System will take over all programming and continue to handle distribution for the NBA TV cable channel as part of an overall joint venture with the National Basketball Association. With only 15 million cable homes, the NBA is counting on Turner--which already runs regular-season and NBA playoff games--to deepen its efforts with large cable operators. Given its array of entertainment and news networks, Turner is well-suited for the job. NBA expects to see big distribution results over the next year and a half, according to NBA commissioner David Stern. Turner, however, will not leverage its own networks in package deals with the NBA when dealing with cable operators. The NBA finds itself, like other sports leagues, unable to get more cable distribution--even with their programming prominence. The NFL Network and the Big Ten Network have both run into distribution problems. As part of the deal, Turner will also help program and market the league's digital efforts. Both Turner and NBA will jointly sell the advertising on all of the NBA's digital assets, as well as NBA TV. The venture between Turner and NBC is a profit-sharing arrangement that will be run jointly by Adam Silver, deputy commissioner/COO of the NBA, and David Levy, president of Turner Broadcasting Sales, who will be hiring a general manager. Turner will now also market NBA League Pass, the league's out-of-market game package and NBA's mobile content business. Under an old agreement, Turner had a 2% stake in NBA TV. As part of this new agreement, it will give that equity back to the league. The deal runs through the 2015-2016 season.
Michael Hirschorn, who oversaw development of a string of reality--or CelebReality--hits for VH1, is leaving the channel to form a production company that has a first-look deal with parent MTV Networks. Hirschorn, executive vice president of original programming and a six-year network veteran, will launch the company with a focus on unscripted programming along with VH1 colleague Stella Stolper, senior vice president of celebrity talent development. Also on board at Ish Entertainment is Chris Choun, vice president, production management and executive in charge of production at VH1 from 2001 to 2005. He will serve as head of production. Ish Entertainment plans to pursue programming development similar to what has resuscitated VH1 in recent years. Its first-look deal with MTV Networks covers MTV, VH1, CMT and Logo with a commitment for three series. As head of programming at VH1, shows such as "Hogan Knows Best" and "Flavor of Love" (and its spinoffs) were launched under Hirschorn. VH1 said Jeff Olde will take over for Hirschorn as executive vice president of original programming and production. Ben Zurier has also been promoted to executive vice president, program strategy at VH1, VH1 Classic and MHD. "The word 'brilliant' should be reserved for very special examples ... like Michael Hirschorn," said Brian Graden, president of entertainment for the MTVN Music and Logo Group. "He possesses one of the fastest, most vibrant minds I've ever had the pleasure to witness working." A former journalist, Hirschorn said: "I have been discussing next steps with Brian for six months, and he has been nothing but supportive in finding ways to allow me to grow professionally, while continuing what has been a very fruitful relationship."
Bravo senior marketing executive Jason Klarman has been named senior executive of Oxygen Media, in the position of general manager. Klarman, who was Bravo's executive vice president of marketing and digital, will have day-to-day responsibility and will manage all brand strategy, consumer and trade marketing for Oxygen. He will report to Lauren Zalaznick, president of Bravo Media, and will work together with her in determining overall marketing, digital, communications and sales strategy for the network. The female-focused network was acquired by NBC Universal in November 2007. Klarman will also oversee Oxygen Media digital areas--Oxygen.com, Quizfarm.com, BabyNamer.com, MyOvulator.com and SheDidWhat.TV. Klarman joined Bravo in 2004 as the senior vice president of marketing.
A new survey shows that three upcoming Super Bowl advertisers--Victoria's Secret, the White House office of drug control and, perhaps surprisingly, Ford--are likely to experience low levels of ROI with their Big Game buys. The reason: The brands could suffer from being in the wrong media environment--even if the game draws a massive audience, according to the research. While some brands ponying up millions may find their ads yield low viewer engagement and a corresponding ROI, others look to do well, such as Doritos, Pepsi, Budweiser, Coke and Toyota, the research revealed. The sixth annual Super Bowl Engagement Study was conducted by New York consultancy Brand Keys, which surveyed some 1,200 men and women ages 18 to 65, who said they were very likely to watch the game Feb. 3. The survey seeks to gauge how much viewers will be engaged with--or respond positively to--particular spots. It offers insight into whether the ads will lead to intended results. Brand Keys says its research also takes into account what it calls "ROE" (Return on Equity), which looks at "how the media environment reinforces, or in some cases, degrades, brand values." "The day-after creative reviews are interesting, but today, clients want to know more than that they were seen," said Robert Passikoff, president of Brand Keys. "After all, buying the Super Bowl is buying awareness. But what advertisers really want to know is exactly what they got for their investment. Real engagement measures allow them to do that." The survey did not augur well for Ford. However, fellow carmaker Hyundai, which had made noises about exiting the Super Bowl, has decided to keep its ad positions in the game. The research did predict positive results for other brands, such as GoDaddy.com, Planters Peanuts and Unilever. Paramount, Universal and Sony movie studios were predicted to have only modest results. "It has nothing to do with being watched or awareness levels, and everything to do with viewers being emotionally engaged with the brand," said Passikoff. "Everybody knows Ford and their sales fell 12% last year. The objective is to sell cars, not just entertain. That's just not enough any more. Not all media venues are right for all brands, no matter how large an audience they generate."
Most current over-the-air TV consumers who get their TV free want to keep it that way. In the wake of the transition to all digital TV signals come February 2009, the non-commercial TV group, Association of Public Television Stations, found that over half of the over-the-air TV consumers would rather not pay for TV via a cable or satellite service. Still, the APTS survey found that about 43% of over-the-air households indicated they would buy a converter box or purchase a digital TV between now and when the transition takes effect--Feb. 17, 2009. This number compares to the 12% who say they will sign up for a cable or satellite service. The Federal Communications Commission has issued coupons for some analog TV consumers to get digital converter boxes. Other consumers will buy converters through private retailers, or new TV sets that can handle digital services. A hefty percentage of TV consumers--25%--don't know what to do. Another 19% say they would do nothing. And 17.6% say they would postpone any action. Only 19% of those surveyed believed the government was on the "right track" with the transition. The study results are based on a November 2007 survey of 1,153 households. "Many people see broadcasting as a dinosaur technology," said APTS president and CEO John Lawson, "but we broadcasters have the opportunity to reposition it as "wireless TV" and reach new audiences."
Riding a wave of increasing interest in "green" technology, practices, and policies, the National Geographic is turning its Green Guide into a quarterly publication. The first issue, set to debut March 4, has a newsstand price of $4.95. The publication will also be available for an annual subscription of $15. The new quarterly is an extension of National Geographic's initiative to provide more practical advice for real-world lifestyle issues, following last year's acquisition of Greenguide.com. Included in the quarterly Green Guide will be recommendations for products and companies that allow consumers to make environmentally friendly lifestyle decisions, as well as do-it-yourself advice for home modifications and suggestions for the family. Seth Bauer, editorial director of National Geographic Green Guide, said it will be "written for general consumers, not for enviromaniacs," offering plenty of practical, easy tips for busy consumers. As might be expected, the pub itself is fairly "green," printed on recycled/renewable paper and also available paper-free on the Web via Texterity, a digital publishing company. Furthermore, NatGeo hopes the format and content of the magazine will encourage consumers to hold onto it for future reference. In April of last year, NatGeo launched Green.nationalgeographic.com, which highlights the numerous environmental issues covered by its journalists, photographers and field researchers. Advice for consumers includes product recommendations and home-makeover ideas to lessen individual environmental impact or "footprint." Mansueto Launches FastCompany.TV Mansueto Ventures, which owns Fast Company and Inc., is creating a new online video news network covering business and technology under the direction of Robert Scoble, a leading technology blogger. Launching in March, the network will feature Scoble's daily video series, ScobleTV, which currently receives about 1 million views per month, according to Mansueto. FastCompany.TV is also rolling out a series of new programs over 2008 hosted by Scoble and other well-known personalities. His blog, Scobleizer.com, is joining Mansueto Digital's network, which also includes FastCompany.com and Inc.com. Mansueto Digital President Edward Sussman praised Scoble as a valuable addition, saying: "He has an unparalleled reputation not only for focusing attention on the most important trends and companies of the moment, but also for fairness and honesty among his large audience of senior technology leaders." Scoble gained fame and a reputation for honesty by openly criticizing Microsoft when he was employed by the company. On the print front, while other business magazines are struggling with declining ad pages, Fast Company magazine stands out for bucking the trend. In 2007, ad pages grew 20.6%, compared to 2006 to 497, according to figures from the Publishers Information Bureau. Todd Anderman to Hachette Todd Anderman, previously president of Maxim Digital, is joining Hachette Filipacchi Media as senior vice president of digital media. In this role, he succeeds Marta Wohrle, who exited the company in late 2007 for other business opportunities. He will report to Philippe Guelton, executive vice president and chief operating officer. Sauerberg Named CN Group President Robert A. Sauerberg, Jr. has been elevated to the role of group president for consumer marketing at Conde Nast, stepping up from his previous position as executive vice president of the same group. In his new role, he will continue to oversee all sales and marketing for CN, as well as representing CN in its retail distribution partnership with CMG. Charles H. Townsend, president and CEO of CN, praised Sauerberg's management of the company's "consumer, retail and database marketing efforts through both traditional and new online channels." Sauerberg will now also serve on the board of the Magazine Publishers of America.