One of the hottest areas of the online advertising business - "ad ops," a short-hand for advertising operations, or the technology that is driving machine-based advertising and media-buying processing - could soon begin impacting the planning and buying process for all media. Interpublic, in partnership with Microsoft, this morning unveiled a new, tech-driven platform for managing the way media is planned, bought, measured and posted not just for online media, but for all forms of traditional and emerging media. The system, dubbed MOMS (Media Operations Management System), was unveiled this morning at the Cannes advertising festival in France, the companies boasted it would "re-invent" the way Interpublic agencies and clients plan and buy their media. "The marketing industry is the last shared service to be optimized by technology," Quentin George, chief digital officer of Interpublic's Mediabrands unit said in a statement announcing the deal at Cannes this morning. "Advertisers deserve greater levels of transparency, efficiency and accountability across their media campaigns to ensure advertising dollars deliver a greater return and that the effectiveness of their strategy is maximized." The announcement offered scant details indicating exactly how the new system would innovate the market, or would change the way Interpublic processes advertising and media, but the companies said it is now being deployed throughout Microsoft's marketing processes in the U.S. and would be offered to other Interpublic clients by the end of the year. Microsoft is both a client of Interpublic's media agencies, as well as a technology partner, and has long had its eyes set on finding a way into the infrastructure of Madison Avenue's media planning and buying systems, which to date have been managed by proprietary third-party data processing firms such as Donovan Data Systems. Interpublic said the new media management platform has been in development for six-months, which is interesting timing, given that Interpublic had only renewed a long-term contract with Donovan Data Systems in November 2008, following a protracted review that included a variety of contenders including Media Bank. Interpublic did not say how MOMS would integrate with its Donovan's media processing system, but the announcement suggests that Interpublic believes it will revolutionize the way media shops inside the $30 billion holding company - shops like Initiative and Universal McCann - will process media for clients. "MOMS is a move towards a technology-as-a-service model, across traditional and emerging media contact points," reads the agency's statement. Interpublic did say that the new system would dovetail with other recent media technology innovations, including its recently launched media trading system, the Cadreon Audience Marketplace.
Fox has won this past season's commercial ratings crown, following up on winning its program-ratings title. Fox had a 3.2 C3 rating (commercial ratings plus three days of DVR playback) among 18-49 viewers -- down 9% from a year ago, according to Magna's analysis, (part of IPG) of Nielsen Media Research data. Commercial ratings are the basis for virtually all national TV deals between TV programmers and advertisers. CBS came in second place to Fox, and was the only network to see growth among commercials, rising 4% to a 2.6 rating. Many CBS shows, such as "NCIS," "How I Met Your Mother" and "CSI," all grew their respective C3 18-49 ratings versus a year ago. "NCIS" climbed 23% to a 3.2, "How I Met Your Mother" was up 21% to a 3.4 rating, and "Criminal Minds" was 14% higher to a 3.2. The five broadcast networks' commercial average was down 8% to a 2.3 rating among 18-49 viewers, from a 2.5 rating a year ago. ABC came in at third place, off 4% to a 2.5 rating. NBC was next at a 2.3 rating, losing 8%, while CW dropped 22% to a 0.7 rating. The good news for Fox: its C3 18-49 rating was 14% higher than its live rating -- a 3.2 versus a 3.0. Also, Fox's commercial ratings' drop was much less than its live program ratings. Fox's C3 ratings were at a 3.2 among 18-49 viewers, down 9%. Its live program ratings were an average 3.0 among 18-49 viewers, down 22%. Similar Fox live-plus-same-day DVR playback ratings were down 18%. "American Idol" is still Fox's biggest-rated show, but commercial and program ratings fell 12% in C3 to an 8.0 rating among 18-49 viewers. It dropped less -- 7% among 25-54 viewers to a 9.5 rating. ABC's best performers year-to-year among C3 18-49 viewers were "The Bachelor," which rose 9% to a 3.5 rating, and "Saturday Night Football," which climbed 32% to a 2.5 rating. The network's bigger shows, such as "Desperate Housewives," fell 16% to a 4.6; "Grey's Anatomy" sank 17% to a 4.3 rating. NBC's winners were "The Biggest Loser," with a 10% gain to a 3.4 C3 18-49 rating; "The Office," with a 6% hike to a 3.6 rating; and "30 Rock," up 11% to a 3.0 number. The CW did well with "Supernatural," up 11% to a 1.0 C3 18-49 rating, and "Gossip Girl," with a big 43% improvement to a 1.0 rating. Among the young demographics 18-34, Fox slipped 10% to a 2.8. ABC and CBS were flat -- ABC ending with a 2.0 and CBS at a 1.7. NBC was down 5% to a 1.9, and CW dropped 11% down to a 0.8. The big losers in C3 ratings were also the shows that lost in program ratings -- Fox's "Terminator: Sarah Connor Chronicles" lost 58% to a 1.6 C3 18-49 rating; NBC's "Deal or No Deal" also lost 58% to a 1.3 rating; ABC's "Pushing Daisies" went down 43% to a 1.6. The least commercial ratings erosion for the broadcast networks among all demographics was with adults 50 plus -- much of this due to CBS' strong performance this year, growing 12% year-over-year for this viewer group. The five-network average was down 2% to a 4.0. In looking at the broadcast-cable comparisons, the five-broadcast networks' 18-49 live-program-plus-same-day DVR playback rating was down 7% to a 10.8 rating. The ad-supported cable network average grew 3% to a 17.6.
The situation for monthly magazines isn't getting better, but it's not getting worse, according to the most recent ad page count from MIN Online, which found the July issues of monthly magazines down 20% in ad pages compared to the same month last year. While this is obviously a weak performance, publishers are hopeful that it represents a leveling off or bottoming out of the rate of decline, which has been increasing steadily since last year. There's no denying that many big monthlies are still in trouble, as a hit parade of top titles have endured steep losses exceeding the average. In order, titles experiencing the biggest declines in July and for the year-to-date include Town & Country (60% July, 44% YTD), Architectural Digest (57% July, 50% YTD), Conde Nast Traveler (53% July, 43% YTD), Dwell (52% July, 44% YTD), Money (47% July, 33% YTD), Scientific American (47% July, 41% YTD), Elle Décor (46% July, 32% YTD), Harper's Bazaar (46% July, 29% YTD), Prevention (45% July, 29% YTD), GQ (43% July, 33% YTD), W (43% July, 44% YTD), O the Oprah Magazine (42% July, 31% YTD), Vogue (41% July, 31% YTD), and National Geographic (41% July, 34% YTD). Overall, of 160 monthly magazines tracked by MIN Online, only 11 (or about 7%) have not posted declines for year-to-date, and 27 (17%) did not post declines in July. Ninety-one monthly titles (57%) have seen ad pages fall 20% or more for the year-to-date, with 40 (25%) experiencing declines of 30% or more. It's hard to put a good spin on a monthly decline of 20%, but in comparison to other recent monthly figures, July is less. Total ad pages fell 26% in February, 24.5% in April, and 22% in June, so there may be reason to hope that losses are gradually evening out. However, the fortunes of consumer magazines have traditionally turned on the fourth-quarter holiday season -- and if ad demand is not beginning to recover by that point, they could face another round of huge losses. Publishers will keep a close eye on ad page figures for August and September, which serve as a bellwether for advertiser sentiment going into the fourth quarter.
Earlier this year, it looked like Tribune Co. boss Sam Zell found a buyer for the Chicago Cubs sports franchise, but now the team is back on the auction block, according to the Chicago Tribune. This is another setback for the beleaguered Tribune Co., whose financial well-being depends on selling the team. In January, Tribune announced it had reached an agreement to sell the popular baseball team to the Ricketts family, led by patriarch J. Joe Ricketts, who founded TD Ameritrade Holding Corp., for $900 million. This was considered a fair price for the team, but less than the $1 billion sought by Zell. Yet plenty of obstacles remained. To begin, the Ricketts family faced the difficult task of securing funding for the deal, amid a severe contraction of global credit markets. In addition, the final terms of the deal remained unsettled, as Tribune sought extra cash for the lucrative broadcast and cable rights included in the franchise. With these negotiations apparently stalling, Tribune has turned to Marc Utay, previously a rival bidder who lost out to the Ricketts in the first round. Utay, who is still interested in the Cubs franchise, claims to have lined up a group of investors who could fund the deal on somewhat more favorable terms for Tribune. This isn't the first reversal in the drawn-out Cubs auction. Last summer, Zell was said to be negotiating a $1.3 billion sale to sports-franchise impresario Mark Cuban, but that deal was effectively scuttled when Cuban was charged with insider trading by the SEC in November. Zell then turned to the Illinois state government, hoping to sell Wrigley Field to the Illinois State Finance Authority. However, this deal became entangled in a long-running dispute between Illinois governor Rod Blagojevich -- now being impeached by the Illinois State Assembly -- and the writers for the Op-Ed page of the Chicago Tribune. In essence, Blagojevich said he would block the sale to the ISFA unless Zell muzzled the writers by firing or reassigning them. John Harris, Blagojevich's chief of staff, who served as an intermediary for these secret negotiations, told the governor that Zell had agreed to silence his critics at the paper. However, the staffers were never fired or reassigned. After the second deal fell through, Tribune had no choice but to file for Chapter 11 bankruptcy protection on Dec. 8 -- the day before Blagojevich was arrested and charged with corruption by U.S. District Attorney Patrick Fitzgerald for trying to sell the Senate seat vacated by President Barack Obama.
After failing to renew a deal to broadcast a tournament with the best soccer teams in Europe, ESPN will still have a foot in the game. The network will offer games from the newly reinvigorated Spanish league, which just added two of the world's most celebrated players. ESPN's deal essentially makes it a subcontractor with GolTV, a 24-hour soccer network that has rights to offer some 120 live games from the Spanish circuit. ESPN will offer a much lower load, likely ones featuring Real Madrid -- the team that recently acquired players Cristiano Ronaldo and Brazilian star Kaká, which sent interest soaring -- and rival Barcelona. But while select games will be on ESPN2 through 2012, about 114 will be on ESPN360.com, the site that streams a slew of live sporting events. The site continues to add more live soccer in the U.S., including games from the Italian league, and some niche World Cup-qualifying matches, such as Bahrain vs. Uzbekistan. This spring, ESPN failed to renew rights to the increasingly popular European Champions League in the U.S., which will move to the Fox Soccer Channel next year. The final was won by Barcelona, which faced a team led by Ronaldo. The deal with GolTV also gives ESPN Deportes, the Spanish-language network, rights to offer 95 Spanish-league matches live. Spanish-league (La Liga) games could serve as a marketing vehicle for ESPN as it readies to carry the World Cup next summer from South Africa. The network has promised its largest promotional push behind any single event in its history for the 64-game tournament.
NBC Sports continues to do its part to further the growing list of top-tier sports events available live on the Internet. On Monday, it said that next month's women's and men's finals at Wimbledon will be streamed live on NBCSports.com. The network brought "Sunday Night Football" to the Web last year, a ground-breaker for the NFL. In addition to the two finals, NBC said all of its Wimbledon coverage, starting this weekend, will be available on its site, as well as a separate locale under the aegis of the tournament. The network said online viewers will see different camera angles than what's on TV for the semifinals and finals. ESPN via its ESPN360.com site has carried Wimbledon matches for several years, but those have been in early rounds. NBC first experimented with live-event streaming late in the 2006 Winter Olympics with the men's hockey final between Sweden and Finland. Last summer, its NBCOlympics.com site had robust offerings from the Beijing Games, although in that case, the network was careful to hold some events back to avoid possibly cannibalizing traditional-TV viewing. On Monday, NBC streamed the final round of the U.S. Open golf tournament, largely because it had been postponed for a day due to rain. Last year, it began simulcasting the Sunday-night NFL games. On one level, it seems a stretch that Wimbledon is now allowing its most coveted matches to be available on the Web. The tournament has clung to traditions, such as starting play precisely at 2 p.m. and refusing to let players wear anything but white clothing on the court.
For job hunting and personal branding, social media is a free and easy way to network and communicate, but as more and more sites are bombarded with business banter, it's essential not to cross the line between strategic networking and shameless self-promotion. Social networking began, as its name suggests, as a purely social tool, and while some sites target the professional pack, such as LinkedIn and Plaxo, most still retain a social aspect that should be respected. For those who want to take the leap and combine social and professional, there are a few things to keep in mind. Keep it Social on Facebook and Twitter Facebook's professional potential is being realized far more than in the past and having taken to the Twittersphere in recent months to engage with readers and answer more career questions, I've learned that many users aren't looking to engage; they're looking to sell, sell, sell. ·Your contacts are friends, not an audience It's important to remember that when you invite someone to connect on Facebook, you're sending them a "friend request," not a business contract. Send friendly notes and wall posts, not robotic blurbs filled with advertising jargon. Too much advertising is viewed as obnoxious on these sites, where the core goal is friendly and mutually beneficial interaction. ·Don't bombard people with too many links Linking to your blog or Website is the best way to make interesting content you have to offer go viral, but sending out 50 reminders a day is overwhelming to readers and likely to get you ignored or worse, "de-friended" or "unfollowed." ·Engage Networking is a two-way street and only working for yourself is a quick route to isolation. Read what other users post, comment, re-post or re-tweet it if you like it. In other words: converse with people, don't just talk at them. When you do promote a service, ask your connections what they think about it, for suggestions and opinions. ·Unite the personal and professional While some might find it strange that people update their status with their every waking thought or action, posting more personal messages humanizes your digital presence and lets your connections in on your life, not just on your business. People are much more likely to be interested in what you're doing if they understand your endeavor and the person behind it. ·Control Your Twitter Impulses Follow someone, they'll follow you. It's pretty much how it works on Twitter. Many users want lots of followers, but don't want to deal with sifting through tons of useless messages. But don't follow people, just to un-follow them once they've returned the favor. They'll notice and do the same. Use an application like Tweet Deck to sort your contacts into groups. Seek out people who would benefit from your product or brand. Creating the perception of popularity won't get you ahead. Be Polite on LinkedIn It might sound obvious, but some people forget their manners in virtual interactions. LinkedIn, as the premier professional network, can serve job hunters as a gateway to a pool of potential employers. But pushing yourself or your brand on practical strangers won't get the kind of attention you want. ·Gate Keepers One important feature of LinkedIn is the ability to request introductions to second- and third-degree connections. But do as you would in real life; don't just assume someone will do this for you. Ask nicely and be sensible. Asking a direct competitor for access to a connection they have doesn't make a whole lot of sense. ·Don't Make it Awkward If you met someone once at a networking event or symposium and want to connect with them, be sure to write a personal note reminding them who you are. Without some context, you put them in an awkward spot and might be deleted as spam. ·Keep away from strangers Don't try and friend people you don't actually know in real life. Some sites, like Twitter, are more accepting of this kind of interaction, but LinkedIn has a gated-access policy that requires you to have had a previous interaction with your connections. Don't try and connect without an introduction. You'll be viewed as intrusive. Learning to engage most effectively on the Web is a process, especially as new innovations and techniques arise. Ineffective techniques, however, will lead you to networking dead ends.