No, all that money that didn't go to broadcast networks is not showing up on cable. New Jersey-based agency MDI says the upfront will be down 6.1 percent this year to $18.1 billion—the first time the market will have dipped since '09-10 when the TV industry pulled back sharply on ad spending, in part due to the longer-term effects of the 2008 financial crisis. With budgets down across the board, it's hard to know what the endgame for the year's advertising revenue will look like. Upfront commitments, after all, are changeable up to a certain point, and it's not clear whether budgets are indeed down across the board or a difficult year for TV ratings has meant that advertisers are now willing to spend more in scatter. What is clear is that broadcast is likely to be down about 10 percent and cable is down about 2 percent, according to sources familiar with the upfront market, and that several major players—not least of them Fox, which lost its primary executive Kevin Reilly practically as the lights came up after its programming presentation—are taking less for their wares than they have in years past, whether it's in CPM decreases (as with Fox) or in volume drops. We wrote last month that scatter was probably where networks are going to make their stand. Nobody's going to be giving away inventory on their high-end shows once the hits are established, but there are plenty of interesting options out there for video advertisers at the moment. Clients may not flock en masse to digital video this year, but new metrics for TV effectiveness are cropping up every day, and one thing those metrics aren't great at predicting yet is whether or not new shows are going to hit. They're good at established TV and time slot predictions, but if a show hasn't aired yet and it's terrible, all the data in the world isn't going to help. Faced with viewership declines on the most effective (and measurable) medium available, advertisers may be looking for more reliability as the content market diversifies rapidly.
at its own game. Well, the YouTube numbers are in—and Nike is doing just fine, thanks. At more than 20 million views, "The Game Before the Game" comes in at No. 2 on Google and Adweek's YouTube Ads Leaderboard for June. It was eclipsed only by Nike's own spectacular World Cup spot, which earned close to 60 million views over the course of the month. Adidas finished third, also with a World Cup ad. Elsewhere on the June list are three Father's Day spots, a girl-power anthem, a pair of beer ads and one other Beats by Dre spot. Check out all 10 spots below. Note: To be eligible for Adweek and Google's YouTube Ads Leaderboard, videos must be marked as ads on YouTube (i.e., they get some paid views) but must also earn significant organic views.
Don’t head to YouTube to check out Adidas' latest Web series. The sports shoes and apparel company partnered with Champs Sports to create four different online shows that will live on the Instagram but still mimick the TV-watching experience. #adicolorTV debuted on Friday and will run for six weeks. To tune in, viewers will have to head over to the champsports' Instagram page. "Stories do not have to be long to be good. We know that high school kids are interested in bite size and easy-to-understand stories, hence the success of social media platforms like Instagram, Vine or Snapchat. #adicolorTV brings together a variety of fun and interesting content, with a creative mixture of sports and pop culture and in this case we are choosing to tell our stories on Instagram instead of a television," Kelly Olmstead, Adidas Sports Style director of brand marketing, said. Lace Up will feature athletes like Dallas Cowboy's DeMarco Murray and Washington Redskins' RG3 wearing Adidas items, while Lil Jon will portray a high school science teacher in Elements of GAME. QVG is a spoof on the home-shopping channel experience, and The Stans is a sitcom about the shoe brand's classic sneaker, Stan Smith. And, it seems the brands will also be throwing up sports-themed content featuring its talent just for the fun of it. At least 25 episodes will be produced for the photo and video-sharing platform. Scott Burton, Champs Sports director of marketing, added that rather than publish one video, the companies decided it was better to release the content in bite-sized clips. Burton said they felt it would be more sharable—and more importantly, rewatchable—with their target demographic of male, high school varsity athletes. "To compete in a world with so much content and information, we feel these digestible nuggets offer our consumer short, yet memorable brand interactions on their terms," he pointed out.
Target wants to prove that traditional media like print and TV can drive e-commerce sales, highlighted in its new back-to-school marketing push. Target is launching a mobile app that works with the retailer’s fall print catalog to trigger sales for its Room Essentials collection, aimed at college students. Target’s In a Snap mobile app also works with print ads in magazines including Conde Nast-owned Domino and Architectural Digest and Time Inc.’s Real Simple. Shoppers with the app downloaded first hover a mobile device above an ad or a page in the catalog. Once the app recognizes a product, users can shop the item by viewing it on Target’s e-commerce site and check out without leaving the app. Instead of incorporating the image recognition feature into Target’s branded app, In a Snap was built as a stand-alone project to quickly launch the back-to-school effort. The big box retailer is also opening a 20,000-square foot store (roughly 15 percent of the size of a typical location) store called Target Express in Minneapolis this week that will promote the app in-store. In a Snap is the latest mobile pilot program that Target has run in the past year as part of its efforts to drive mobile sales from traditional media. In March, the retailer partnered with TBS’ Cougar Town on an initiative that let consumers shop product placements in the show. Another campaign with Purina aimed to drive sales from a newspaper ads. Target is not the only retailer looking to trigger e-commerce sales from fall print catalogs. Similar to the past few years, IKEA plans to roll out an augmented reality app that works in conjunction with its 2015 catalog.