Brands Brief: Week in Review & What’s Ahead

Week in Review


  • Ahead of television’s upfronts, Turner, Viacom and Fox Networks Group announced their OpenAP initiative, which will allow advertisers to further pinpoint audiences and specify their reach.
  • An advocacy group purchased ads to run on MSNBC’s “Morning Joe” and and Fox’s “Fox and Friends” with the intent of catching President Donald Trump’s attention on behalf of American Airlines Group Inc., Delta Air Lines Inc., United Continental Holdings Inc. and several flight attendant and pilot unions.
  • Facebook Inc. rolled out its most ambitious business-to-business effort to date in an effort to pitch mobile video ads among marketers.

Online ads

  • Google Inc. and Facebook lead the digital ad market, which is expected to see spending jump 16 percent this year, according to eMarketer. Google is predicted to see a 15 percent boost in ad spending and Facebook is forecast to see a 32 percent increase.
  • A new study reveals marketers’ early disappointment in their efforts to advertise on Snap Inc.’s Snapchat, while Facebook’s Instagram has piqued their interest.
  • More than 10 million jobs are attributable to the ad-supported internet, which contributed about $1.12 trillion to the U.S. economy last year, according to an Interactive Advertising Bureau-backed study.

TV and streaming

  • The final episodes of this season’s “Saturday Night Live” will air live nationwide for the first time, meaning no taped replay for viewers in the Mountain and Western time zones.
  • Facebook struck a deal with Major League Soccer and Univision Communications’ Univision Deportes to live stream at least 22 matches this season, a move that reflects Facebook’s efforts to beef up its television offerings.

What’s Ahead

  • With the National Collegiate Athletic Association’s March Madness tournament underway, Snapchat is getting a piece of the action with more than 30 “Our Stories,” which will also be featured on television to entice fans to use the feature.
  • Twitter Inc. joins NewFronts this spring in an effort to court advertisers with its cache of new programming expected for next year. Yahoo Inc. decided to forgo its usual NewFronts presentation slated for May.

Events Calendar (All Times Local)

Leadscon in Las Vegas 7:30 a.m.
Leadscon in Las Vegas 7 a.m.
SMX West San Jose 7 a.m.
MMA Mobile Video Leadership Forum in New York 7:30 a.m.
Digital Marketing Innovation Summit in New York 7:30 a.m.
Digital Strategy Innovation Summit in New York 7:30 a.m.
HIRO Media webinar on programmatic media 8:30 a.m.
Adweek webinar on customer outreach 1 p.m.
ANA’s B2B and influencer marketing event in Scottsdale, Ariz. 4 p.m.
Leadscon in Las Vegas 7 a.m.
SMX West San Jose 7 a.m.
Digital Marketing Innovation Summit in New York 7:30 a.m.
Digital Strategy Innovation Summit 7:30 a.m.
Social Media Marketing World San Diego 9 a.m.
ANA webinar on SXSW takeaways for marketers 1 p.m.
Social Media Marketing World San Diego 6 a.m.
SMX West San Jose 7:30 a.m.
ANA’s integrated marketing communications training in New York 9 a.m.
Business Marketing Association integrated marketing communications event in Atlanta 11 a.m.
Social Media Marketing World San Diego 6 a.m.


Morning Consult Brands Top Reads

1) American, Delta, United Pick Trump’s Favorite Media for Anti-Subsidy Ad Campaign
Ted Reed, TheStreet

2) Turner, Fox, Viacom to offer advertisers way to laser focus on audience
Tim Baysinger, Reuters

3) Snapchat Receives Poor Grades From Marketers
George Slefo, AdvertisingAge

4) This lingerie brand replaced its agency with AI and will never go back
Emily Tan, Campaign

5) U.S. Digital Ad Market to Grow 16% This Year, Led by Facebook and Google
Alexandra Bruell, The Wall Street Journal

6) Study: Ads in editorial stream beat search, social for visibility and recall
Greg Sterling, Marketing Land

7) Facebook Scores Major League Soccer Streaming Deal, Continuing Push Into Premium TV Content
Todd Spangler, Variety

8) Facebook Will Push Mobile Video Ads With Its Biggest Business-to-Business Campaign Ever
Christopher Heine, Adweek

9) Infographic: What Consumers Really Think About Cause Marketing
Emma Bazilian, Adweek

10) A small US supermarket chain is consistently ranked up there with Google as one of the best places to work
Oliver Staley, Quartz