The HM DL
Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
If you'd like more customized and specific media guidance for your business and situation, we're ready to help.
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Consumers May Already Be Tired Of Holiday Marketing, Poll Shows |
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Supply chain challenges are resulting in earlier campaigns and shopping.
The DL: Even with supply chain woes, consumers prefer their holiday ads to air after Thanksgiving. Ads started airing much earlier than usual this year with warnings of supply issues, ruining last-minute shoppers' plans. Even though consumers have started shopping early (7% sales increase over 2020), most of them do not want to see holiday-themed ads until after Thanksgiving.
AdAge polled U.S. adults and 68% of them agreed the ads should not begin until at least Thanksgiving Day, over half of these adults had already seen ads up to 7 weeks before the Christmas holiday.
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Yelp Adds Ad Units Connecting National Brands With Local Consumers |
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Yelp launched two ad units Tuesday.
The DL: Sponsored Collections offer brands that typically might not advertise on Yelp with a potentially relevant way to reach its users. Brands like The Kraft Heinz Company, for example, could use Sponsored Collections to promote restaurants that serve their products. Seasonal Spotlight Ads may also provide advertisers with another opportunity to get their seasonal deals and promotions in front of potential customers, which can help encourage store visits. Advertisers should be aware that they can’t yet reach users on Yelp’s Android apps just yet as these ads are currently only showing on the iOS version.
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Netflix To Release Weekly Viewing Top Ten Lists Of Hours Viewed |
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Ever wondered about Netflix's "Top 10" viewing hours?
The DL: Netflix is planning to start publishing a list of “Netflix Top 10” each week. The list will generate using the previous week’s Monday through Sunday hours viewed data for both original and licensed content. The list will publish on Tuesdays. The list could favor longer series and films naturally, so Netflix will also include specialty lists (ex. documentaries, reality shows, etc.) on occasion. According to Pablo Perez De Rosso, vice president-content strategy, planning, and analysis Netflix believes engagement -- measured by hours viewed-- is its best indicator of popularity and satisfaction, which it adds is “important for retention in subscription services.” The top current movie for the most recent week, Nov. 8, is Red Notice and the top TV series is Narcos: Mexico.
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Top Four Programmatic Trends For 2022 |
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The pandemic brought drastic changes to the world of programmatic. If 2020 was the year of marketers scrambling to react, 2021 has been the time to rebound.
The DL: Exploring trends of 2021 gave marketers a glimpse at the state of programmatic and their opportunities into 2022. 70 cents on the dollar of digital ad spend is being allocated toward programmatic channels now and is expected to increase to 90 cents by 2025. It is a more affordable way of buying ads and has the benefit of scale and accuracy in reaching the right audience. Huge changes in user behavior shaped 2021. Many people were still homebound which caused an increase in the amount of content they viewed online. Knowing what interests your audience has at the moment is the key to reaching them. Looking into 2022; here are the top four channels’ marketers are looking to put their budgets into:
- Display. It remains an important channel for existing media buying strategies and 58% of marketers are looking to increase spending here.
- CTV. 80% of advertisers are looking to increase spending across CTV. Finding a partner is a big part of a successful CTV plan. Cost, measurement, and reach play into the decision.
- Omnichannel. The best way to achieve a true omnichannel strategy is one that activates your media agnostically across channels.
- Beyond cookieless. This is coming even if a bit delayed. This delay is giving marketers more time to find partners and make the transition as seamless as possible. Some cookieless strategies could perform better than cookie-based ones.
There are incredible opportunities in 2022 for not only traditional programmatic channels but emerging ones like CTV and DOOH (digital out-of-home) as well.
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Twitter Provides New Checklist For Small Business Saturday Promotions |
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Are you ready for the final shopping push as we head into the end of the year?
The DL: Small Business Saturday - The day after Black Friday where small businesses get all the attention! This day was created as a way to support local businesses during the holiday season.
This year, Small Business Saturday is more important than ever before. Over the past year and a half, the pandemic has forced thousands of small businesses to close their doors for good, especially those whose businesses had restrictions on trade. So, if you still need to get some holiday shopping done, Small Business Saturday is for you.
To help make the most of #SmallBusinessSaturday, Twitter has published a new overview of key considerations for brands to utilize when tweet marketing.
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Welcome back to the HM DL Podcast! In the HM DL Podcast, we give you the download on all thing’s media and career-related. In each episode, you will meet a new guest eager to share their stories, tips, and tricks on how to be successful in both your professional endeavors and the media industry.
Our fifth guests are Anastasia Otto & Jeana Decker, two of HM’s own. In this episode, Hoffmann Murtaugh's President, Shea Murtaugh sits down with Anastasia & Jeana to discuss their entrance into full-time employment, the work from home experience, and more!
Be on the lookout for our sixth episode featuring Geah Pressgrove, coming soon! Be sure to subscribe to stay up to date on the launch of new episode uploads.
Access more episodes of the HM DL Podcast on all streaming platforms (iHeart, Spotify, & Amazon Music).
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If you would like to pick our brains on how to navigate the evolving integrated media landscape during this time,
we'd be happy to help.
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412)741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH, Harrisburg, PA, and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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