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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A 'Lack Of Concern' Over The Death Of Cookies, Study Finds |
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In 2023, our industry is facing its own “Y2K” problem. Only, instead of a hyped-up two-digit coding issue, the reality is that the “fire hose” of data we came to rely on as the foundation of digital advertising will slow to a trickle.
The DL: Data that we rely on for digital advertising will slow down by 2023. How can the industry prepare for a cookieless future?
Even though SSPs/DSPs will take the lead in identifying solutions, marketers still need to find solutions themselves for success.
A lot of marketers will not be ready. Many are even unaware of the situation. They need to be aware and understand the implications in order to come up with an effective game plan. Do not wait for someone else to produce a solution. If ignored, brands run the risk of their media plans not delivering on their objectives and goals. Action to deal with forthcoming “cookieless future” needs to be dealt with now so when the time comes, we will be prepared. Marketers should continue to prioritize collection of 1st party data and give customers a compelling reason to opt in to sharing their data.
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More than 70% of media buyers in the U.S. and three other key markets agree that all forms of TV should be sold on impressions.
The DL: Media buyers are starting to challenge the traditional method of buying TV and have agreed that TV should be sold on impressions. TV has now become linear and streaming platforms are more data-driven, therefore it only makes sense to purchase using impressions. As advertisers get more comfortable with balancing converged TV campaigns, now is the time to leverage apples-to-apples insights for linear and streaming. Managing TV holistically helps maximize reach and effectiveness of video campaigns.
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It's the Great Pumpkin, Charlie Brown Back On Public TV After A Year Away |
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Charlie Brown's Halloween special will air on PBS and PBS Kids, in addition to Apple TV Plus.
The DL: TV viewers will no longer have to worry about how to watch the Charlie Brown specials. The Charlie Brown classics (Great Pumpkin, Thanksgiving, and Christmas specials) were moved to Apple in 2020 and left holiday viewers furious that there was no way to watch these classic shows. However, now that Apple has come to an agreement with PBS, Charlie Brown will be back on local TVs everywhere. This is especially exciting because it gives marketers the opportunity to display traditional broadcast messaging to these dedicated viewers.
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The Future Of Email Marketing In A World Of Data Privacy |
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Marketing Director at FST Logistics in Columbus, Ohio, a leading provider of temperature-controlled warehouse and transportation solutions.
The DL: New consumer privacy protections, including Apple’s update to iOS, are making it more challenging to reach our target audiences through email marketing. This does not mean that we should give up on a tactic that allows us to give relevant content to our clients' customers and prospects. As marketing professionals, we need to take a step back and look at our target audiences. Evaluating their needs can help us develop meaningful content that will resonate and engage. As marketers and media professionals, we should also always be testing and learning with targeted segmentation to divide out the larger audience and provide a more personal experience.
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What Happens On The Internet Every Minute (2021 Version) |
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How much has your online activity changed over the last two years?
The DL: Let's face it - we live in a world focused on technology... But, what happens on the Internet every minute of the day? Let's see:
If you're like most people, you spend a significant amount of time on social media to stay connected, spend more money via eCommerce, and log in to work from home. All of which lead to new habitual behaviors.
The 'Data Never Sleeps' chart by Domo gives us just some measure of how people are now spending their time on the Internet. Some of these highlights include -
- Amazon customers spend $283k
- TikTok users watch 167 million videos
- Microsoft Teams connects 100k users
- Google conducts 5.7M searches
Do you add to any of these statistics?
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On Sunday, October 10th, our President, Shea H Murtaugh appeared on WPXI-TV's “Our Region’s Business” segment with Bill Flanagan to talk about managing a virtual workforce including the benefits and challenges! To hear more, be sure to watch the segment - https://lnkd.in/gbDYU45s.
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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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