Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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TikTok Is Fast Becoming A Key Search And Discovery Platform For Younger Audiences |
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Could TikTok really become a competitor in the web search and discovery stakes, and move into Google’s territory?
The DL: With TikTok being the fastest-growing social media platform in the world right now, it comes as no surprise that younger audiences that have grown up with it over the last few years are going straight to the platform to look up new products, restaurants, and recipes.
Google’s Senior Vice President Prabhakar Raghavan recently shared that the search engine does indeed see this as a risk as he noted “In our studies, something like almost 40% of young people when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.” This is happening because younger audiences want to see the item or place for themselves and get feedback from real individuals or influencers. And while this might be bad news for Google, it is great news for businesses and marketers alike looking to reach younger audiences searching for new trends and products.
Pro Tip - Start optimizing TikTok Search by linking keywords in the video itself, the description, and the comment section before everyone else starts and it becomes harder to stand out on the platform.
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Amazon Strikes Deal With Nielsen To Measure NFL 'Thursday Night Football' Ratings |
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E-commerce giant wants to give advertisers familiar ratings but hints it will also leverage purchase data.
The DL: “Thursday Night Football” is moving to Prime Video this season. So, how will we measure this major Primetime program now that it’s only viewable on streaming platforms and not traditional television? Nielsen and Amazon have reached an agreement for the national TV measurement of “Thursday Night Football”. Not only will Nielsen measure the game but they will also include pre-game and post-game ratings on Prime Video, Twitch, and any over-the-air stations in the local markets of the teams playing each week.
Nielsen’s panel will be measured the same way they measure games on any other broadcast station. This will allow for metrics to be reported and show trends and comparability. Amazon will still measure data with greater detail in addition to Nielsen ratings like behavioral information. This will help advertisers have an equal comparison to these games airing on traditional broadcast stations and allow for us to have both ratings measurement and first and third-party measurements.
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TikTok Announces New Shoppable Ad Formats As It Prepares For Holiday Rush |
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The app is looking ahead to holiday shopping.
The DL: TikTok will be adding video shopping ads, catalog listing ads, and live shopping ads to their advertising arsenal. These features are currently available for global testing for select users but aren’t rolled out app-wide yet. These newest ad formats are the latest addition to TikTok’s goal of becoming a shopping destination. In addition to these new ad formats, they also added two new partners to the scene, Smartly.io, which will be TikTok’s app and campaign partner, and Productsup which will be the catalog feed partner.
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Back-To-School Challenges Marketers As Shoppers Focus On Savings |
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Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.
The DL: It’s that time of the year again! The summer is winding down, Labor Day is just weeks away and it’s back-to-school season. Every kid’s favorite time of the year. That being said, it’s not just back to school for kids, parents have to get their children ready as well. This year is a little different though. After dealing with the pandemic the past two back-to-school seasons, many parents are facing inflation costs and the fears of a deeper recession. Parents are on the look for more bargains and better offers. Look for advertisers who gear their messaging more towards the saving side of shopping this back-to-school season appealing to parents who are looking to buy as much as they can for less or even more this time around.
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Pinterest Launches New Streamlined In-App Purchase Process For Shopify Merchants |
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Pinterest’s looking to help Shopify merchants maximize their in-stream sales with the addition of a new streamlined conversion process that will make it faster and simpler for users to buy direct from your Pin listings.
The DL: Pinterest is working with Shopify to help its merchants maximize the in-stream sales of their products by introducing a new streamlined process that will make it easier for users to buy directly from their Pin listings. The new process, known as Hosted Checkout, enables users to select all the products they need within the app, instead of referring them to a merchant website.
The new process will significantly reduce the amount of friction in the shopping process on Pinterest, which will allow it to become more similar to Amazon’s 1-Click buying method. In addition, the new process will also help boost the organic distribution of products on Pinterest, as it will allow them to appear in the home feed, search, and shopping surfaces. This is because it aligns with the company's desire to encourage in-app behavior, which will result in more exposure for your products. If you're a merchant who's planning on implementing the new process, then it's probably a good idea to implement it right now in order to capitalize on the sales during the Christmas season.
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Need help generating results as a Social Media Content Creator? ✨ Click here to get the insights!
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If you would like to pick our brains on how to navigate the evolving integrated media landscape, 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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