Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 8 Issue 4
January 27, 2023
Anzu Granted Patent For Ad-Tracking Tech To Measure Viewability In 3D Environments
In-game advertising platform Anzu has announced a new patent from the U.S.


The DL: Gaming is one of the fastest-growing areas in media. In-game advertising platform Anzu announced a patent for ad-tracking technology aimed at improving viewability, attention metrics, and data available to advertisers when running in-game ads. This technology will measure ads in real time across all major platforms and devices. This would be an efficient way for advertisers to calculate viewable impressions. The collected data is combined with conversion and session data to create data models that advertisers may use to help optimize the delivery of campaigns. This tracking technology is helping to bring new levels of efficiency and transparency to the space.
Netflix Taps Nielsen For Global Audience Insights
Multi-year agreement spans U.S., Mexico and Poland markets, providing Netflix with linear and streaming audience data for a holistic view of media consumption behavior.


The DL: As the television landscape continues to evolve, it is critical for streaming services to understand and measure audience behavior and viewing preferences to make informed business decisions. With insights from across Nielsen's measurement services, Netflix will now have a holistic view of cross-media consumption. Nielsen has announced an expansion of its relationship with Netflix, which includes a multi-year agreement to provide linear and streaming audience data across the U.S., Mexico, and Poland.
Twitter Launches Test Of Ad Targeting Based Specifically On Search Queries In The App
Twitter has launched a new ad option that will enable advertisers to place Promoted Tweets within specific search results, enabling more specific targeting based on user intent.


The DL: Twitter is launching a new KPI for paid ads by allowing advertisers to target by Search Keywords. If you are familiar with Google Ads, you would be familiar with Twitter’s new Search Keyword targeting. Previously, advertisers were able to target by exact matches, however, this new KPI will allow for broad match targeting. It is unsure the exact placement of these ads; meaning if it will be similar to Google by having the top bidding company’s ads be the first few tweets, or if these ads will be mixed into the feed for a more seamless blend of content. Overall if you have been considering a conversion campaign, it may be time to consider Twitter to target those high-intent users. 
Social Video Ad Spending Forecast 2023
A Behind-the-Scenes Look at Social Networks’ Biggest Source of Ad Revenues.

 
The DL: Video formats have now taken up more than half of the ad spending share on social networks in the US. While some vendors brace themselves for lower marketing budgets in 2023, ad spending in social video is forecasted to grow by 21%, reflecting its priority amongst advertisers. As platforms continue to compete for the attention of consumers, advertisers now have more options to invest in social video than ever before. 

Legacy platforms must now compete for market share largely taken by TikTok. Meta’s Ad spend, the largest share in video ad spend, is anticipated to stay stagnant through 2024, while its main competitor TikTok is expected to grow exponentially. What does this mean for Marketers? It is now more important than ever before to define a target audience and evaluate platforms according to that target. Advertisers must be mindful that creative is curated according to the individual platform, trends, and style. 
Around The Town...
Congratulations to Lauren Murphy on her promotion to Senior Media Buyer! Lauren started at Hoffmann Murtaugh three years ago and has over ten years of experience in broadcast buying. In her new role, Lauren will continue to help the broadcast buying team achieve successful campaigns for HM’s clients. Lauren’s favorite part of working at Hoffmann Murtaugh is the people. Everyone is driven, talented, and always eager to learn more.
We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect.
Hoffmann Murtaugh
 Pittsburgh, PA 15212 (412) 741-8618
Hoffmann Murtaugh is an integrated media planning and buying agency. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients.