Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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TikTok Launches New Marketing Education Initiative To Help Advertisers Maximize Opportunities |
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As it works to maximize its revenue opportunities, TikTok’s launching a new educational initiative in order to help marketers better understand and utilize the various platform features to reach and engage the TikTok audience.
The DL: TikTok has created a program called Creative Agency Partnerships, which will help agencies and freelancers get started with TikTok's platform. CAP University is a customized learning program that will allow users to customize their learning curriculum. The program's initial offerings include a variety of sections that focus on various aspects of TikTok's development, such as concepting and creating, trends and music licensing, and pitching. Working with its creators is also a key component of the app's growth. If TikTok can't find ways to pay its top stars, it could face a creator revolt.
Short-form video is a challenging business to monetize, as there are far fewer ad breaks and ads that can be attributed to a creator's content. TikTok has a variety of avenues for monetization, but it needs to create a stronger connection with its key contributors in order to be successful. The education program could be a valuable addition to TikTok's growing library of resources. It could also help create new connections between the company and its creators.
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Twitter Exploring Long-Awaited Edit Button |
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It’s finally happening – almost.
The DL: Twitter is giving people what they want. They are currently working on what is the platform’s most requested feature since its conception - an edit button. Grammarians and regretful reactionists rejoice! This feature will be tested in the upcoming months and will be approached “with care and thoughtfulness.”
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Repurposing Radio Ads For Podcasts Might Not Be A Great Idea |
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New research found that they don’t perform as well as podcast-native ones.
The DL: Not all creative is created equal, and as we see with other marketing channels, not all creative performs equally either. Audio ads are no different. New research shows that traditional radio ads don’t perform as well on streaming audio, specifically Podcast-native ads. Although repurposing ads can save you money, you might not get the desired results by doing so. When it comes to creative best practices, we find that the demographics that make up each platform differ so greatly that the message you portray will resonate differently as well. For more information on creative best practices, reach out to your HM contact today!
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Roku Debuts Dynamic Linear Ad Insertion, Bringing Targeted Spots To Traditional TV |
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AMC Networks, Crown Media, Paramount and Discovery are on board for the beta program.
The DL: Last year Roku struck a deal/alliance with Nielsen, which this year allows them to replace traditional linear TV ads with real-time targeted ads. Roku, the United States’ largest connected TV platform is launching an end-to-end dynamic linear ad beta program with publishers. This program’s test publishers will include the AMC Networks, Crown Media, Paramount, and Discovery Networks. Through this DLA offering, publishers and ad sales teams will be able to bring the performance and accountability of digital advertising to linear TV. Following the beta program, they expect it to take a few months to offer this service to all publishers.
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NFTs Are Coming To Facebook And Instagram – Whether You Like Them Or Not |
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Amid various rug pulls, scams and other nefarious activity, it does seem like some of the air has been deflated from the NFT hype bubble, as more people look to take a step back from ‘investing’ in digital art images.
The DL: Even though NFTs are considered the future, many believe that it is too early to expect mainstream adoption. According to a report from The Financial Times, Meta is planning on unveiling its NFT trading and display plans in May. This will be followed by the launch of a feature that will allow users to create and join groups on Facebook based on their ownership of NFTs. Another internal document also states that NFTs could be monetized through ad revenues. Ideally, this would allow the platform to become the new home base for NFT communities.
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Our #VolunteeroftheMonth is Programmatic Buyer, Jenna Granatire! Here's what she had to say about her volunteer experience with the American Cancer Society and Relay For Life -
I started my volunteer journey with the American Cancer Society in 2018. My family, like many, has been directly affected by the horrible disease. So, this is my way of giving back.
In 2019, my mom was diagnosed with cancer out of nowhere. The ACS provided my family with an overwhelming sense of support including helping me with rides to her chemotherapy and radiation and providing me with meals. At the time, I was still in school and not working full time so, I greatly appreciated their offered support.
I volunteer for them so they can continue to help others the way they helped my family. While I may not be a medical professional, I do have a passion for volunteering and giving back when I can to do my part in helping others. I hope that one day, the world finds a cure so no more families have to endure being torn apart by such a cruel disease. That's why I relay!
Relay For Life is a community-based fundraising event for the American Cancer Society. The Relay For Life movement is dedicated to helping communities attack cancer.
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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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