Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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US Senators Unveil Bipartisan Bill Empowering Biden To Ban TikTok And Other Services |
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A dozen US senators unveiled bipartisan legislation Tuesday expanding President Joe Biden’s legal authority to ban TikTok nationwide, marking the latest in a string of congressional proposals threatening the social media platform’s future in the United States.
The DL: The future of TikTok is in jeopardy as the White House’s endorsement of a bill would give the Biden administration new powers to restrict or ban TikTok in the United States. The bill does not target TikTok specifically, but it aims to give the US government new powers, including banning foreign-linked producers of electronics or software that the Commerce Department deems to be a national security risk. TikTok is owned by a company based in China. The fear is that companies tied to China could be pressured by their government to hand over Americans’ personal information. Therefore, TikTok would be forced to hand over US user data.TikTok claims they would never comply with that. In fact, they have hired US tech giant, Oracle, to host data on US servers. A ban on TikTok would be detrimental to the company as well as a major loss to all its US users. But lawmakers feel the bill is a framework for addressing technology-based threats to the security and safety of Americans.
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NCAA's March Madness Near Sellout Levels |
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Despite an overall slowdown in near-term national TV ad sales, the NCAA March Madness tournament airing on CBS and Warner Bros. cable networks starting next week has exceeded its goals for advertising volume and pricing.
The DL: Starting next week, the NCAA Tournament will air on CBS and Warner Bros. Cable. The highly anticipated sporting event has surpassed its goal for linear TV dollars already. The first weekend avails are tight, the second week with the Sweet 16 has a few more avails and the Final Four Championship weekend is nearly sold out. The sporting event annually pulls in nearly 1 billion to 1.2 billion in national advertising revenue. Ad categories, which saw major ad spending increase this year include insurance, technology, quick service restaurants, and movie marketers. We hope you’ve got your bracket ready!
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YouTube Issues Its Own Cross-Media Measurement Principles, Implies TV-Centric JIC Is A 'Silo' |
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Just days after a TV industry initiative to form an ad industry "JIC" released its criteria for certifying cross-media ad currencies.
The DL: The battle between cross-media measurement has begun. In response to the U.S. Joint Industry Committee (JIC), comprised of national programmers, OpenAP, Video Advertising Bureau, and top media agencies Dentsu, GroupM, IPG Mediabrands, etc., YouTube has issued its own principles to ensure accurate and fair cross-media ad currencies. In a field where Nielsen is the monopoly for media measurement, it is good to see competing options striving to do the same thing by providing a tool that will measure reach across all platforms. Hoffmann Murtaugh has been looking for a tool to provide its clients with for several years, we have continually reviewed the options, but unfortunately, nothing has come through as a best-in-class yet. But with many groups throwing their expertise into the ring, it appears that we are getting closer day by day.
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Twitter’s Planning To Extend Long-Form Tweets To 10k Characters |
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Have you noticed those super-long tweets, hidden behind the ‘Show more’ indicator, appearing in your Twitter feed? Want to see even longer tweets?
The DL: This just in - Elon Musk announced that long tweets (up to 10k characters) are coming soon to the app!
Long-form tweets officially rolled out last month, giving Twitter Blue subscribers access to 4k characters per tweet. It's important to note that this 10k character jump will only be available to Twitter Blue subscribers for the foreseeable future, allowing them to post massive, long texts as tweets.
Musk is aiming to get more long-form content in the app to keep users more engaged, while eventually opening up a space for a new avenue of monetization. But the underlying question here is - do creators even want this?
For YEARS, Twitter has banked its reputation of being the written short-form leader in the social media space. So, what does that mean for the future of Twitter? One thing is for certain - 10k character tweets are coming. But will they stay? Only time will tell.
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On Wednesday, we celebrated International Women's Day 💚 Every year on March 8th, this day is celebrated on a global level honoring the social, economic, cultural, and political achievements of women. Who is your favorite influential woman? |
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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. |
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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. 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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