Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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How American Eagle Outfitters Taps Into Authenticity To Reach Its Gen Z Audience |
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TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind the clothing retail chain American Eagle Outfitters.
The DL: American Eagle has found a way to grab Gen Z's attention by leveraging authentic advertising strategies in TikTok, BeReal, and Snapchat. American Eagle has set a standard within the company to “celebrate the authentic real you”, which aligns with the values of the mentioned social media platform. Studies show that TikTok, BeReal, and Snapchat relate more with Gen Z because the platforms seem more authentic. As opposed to Instagram and Facebook which younger audiences think are more outdated and disingenuous.
Since launching on BeReal, American Eagle has seen a 300% spike in engagement. The brand understands they need to stay up to date with the latest social media platforms because they have a customer lifetime value of about two years. By doing this, they have found insightful ways to not only be relevant but authentic as well.
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80% Of CMOs Turn To Agencies For TV Strategies Amid Streaming Shift |
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A majority (58%) of CMOs are comfortable or very comfortable developing and executing a TV buying strategy in an increasingly complex video environment.
The DL: Digital media is not the only advertising that has been growing over the past few years. CTV is predicted to increase ad spending by 32% and more than $19 billion this year. With this shift in advertising, it has become more difficult for CMOs to manage this process on their own. In order to gain insights and guidance when shaping ad-buying strategies, most CMOs are relying on agency partners to help. When relying on these agencies, CMOs are looking to see increased ad reach and effectiveness. After surveying a group of marketers, 52% of them will increase their budgets on CTV and 34% will do the same for addressable TV. So, it might be time to see if CTV is an option to be considered when developing your media plan. If interested in learning more, reach out to the HM team.
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Macy's Thanksgiving Day Parade |
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Parade lovers watched in person, on live TV, or via streaming.
The DL: The Macy’s Thanksgiving Parade happened yesterday at 9 am in all local times zones. The 3-hour long parade stretched through the streets of New York and people could watch it from the comfort of their own homes!
The parade was televised live on NBC and Peacock. Some of the celebrities included this year were Mariah Carey, Gloria Estefan, Lea Michele, and the Broadway Cast of the Lion King.
This parade tradition dates back 98 years to the first one that the Macy’s flagship Manhattan store put on in hopes to attract holiday shoppers. Since then, it has evolved into the parade we know and love today- with celebrities, floats, bands, and towering balloons.
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Will Twitter Crash? A Look At Current Issues at the App As A Result of Reduced Oversight |
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Will Twitter make it through the next week, as World Cup discussion increases server demand?
The DL: Due to the discussions about the World Cup, server demand has increased and Twitter may not be able to make it through the next week. As of today, Twitter has around 2,700 employees, far less than the number it had before Elon Musk took over. Many former employees warned that the company could crash due to the strain caused by the increased number of people on the platform.
Some of the issues users are reporting include:
Copyright system broke– Multiple reports claim that Twitter has broken its copy strike system, which allows users to post full-length movies in their tweets without being detected.
Advertiser issues– Twitter advertisers are reporting various issues with the platform's Ads manager, including issues with the ability to modify campaigns, the performance of ads, and the appearance of certain ads alongside adult and hardcore antisemitism.
Smaller stumbles– Some users are reporting that their private tweets are being shared with their general followers, replies cannot be viewed, longer load times, time scrambled DMs, etc. These issues will eventually cause a cascading effect on the platform's problems, which could lead to a major outage.
Although it's not clear why some of these issues are happening, it's possible that they are related to the company's recent staffing changes, which are expected to be fixed in the short term. Despite the various issues that users are experiencing, Musk is still positive about the app's overall performance.
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US Connected TV Advertising Forecast 2022 |
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Ad spending is still much smaller on connected TV (CTV) than on linear TV, but the gap is closing.
The DL: From the recent E-Market’s US Connected TV Forecasts, CTV ad spend is expected to exceed $21 billion this year and continue to grow to $26 billion in 2023. It is reported that more than two-thirds of the US population will view digital video on TV screens by the end of this year, while spending nearly an hour and a half per day viewing subscription OTT services. Following the anticipated launch of additional ad-supported tiers by platforms such as Disney+ and Netflix, CTV has become a fan favorite for marketers looking to reach a mass audience.
While TV may still account for significantly more ad dollars, CTV ad spend is expected to be 50% of the size of linear TV spending by the end of 2024. Given how dominant TV has been in marketing campaigns for the past six decades, CTV has shown promise in its ability to catch up in ad spend over the past two years. As the lines between CTV and TV become less visible, it is wise for marketers to have a cohesive plan that helps work the two in tandem, no longer operating them as separate silos.
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Happy Thanksgiving from the Hoffmann Murtaugh Family 🦃 We hope your weekend is filled with great food & even better company.⠀ |
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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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