The HM DL
Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
If you'd like more customized and specific media guidance for your business and situation, we're ready to help.
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In Q3 2020, media aggregators had a 47% share of impressions, to publishers' 53%.
The DL: Connected TVs (CTV) attributed to 35% of the video ad impressions in 3Q21, the most for any device. This statistic has been consistent over the last 5 quarters with CTV ad impressions peaking at 41% in 1Q21. The CTV trend started to increase at the beginning of the pandemic and has continued to rise throughout with no signs of slowing down. As a comparison, the next highest devices for video ad impressions were mobile apps (25%) and desktops (21%). As viewer habits and advertising strategies change, CTV advertising will continue to play an important role as they deliver the strongest video completion rates (VCR) compared to all other devices which will help expand brand awareness.
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Instagram Shares 3 Tips To Help Build Your Audience |
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Are you looking for ways to maximize your Instagram efforts this holiday season?
The DL: Ahead of the holidays, Instagram has provided some quick tips to help maximize your social media efforts. In addition to showcasing products, services, etc., community building and increasing engagement are also important. Many users want to be a part of a larger community where they can share their opinions and thoughts. Here are a few things to consider when developing your holiday season content and overall strategy.
The first suggestion is to share your business journey. Whether you have a small business that is growing, processes worth featuring, a team worth mentioning, share your journey! The next suggestion is to create a series that your audience can be a part of and utilize relevant hashtags to encourage and insert your content into conversations. Lastly, create special moments for your audience. Creating a GIF or filter are several ways to provide these special moment opportunities with your audience.
By incorporating these suggestions into your overall plan, you might just help grow your Instagram audience or more importantly, your business.
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Meta Plans To Remove Thousands Of Sensitive Ad-Targeting |
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Ad buyers will no longer be able to use topics such as health, race or sexual orientation to target people with unwanted ads on Facebook.
The DL: Meta, formerly known as Facebook, continues to create waves in social media advertising with their most recent change taking effect on January 19th, 2022. The company just informed advertisers that they will no longer be able to target people with promotions based on their interactions with content related to health, race and ethnicity, political affiliation, religion, sexual orientation, and thousands of other topics. This new change applies to all Meta’s apps such as Facebook, Instagram, and messenger and the company’s audience network, which places ads in third-party apps. There are still tens of thousands of other categories that can help advertisers achieve targeting similar to the removed topics that will provide a safer online experience.
The change was made after experts voiced their concerns to the company. These targeting options have led to negative experiences for people in underrepresented groups and have been used to discriminate against people or to spam them with unwanted messaging.
Targeted advertising brings in $86 billion in annual revenue for Meta. This isn’t the first time the company has had to make changes to its ad-targeting tools over the years. While this change may be unpopular with the millions of organizations relying on these advertising tools to expand their audiences, only time will tell if this change is a step in the right direction to creating a safer place online.
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Two-Thirds Of CMOs Fear Creativity Will Be Impacted By Remote Working, Study Finds |
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While many brands have discovered a hybrid working model can be effective, the majority of CMOs fear continual lack of physical communication between marketers could impact creativity.
The DL: A recent survey highlighted that many Chief Marketing Officers (CMO) think less time collaborating and communicating in-person will negatively impact creativity or the creative process in general. This signifies how valued the in-person creative process is among marketers. Despite many CMO’s fears, the study goes on to further point out that to keep jobs attractive and to keep employees, employers need to remain flexible and provide both remote and hybrid work options.
Although it may not be easy to adjust for some, remote work is here to stay. The creative process may look different moving forward. There may not be a team sitting around a table bouncing ideas off each other anymore but that doesn’t mean there aren’t other ways to collaborate. So, marketers who embrace the change and find new ways to work with their creative team will be the successful ones.
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Instagram Tests New 'Take a Break' Feature To Encourage Users To Limit Time In The App |
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Instagram is testing a new user wellbeing option called ‘Take a Break’, which will enable users to set reminders to take some time away from the app after a certain period of activity – either 10-, 20- or 30-minutes.
The DL: Instagram is testing a new feature called Take a Break, which will allow users to set reminders to take a break from the platform after a certain period of activity. This feature will let users be more mindful of their Instagram engagement, as it would nudge them to disconnect, rather than getting stuck in endless scrolling. It’s similar to Meta’s other tools that help users manage their time.
Nick Clegg, the head of Meta, had flagged the possibility of the app's "Take a Break" option back in May, as part of the fallout from the Facebook Data Leak. He later noted that the feature would be rolled out to a wider audience in the coming months, and would aim to nudge users away from potentially harmful material.
Both Facebook and Instagram have had time limit reminders since 2018, so these tools should help users manage their time in the app. The question is, will these new push notifications make users stop using the app? It’s not clear if this will add a lot to the process, but maybe this is just a PR exercise to reassure users that Instagram isn’t harmful.
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Throwback to a month ago when Facebook just up and shutdown, right in the middle of the workday... So, why was Facebook down and what did we learn? Click here to check out our most recent blog post that includes everything you need to know about the widespread outage.
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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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