Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Walmart In Talks With Big Streamers To Tie Into Its Membership Program |
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Walmart has been in talks with streaming players including Paramount (Paramount+), Disney (Disney+), and Comcast (Peacock) as it looks to add value to its Walmart+ membership package through streaming content, according to New York Times sources.
The DL: The Walmart + program is looking to add more value to its membership package through streaming opportunities. Walmart has been talking with streaming companies like Paramount (Paramount +), Comcast (Peacock), and Disney (Disney +) in hopes to add the benefits of streaming content as an addition to their current Walmart + membership offerings. The current Walmart + membership costs $12.95 a month and includes free shipping on Walmart.com orders, free delivery of groceries and other goods from local Walmart stores (on orders of $35 and over), fuel discounts, special promotions, and events, and a six-month Spotify Premium music subscription. Walmart’s biggest competitor in the space would be Amazon, which has 172 million members.
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Peering Into Netflix's Ad-Supported Future: So Many Questions |
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Change is in the air at Netflix as the streaming-first company seeks to build a lower-priced subscription tier supported by advertising after pooh-poohing the ad-supported TV model for years.
The DL: Early next year Netflix’s new ad-supported tier will make its debut. Subscription growth has stalled so they need a new revenue stream. So why not sell ads like everyone else since this is their main reason for doing this? A few questions remain like how will the ads run, will they be at the beginning and end of each show, or will they have in-program commercials? Another important question is how will Netflix share its data. They haven’t shared viewership data in the past but now that they are selling ads, advertisers will want and need this information. Will this data resemble the rest of ad-supported television, or will they have their own story to tell? Lastly, will some shows on Netflix now become more disposable if they don’t generate ad revenue? All these questions and more will be answered early next year. You can be assured that we will be closely monitoring how Netflix tackles this new venture.
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Snap, GWI Study Touts Snapchat’s Unique Audience |
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Many daily Snapchatters do not use Facebook, TikTok, Twitter, or YouTube every day, as well.
The DL: Snapchat and GWI teamed up for a study on the usage habits of Snapchatters vs Facebook, TikTok, Twitter, and YouTube. The findings may surprise you because of how unique they are. For instance, the daily audience on Snapchat is unique and mostly exclusive to the platform. Essentially, it's a very niche app, with a very niche audience, and very niche results.
The study also found that 67% of those 16 and older do not use Twitter every day, 53% do not use YouTube every day, 51% do not use TikTok every day, and 41% do not use Facebook every day. Snapchat users "start building brand preferences and buying the day-to-day products that they will be loyal to for the rest of their lives, making the Snapchat audience a key demographic for marketers and advertisers.”
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New Report on Teen Social Media Use Underlines The Rise Of TikTok, And The Fall Of Facebook |
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Another new report on teen social media usage, and another confirmation that TikTok is the dominant platform of the moment among the youth, while Facebook continues its downward slide in the broader relevance stakes.
The DL: We’ve all been talking about it; the older generations scared off the younger generations from Facebook. In a new study by Pew Research, they surveyed over 1,300 US teens to gain a better insight into what social platforms younger audiences use. One of the results shows that YouTube leads with 95% of teens who say they regularly use the platform, while TikTok, Instagram, and Snapchat trail behind with 59%-67% of teens saying they regularly use the platform. Unfortunately for Facebook, we can see a 55% decrease in teen usage from 2014-2015 to today. This comes as no surprise as Facebook’s internal research reported similar findings. However, an interesting finding in Pew’s research is the gender split between platforms. The data displays that female teens are more inclined to use TikTok, Instagram, and Snapchat, while male users are slightly more in favor of Twitch, Reddit, and YouTube. Analyzing and utilizing the demographic insights provided in this study can truly help dictate how to plan for your upcoming holiday campaigns.
The younger generation has already proven to dictate trends in social media platform popularity. Keeping a watchful eye and utilizing these studies in your planning could help create a beautiful success story for your advertising.
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Instagram Takes Inspiration From BeReal With New Test Features |
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In the modern social media landscape, replication is the ultimate compliment, and it seems that rising app BeReal is the latest app that’s getting attention, and various ‘compliments’ as a result.
The DL: BeReal, the app based on random prompts, has now surpassed 10 million total downloads and has gained an immense amount of momentum throughout this year.
It's no secret that BeReal has gained the attention of many users, but now, Instagram is on its coattails looking for ways to utilize its key elements. For example, Instagram launched a new ‘Dual’ camera mode, which lets users capture moments and their reactions in real-time, using their phone’s front and back cameras simultaneously.
It will be interesting to see how Instagram continues to adapt to keep up with competing applications!
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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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