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.
  Volume 6 Issue 14
April 9, 2021
Three Ways To Optimize Your B2B Direct Marketing Program In 2021
Connecting with your professional audience at their homes rather than in their offices has encouraged marketers to re-examine their strategy and available tactics.


The DL:​​​​​​​ B2B marketers have had to make changes over the past year as their target audience's work and home lives have been changed by the pandemic. These changes have added complexities to direct marketing but also provided a wealth of insights that can be used in 2021 and beyond. These insights include cultivating your first-party data, using personalization in messaging, focusing on retention campaigns, and creating cohesive multichannel experience. Utilizing these insights will set you ahead of the competition.
'Get Back To What You Love': Google COVID-19 Vaccine Ad Garners 6.3 Million Views, Emotional Response
Google is encouraging the public to "get back to what you love" with a video that ends with the search phrase: "covid vaccine near me."


The DL: Google aired a new commercial over the weekend during the NCAA Final Four games and it is gaining a lot of attention and triggering many emotions. With so many receiving the COVID-19 vaccination, people are starting to see the “light at the end of the tunnel” and Google perfectly depicted that here. The one-minute spot is called “Get back to what you love” and is giving people some hope they’ve been longing for.
Hulu Unveils Brand Redesign As The Streaming Competition Heats Up
New design elements for ‘One Hulu’ lean into simplicity in a confused and chaotic streaming landscape.


The DL: Over the past year the streaming competition has heated up. One of the most popular streaming platforms, Hulu, got a new brand design this week. This change was made to keep up with the growing competition including the most recent platforms, Paramount + and HBO Max. Subscribers will find this new design to be more simplistic. The design also incorporates a “vessel” system which Hulu says is the idea “…of Hulu being this safe landing and centerpiece for everything you love”. The streaming platform currently has 39.4 million subscribers as of 2021 and will only continue to grow. Which platform will follow next?
How A Stay-At-Home Year Accelerated Three Trends In The Advertising Industry
A stay-at-home year meant major progression in areas like connected TV and e-commerce marketing, where the pieces were already in place for growth, but which the pandemic thrust forward.


The DL: We are seeing changes in advertising trends one year after the pandemic slowed and, in some cases, halted campaigns. In many ways, we are seeing growth in other areas. Those trends include Connected TV, E-Commerce, and Flexibility that are all the key drivers in campaigns. Connected TV had a massive uptick in 2020. In 2021, major film companies are releasing a considerable amount of blockbusters through streaming services. The shifting of Connected TV will not slow down anytime soon. E-Commerce marketing is now bigger than ever with delivery services making a huge gain in overall market share. Flexibility speaks to employers, brands, and industries who have all had to be flexible in expediting change to the current environment. We don't see these trends disappearing anytime soon.
LinkedIn Adds New Profile Features, Including Video Cover Stories and 'Creator Mode'
LinkedIn's looking to help users share more of their personal story, and maximize their on-platform presence, with the addition of a range of new features for individual member profiles in the app.


The DL: LinkedIn is adding a new cover story option, which will allow users to add an introductory video to their page. There is a wide range of ways that these videos could be utilized. For example, this is a great opportunity for job seekers looking to give prospective employers a quick overview of their skills and experience. On the other hand, these videos also give business owners the option to promote their products and services.

In addition to cover stories, LinkedIn is adding a new optional gender pronoun field at the top of user profiles, which gives people more opportunities to express their identity. But that’s not all! LinkedIn is also launching a new ‘Creator Mode’ for profiles. Creator Mode enables users to showcase their platform activity and engagement.

When Creator Mode is activated, users can add a selection of hashtags to indicate which topics they post about most within the platform. This, in turn, helps LinkedIn showcase them to those within their interested audiences. In addition, Creator Mode will also move the ‘Featured’ and ‘Activity’ sections to the top of user’s profiles. This is intended to highlight the content that they post. Lastly, the user's ‘Connect’ buttons will be updated to ‘Follow’ buttons in order to help creators build an audience on the platform.
This is a major platform update for those looking to build a stronger LinkedIn presence, professionally or personally.
Around The Town...
Is Leadership Marketing on your radar? If so, join our President, Shea Murtaugh today in conjunction with Pittsburgh Professional Women for a Leadership Marketing webinar! The webinar launches at 1:00 p.m. Those interested in registering should sign up at https://pittsburghprofessionalwomen.com/event-4159215/Registration.
Stay safe and healthy everyone!
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.

Hoffmann Murtaugh
 Pittsburgh, PA 15212 (412)741-8618
Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients.