Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Why Brands Are Swapping The Norm For The Niche On TikTok |
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Forget dance challenges—marketers are going down the rabbit hole.
The DL: As Tik Tok gains more and more global users, subcultures—or “sides”--of Tik Tok have emerged. This article explains that through these sides, users have been able to interact with their unique, niche interests. Brands have learned that a way to target Gen-Z is by working with creators that are a part of the “sides” that align with the brand’s distinctive features. For example, CeraVe has noticed an increase in sales due to the “skincare side” of Tik Tok. Gen-Z has proven to be unique in the way they respond to advertising.
Brands have realized they have to tap into very specific trends and communities to reach and evolve with this younger audience. This has created challenges for huge brands like Gucci. Grace Fung, leader of influencer marketing and communication for Gucci’s parent brand, Coty, has acknowledged that working with influencers has made the brand realize that they must give influencers who are “unexpected” a chance in order to reach audiences in very specific corners of Tik Tok. According to this article, even well-known and established brands have discovered they need to adapt to the emergence of more niche audiences.
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Will March Madness Deliver For QSR Brands? |
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It’s tip-off time. And with college basketball fans hoping that this year’s March Madness tournament will deliver all the zany unpredictability it's famous for, restaurant brands are especially dialed in.
The DL: Now that March is in full swing, the means March Madness is back. After canceling the tournament in 2020 due to the pandemic, and 2021 being in “the bubble”, this year the tournament is being held in New Orleans, LA. For the men’s and women’s tournaments, all ads are sold out, which means experts are hoping that viewership will top 20 million, which has not been done since the 2017 tournament. Just last year the championship drew 16.9 million which was a 14% decline from 2019. Not just ads are involved, but brands like Buffalo Wild Wings and Wendy’s are taking advantage of this year’s tournament and the audience that will get to be in attendance and at home. Certain promotions include, “Overtime is wingtime” and “Ultimate Superfan”. Will you be one of the 20 million viewers this year?
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What Is A Data Clean Room? |
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“Data clean room” is a growing buzzword in marketing, analytics, and advertising industries.
The DL: Data clean rooms are locations where large companies (such as Google, Facebook, or Amazon) store aggregated advertising data. Clean rooms allow advertisers to build custom audiences that can be sent directly to the platform for advertising purposes. A major benefit of using cleanrooms is access to more data and data fields enabling advanced analytics. A major drawback is most data clean rooms only work for a single platform (e.g. Google or Facebook) and cannot be combined with other data clean rooms preventing a full user journey to be built. Privacy is the way of the future, and getting started with a data clean room now could put you a step ahead of your competition.
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TikTok Closes In On New Deal To Store US User Data In America, Inaccessible By Chinese Groups |
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After a failed push to force TikTok into US ownership by the Trump Administration in 2020, the platform is now close to re-aligning its internal storage to ensure that data from US citizens is not accessible by China-based groups.
The DL: After failing to get US ownership in 2020, TikTok is close to settling on a deal with Oracle to store its user information in the US, which would prevent it from being used by China-based groups. This would help address concerns about the platform’s Chinese roots. The Trump Administration’s concerns about TikTok were mainly about the app’s links to the Chinese government. As a result, the US government threatened to cut off TikTok from the US unless it could be sold to a US-based buyer. This prompted various suitors to step in and acquire the company.
The Russian invasion of Ukraine has raised concerns about China viewing the US in a more adversarial manner. Now TikTok is focused on securing its future in the US, and it would be very helpful for the company if it can secure a deal with Oracle that would allow it to store its user data in the country.
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Creators Drive Engagement On Facebook With Live Video |
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Lupita Cardoza, Maggie Magaña and Priscila Arias found live video to be an effective way to get closer to their fans and drive results for their Facebook Pages.
The DL: The parent company of Facebook and Instagram, Meta, recently shared in a blog post tips directly from and used by three beauty and lifestyle content creators that help them to use live streams to connect with their fans and boost their engagement. Some of these tips include teaching a tutorial or sharing announcements via a live video. Additionally, Meta provides eight more in-depth tips that are important in a creator's live-video strategy. Whether you live stream regularly or are considering adding live streams to your social media marketing strategy, we recommend you check out these tips.
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Congratulations to Amanda Wetick on her promotion to Associate Director of Media Activation! Amanda has been an asset to Hoffmann Murtaugh’s activation department for over six years, and we’re thrilled for her to be able to lead the activation team to more success. Not only has Amanda worked with our traditional clients to refine their tv and radio campaigns, but she also works diligently to ensure all programmatic campaigns reach benchmarks.
In her new role, Amanda will work closely with the Director of Media Activation to plan campaign goals, research media, create and implement best practices, and oversee all the media placement. She’ll continue training our HM team to improve their skills and develop more industry insights. Her favorite part about working at Hoffmann Murtaugh is the flexibility to work within so many different mediums and tactics as the landscape continues to evolve.
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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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