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.
|
|
Vizio 'Platform+' Unit Doubles Ad Sales |
|
Another opportunity brought to you by Connected TV.
The DL: 2020 was the year of COVID. But, it was also the year of Connected TV as a direct result of the pandemic. Smart TV manufacturer Vizio reported that all its advertising business saw rapid growth doubling from the previous year's revenue. Revenue came through advertising sales, data licensing through its Inscape unit, sales of branded buttons on TV remote controls, and content distribution. That revenue also includes digital ad inventory on its WatchFree platform, Vizio free channels, as well as its home screen. Vizio’s Connected TV offering has shown another successful platform in which an advertising message can come across.
|
|
Facebook Adds New Monetization Options For Creators, Including Ads In Short Video Clips |
|
Facebook has announced a range of new monetization options for creators, with a focus on short video clips - which could put more pressure on TikTok, which is still working on its own revenue-share programs.
The DL: Step aside, TikTok. Facebook just announced a range of new monetization options for creators, including the use of short video clips. This could potentially drive users away from TikTok and toward Facebook. Unlike Instagram and TikTok, videos will extend up to a minute in length, which could prove a strong draw for those looking to diversify their reach. To qualify for monetization, creators will need a total of 600,000 minutes viewed from videos, and 5 or more active video uploads or live videos.
While TikTok continues to be a hot spot for creators, the biggest risk for the platform remains effective monetization. If creators cannot earn money on TikTok, we may start to see a shift from TikTok to Facebook. This poses the question, will TikTok be the next Vine? A significant element in the downfall of Vine was the ineffective monetization tools for short videos. Vine’s top creators switched to other platforms, taking their audiences with them, and eventually leaving Vine to be a platform of the past.
|
|
Opinion: How Brands Can Reach The Three Emerging Post-Lockdown Consumer Groups |
|
Pent-Up Spenders, Status Quovians and the Pandemic-Shy will each require a tailored marketing approach.
The DL: As we wrap up a year of lockdowns, many brands will have to take a tailored marketing approach to reach consumer groups. Consumer groups include: Pent-Up Spenders, Status Quovians, and Pandemic-Shy. Marketers need to find new and innovative ways to showcase products to Pent-Up Spenders who are likely in the millennial age group and are eager to make up for lost time over the past year. Marketers should emphasize long lasting products with Status Quovians who are composed of GenXers and Baby Boomers. Focusing on more engaging content is key for the Pandemic-Shy audience who are less likely to go out and typically hold a lower household income.
|
|
Streaming Service Subscriptions Surpass 1 Billion As Global Box Office Craters |
|
After a year in which most people were stuck indoors, it should come as little surprise that streaming platforms skyrocketed in popularity over the past 12 months. For the first time ever, subscriptions to streaming services surpassed one billion, reaching 1.1 billion globally.
Going to the movie theater could be a thing of the past thanks to streaming platforms giving audiences the movie theater experience at home. For the last year, movie theaters have been shut down causing box office receipts to plummet by 72% in 2020. Alternatively, streaming services have officially surpassed 1.1 billion subscriptions globally. This is the biggest milestone in the streaming service industry. Disney+ has an exclusive streaming pass that allows subscribers to pay more for movies that would typically be released in theaters. Other streaming services like Netflix, Hulu and AppleTV+ produce their own content to keep viewers subscribed.
Contact us if you need help fighting through the fog of the streaming wars or are interested in advertising via streaming services!
|
|
Clubhouse Launches Creator Accelerator Program to Help Support Broadcasters in the App |
|
Clubhouse has announced a new Creator First accelerator program, which will see the app provide financial support and expertise to a selected group of creators, with a view to helping them build their audience, and ultimately monetize their Clubhouse efforts.
The DL: Even though Clubhouse is still in invite-only mode, the platform is looking to launch a creator accelerator program which will help support broadcasters within the app. The creation of this program was prompted by the sudden growth of audio social among broadcasters in order to help them continue to run rooms within the app itself.
The “Creator First” accelerator program will help provide financial support and expertise to a selected group of creators with the sole intent of helping them build their audience and monetize their Clubhouse efforts. This program sounds similar to TikTok’s “Creator Fund.” However, at this current point in time, Clubhouse is only looking to support and equip 20 creators.
Clubhouse co-founder, Paul Davidson mentioned that the company would support the selected creators by sending them equipment (if necessary), provide assistance in developing concepts, and matching the creators with relevant brands for sponsorship opportunities. Additionally, Davidson noted that Clubhouse would guarantee the selected creators would be provided with at least $5,000 in monthly income.
|
|
We would like to officially welcome Kate Zalac to the Hoffmann Murtaugh team! Kate was hired to be our Project Manager of Media Accounts. She has been with HM for a little over a month now. Within her current role, she is responsible for implementing process and procedures throughout HM while bridging the gap as a liaison to ensure all our clients have their needs met. Kate was brought in to help us organize and be efficient! Kate is very positive, driven, and always willing to help. What she enjoys most about working at Hoffmann Murtaugh is being among such talented individuals and being a part of a company pioneered by women!⠀ |
|
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. |
|
|
|
|
|
|
|
