Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Peacock Grows To 13 Million Paid Subscribers Following Super Bowl, Winter Olympics |
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Streamer now reaches 28 million monthly active accounts overall.
The DL: Recently, the platform Peacock, an “extension” of NBCUniversal’s TV business, has gained the most paid subscribers, adding four more million people since its beginning. This is a forty-four percent increase from last quarter, with a large portion of new paid subscribers joining the platform to stream the 2022 Winter Olympics and the Super Bowl. Despite these two huge sporting events ending, retention has “exceeded” Comcast CEO Brain Roberts’ expectations. Before the Olympics and Super Bowl, NBCU projected these two events would generate $1.2 billion in ad revenue. Last week it was announced that Netflix’s stock plummeted due to subscriber loss, and NBCUniversal CEO Jeff Shell states that he believes the Peacock “business model is clearly the right business model” in the streaming world.
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Instagram Launches Live Test Of Pinned Posts On User Profiles |
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Instagram’s been hinting at it for a while, and now, it’s launched a live test of a new option to pin images on your profile for selected users.
The DL: Social media platforms such as TikTok and Twitter have allowed their users to pin posts to the top of their profiles for quite some time now. On TikTok, you can pin up to three videos and on Twitter, you can pin one tweet. Instagram announced in January of this year that they are in the testing phase of pinned posts and as of mid to late April, they have started to roll this feature out to more users. Unfortunately, this feature isn’t available to everyone yet but if it is available to you or your business, we recommend that you use this opportunity to highlight your best performing posts, product displays, any special offers your business is running, or anything else you really want your target audience to see as soon as they click on your profile.
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How Prepared Is The Ad Industry For A Cookieless Future? |
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Despite shifts in marketer priorities and stark warnings from experts, it’s still not clear how advertisers will navigate the landscape after third-party cookie deprecation.
The DL: We have been hearing about the cookieless future for about two years now, so where does everything stand up to this point? The short answer is it is still a work in process. There have been changes in digital targeting, measurement, and attribution which have been for the better since Google first made the announcement two years ago. A few of the cookieless solutions that stand out are moving away from third-party data and shifting towards first-party data, using Universal IDs which combine first-party data along with offline data, contextual targeting, and data clean rooms which are places that share aggregated data while still exerting strict controls. Let Hoffmann Murtaugh help navigate your brand’s future into the cookieless environment as we continue to be at the forefront of this digital targeting change.
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5 Key Digital Marketing Trends For 2022 |
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Given the turbulence and uncertainty of the last few years, it's no wonder that some marketers have found planning and preparing for the year ahead tough to manage.
The DL: The drum touches on major digital marketing trends to be in tune with for 2022. The loss of third-party data has been a catalyst for innovation in data collection, igniting new and creative ways to collect direct, first-party data through the likes of surveys and newsletter subscriptions. In the multi-device landscape, Google Analytics GA4 provides a new framework of interaction and analysis to help users connect the dots and make the most out of the data collected. Marketplaces continue to experience extreme growth. April and May of 2020 saw more e-commerce growth than the entire previous decade. Companies should consider if marketplaces can be a good channel fit for products or services offered. As the digital marketing landscape continues to shift, it is critical to stay in tune with these trends to remain competitive moving into the future.
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YouTube Shorts Now Up To 30 Billion Daily Views, Ads In Shorts Now In Testing |
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Of course, this was always coming, but this week, as part of its latest earnings report, Google has confirmed that it’s launched an initial test of ads running between YouTube Shorts clips, its TikTok-esque short-form video feed.
The DL: YouTube - Another platform that's capitalized on the popularity of short-form videos through YouTube Shorts. Shorts are now averaging over 30 billion daily views. Because of this, Google has officially launched the testing of "Short ads" which will provide another monetization pathway on YouTube.
One of the main options that YouTube has leaned on thus far is dedicated creator funding pools. Essentially, this is a pot where creators can earn funds based on the performance of their Shorts clips. Shorts can also act as a supplementary promotional channel for a creator's main YouTube feed, which is truly where creators make the big bucks. Adding advertisements into the mix just creates another revenue stream, which is great for creators and brands alike.
As noted by Social Media Today "No one has ‘cracked the code’ as such on the best way to pay short-form creators, but YouTube’s system is far more advanced than others. Building a more sustainable ad process is another step in this evolution."
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Looking to amp up your content marketing in 2022? We've got you covered! Check out our newest blog post that focuses on why content marketing is important for your brand's strategy in 2022 - https://bit.ly/3EUkbbV.
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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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