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 34
August 27, 2021
TikTok Announces New Shopify Shop Tab For Approved Merchant Profiles
TikTok is expanding its relationship with Shopify to provide more ways for Shopify merchants to promote their products direct to their audience in the app.


The DL: TikTok recently announced a new, expanded partnership with Shopify – a shop tab on TikTok profiles. This allows Shopify businesses to showcase their product catalog directly from their TikTok profile and directs users to their main website to purchase products. While users won’t be able to purchase directly from the app, it is a great next step in integrating ecommerce into the platform and shows TikTok's effort to add direct selling in the future. The implementation of this shop tab will not only give businesses another way to promote their products but will give a better insight into the connection between in-app activity and purchase behavior moving forward. The platform will begin pilot testing the new feature with Shopify Merchants with a TikTok for Business account in the US and UK, as well as a select group of Canadian merchants.
Tubi Adds 10 Live Sports Channels To Boost Programming Lineup
Fox Corp. has added 10 livestreaming sports channels to its free, ad-supported platform Tubi, becoming the newest entrant into the sports streaming landscape.


The DL: The ad-supported platform, Tubi, has entered the sports streaming competition by adding 10 live streaming sports channels with the help of Fox Sports. Right now, Tubi is only available in the U.S. and streams content from Fox Sports, NFL, MLB, Fubo Sports, USA Today SportsWire, and more. You can stream Tubi on Android devices, Amazon Fire, and Roku. Not all the added channels will show live games however, it will more so be live highlights. “Sports on Tubi will be the leading destination for free streaming sports content, bringing audiences closer to the games they love.” Mark Silverman, president, national networks, Fox sports stated. With this new programming, Tubi is expected to grow even more. The streamer is expected to hit 3 billion hours of total viewing time this year. 
Out-Of-Home Ad Costs Are Back To Pre-Pandemic Levels
Looking for an out-of-home billboard for an upcoming campaign or event? Then act quickly and be prepared to pay a premium.


The DL: As a result of Out-of-Home (OOH) advertising taking a hit during the pandemic, many advertisers were able to take advantage of much lower space costs to test and snag more premium inventory. However, the market now shows to be slowly rebounding which affects the types of brands willing to invest in OOH. In other news, according to an eMarketer report, this year US advertisers will spend $6.96 billion on Out-of-Home (OOH) ads, up from $6.08 billion in 2020, but below 2019’s $8.65 billion.  
6 TikTok Storytelling Frameworks to Consider in Your Marketing Approach
Looking to add TikTok into your digital marketing mix, but not sure where to start, and what types of content approaches will work best for your products?


The DL: It’s time to get on TikTok! Although only 5 years old, the app has become increasingly more popular. As business advertising on other social platforms becomes more crowded, now is a great time to branch out onto TikTok. One marketing strategy is to create content that looks like other TikToks so your product promotion feels natural.

Here are 6 other effective promotional techniques to use:

  1. Build a story around your product. Show your audience why you were inspired by this product.
  2. Show your audience the results of using your product then explain how you got there. This will generate curiosity within the first few seconds of viewing.
  3. Consider using an elevator pitch to convey your brand. Explain what your product is, how to use it, and how it can be relevant to the average user
  4. Explain a step-by-step process of how to use your product. Use captions and visuals to present a clear message.
  5. Highlight how your product is a necessity to a user’s everyday routine.
  6. Use fun visuals to showcase your product as easy, fast, and reliable.

If you want to learn more about advertising on TikTok, give us a shout and we’ll walk you through the basics.
About Advertising To Young People
Starting August 23, detailed targeting, Custom Audiences and lookalike audiences will no longer be available to target ads to young people, which in most countries is people under the age of 18.


The DL: Facebook quietly rolled out an update this week to the way it allows brands to target anyone under the age of 18. This is in response to people discovering you could target ads about smoking, alcohol, and gambling to those under 18. Starting in August, many targeting options will be limited when choosing an age range that includes those under 18. What will be allowed are age, gender, and location only. Targeting options such as interests, custom audiences (including look-alike), and retargeting will no longer be an option. If you are currently using these targeting options for this age group, you will start to see a decrease in audience size and potential reach. Not much additional information has been shared to date, but HM will continue to monitor these changes and the effects it will have on clients’ campaigns.
Around The Town...
Happy 50th Anniversary to our amazing client Paychex! Watch them ring the Nasdaq opening bell yesterday morning here: LinkedIn.

To learn more about Paychex and their great HR, payroll, employee benefits, and more go here: Paychex.com
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.