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 29
July 23, 2021
Comcast Bets On Its Secret Weapon In The Streaming Wars: The Olympics
Inside 30 Rockefeller Plaza in New York last month, NBC executives revealed their long-awaited plan to use the Olympics to supercharge their streaming service, Peacock.

The DL: NBC’s Peacock app launched last July with anticipation of the 2020 Olympics. With a year under its belt, the streaming service has expanded its content and is ready to unveil its live content features during the Olympics. Many events will be live and free to all who have downloaded the app. One exception will be the Men’s basketball games. These games, which are highly viewed in America, will only be available to those with premium subscriptions. This is significant because it was to stand out as a free streaming platform when it was launched. The streaming service is trying to gain subscribers like every other competitor in the market, hoping the Olympics will be a critical driver in subscriptions.
Instagram Stories Drafts Are Now Available to All Users
Instagram announced that the feature was coming back in March, and now, all users have the option to save their Instagram Stories as drafts within the app.


The DL: Being able to save your videos and photos as a draft on Instagram is a very useful tool that has been available for profile feed posts, reels, IGTV’s, and guides for quite some time. In March of 2021, Instagram announced that they will be extending the draft option to the Instagram stories feature as well, which is now available to users as of July 2021. This is beneficial for users that want to film story content in real-time but wait until later to post. However, there is one downside to story drafts that the other drafts do not have, story drafts will expire seven days after being saved.
Everything You Need To Know About Olympics Advertising
How much NBC is asking for ad inventory, what brands think about spectator-less games and answers to more of your most commonly asked Olympic questions.


The DL: On Friday, July 23rd, 2021, the Olympic Games 2020 will begin. Originally postponed in the Summer of 2020 due to COVID-19, these games will last approximately 17 days with the closing ceremony on August 8th, 2021. The host city, Tokyo, has a unique opening ceremony planned, “United by Emotion” being the theme, for the world who spent the past year living under lockdown to come together to experience “excitement, joy, and at time disappointment through the athletes’ competitive performances”.

For advertisers, we can all breathe a sigh of relief that the most unstable and doubtful Olympic Games in the past have finally begun. These Olympics and the challenges they come with have not stopped the brands that sponsor them by any means. These sponsors include Coca-Cola, Visa, Toyota, Airbnb, and Samsung, just a few to name. Like all sponsorships, there is a hefty price to pay. A basic four-year package with the Olympics and their brand starts at around $200 million. Some sponsors pay even more, like Toyota who committed $835 million for a deal through 2017 – 2024. However, that all depends on the market, and with the next games being in Paris then in Los Angeles, we can expect the price to increase. 

NBCUniversal, the Olympics’ broadcaster in the U.S., announced that this year they are expecting the largest-ever advertising roster. NBCU, who is also airing the Beijing Winter Olympics, Super Bowl LVI, Sunday Night Football, and the 2022 FIFA World Cup often gives incentives for advertisers to purchase bundles. There are approximately 15,000 ad units available across the two weeks of the Olympics this year. We can expect these Olympic games to be a record-setting ad sale. Tune in to NBC to see the athletes compete and all of the sponsor's air on Friday, July 23rd at 7 a.m. EST. 
Email Marketing And Why It's So Important
Even with social platform usage continuing to rise, email remains a key element of any effective digital marketing strategy, providing a direct connection between you and your target audience, and facilitating a range of engagement benefits.


The DL: Whether it be for work, personal, or even the account-specific for coupons, most of the US population utilizes email in one form or another. With that in mind, it is vital for companies to efficiently use email to reach both their current base as well as new prospects. There are a few ways to maximize the reach and set yourself up for the best conversions. The first is to personalize an email when possible. People are more likely to open an email if you make it personal and create that sense that you’re emailing them individually rather than anyone and everyone. The second way to maximize engagement is to send emails at strategic times. This may take multiple tests and time to build up the data, but it is better to send an email right after lunch, than at midnight when someone is less likely to engage. Be strategic at what time the email is sent out, do not just guess or continue to send emails out at unsuccessful times. Finally, keep the email short. After you get someone to open an email you must keep them engaged. You are less likely to get engagement if the email is long and wordy. Short and sweet will garner more success. Emails are crucial to businesses and using the numbers to work smarter rather than harder will pay off in the bottom line.
Clubhouse Moves Out of Invite-Only Beta, Now Open to All Users
It's been a long time coming, but finally, Clubhouse has announced that it's moving out of closed beta, with the app now open to everyone who wants to join a Club and tune into the latest audio chats.


The DL: It's official, the popular audio-only app, Clubhouse is now open for public use! For the past year or so, Clubhouse was invite-only, which played a massive role in the initial "hype" surrounding the app. In fact, in the earlier days of the app's launch, invites were even being sold on eBay for outrageous prices, with a lot of buzz stirring up in February due to Elon Musk joining the platform.

Since then, Clubhouse competitors have quickly hit the ground running. For example, Twitter opened its own Clubhouse clone titled 'Spaces'. Other popular applications like Facebook have also begun tapping into the audio-only space. Even though the competition is tight, Clubhouse is still growing. This is mostly due to the arrival of its Android app in May.

So, will the public availability of the app recapture the app's initial buzz? Only time will tell.
Around The Town...
Welcome back to the HM DL Podcast! In the HM DL Podcast, we give you the download on all thing’s media and career related. In each episode, you will meet a new guest eager to share their stories, tips, and tricks on how to be successful in both your professional endeavors and the media industry.

Our second guest is Hoffmann Murtaugh's own Strategic Media & Communications Planner, Melissa Kelly! Melissa started her career at Kennywood in PR, but quickly moved up to be the Marketing, Sales and PR Director at Sandcastle. Shifts within her career and personal life led her to find an opportunity that allowed more of a work-life balance. Thinking she was "too old" to re-start her career, Melissa Kelly shares her journey in utilizing her experiences and passion to shift into a new company and profession.

Our third episode will be released on August 4th featuring Rick Southers, Owner & Chief Photographer at On The Run Images. Be sure to subscribe to stay up to date on the launch of new episode uploads.

Access more episodes of the HM DL Podcast on all streaming platforms (iHeart, Spotify, & Amazon Music).

Watch the HM DL Podcast: https://youtu.be/IEv8EgDBXSQ
Listen to the HM DL Podcast: https://bit.ly/3dR5Hx6

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.