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  Volume 6 Issue 24
June 18, 2021
Four Steps To Prepare Your Marketing Practice For Data Deprecation
Unless you’ve been living under a rock, this won’t be the first time you’ve heard of the four forces — cookie deprecation, privacy regulations, walled garden restrictions, and consumer privacy-related actions — making it difficult to collect and activate consumer data at scale for marketing and advertising purposes. 

The DL: Whether we like it or not, cookie deprecation, privacy regulations, walled garden restrictions, and consumer privacy-related actions are happening. As marketers, we need to audit how we are collecting and using data to see how we can adapt to these changes when they are implemented.

Forrester has outlined four ways to prepare for the changes to your data-driven practices: 

1. Evaluate of data collection and usage,
2. Increase collection of Zero- and First-Party Data 
3. Activate privacy standards across all marketing efforts
4. Test and learn with new marketing approaches

Implementing these changes should help marketers survive the data deprecation storm. Although not ideal, these changes may help spark some new and interesting ways to engage with your targets. 
US Time Spent with Mobile 2021
As the US begins to emerge from the coronavirus pandemic, Insider Intelligence expects growth in mobile time spent to slow.

The DL: As we begin to shift into a post-pandemic environment, people are entering it with new habits and behaviors when it comes to mobile devices and technology. It is predicted that a third of the average US adult’s daily time will be spent with media on a mobile device in 2021. These changes in behaviors and habits vary from health and wellness to views about entertainment, school, work, and shopping. This all has impacted how media is now consumed. SVOD’s (subscriptions video-on-demand), TikTok, podcasting, and more have increased smartphone and tablet use. There has not been an increase in new users, but already existing users are using their devices more. In 2020, the average time spent on mobile devices increased to 4 hours and 16 minutes a day. This 13.8% growth was the largest since 2014. With this information, we can expect a growth in mobile ads as well since the users are on the platforms. Overall, moving into a more technology-focused world, smartphones, and tablets, if not already, will be the new “tv” source for many. With this information, how many hours do YOU spend on your device?  
Media Innovation Round-Up: QR Ads In TV And Print, And NFTs Changing Fan Engagement
Marek Wrobel vigilantly tracks emerging media tech for Havas Media Group. For The Drum, in the Media Innovation Round-Up, Wrobel explores ‘new and shiny’ tech and its role in the ever-evolving marketing mix.

The DL: The QR code’s comeback has not slowed down. We all embraced QR codes during the pandemic to commit to a more contact-free way of life, with our social lives returning to normal QR codes are not going anywhere. New apps like shoppable are utilizing QR codes to expand on their use. Brands are now using QR codes in advertisements on TV and social platforms. Augmented Reality will also start to enhance these ads and bring print advertising to life. The future of print ads may completely change into exclusive experiences for each user. 
How Conventions, Corporate Events, Trade Shows And Meetings Are Set For Big Change
Here’s how the tools that PR pros use to build community and generate buzz are going to look different in the post-COVID era.

The DL: This summer may be a turning point for many companies as more states re-open and many are returning to the office in some capacity. Returning to the office is not the only thing that companies are reevaluating though. As companies look to return to a new normal, many companies are also redefining what “normal” means for events, meetings, and trade shows moving forward.

Even though the idea of a hybrid or virtual event came before the pandemic, it was the pandemic that made the setup and execution of these types of virtual or hybrid events crucial. So, many companies that never would have previously considered a virtual or hybrid event, hosted them out of necessity. What was thought to be a temporary fix is now being considered as an option moving forward because of the value and variety that these types of events have provided.

So, in 2021 and beyond, here are a few ways virtual/hybrid conventions, corporate events, trade shows, and meetings will evolve:

1. The same old content will no longer resonate or do, so events need to stand out from the competition. Attendees need to be given a reason to attend and shown how it adds value.

2. Events will need to meet people where they are because states still have different levels of restrictions and individuals still have different levels of comfort. So, considering hybrid events may be the optimal option at this point for so many reasons.

3. Engagements at events go beyond the event. It is important that future events work with various schedules and continually nurture attendees for in-person, hybrid, and virtual events beyond the event.
4. Data is crucial, so understanding event audiences pre, real-time, and post-event is imperative. This will help with expectations and build a strong foundation from there. 

While we may not be returning to normal, it is how we will define our new normal that will help determine the success of these events moving forward. 
Instagram Adds Group Fundraisers, Facilitating New Awareness Opportunities
Instagram has added the capacity to run group fundraisers on the platform, which will enable users to boost awareness of causes by having several people partner on a single fundraising promotion within the app.

The DL: Group fundraisers on Instagram? You heard that right! Instagram has recently rolled out the ability to run group fundraisers directly on the platform.

Executives at Instagram wanted to bring a sense of community to the platform so people can support worthy causes together. Notably, 100% of the funds will go directly toward the non-profit.

Now, when setting up a fundraiser, users will be able to invite others to join in on the initiative. In turn, this will expand reach and visibility by having more people promote a singular effort. Instagram has been working on adding more tools to help people raise funds since the beginning of the COVID-19 pandemic. While personal fundraisers were added to the platform last July, this is another step in the right direction.

We are looking forward to seeing what kind of group fundraisers are launched as the year goes on!
Around The Town...
Happy Early Father’s Day from the Hoffmann Murtaugh Family! Here’s a fun highlight of some of HM’s fathers and father figures. The words ‘thank you’ will never be enough.
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.