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 20
May 21, 2021
New Report Looks At Instagram Engagement Trends, Based On 100 Million Posts
What's working on Instagram in 2021, and which elements should you be adding into your Instagram marketing approach?


The DL: What are the ways to make the most out of Instagram engagements? In a recent 2021 Instagram Engagement report, one million posts were analyzed to present key findings and tips to creating an engaging presence. The report shares that the most engaging content came from carousel ads, overtaking both single picture and video posts. When thinking of a caption, the report suggests keeping the character counts within the 1,000 – 2,000 range for optimal engagement. If the focus is to improve your Instagram presence, a content mix of video, stories, and IGTV can help boost the page's exposure, reaching a larger audience. 
Opinion: Can Programmatic Work For The Television Upfronts?
In the midst of a pandemic, events are going virtual and audiences are watching, socializing and negotiating from home. But this year, the biggest story will be about the shift to programmatic buying. 


The DL: Brands and agencies are consistently increasing their programmatic video advertising spend. This specific tactic is estimated to reach $36 billion in ad spend this year as it allows for stronger audience targeting compared to traditional TV. Specifically for CTV, the ad spend is expected to reach $6 billion this year. Targetable TV impressions continue to grow year-over-year, but aren't readily available as data and technology are still evolving. In the meantime, programmatic video and CTV/OTT offer targeting solutions that are an effective means to leverage more precise video impressions.
Attribution Is The Key To Unlock The Full Potential Of Connected TV
Connected TV offers a wealth of opportunities for brands to more precisely connect with their ideal consumers where and how they live. The key is figuring out how exactly to quantify the potential.


The DL: Understanding attribution gaps is more relevant than ever for advertisers to connect with their ideal consumers. Connected TV (CTV) offers many opportunities, however, still struggles with attribution (tying results to foot traffic and sales). Here is a look into the the three major attribution gaps:

  • Identify Resolution – Cookies are going away, however, don’t exist for CTV, making it difficult to pinpoint who is seeing the ads

  • Data Sources – Usually requires a third-party tracking device. What happens if third-party tracking goes away?

  • Data Stability – Attribution methods currently are weighted towards one data source 
6 Types Of Post-Cookie Data That Will Still Be Available After 2022
Third-party cookies may be on the way out in Chrome, but that doesn’t mean the end of data-driven advertising.


The DL: Third-Party cookies are sunsetting, but there are still targeting options to reach audiences post-2022. Right now, key players in the digital ad ecosystem are working on a new targeting solution, and there are two main camps contending: UID 2.0, an email-based targeting solution, and FLoC (Federated Learning of Cohorts). In the meantime, and if a consensus is not reached soon, what are the options?

  • First-party data. This is customer lists, email lists, login data, etc. Advertisers can leverage this data to target, or exclude, their current customers. This is the crème de la crème of data, but it lacks scale.

  • Identity Graphs. An Identity Graph is a database that stores multiple inputs (email, phone number, loyalty cards, etc.) and smushes them together to get a picture of the audience. The positive for this solution is that it is comprehensive, and the negative is that with cookies going away, it will be harder to do. This solution is also resource-intensive (pricey).

  • Household data. Like it says, household data is gathered from the characteristics of families in households. When targeting at the household level, there is a lot of reach due to the number of devices per household; however, this isn’t a perfect solution as there is waste associated with targeting at this level.

  • Contextual targeting. Contextual targeting is based on a scan of a web page and the ability to place relevant ads in content that is meaningful. For instance, if a consumer is reading about cars, car ads would show in the content. With the death of the cookie, Contextual targeting has seen growth, both in adaptability and in use. With no real downside, if advertisers are not using this tactic, they should at least sus it out.

  • Second-party data. Second-party data is someone else’s first-party data that they sell to advertisers to use. Much like First-party data, it is accurate. The downsides are cost and scale.

  • Cohorts. This is much like what Google is currently working on (FLoC), cohorts are the placing of consumers into buckets based on their characteristics and then being able to target the cohort. While touting brand safety, the biggest downside for cohorts is that they are not as precise as cookies, and there may be waste.

This will be an ongoing effort in the ad tech world, and we will make sure to keep you updated. If you have any questions on targeting, please drop us line.
Instagram Adds New 'Pronouns' Option On User Profiles To Maximize Inclusion
Instagram has added a new 'Pronouns' option on user profiles which lets users select up to four pronouns so that people know how they should be referred to within interactions.


The DL: Instagram’s newest profile feature provides a wide range of pronoun options for users in the application. Effective immediately, users can showcase their chosen pronouns right on their Instagram page. Although, it is important to note that users can edit or remove their chosen pronouns at any time. While this update may not greatly impact everyone, it is a great step in the right direction as Instagram has been looking for broader ways to maximize inclusion and provide a safe space for users to validate their identity.
Around The Town...
Congratulations to Anastasia Otto on her promotion to Account Manager Media Planner! Anastasia started her professional career at HM as an Assistant Media Planner one year ago and has since continued to grow in strategic media planning and client communications. Her role includes translating client business challenges and objectives into a media strategy while utilizing a variety of research tools to evaluate, adjust, and direct campaigns. In her new role, Anastasia will continue to facilitate client expectations while monitoring campaign KPIs, coordinating with the internal team for best optimizations. Her favorite part about working at Hoffmann Murtaugh is seeing her work become impactful and her client’s campaigns come to life.⠀
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.