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 21
May 28, 2021
LinkedIn Adds New 'Boost' Option For Organic Posts, New Event Promotion And Management Tools
LinkedIn is looking to make it easier for brands to maximize the reach of their posts, with a new, Facebook-like 'Boost' option.


The DL: Social platforms are constantly evolving and now it is LinkedIn’s turn again! 
 
Maybe the most exciting new LinkedIn feature includes boosting and event ad options. These new features will allow brands to turn organic posts, page updates, and virtual events into paid ads, essentially like the Facebook “Boost” option. This option can help some brands capitalize on early traction and engagement that they may be receiving on a post without creating a new ad. 
 
LinkedIn has also been working to tweak its virtual event options due to the increased demand caused by the pandemic. The platform made its Events option available for all company pages last April, then added live-streaming for events a month later. However, with these new boosting capabilities brands can target more prospective attendees. LinkedIn has also added new analytics for Event ads that will help provide more insight into the impact of your event efforts. 
 
Only time will tell how good LinkedIn’s targeting capabilities are and how effective these new features will be, but either way, this is a great option to consider when trying to maximize your LinkedIn performance. 
Upfronts 2021: Studio Chiefs On Broadcast Comedies’ Viability, Light Fare’s Rise Post-Covid & Pandemic’s Permanent Effect On Development & Production
For the first time since start of the Big Four era in broadcast TV, two of the four networks, NBC and Fox, will have no live-action comedies on the fall schedule amid a challenging period for the genre and efforts to redraw the decades-old broadcast comedy model for the streaming age.


The DL: The network upfronts typically give viewers a preview of what they want to showcase and highlight in the upcoming year as 2021-2022 kicks off into production. The highlights show that the networks want to focus less on comedy and more on the big emotionally driven dramas. And why not? To thrive in broadcast, the networks must keep growing and adapting to the type of content their viewers are interested in watching. And comedies are taking hit after hit in the ratings. What’s most interesting is that all of the networks are leaning forward and embracing their streaming partners. Names like Paramount + and Tubi all get dropped without any hesitation, which just goes to show that industry leaders are embracing connected televisions are becoming the screen families congregate around at night. 
The Death Of Cookies Is A Call For Real Personalization
Brand marketers have been struggling with the death of Google’s third-party cookie and Apple’s recent changes to its Identifier for Advertisers (IDFA) and are unsure how these changes will affect their ability to reach and remarket to consumers. 


The DL: There is a battle going on with consumers not wanting advertisers to follow them from website to website. Consumers have even described this behavior to be "creepy". Although, it seems that they still want to receive personalized offers.
 
To balance that, marketers need to offer the consumer a better experience. They need to track people’s behaviors by specifically asking them for information, which will, in turn, lead to more personalized offers. Having these conversations with consumers can lead to data shared directly from the consumer. 
 
The death of the cookie should be looked at as the rebirth for marketers to start engaging more with consumers and talk to them more directly.
Twitter is Reportedly Working On A New Set Of Paid Tweet Options Under A Monthly Subscription Model
What additional Twitter features would you pay for to enhance your in-app experience?


The DL: Would you be willing to pay for additional features to help boost your business’ Twitter account? According to a new discovery by app researcher, Jane Manchun Wong, Twitter will soon look to launch a monthly subscription called ‘Twitter Blue’ for $2.99/month. Twitter Blue will allow users to enhance their capabilities with unique add-on features. The possible add-ons include: Undo Send, Advanced Video Publishing tools, Auto Replies, Social Listening, Brand Surveys, Job Ads, Administrator Role Management, and much more. With so many new features, it is predicted that Twitter will incorporate a tiered subscription. Meaning, a premium tier containing access to all the add-on features may cost you more than $2.99/month. It would be a safe assumption that individual users may not take part in ‘Twitter Blue’, but this subscription adds an immense amount of value to a business account. Would your business partake?  
Pinterest Launches New Ad Campaign Highlighting The Platform's Expanded Discovery Opportunities
Pinterest has launched a new TV and digital advertising campaign which aims to highlight the expanded product discovery opportunities in the app, facilitated by its increasingly smart interest matching, helping users find more Pins of relevance to them.


The DL: "Pinterest is a place where the unexpected finds you. Discover endless ideas and, along the way, you just might surprise yourself." Pinterest's new campaign was created to highlight how the platform can help users connect with ideas for their specific interests and the data points that the app uses to get to those discoveries. It will run in the UK and the US via TV, audio, podcast, and digital platforms. However, the campaign will also debut Pinterest's first promotional push in Japan. 

Currently, Pinterest is up to 478 million active users overall and while it may slow as the COVID-19 vaccine roll-out continues, the longer-term prospects look good. With that being said, if you are interested in upping your Pinterest game, Hoffmann Murtaugh would be happy to assist you!
Around The Town...
Home of the free, because of the brave! On Memorial Day, we honor those who have lost their lives while serving in the U.S. military. 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.