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  Volume 6 Issue 36
September 10, 2021
3 Ways Artificial Intelligence Will Change Marketing Forever
AI streamlines workflows, improves predictive capabilities and better accommodates customer demands.

The DL: It is important to adopt marketing intelligence in to your digital marketing strategies for three main reasons -

First, smarter customer interactions by enhancing the communication between the interested buyers and sellers will result in smarter customer interactions. Automated interfaces through several channels help streamline conversations with the customer at any time or place.

The second reason is smarter personalization provides contextually relevant content. AI can predict consumer wants and needs more accurately.

Lastly, risk assessment can be done smarter. AI solutions can help analyze massive amounts of data and recognize any unusual behavior. It also helps risk management by better gathering information in order to make more accurate business decisions and reduce ROI risk.  

The data is becoming smarter and companies are using AI to help streamline marketing workflows, improve capabilities, and better accommodate customer demands.
Even Paid Content Viewers Are Surprisingly Ad-Tolerant
Consumers in the U.S. and Canada are now spending an average of $112.10 per month on pay-TV bundles (including internet service), and $31.80 per month on subscription video-on-demand/SVOD, according to TiVo’s Video Trends Report Q2 2021.

The DL: Fees from streaming services add up. And they add up quickly. Consumers are spending an average of $112 per month on pay-tv bundles, and $31.80 per month on subscription video-on-demand according to TiVo’s Video Trends Reports Q2 2021. 

Consumers have a slew of options for viewing – and they are paying for it - which is the perk of paying for content you want, when you want it, and without advertising interference. Though surprisingly, consumer tolerance for ad support services isn’t as low as you may have thought. Roughly 40 – 55% of consumers who pay for video/TV content are OK with ads during TV viewing. Eighty One percent of consumers say they would rather use free, ad-supported streaming than subscribe to another paid service.  

Asked which advertising-supported VOD (AVOD) they watch (excluding YouTube), Facebook Watch was cited by the largest percentage of respondents at 18%, closely followed by the Roku Channel, Peacock, and Tubi TV.
Fox Sports To Start Super Bowl 57 Ad Sales 18 Months Ahead Of Game
Company will seek north of $6 million per 30-second spot.

The DL: NBCU has already sold 85% of Super Bowl 56’s commercial inventory and there’s still six months before kickoff on February 13, 2022. Next week Fox Sports will begin selling inventory for Super Bowl 57, which won’t happen until February 5, 2023, roughly a year and a half away. The 2021-2022 regular season hasn’t even begun yet- starting on Sunday. NBCU has received as much as $6 million per :30 spot and Fox plans to ask more than $6 million per :30 spot. These moves hope to secure advertisers now for the game(s), which have been sold out the last several years. You can expect as we get closer the price will escalate significantly.
Facebook Publishes New Guide To Testing Ad Creative, And Optimizing Response
Facebook has published a new guidebook to ‘Creative Prototyping’ which provides a range of notes to help guide advertisers in testing and optimizing their ad creative, and improving response based on each specific element.

The DL: Facebook recently published a new guidebook to help advertisers test and optimize their ad creative, called ‘Creative Prototyping’. Facebook defines this as “a creative and measurement framework that involves conducting structured experiments with ad creative to drive success.”  This template can test your ad creative, and the guide provided will show you how you can incorporate them into your campaign approach.

One section looks at testing creative assets and how to isolate them to get specific results on a campaign. Another section encourages campaigns to employ mobile-first best practices with information on how to open with an impactful statement and prominently highlight your brand early. The guide also includes case studies with examples and key design principles for easy learning. Reach out to your HM team to learn more.
Twitter Launches Initial Test Of 'Communities' Topic-Based Groups Within The App
Today, Twitter has announced a live test of its new ‘Communities’ option, which will enable users to share tweets with selected groups of users in the app, as opposed to publicly broadcasting or sharing all of their tweets with all of their followers, all of the time.

The DL: This just in - Twitter's live test of 'Communities' has finally launched. This option allows users to share tweets with a select group of users directly in the app. Essentially, Twitter created this option as a topic-based space to share and discuss relevant tweets with users in specified communities.

'Communities' will be user moderated, with moderators establishing community rules. However, it is important to note that while users can tweet only to their communities, community pages and timelines are available for the public to see. In essence, this means that the communities are not private.

So, will 'Communities' be a good move for the app? Only time will tell. Hoffmann Murtaugh will continue to track Communities and keep you up to date on the newest additions and changes.
Around The Town...
Tomorrow is 9/11 Remembrance Day - A National Day of Service to commemorate the tragic 2001 attacks on the World Trade Center and the Pentagon. On this day, we pay tribute to those who gave their lives to protect our nation. Tomorrow at 8:46 a.m. EST, join us in the country-wide moment of silence to honor the fallen. We will NEVER forget.
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.