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  Volume 5 Issue 52
December 25, 2020
Short Video Ads Impact All Stages Of Purchase Funnel
Shorter video spots are more effective than previously thought at influencing consumers throughout the purchase funnel.

The DL: Short-form videos have become increasingly more popular as an ad unit on social media, so marketers have the challenge of trying to tell their story in as little as 6 seconds. Longer ad units lose the interest of consumers, so getting your point across in a shorter amount of time can raise brand awareness, increase brand preference, and increase intent to purchase. 

Short-form video ads had previously been thought to boost awareness at the top of the funnel in the awareness phase, but research is now showing that they can be effective in the mid and lower funnel tactics as well, with results showing an increase in brand preference of 9% and purchase intent of 5%. Platforms like Snapchat, Twitter, and YouTube all have bidding strategies geared towards these short-form video ad units with the hope that advertisers will continue to move towards these ad units to reach their consumers.
Seven Digital Marketing Trends For 2021
From a digital marketing standpoint, what will 2021 bring? Several digital marketing leaders shared their thoughts on coming trends.

The DL: With 2020 almost behind us, marketing leaders agree that many digital trends will be here to stay. One of those trends that picked up momentum in 2020 due to COVID, was virtual events and webinars. Both tactics/platforms gained momentum in 2020 and are expected to continue throughout 2021 as well. Brands found out that virtual events were more cost-effective and gave them the ability to reach a greater audience than traditional events such as tradeshows and conferences.

There are several ways for brands to participate in virtual events, these range from different sponsorship levels to providing content to having an in-house expert speak at an event. Read through the rest of the article to find out what the rest of the digital trends are predicted to be in 2021.
What Is Marketing’s Biggest Problem, And How Do You Fix It?
What is the greatest problem facing marketing today, and how would you go about fixing it?

The DL: Diversity, channel mix, social justice, heavy reliance on social media, ethical communication, and public perception of marketing (or marketers) all made the list of the top challenges facing today's marketer. Throw in the year 2020, where brands have had to pivot to maintain livelihood, and the problems facing marketers grow 10-fold.

While we agree that diversity, optimized channel mixes, and ethical communication are important (and necessary), one of the biggest challenges to marketers that we see is fragmented attention.

Consumers have so much information bombarding them, so quickly, across so many different channels and platforms that it is a wonder that anyone can pay attention. There have been times where we've had to rewatch shows due to other digital pursuits (Instagram, Facebook, Pinterest) that caused us to miss plot twists. According to research at Stanford, our fragmented attention to anything may be a real problem, impacting our brains in the areas of short-term memory and concentration.

To reach today's consumer, marketers have to be both quick and impactful with their messaging. Media plans must be strategic, measurable, and focused on driving results. That means that KPIs need to be achievable, precise, and universally understood. If you need help in determining KPIs or methods to reach consumers, please let us know.
Seniors Drive Ecommerce Growth As New Digital Habits Settle
Changes to the 2020 holiday shopping season are a continued reflection of the adjustments that consumers have made over the pandemic.

The DL: The traditions of the holiday season look vastly different in 2020. Gone this year are the holiday work happy hours, family dinners, midnight mass services and the packed malls on Christmas Eve catering to the last-minute shoppers. It is in this post-pandemic world that 70% of U.S. consumers will make the majority of holiday purchases online this year via web or mobile. Most of those consumers are the Seniors. Not only have they increased online shopping, but also social media use and streaming. And not just through the holiday season, these new digital habits are projected to stay.
Twitter Tests Audio Chat Rooms Called Spaces
Users can create a 'Space' that their followers can join to participate in a conversation. Anyone on Twitter can listen in on the conversation, though only the host can control who gets to speak.

The DL: As social media platforms continue to evolve, Twitter is taking it to the next level with audio chat rooms. The company said they are “focused on the intimacy of the human voice” and “The human voice can bring a layer of connectivity to Twitter through emotion, nuance, and empathy often lost in text”. 

Spaces is only in the experimental stages and will roll out to a small feedback group initially. Members will be able to create virtual digs for followers and other users to chime on. Admins will have control over who can and cannot speak in Spaces. So, even though it is still in the experimental stages, be on the lookout for more voice-based tools in the coming new year!  
Around The Town...
This is our last DL of the year, and we want to wish you and yours a Merry Christmas, Happy Hanukkah (belated), Happy New Year, Joyful Kwanzaa, and fantastic Festivus (for the rest of us)! See you in 2021!
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.