Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
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In-house publishing tech fuels growing online ad revenue as the business strikes deal with OpenAI.
The DL: Remarkable growth in digital revenue has been achieved by Dotdash Meredith, the largest US digital and print publisher, despite a decline in print revenue, thanks to its innovative ad-targeting tool called D/Cipher. This proprietary technology allows advertising to be sold at a premium across its entire online audience without relying on third-party cookies. By leveraging data from its network and a partnership with Amazon, highly relevant ads are delivered in real-time by D/Cipher, boasting double the click-through rate of cookie-based targeting. A recent deal with OpenAI further enhances D/Cipher's capabilities through AI-powered targeting, positioning Dotdash Meredith as a pioneer in adapting to a cookie-less advertising landscape. Similar solutions are also being explored by other players, such as The Guardian, highlighting the industry's shift towards privacy-conscious advertising technologies.
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Economic conditions are improving globally, but Gen Z isn’t impressed.
The DL: While global economic conditions are improving, Gen Z remains skeptical, influencing how they spend by prioritizing value and making changes like budget tightening and choosing more affordable brands. They value competitive pricing and expect brands to engage with sustainability and social impact. Marketers can respond by offering exclusive promotions that resonate with Gen Z's identity and concerns, building stronger connections, and showing support for their financial well-being while delivering value and engagement. One example is Spotfify’s exclusive price reduction by confirming college enrollment. This promotion delivers value to the college market that is tight on budget and builds relationships between the customers and the brand that can extend past the promotion.
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Amazon Ads will offer advertisers “shoppable carousel” TV advertising opportunities.
The DL: This will help Amazon expand its e-commerce/digital consumer shopping experience. Viewers will be able to shop via remote control during TV shows or movie ad breaks on Prime Video. Other interactive ad formats will include “pause ads,” when viewers press pause on their remotes. They will also be able to “add to cart” or “learn more.” In addition, there will be interactive “brand trivia” ads to help advertisers add more storytelling about their brands. This expands on Amazon Ads existing interactive video ad formats where consumers can use TV remotes to make purchases and other actions. This is available on a majority of Amazon’s streaming TV businesses including Prime Video, live sports, and more.
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The media landscape is looking desolate. But PR pros can still thrive.
The DL: The article highlights the significant downsizing in the media industry, with notable publications like the Wall Street Journal, Los Angeles Times, and Washington Post facing cuts or other media outlets simply closing. This trend reflects a larger decline, with the U.S. losing one-third of its newspapers since 2005. Unlike past challenges, the current crisis stems not from competition like TV and radio, but from the unsustainable profit model in the digital age. Suggestions for navigating this crisis include embracing freelancers, exploring emerging outlets like podcasts and newsletters, and pitching more selectively to overburdened journalists. Additionally, the PR community is urged to advocate for the importance of a healthy news industry.
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Around The Town...
Happy Mother's Day to all of the moms, grandmothers, foster moms, step-moms, surrogate moms, mother figures, moms-to-be, and all of the men out there that hold the title of both mom and dad. From all of us to all of you - we hope you have a spectacular day!
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We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect.
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412) 741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients.
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