Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 9 Issue 4
January 26, 2024
LinkedIn To Discontinue 'Lookalike Audiences' For Ad Targeting
Marketers will no longer be able to use LinkedIn’s “Lookalike Audiences” as an ad-targeting option.


The DL: Starting February 29, advertisers will no longer be able to use LinkedIn’s Lookalike Audience as an ad-targeting option. Instead, it is suggesting an alternative targeting using internal data paired with artificial intelligence. This Predictive Audience uses AI to create new audience segments by extracting demographics, firmographics, and behavioral attributes from first-party data, lead generation from completions, and data from in-app conversions. It continues to learn and evolve as campaigns grow and collect new data insights. LinkedIn reported this could be a 21% cost-per-lead reduction for advertisers. They also suggest advertisers experiment with an Audience Expansion tool, which focuses on shared interests when targeting users. It can help discover new quality prospects which would automatically drive them to your marketing funnel.
Amazon Prime Video Viewers Will Have To Pay An Extra $2.99 Monthly In January To Avoid Ads
Amazon announced its intention in September to show ads.


The DL: Amazon Prime Video is set to change its service offerings starting January 29th. Accounts will now have the option to forego advertisements for an additional $2.99. This means advertisers will now be able to add Amazon Prime Video to their Connected TV mix. Any advertisers that leverage video content for their marketing and advertising should consider these new options. Spreading reach across Amazon Prime video could be especially promising for advertisers that sell on the Amazon marketplace.
TikTok Rolls Out New Text Size Options To Improve Accessibility
TikTok’s rolling out a new accessibility option, with users now able to adjust the text size display in the app, making it easier to read displayed system text.


The DL: TikTok has introduced a new accessibility feature allowing users to adjust text size within the app. Users can now customize text display through a slider in their Settings, enhancing readability for various preferences and needs. While this update won't affect text size within video clips themselves, it offers a simple way to personalize the app experience. TikTok's commitment to accessibility is further demonstrated by its previous implementation of auto-captions and ongoing efforts to enhance inclusivity within its user interface. The new text size options are available in the latest version of the app, providing users with greater control over their TikTok experience.
Influencer Agencies Expand In U.S. Markets With New Leadership As Global Competition Rises
European influencer marketing agencies are making their way to the U.S., entering with new leadership as they vie for an edge in talent and technology.


The DL: In the evolving landscape of influencer marketing, agencies are strategically expanding globally to gain a competitive edge. With the U.S. being the largest influencer market, agencies are establishing a presence there to tap into local networks and cater to multinational clients. The global influencer marketing value has doubled since 2019, reaching $21.1 billion in 2023. Social media influencers in the U.S. account for 75% of worldwide influencer marketing spending. Recently, U.K. creator agency Buttermilk opened its first U.S. office in Miami, citing the city's vibrant talent pool. Challenges like scaling partnerships and discussing compensation have led agencies to invest in AI integrations. Billion Dollar Boy, a U.K.-based agency, launched a division focused on generative AI and expanded to the U.S., generating $40 million in 2022 revenue. The U.S. expansions could position these agencies for acquisition by larger players recognizing the significance of influencer marketing in the industry.
Around The Town...
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Hoffmann Murtaugh
 Pittsburgh, PA 15212 (412) 741-8618
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.