Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Microsoft Advertising Launches Performance Max Campaigns Globally |
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Performance Max campaigns will be available on Microsoft Advertising globally from March 5.
The DL: Microsoft is launching their own Performance Max advertising campaigns at the beginning of this month. The structure and creation of Microsoft’s Performance Max campaign seems identical to Googles. It optimizes your specific conversion goals using their AI system to create assets and find the best placements across their owned advertising channels. You can leverage audience signals for targeting and optimize towards selling products through shopping feeds. The difference from Google’s platform is that Microsoft will not launch with video assets, this is promised to come later. If you are using Microsoft’s advertising platforms in your marketing mix, their Performance Max offerings should be on your list this month.
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Advertisers Still Too Reliant On Third-Party Cookies For Programmatic, Study Finds |
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Although Google plans to eliminate third-party cookies by the end of 2024 and fully implement the Privacy Sandbox, its targeting cookie alternative, the industry is far from prepared.
The DL: Advertisers are still relying on third party cookies for programmatic, with retail being the largest programmatic buyer. Google is still planning to eliminate third party cookies by the end of 2024 and yet the industry is far from prepared. Larger programmatic spenders have shifted to cookie alternatives in preparation. Second tier programmatic spenders have also increased their cookieless spending. Publishers will need to adjust their revenue strategy to ensure maximum addressability.
33Across, a supply side platform, released findings from its Q4 Programmatic Cookie Alternative Trends Report. Advertisers in the retail space have made significant strides in cookieless investments which is allowing them to test new methods to reach their audience. The report explored the verticals that spent the most on programmatic inventory, the breakdown between cookied and cookie alternative inventory, and the pricing differences between the two. Retail, Tech, Travel, and Audo advertisers increased their programmatic spending. Content driven publishers like Entertainment, Lifestyle, News, and Education have the most impressions programmatically on the 33Across Exchange.
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By The Numbers: Gen Z Loves Building Their Personal Brand. What That Means For Companies. |
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Gen Z adults are big believers in themselves. Specifically, 67% believe it’s very (25%) or somewhat (42%) important to have a strong personal brand, according to new research from Morning Consult.
The DL: Gen Z adults believe it is important to have a strong personal brand, and their numbers far surpass even the neighboring generation of Millennials. The drive this generation has for self-branding can be a result of their love for influencers and use of platforms that are creator driven.
This article not only provides insight into Gen Z as personal brand builders, but where and how Gen Z builds their brand. As marketers, it is important to understand Gen Z's emphasis and love for personal branding. Knowing where they are building their brand provides insights into audiences, values, and preferences. Ultimately, all of this helps look for opportunities, such as leveraging micro influencers for targeted audiences.
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Instagram Launches New DM Updates, Including Message Editing and Pinned Chats |
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Instagram has announced some new DM features as it works to enhance the usage of messaging as the key connective element in the app.
The DL: Instagram has introduced new features for direct messaging (DM), aiming to bolster its role as the primary connective element within the app. The updates include message editing within a 15-minute window, the ability to pin up to three chats, customizable chat themes, and an option to save favorite stickers for quick access. These enhancements reflect the evolving trend of personal engagement shifting towards private chats over public feed posts. Instagram emphasized the growing significance of DMs as the primary mode of interaction on the platform, surpassing both stories and feed posts in terms of content sharing and creativity expression. This shift aligns with Meta's broader strategy of emphasizing algorithm-driven engagement, where AI recommendations play a significant role in user experience. Consequently, DMs are becoming the core social element, while the main feed transitions into an entertainment-focused stream. This transformation underscores a fundamental shift in social media dynamics, with implications for social media marketing strategies.
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Springing forward into longer days! Don't forget to set your clocks ahead on March 10th for the start of Daylight Saving Time. |
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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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