Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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TikTok Launches New Tool To Provide More Insight Into How Ads Drive Conversions |
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TikTok is rolling out a new measurement tool called Engaged View-through Attribution (EVTA) to provide creators with more insights into conversions.
The DL: TikTok is launching an Engaged View-through Attribution (EVTA) measurement tool to provide more insights into conversions. It tracks conversions after a user views an ad for at least six seconds but doesn't click and converts within seven days. TikTok claims this new tool provides several key benefits, such as a better understanding of ad impact by tracking conversions. Other benefits include fueling campaign performance with more signals by showing your ads to users more likely to take action and a balanced measurement across different channels by aligning attribution methods with other platforms.
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3 Digital Advertising Stocks That Will Capture Consumer Attention in 2024 |
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As of September, digital ad revenue was expected to climb a robust 11% this year, research firm Madison and Wall reported.
The DL: Business Insider identified three Digital Advertising companies to look out for that will continue to capture attention and stock interest in 2024. The three companies listed are Snapchat, Etsy, and Alphabet (Google). Snapchat recently announced partnerships with Amazon and Shopify that show continued investment in the digital marketplace. Loading up your inventory and advertising across these short-form video platforms like Snapchat and TikTok could offer significant returns for sales as more users get accustomed to making purchases on social platforms in 2024. Small business advertisers on Etsy also stand to benefit from this recent change in consumer buying habits, shifting more toward niche products that advertise across social platforms. Meanwhile, 8% of all TV viewership was done through YouTube, which is also something to watch. We can only expect this number to grow as continued investment from Google creates better viewing opportunities and partnerships with content providers.
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Price Storm: Why Major Streaming Services Have Hiked Rates This Year |
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Binge-watching, America’s new favorite pastime, has become more expensive than ever.
The DL: If you were wondering how streaming prices would be affected after the SAG strikes ended, we can now see the effects. Binge-watching costs are surging in the U.S., with the major streaming services such as Apple TV+, Netflix, Disney+, Hulu, ESPN+, and Discovery+ increasing their prices by an average of 23% in October alone, exceeding the 3.7% 12-month inflation rate. This shift reflects a move from subscriber acquisition to focus on profit as companies abandon the strategy of low pricing to subsidize growth and aim for immediate profitability amid investor pressure, marking the end of the streaming land grab era. For questions about balancing streaming in your media plan, please contact our team of experts at Hoffmann Murtaugh.
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The Chaos At OpenAI Could Benefit Social Platform AI Projects |
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If you follow broader news in the tech sector at all, you’ve no doubt seen reports about the chaos at OpenAI, the maker of ChatGPT and Dall-E, among other AI projects.
The DL: OpenAI, the creator of ChatGPT and DALL-E, is undergoing internal turmoil with the firing of CEO Sam Altman. Microsoft, a major investor in OpenAI, is poised to re-position Altman as the CEO of its own AI arm if OpenAI fails to retain him. Microsoft has integrated OpenAI's GPT system into its platforms, including LinkedIn, and has committed $50 billion to AI infrastructure over the next five years. The outcome of OpenAI's internal conflicts could impact Microsoft's AI plans, but Microsoft seems well-placed to proceed regardless.
Meta, another AI player, could benefit if OpenAI collapses, as it may acquire OpenAI staff and potentially see increased collaboration with Microsoft. X, Elon Musk's xAI project and Salesforce are just some of the major companies that have expressed interest in hiring OpenAI staff to contribute to its AI tools. The potential breakdown of OpenAI could reshape the AI development landscape, benefiting other players, unless OpenAI can reach an agreement with its former leader.
Update:
Sam Altman is returning as the CEO of OpenAI shortly after being ousted, marking a significant development in the startup's future amid discussions about artificial intelligence. The return of Altman consolidates his influence over OpenAI's direction, potentially making it more profit-focused and less risk-averse.
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It's Black Friday! The thrill of unbeatable deals meets the joy of making memories with loved ones. Shop 'til you drop, then gather around for quality time with friends and family. The perfect blend of savings and shared moments! |
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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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