Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Don't Run Scared This Spooky Season From Being In The Political Mix |
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It’s officially spooky season -- that time of year when giant faux spiderwebs are draped over bushes, 10-foot skeletons haunt front yards, and shivers run down the spine of TV advertisers over the unavoidable impact of political ads in the marketplace.
The DL: We are officially in the political season. With knowledge and preparation, brands can effectively navigate the political landscape and keep their campaigns moving. Projections have political advertising spending roughly $10-$11 billion during the 2023-2024 election cycle. It keeps getting higher and higher each cycle. We are also seeing the cycle kick off earlier and earlier each year. While we see candidates spend a significant amount locally in the political windows, the issue groups are spending outside the time windows. At Hoffmann Murtaugh, we are not saying to stop advertising during a big political year (for example, next year in 2024 during a presidential election). It is important to remember three things when planning and placing during a high political season. First, be informed. Know the political window and competitive nature of the races in your local markets. Second, be early. Placing your advertising sooner rather than later allows more access to more inventory upfront versus waiting until the last minute, risking the possibility of paying high premiums or seeing no inventory available. Lastly, be flexible. You might have to shift your campaign a few weeks or move from linear TV to streaming TV. Being open and willing to adapt to this fast-moving environment is best.
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‘Pause Ads’ Creep Onto Hulu, Peacock And Max As Streamers Seek New Revenue |
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Any subscriber to the ad-supported version of Hulu is bound to encounter the usual assortment of TV commercials that regularly interrupt a binge-watch.
The DL: If you've spent any time watching ad-supported streamers, you've probably noticed the "pause ad" that takes over the screen when the viewer has paused content. Hulu has been utilizing this type of ad break since 2018, and other streamers (Peacock, Max) are noting the benefits and rolling out pause ads on their own content. As streaming companies seek to attract more subscribers through ad-supported models, pause ads provide an effective way to get in front of viewers without disrupting the video experience. For more info on the advantages of pausing ads, reach out to our HM team!
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US Gen Z Social Media Activities 2023 |
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Gen Zers have favorite platforms for video and Stories, but they haven’t made up their mind when it comes to search, shopping, and viewing creator content.
The DL: Gen Z individuals have their preferred platforms for video and Stories, but there is no clear leader for activities such as search, shopping, and viewing creator content. YouTube, Instagram, and TikTok are the top platforms used by Gen Z, with watching videos being their favorite activity. However, for other activities, there is still competition among platforms to become the primary choice for Gen Z. Teen Gen Zers show more loyalty to specific platforms compared to older Gen Zers. While YouTube, Instagram, and TikTok are widely used, Facebook is more popular among Gen Z adults. Additionally, there are gender differences in social media activity, with females being more active users overall.
Teens' preferences for these activities lack a clear pattern, providing an opportunity for platforms to develop new features and enhance loyalty as teens transition into adulthood. Advertisers should pay attention to the variations between teens and adults and focus on utilizing platforms that attract a higher percentage of their target audience.
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Instagram Adds Polls In Comment Streams On Feed Posts And Reels |
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Instagram’s adding another engagement option, with polls in comments now in testing with selected users.
The DL: Instagram is introducing a new feature, polls in comments, which is currently being tested with selected users. This feature allows users to add interactive polls within the comment sections of both feed posts and Reels clips, expanding on the existing polling capabilities in Stories and direct messages. Instagram has been testing this feature for the past six months, and it offers a user-friendly way for engagement and feedback. Polls in comments can be valuable for brands and creators to enhance their profile engagement rates and gather feedback from their audience. While Instagram's chief, Adam Mosseri, has referred to it as a "small test," Meta CEO Mark Zuckerberg has indicated that it will soon be rolled out to all users. It will be interesting to see how users utilize this new in-stream polling option.
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Happy Halloween 👻🎃 Wishing you a spook-tacular day filled with treats and thrilling adventures! |
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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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