Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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Walmart Buying TV-Brand Vizio For Its Ad-Fueling Customer Data |
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Walmart announced an agreement to buy Vizio today. Irvine, California-based Vizio is best known for lower-priced TVs, but its real value to Walmart is its advertising business and access to user data.
The DL: Walmart's acquisition of Vizio for $2.3 billion aims to leverage Vizio's advertising business and user data, rather than solely expanding its budget TV market share. With Vizio's Platform+ ad business boasting over 500 direct advertiser relationships and a growing user base, Walmart seeks to enhance its Walmart Connect advertising arm and tap into higher-profit advertising revenues. As Walmart integrates Vizio's advertising capabilities and user data, advertisers may see expanded opportunities for targeted advertising across various platforms, potentially reshaping the competitive dynamics in the advertising industry. However, concerns about the balance between ad monetization and user experience could prompt advertisers to prioritize strategies that maintain consumer trust and engagement.
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Comcast, Paramount Global Held Early Talks About A Peacock And Paramount+ Combination |
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Could Paramount+ and NBCUniversal’s Peacock join forces to take on the streaming sector’s bigger guns? Maybe — but while Paramount Global and Comcast, NBCU’s parent, recently discussed the possibility of uniting the services in some kind of a partnership or joint venture, there’s no imminent deal expected.
The DL: For advertisers, these streaming mergers could influence where they allocate their ad spend and how they negotiate partnerships with these streaming platforms. A combined Paramount+ and Peacock service could offer a more competitive alternative to industry giants like Netflix and Disney+, potentially attracting a larger audience and offering advertisers greater reach.
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Gen Z Social Search Habits |
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Our inaugural survey of 1,005 US teens and adults ages 15 to 26 conducted in July 2023 looks at Gen Z’s social search habits to give brands a better understanding of this burgeoning trend.
The DL: A survey conducted in July 2023 reveals that Gen Z is increasingly using social media platforms like Instagram, TikTok, and YouTube as search engines to find tutorials, recipes, and advice. While traditional search engines are still used, social search offers Gen Z quick, convenient, and relevant results. There is no dominant social platform for search, with YouTube and TikTok being popular choices. Gen Z primarily searches for tutorials and how-to content, with sectors like beauty, fashion, food, and gaming being popular search categories. Brands are adapting to this trend by crafting social strategies that align with social search behaviors. Understanding Gen Z's embrace of social search can help marketers create more impactful content.
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Meta Prompts Advertisers To Purchase Boosted Posts On Desktop To Avoid Apple Fees |
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Meta’s long-running dispute with Apple over in-app payments continues, with Meta today announcing new ways to help small businesses avoid paying Apple’s fees on ad campaigns in its apps.
The DL: Meta (formerly Facebook) and Apple are in an ongoing dispute over in-app payment charges. Apple is set to charge iOS users a 30% service fee on boosted posts purchased in apps, a change announced in October 2022. Meta, dissatisfied with the arrangement, is directing advertisers to boost content on Instagram.com and Facebook.com on mobile and desktop to avoid the Apple service charge. Meta emphasizes the impact on small businesses and notes that complying with Apple's guidelines or removing boosted posts as an ad option are the only options. Meta also introduces a requirement for businesses purchasing its boost product on iOS to pay in advance. The conflict reflects a long-standing disagreement between the two tech giants over in-app payment charges. Meta's move to guide advertisers to desktop apps is seen as a workaround to avoid the extra fees imposed by Apple.
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As Black History Month comes to a close, let's remember that the celebration, acknowledgment, and appreciation of Black history is not confined to a month but resonates throughout the entire year! |
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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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