HM DL: July 15, 2022: The Hottest Streamer; Loyalty Programs; TikTok Inventory Filters
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The Hottest Streamer (Right Now)
The top three spots get a shake-up in our annual power ranking.
The DL: As more competitors like Paramount+ enter the video streaming on-demand race, Netflix, which once was the leading innovator in the space, continues to lose its place on the streaming share throne. In the evaluation of which platform is now crowned king, factors such as overall size, original output, critical buzz, and momentum are all considered when evaluating the ranking of these streaming services. Spoiler alert, Netflix is not on top. VULTURE’s rankings place HBO Max as the front runner, thanks to its lead in critical buzz. Though Netflix falls third on the rankings, they scored highest for original output, while Apple TV+ showed promise for the highest momentum. The lowest on the list was Peacock and Paramount, ranking lowest in critical buzz and overall size. As cord-cutters turn to video-on-demand streaming, it's important to stay up to date with these platforms, as many slowly roll out low-tiered ad-supported subscriptions, making it a hot opportunity for advertisers.??
Loyalty Programs Are the Strong Foundation Of Customer Engagement
There was a time when growth was all about how many people you could coax through your brand’s front door.
The DL: It’s one thing to acquire a customer once, but the real prize is retaining that customer for the long haul. One way to achieve that is by setting up a loyalty program. A loyalty program allows a company to provide an incentive for a continued relationship. When a customer signs up for a loyalty program, they are showing some commitment to the brand. This is only the beginning. It would be easy to let the loyalty program do all the work to keep the customer, but the best brands use this information to curtail ads and promotions to strengthen that relationship. Loyalty programs are a great way to gain customers but don’t forget to foster that relationship and keep them for a lifetime.
TikTok Adds New Inventory Filters To Ensure Safe Ad Placement In The App
TikTok’s looking to provide more ad placement assurance for brands with a?new ‘Inventory Filter’ process.
The DL: In an effort to make advertising on their platform more appealing to brands, TikTok is working to implement a new "Inventory Filter" process. This will allow advertisers to control if their content is shown among potentially offensive clips on the app. This is a great step for the platform for brand safety.?The Inventory Filter uses machine learning to detect variable concerns within user-uploaded content and filters it into 3 levels based on the risk level of the content. TikTok has said they have seen great results in the testing period, with 95%-99% "safe delivery rates". From an advertising perspective, this is a great addition to ensure safer ad placement on their platform.
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Netflix Picks Microsoft As Advertising Partner
Netflix’s chief operating officer officially named Microsoft as 'global advertising technology and sales partner' to Netflix.
The DL: Netflix announced its first major ad partner this week, Microsoft. This has been under watch for weeks as Netflix is building its ad-supported tier of streaming service. Netflix showed interest in bringing ads to their platform back in April 2022.?Microsoft has been developing its ad platform, which includes recently acquiring Xandr. “Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory,” said Mikhail Parakhin, Microsoft’s President of Web Experiences.?
Elon Musk Officially Seeks To Terminate Twitter Takeover Deal
It seemed inevitable, and now, Elon Musk has officially?filed a motion with the SEC?to terminate his $44 billion takeover of Twitter, based on Twitter’s failure to provide accurate information on the number of fake accounts on its platform.
The DL: Elon Musk has filed a motion with the SEC to dissolve his proposed acquisition of Twitter. In a letter sent to the SEC, Musk stated that he is seeking to cancel the deal due to a material breach of the terms of the agreement.
According to Musk, Twitter made misleading and false representations about its users. He said that the company failed to provide him with the necessary data to make an accurate assessment of its users. In order to do so, he had asked the company multiple times to provide him with the necessary data. However, the company did not provide him with the necessary information.
For instance, they were not able to provide them with the daily measures of the number of fake and spam accounts that have been suspended. A preliminary analysis conducted by Musk's team revealed that the number of fake and spam accounts on Twitter is much higher than the 5% reported by the company. The failure of Twitter to provide these materials in a timely manner is a violation of the agreement.
Around?The Town...
Congratulations to Anastasia Otto on her promotion to Senior Account Manager/Planner! Anastasia started at Hoffmann Murtaugh in 2020 as an Assistant Media Planner and has grown her skills in effective client communications and media strategy to help build strong client relationships and effective media campaigns. In her new position, Anastasia will continue to service client campaigns and provide strategic support while helping grow and contribute to the planning team's success. Anastasia's favorite part about working at Hoffmann Murtaugh is the exponential opportunity for growth. "Hard work doesn't go unnoticed at HM".