HMDL: LinkedIn's B2B Ad Strategy; JIC Certification; TikTok's Photo App
hoffmann murtaugh inc.
Full-Service Global Media Strategy & Buying Agency Experts In PESO, Digital, Social, PR & Traditional
Behind LinkedIn's B2B Ad Strategy On NBC's Streaming Ecosystem
Professional social media platform stakes claim on connected TV ad inventory
The DL: LinkedIn has entered a partnership with NBCUniversal to extend its advertising reach into connected TV platforms like Peacock, Paramount, Roku, and Samsung Ads. This move allows B2B brands to leverage LinkedIn's first-party data for targeted advertising to professional audiences on the big screen. With the connected TV market expected to exceed $29 billion in the U.S. this year, this collaboration highlights the growing importance of targeted advertising in the evolving digital landscape. Advertisers can now access premium ad inventory programmatically, tapping into LinkedIn's extensive user base and finely-tuned targeting capabilities.??
Comscore And VideoAmp Get JIC Certification, While Ispot.tv Will Have To Wait
Joint Industry Committee members conducted more than 670 tests to ensure data produced was transactable across specific currency uses.
The DL: Comscore and VideoAmp have been certified as currencies for advanced audiences and household measurement by the U.S. Joint Industry Committee (JIC), while iSpot.tv awaits full certification. Both certified companies were identified by the JIC as needing improvements in person-level measurement. The certification process involved extensive testing and analysis of data transactability across various currency uses. While the participation of Nielsen in future certifications remains uncertain as it focuses on other accreditation processes, industry observers eagerly await its decision. Efforts are underway by Comscore and iSpot.tv to enhance their measurement capabilities to meet industry standards, reflecting a commitment to continuous improvement and responsiveness to market needs.?
TikTok’s Photo App Moves A Step Closer To Reality
TikTok appears to be nearing the launch of a new dedicated photo app, possibly named "TikTok Notes," allowing users to view still image uploads.
领英推荐
The DL: This move mirrors Instagram's original concept and signifies TikTok's shift towards replicating Meta's features. Despite previous experiments with a photo app, TikTok is now seemingly doubling down on this concept, potentially in response to Chinese market trends and looming regulatory challenges. However, the success of this venture remains uncertain, with skepticism about user interest in another photo-sharing platform. Nonetheless, TikTok's parent company, ByteDance, seems committed to exploring various?avenues for expansion, including separate eCommerce and music platforms.?
Inside Nielsen's Push To Incorporate Streamers' First-Party Data Into Measurement
It’s critical—and a challenge—for the measurement industry to implement first-party data
The DL: Nielsen wants to improve how it tracks streaming viewership. The company realizes that more and more people are watching shows and movies on streaming platforms like Netflix and Hulu instead of traditional TV. To get better data, Nielsen wants to directly collect information from these streaming platforms about how people are watching. They believe this will give them a clearer and more accurate understanding of what shows are popular and who is watching them. By using this "\first-party data, Nielsen hopes to provide more helpful information to advertisers, TV networks, and streaming companies. This data could help them make better decisions about what shows to create, how to target ads, and how to improve the overall streaming experience. Ultimately, Nielsen wants to keep up with the changing ways people watch TV and provide the most reliable measurement tools for the streaming industry.?
Around?The Town...
Last night was our client GBU’s Life Foundation Community Grant Awards ceremony, celebrating the outstanding recipients. GBU Life has a rich history of over 60 years in awarding scholarships. These scholarships are made possible through the contributions of GBU members, districts, and partners to the GBU Foundation. Together, their vision and generosity empower students to pursue their aspirations. In 2023 alone, the Foundation allocated $181,250 in scholarships and grants to support 187 members across various academic programs. Since its inception in 1963, the GBU Foundation has granted a total of 4,044 scholarships and educational grants, amounting to $2,818,900 in financial assistance. As a contributing corporate sponsor, we are proud to have client partnerships like this one.
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.
And if you would like to read the HM DL Newsletter a bit earlier - sign up to have our newsletter delivered directly to your inbox every Friday morning: https://hoffmannmurtaugh.com/hm-dl/.