Embracing First-Party Data: Navigating the Post-Cookie Landscape
The shift away from third-party cookies in the digital marketing realm has triggered a need for fresh approaches to capturing customer information. This shift, driven by privacy concerns and regulations like GDPR, presents a challenge to organizations that previously relied on cookies for
targeted advertising and user behavior tracking.
However, recent technological advancements offer a way forward. Marketers now have the opportunity to construct a robust customer database that goes beyond superficial insights. This data can unveil intricate details about buying patterns, historical purchases, and other invaluable metrics. Gone are the days when businesses merely collected data to drive sales. Today, data is a tool that fuels competitive advantage and service enhancement. The ability to contextualize and derive meaningful insights from data has been amplified with the proliferation of data collection and analysis tools. Nevertheless, security concerns, privacy priorities, and new regulations have introduced complexities into the data collection
process. Our lives are becoming increasingly intertwined with the online realm, leading to the collection of vast amounts of data about us and our customers. Data collection plays a vital role in understanding target audiences better – their preferences, desires, and the most effective ways to meet their needs. First-party data, in particular, has taken center stage. It's more than a record of customer transactions; it's a treasure trove of insights that can shape promotions, improve customer experiences, and boost sales. Leveraging appropriate tools allows for a deep understanding of customer behaviors and preferences, paving the way for better service. If you're looking to
gather customer data effectively, consider these options: Transaction Records: These hold event-specific data such as numbers, timestamps, and participants. Examples include receipts, purchase records, and online interactions. Online discussions also contribute to this pool of information. Surveys: Conducting surveys is a direct method of data collection. Businesses can send out customer surveys to garner feedback and contact details. Survey results build customer profiles and contribute to infrastructure enhancement. Contests: Contests provide an incentive for data collection. Legal avenues like contests and tournaments encourage customer
participation. Offering tangible rewards boosts engagement, and requiring a client information form for entry ensures data collection. Product Registrations: Product registration has evolved into a data collection opportunity. Companies utilize QR codes on products to engage customers, and this connection can be nurtured further through subsequent communication. In this evolving landscape, the collection of first-party data isn't a novel concept. Marketers have always sought to understand customers better. Amid mounting pressure to refine targeting strategies and adapt to changing policies, seizing this opportunity can amplify the value delivered to customers. While first-party data collection has long been a cornerstone of marketing, the focus isn't just on gathering more data, but on using it more effectively. By scrutinizing existing methodologies, marketers can pinpoint areas for enhancement, leading to improved results through better targeting, segmentation, and personalization. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🕵️♂️ Tech Policy Showdown! Washington state's law demanding online giants spill the tea on political ads gets a legal eye-roll. 💬 NetChoice, Chamber of Progress, and TechNet cry foul, claiming this law's a First Amendment fiasco. 💼 Meta's in the hot seat, slapped with a hefty
$25 million fine for ad opacity. 👀 Did Meta really play nice? The state wants transparency, but Meta's like, "Hold up, First Amendment and Section 230 protection, anyone?" 🤔 NetChoice and crew weigh in, saying the law's too much of a headache for platforms to handle. 🙅♂️ Can platforms really keep tabs on every political pixel? The legal tango continues, and Meta's dancing with past promises. 💃 Stay tuned for more virtual courtroom drama! 🎭📜
📺 Ad Drama Unveiled: Linear TV déjà vu meets streaming chaos as ad frequency woes take center stage! 🔄 Sure, linear TV overplays its hand with repetitive ads, but streaming? Oh boy, it's a whole new level of ad assault. 📊 Numbers don't lie: Streaming serves up more ad reruns per show, leaving viewers questioning their life choices. 👥 New acquaintances, they always bring up ad overload when they learn about your TV ad-tech gig. 🤷♂️ Blame it on
impression-based planning, where viewers are bombarded till they beg for mercy. Shoutout to Jim Meskauskas for the insight! 🎯 Multiple ad sellers with their own rules make it a frequency fiesta – watch an ad three times, multiply by three suppliers, and voila, you've got ads haunting your dreams ninefold. 💡 Viewers are fed up, streamers better catch on. Ad experiences are the new black, and Netflix is already rocking the boat. 🎬 But hold up, brand advertisers aren't having a ball – wasted
frequency is like media's persistent "crabgrass." 🌱 Time for a plot twist: Publishers and platforms, step in! Unless you're fixated on speed, save the viewers, save the ads, and maybe save the day. 🦸♀️ The CTV ad world's future hangs in the balance of frequency finesse – what's your take on this ad-tastic saga? 🤔🍿
From digital ad doomsday to dollar bills rolling in: 📉💸 Just a year back, the industry was fearing the recession blues, but
now it's strutting its stuff! 💃💼 Alphabet and Meta Platforms are the talk of the town, showing off impressive earnings – Google's ad revenue's grown by 3%, YouTube's rocking the views, and Meta's ad moolah is up by 12%. 📈💰 Thanks to these titans, the ad world's feeling fancier than ever, and investors are advised to stick with the glam stars, not the penny-pinchers. 💎🤑
🐦📊 When Linda Yaccarino stepped up as X's CEO, the hopes
were high, but it seems the ad magic hasn't quite caught fire yet. 🚀💥 According to MediaRadar's analysis, despite her stellar rep from NBCUniversal, a chunk of advertisers took a rain check in June, post her May debut. 😕 Big spenders like AT&T, Coca-Cola, and GM put their wallets on lockdown, causing ad revenue to hit the brakes by about 50%, as Elon Musk himself admitted. 😬📉 The X rebranding hasn't exactly been a game-changer, and Musk's grand super-app vision has left some
scratching their heads. The name change apparently hasn't done wonders for X's brand image, and dropping "tweeting" made it less friendly for advertisers seeking familiarity. 💬👀 Seems like Yaccarino's got her work cut out for her, trying to tame the wild west of X. 🤠🌵
📺💰 Telco Bundles Dominate Streaming: Telco companies are changing the streaming game, with a whopping 20% of global streaming video subscriptions now being sold through
bundling partnerships. According to an Omdia report, this "super bundling" phenomenon is projected to grow even stronger, potentially accounting for 25% of global streaming subscriptions by 2025 and nearly 50% in regions like Latin America. The partnership dance could yield a global revenue of $24.8 billion this year and $42.8 billion in 2027, making telcos and streaming platforms the ultimate power couple. 💑📈📡
📺📊 The Linear TV
Struggle: The uphill battle of reaching viewers via traditional TV gets even steeper. 🏔️ Samba TV's State of Viewership report drops the truth bomb – in the first half of 2023, half of the avid TV watchers saw a whopping 92% of the TV ad impressions, while the other half got a mere 8%. 📈📉 Despite linear TV's daily reach slightly growing to about 58 million, the heavy viewers were bombarded with over 150 ads daily, while the lighter watchers saw only 14. 📺💥 Plus, repeated ad
viewings? Anything beyond two to five times per month, and it's a big turn-off for viewers. 🚀 Streaming might be soaring, but linear's not ready to give up the crown yet. 🎥🔥 The battle's on during football season and those blockbuster streaming debuts, but winter seems to be the sweet spot for
cross-platform ad magic. ⛄🎄 Yet, the shifting tide suggests streaming's dominance is inevitable, especially with live sports and news chasing the digital dream. 🌐 Over 96 million U.S. households tuned in to OTT content, with one in three streamers opting for free, ad-supported services (FAST).
📺🆓🎉 Major players like Netflix, Disney+, and Amazon Prime Video are in the spotlight, but Max saw a 32% post-rebrand dip. And who knew? A whopping 65% of Millennials would gladly trade some ad time for discounted streaming. 🤑💼 🔍 Samba TV also spills the beans on America's TV habits – they multitask with
another device, and QR codes on TV ads? Yep, they're making purchases with those. 🛍️📱 Meanwhile, streaming's got some diversity issues to fix, with Black and Hispanic audiences being under-reached. 🎥🤝 And if you're binge-watching, you're likely to stick around, with shows being devoured within days of release. 🍿📅 So, the ad-supported streaming empire is rising, and linear TV's in for a wild ride as the audience evolves. 🌌📺
🐦📞
From Twitter to X: Customer Service Evolution? 🐦📞 Experts speculate whether the rebranded "X" will alter customer service dynamics on the platform. Social media revolutionized direct brand-audience engagement, and despite the name change, most experts are skeptical that the platform's essence will shift. As tweeting departs from our vocabulary, the interaction landscape might evolve, but the X-factor of instant engagement likely remains intact. 💬📊👥
🍪💡 Ad Tech's Cookie Conundrum: Google's rocky road towards a cookieless advertising world takes another twist, with ad tech vendors showing reluctance to embrace the Privacy Sandbox, Google's proposed alternative. The industry's biggest players are hesitating, citing concerns about the effectiveness and bias of the cookie replacements and the dominance of Google's machine learning. While Google's machine-learning ad products shine in tests, critics
worry this cements Google's control over targeting and measurement. Regulatory bodies, like the U.K.'s CMA, are taking note of these concerns as the ad industry grapples with a complex and ongoing shift. 🍪🔄🔍 📊💰 Ad Tech Titans Transitioning: Post-pandemic ad tech leaders DoubleVerify and Integral Ad Science (IAS) are navigating shifting trends, marked by their latest
quarterly earnings announcements. Both companies appear to be moving from their verification origins toward media activation, reflecting the diminishing influence of third-party cookies and identifiers. DoubleVerify's Q2 revenue reached $133.7 million, with a strong focus on media activation, accounting for over 55% of its advertisers-generated revenue, and its intention to acquire AI-specialist Scibids. IAS reported Q2 revenue of $113.7 million, also emphasizing media activation and
its partnership with Lumen Research for attention metrics. However, the transition raises questions about potential conflicts of interest as ad tech companies venture into both media activation and measurement roles. 📊💰🔄
🛍️ Back-to-School Marketing Strategies: As the back-to-school season gains momentum, brands are working to engage Gen Z shoppers by tapping into nostalgia
and value-driven messaging. American Eagle, for instance, has launched a '90s-inspired clothing collection created in collaboration with Gen Z sister duo Maddie and Kenzie Ziegler, incorporating elements from fashion icons of the past. Other brands like Amazon are focusing on "spend less" messaging, aiming to resonate with price-conscious parents facing macroeconomic challenges. Although the back-to-school spending outlook may seem dampened due to budget constraints, brands are adapting
their marketing strategies to capture consumer attention and align with changing shopping behaviors, especially within the Gen Z demographic. 🛍️👕🎒
🛒🔊 Walmart Connect is pulling out all the advertising stops with its latest initiatives. With in-store demos and in-store audio now in beta, brands can tap into Walmart's massive reach with its nearly 4,700 U.S. stores.
Advertisers have the power to strategically target regions or specific outlets for their campaigns, and the retail giant is capitalizing on its significant foot traffic to offer "Super Bowl-sized audiences every week." To further engage customers, demo stations with product samples and QR codes for more shopping info are also on the horizon. Although rivals like Target and Kroger are also stepping up their retail media game, Walmart's advertising remains a small fraction of its overall revenue,
generating around $2.7 billion in the last fiscal year—under 1% of its annual total. 🎯📈
Despite widespread pullbacks in discretionary spending by U.S. consumers, both Columbia Sportswear and The North Face report healthy global sales increases. VF Corp., The North Face's owner, faces
bigger issues as its Vans division and workwear sales decline. VF's revenue dropped 8% to $2.1 billion in Q1, with losses growing to $57.4 million. The North Face saw sales rise 12%, while Vans revenues dropped 22%, Timberland declined 6%, and Dickie's workwear fell 20%. Analysts predict continued growth for The North Face due to product innovations and brand extensions, while Timberland and Dickies face challenges. Columbia Sportswear's net sales climbed 7% to $620.9 million in Q2,
demonstrating strong interest in outdoor activities. Marketers embrace ethical targeting, harnessing first-party data 🎯🔒 for privacy-friendly campaigns. Using robust consumer segmentation tools, they craft ad-buying personas without revealing customer information, enhancing reach and minimizing waste. Proprietary scoring systems remain confidential through
cross-referencing with segments. Positive targeting for traditional media and negative targeting for digital channels ensure efficient reach. Campaign success measured through evidence-based testing, showcasing its potency compared to other methods. Ethical targeting offers a cookieless solution, ensuring privacy compliance while maximizing the impact of personalized marketing strategies. 📊🛡️
🤝📊 In a Q&A with Ellen Learmonth, program manager at Safe Affiliate Programs, the focus is on ethical affiliate marketing. Learmonth explains that Safe Affiliate Programs provides a secure platform for affiliates to collaborate and find programs that prioritize a safe and transparent environment. The program's exclusivity ensures integrity, and the team offers practical support and
resources to affiliates for successful partnerships. Learmonth emphasizes the importance of research, hard work, and compliance for newcomers in the affiliate marketing industry, particularly in the iGaming sector. Regarding AI, Learmonth acknowledges the potential benefits for content creation but cautions against blindly trusting AI-generated content, suggesting careful fact-checking and supervision. 🤖💼 Facebook's creator earnings are in a perplexing whirlwind: some creators received account restriction alerts without rule violations; a recent glitch inflated earning estimates, followed by dramatic payout reductions; and an earlier fluke showed creators wildly exaggerated billion-dollar earnings estimates. Meta cited anti-fraud measures for the first issue, promised fixes, and admitted to errors causing the other glitches. The creator economy on Facebook
is facing an erratic earnings ride. 🎢💰
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STREAMING ADVERTISING: EMBRACING CHANGE AND CONQUERING THE NEXT 24 MONTHS We currently find ourselves sailing through turbulent waters, but also
witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.
The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
through treacherous waters. READ MORE NOW
TECH BEHEMOTH GOOGLE FACES BILLIONS OF DOLLARS LAWSUIT OVER DECEPTIVE AD PRACTICES In a shocking revelation, Google, the tech giant known
for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform. READ ENTIRE STORY
YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google. Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower?
Making a difference for humanity through good food. Talk about a match made in yogurt heaven! READ MORE NOW
SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
the industry were a match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tête-à-tête, we explored Schiller’s insights into the evolution of technology and its impact on the media
industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW
THE FUTURE OF IN-GAME ADVERTISING: A TRANSFORMATIVE SPACE FOR BRANDS As the gaming industry continues to evolve,the next years promise to be a pivotal
marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid
monetization models to co-creation with gamers, the rise of AR gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe. READ THIS ARTICLE
HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
reputation of brands and the streaming platforms themselves: repetitive advertising. A recent ad effectiveness test conducted by Magna Media Trials and Nexxen, an ad-tech platform, shed light on just how damaging these repetitive ads can be to both the viewers and the advertisers. READ MORE
NOW
FUTURE OF AI IN ADTECH: OPPORTUNITIES AND SPECULATIONS AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising,
AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future. READ MORE NOW
THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact
digital circulars, recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE |
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