Zenith’s Ali Bremner: The Power Of Strategy In A Cookieless World
In this guest post, Zenith’s digital director Ali Bremner (main photo) isn’t lamenting the end of the cookie, rather, he says, it’s an exciting time for new and industry-changing solutions…
Now that we’ve been given an extra two years to prepare for the cookie apocalypse, it’s important that as an industry we don’t squander the great work and achievements we have already made, and that we continue to put forward game-changing solutions.
While there has been widespread concern over the death of the cookie, I see it more as an exciting turning point for our industry to really lift strategic thinking in our digital marketing approach.
Although cookies have enabled us to deliver effective, short-term solutions to marketing needs, what this has made us overlook as an industry – and what I fear will continue with the introduction of new identify solutions designed to replace the cookie – is the power of brand and creativity in delivering on longer-term marketing objectives.
As the industry grapples with other developments in a privacy-focused world, such as the removal of ad-tracking within Apple iOS and now Google Android, we need to use this as an opportunity.
The opportunity that I see here is for smarter thinking when it comes to audiences and to re-establish the power of strategy. We can do this in the way we use digital media to solve future business challenges and create more long-term value.
We need to look at the bigger picture within digital and move away from focusing too heavily on topline digital results. Cookies, and the data that came with them, only provided so much intel and value to an advertiser in their communications with audiences.
The impending death of the cookie has been the much-needed spark for digital to start understanding its shortfalls, and the importance behind owning and operating 1st party audience data, rather than relying on a one-size-fits-all data solution with off-the-shelf products.
But is this all easier said than done? There is a potential snag to the 1st party data solution, which is the fact that people are very prone to opting out of advertising when given the choice. The main reason behind this is that there is no real value exchange for the user, so why would they hand over their information? This can be seen in the high opt out rates that we have seen following Apple’s iOS 14.5 update, with some estimates citing opt out rates of up to 85%.
However, if an advertiser or a data provider can hit the sweet spot with incentivising an audience to share their information through an effective value exchange, they will certainly reap the rewards. The ultimate prize out of 1st party data is being able to own and segment an audience based on the business needs.
Nestle and McDonald’s are two examples of brands which have been effective in directly communicating to consumers and creating that value exchange.
To make the Christmas gift giving more unique, Nestle gave shoppers the opportunity to personalise their Milo tin directly on the brand’s website. Not only did this experience generate cut-through at a competitive time of the year, but the value exchange increased consumers’ willingness to share 1st party data and maintain a relationship with the brand beyond the holidays.
In McDonald’s case, it used the Maccas app to send consumers product offers tailored to them as rewards, as well as the chance to win prizes after purchasing products when they were logged into their Monopoly app.
These are fantastic examples of long-term marketing strategies that saw each brand forge a deeper connection with their consumers by creating a richer and more interactive content experience which they constantly refreshed – ultimately enabling them to capture high-quality 1st party data.
It’s unfortunate that we have become incredibly technology led within digital, with long-term strategic approaches being left on the back burner in favour of quick acting, short-term results.
In order to comprehensively measure success without the over-reliance of 3rd party identifiers like cookies, we need to focus on econometrics, market mix modelling, and long-term brand health considerations. These are much more important to an advertiser and will become increasingly so as time goes on.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.