Are We Really Ready To Use First Party Data?
It’s an ongoing challenge for agencies to keep their ‘eye on the prize’ and strike the balance between meeting our clients’ needs, and catering for the most important party, the end consumer, writes iProspect Melbourne’s Oliver Rapson.
I often find myself in meetings where we’re told of impressive new ways of using data in order to increase our clients’ ROI.
That same day I might be at a dinner party with people (average consumers, who don’t work in digital advertising) that recently found out that they are being “stalked” through what we would know as a simple retargeted campaign. I then painstakingly have to explain why these campaigns are done, how they work, the benefits of retargeting and so on. This reasoning too often falls on deaf ears and I generally get a response like “Yeah mate, I know I’m a little out of shape, I’ve not had a girlfriend for three years and my house is a mess, but I don’t really need Facebook reminding me”.
It’s in these moments that I start second-guessing our role in all of this. Are we suggesting the right things to our clients? Are we really ready to take it to the next level? Part of me gets really excited about utilising first party data – the efficiencies (and technical challenges) are enormous, and the potential even bigger. To better target consumers, a better understanding of behaviour is required to achieve set objectives. That being said, what would happen when the average punter discovers the detail in which we can manipulate data to ensure the right ads are shown to the right person?
Naturally, we are in the business of ensuring that new advertising strategies are best for our clients. However, unfortunately basic tactics and strategies can be badly thought through. In some circumstances, they aren’t looked at from a consumer’s prospective, but from a numerical metric that needs to be achieved.
Negative brand experience doesn’t really have a solid dollar value; it tends to be swept under the sentimental carpet and left for dead. Luckily, online advertising tactics (such as frequency capping) aren’t generally picked up by the target consumer as they (again, generally) don’t know they were part of an overall acquisition strategy from the first place. This type of ignorance is bliss, but the consumers are slowly waking up to it; all we need is an exaggerated current affairs segment to bring this country to a paranoid standstill on first party data.
Firstly – consumers need to understand that nothing is for free – and yes, we often have to explain that generally, it is ad dollars that pay for their access to free content or social tools online. But the truth is that people are still going to get agitated by this apparent break in privacy.
Secondly, and let’s be frank for a minute – advertisers and agencies alike don’t tend to hold back too much. The opportunity to make a buck, or meet a KPI can often override the possibility of upsetting a random bloke in Mt Gambier. It’s these things that we need to consider when thinking about initialising even better forms of targeting going forward.
In order to keep negative brand experiences at bay, and to ensure consumers don’t feel compromised, we really need to start giving people the ability to choose if we are allowed to capture their online behaviour. Is this going to work? Probably not, but I can’t help but think that if you don’t at least remind them, we will end up with egg on our face. Next thing you know, the current affairs programs’ ratings will go through the roof, people will feel ripped off for having something for free and advertiser X will sue agency Y for not warning them that “behavioural retargeting” is a soft form of stalking. This may be a sensationalist way of looking at it, but we should start focusing on empowering consumers to avoid impending doom.
I tip my hat to those companies who have worked with their agencies in producing inclusive social campaigns, making the people part of the strategy rather than a piece of it. It would be great to primarily use first party data to compliment people’s shopping experience rather than serving them advertisements hoping that perhaps this time “they will feel it”.
Perhaps it’s time we roll this kind of thinking across all digital mediums and get closer to our end user rather than our KPIs?
Oliver Rapson is the general manager of iProspect Melbourne
Latest News
Is B2B Marketing Missing Its Emotional Touch?
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
Aussie Taxpayers Invested $50M In Failed Streaming Service
Fresh from buying the Australia Post board Cartier watches, the Aussie taxpayer is copping yet another shafting here.
Springfree Trampoline Unveils New TV ‘That’s Why We Got A Springfree’
Who didn't love the backyard trampoline as a kid? And many of us still carry the physical scarring from the adventure.
Women In Media’s Tara O’Keefe: “What Worked Yesterday Doesn’t Today And Certainly Won’t Tomorrow”
Here's some wise words from QMS’ Tara O’Keefe. Yet, not that wise that you'd have to have done chemistry for the HSC.
An “Intellectual Thickshake”: Ben Fordham Rips On Pete Evans, As Pete Viciously Fires Back
B&T's understanding is that Pete Evans is a chef? Why doesn't he pop on the apron and get back to cooking dinner?
Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp
Any bartender that served Rod Sims a chardonnay would NOT want to fall short of that line on the glass, that's for sure.
Burger King Trials Reusable Packaging
Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.
Thursday TV Wrap: Gogglebox Takes Top Spot Despite Slight Dip
Gogglebox is almost like a scientific, neurological study into the human condition. Just with more bogans and ad breaks.
Borat Hijacks Landmarks Around The World To Promote Long-Awaited Sequel
Borat promotion comes to Bondi. And even it couldn't find any parking & got charged $9 for a tumeric almond milk latte.
Freelancers Marketplace Fiverr Appoints Bohemia For TV And BVOD In Australia
Freelance marketplace Fiverr has appointed Bohemia. B&T understands it's full-time and not three days casual.
Smarter Use Of Art & Science Stretch Auto Budgets Further
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
Jaguar Land Rover Appoints Haystac As PR Agency Of Record
We're not entirely sure if B&T goes to eastern suburbs real estate agents, but Haystac has won Land Rover's PR.
Greenpeace Warns Of The Dangers Of Deforestation In Stunning Animated Spot
Want to feel slightly more shit than you already do? A Greenpeace ad's guaranteed to activate the depression hormones.
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt Secures $US80M Series D Investment Round
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
Election Billboard Claiming Biden Is Mentally Unfit Spells Dementia Wrong
This actually would be hilarious had it not been about electing the next leader of the free world.
INNOCEAN Snares CHEP’s Wesley Hawes For ECD Role
Photographer goes the full "Leibovitz" to create moody, ethereal press pic for Welsey Hawes announcement.
How Human Centred Design Can Help Define Brand Experience
Admittedly, this one is a little highbrow and arty. However, a refreshing change from B&T's usual lowbrow and farty.
Nature Invests In New Team Members And Innovation
Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.
Dentsu International To Be Net Zero Emissions Agency By 2030
Admittedly, B&T's own net zero emissions targets have been hampered by the burnout competition in the car park.
PayPal And Buy From The Bush Launch New Marketplace
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]
Foxtel Upfronts: New Shows, Remote Voice Control, & Foxtel Media’s New Data Platform For Buyers
Seven's yesterday, Foxtel's Upfronts today. If it wasn't for this pandemic, B&T staff should be very hungover about now.
Freedom Foods Appoints 72andSunny Sydney As Its Comms & Design Agency
72andSunny office staff already noticing fluffier stools after snaring breakfast cereal maker.
Streaming Service Quibi Sensationally Shuts Down After Just Six Months
Quibi has shut down after just six months. It's also now got lots of monogrammed pens it doesn't know what to do with.
Droga5 Nails It Once Again In Hilarious New Work For Amazon’s Alexa
The B&T office uses Alexa for all our everyday mundane chores. But we call him Brian the work experience student.
Neuro-Insight Study Reveals Animation Is Twice As Effective As Static Advertising
In possibly a further blow for supermodels, a new study has found animation is twice as effective as static advertising.
Wednesday TV Wrap: Gruen Takes A 200K Hit
Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.
Philippe Krakowsky Named New IPG CEO
Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.
Cricket NSW Bans Sports Betting Ads In New ‘GambleAware’ Partnership
Cricket NSW has banned sports betting and moved to medium-strength beer. You watch, the meat pies will be next.
