In this guest post, Blis CMO Diane Perlman (main image), says digital mobile audiences in Australia have gone missing and it’s time brands and their agencies rediscovered them…
It’s no secret that changes to IDFAs and cookies have fundamentally impacted the ad ecosystem, from planning to targeting and measuring campaigns. However, even today, there’s still a belief that brands are reaching all their addressable audiences at scale – and that the cookieless era will only be real once Chrome deprecation comes into force.
While marketers may still be achieving scale with their campaigns, the reality is much starker: right now, 45 per cent of the digital mobile audience is being missed in Australia. It’s already happening, right in front of our eyes. It’s time for advertisers and agencies to come to terms with this revelation and understand what they can do to get these currently missing audiences back in the plan.
To ensure you’re reaching the right audiences, here are three questions you should keep in mind when choosing your advertising partners:
Is this partner offering a sustainable solution?
Of course, testing different privacy-friendly solutions is still important. However, there’s no longer time for band-aid fixes. While they may be working for now, you could be wasting money and time on solutions that will, necessarily, need to be replaced (yes, yet again) in just a few months’ time.
It’s time to change our collective focus and prioritise privacy-first, non-ID or non-cookie-reliant solutions to make your life much easier – and your campaigns more effective – in the long run. This is the only sustainable way for the ad ecosystem to truly set itself up for future success.
Can they help me reach the right people?
As you can see in our new interactive calculator, If you are only relying on IDs, you’re already leaving over 50 per cent of some of the most influential lifestyles behind, like affluents (54.78 per cent), fast movers (53.87 per cent) and travellers (50.73 per cent) – among others. These audiences are extremely important as they are also more likely to spend, either because they’re constantly on the move or are used to spending more on products and services.
Sure, your campaigns may look to be delivering scale, but our data shows that even today, you’re not reaching all of the quality audiences that matter the most. If your partners tell you they’re still reaching your precise audiences at scale with ID-only or cookie-led solutions, then we recommend a deeper look into this. The numbers in our ‘missing audience calculator’ tell a different story.
Can they give me the full picture of my target audience?
As we uncovered in our latest research, over a third (36 per cent) of agency media planners in Australia were considering a mixture of contextual targeting and other ID-friendly solutions to tackle privacy challenges in 2022. While contextual targeting may help advertisers gain scale, understanding browsing behaviour can only reveal so much.
While what we browse does reveal something about our interests, nothing can reflect real interests – and importantly intent – better than accurate, consented location data about where people actually go and what they actually do, combined with a range of rich online datasets.
That’s why location behaviour needs to be at the very heart of understanding consumer behaviour. It’s also why we’re transforming the role of location data by combining it with a broad range of other powerful data signals, all aggregated and anonymised, to give marketers the full picture of their audiences and help them get their missing audiences back in their plans and reach them at scale.
Well, now you know…audiences are really fading away. This is a pressing issue today, not a future problem. Keep these key questions in mind and make sure you’re choosing partners that can help you reach all of your addressable audiences.
