Addressable TV advertising continues to gain traction on both sides of the Atlantic and the latest research form the US only goes to demonstrate the impact it will have on media planning & activation. In the UK a period of consolidation has seen the on boarding of 1st party customer data evolve in relation to clean room technologies such as Infosum. AUDIENCES continues to forge close partnerships in this space, enabling advertisers to safely and securely apply their 1st party data for use in addressable TV.
In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness. Zawacki anchors his viewpoint on the evolution on consumer relationships with brands, shifting from 'buyer beware' in the 1800s to a more trust-based relationship in present day. He directly connects the role of 1st party data with the ability to create, grow and sustain an 'audience'.
A recent industry white paper & playbook from AUDIENCES partners Deloitte & Meta provide a comprehensive frameworks that empower advertisers to build a first-party data strategy into their marketing mix. With AUDIENCES driving significant advances for brands such as Three UK, Pets at Home & Saga the findings and concepts ring true with those who seek to leverage 1st party customer data within advertising.
Marketers are increasingly being held to account, justifying their advertising & media plans to be ready for the changes which have, are and will happen regarding 3rd party cookies and addressability in digital in general. As the situation has evolved we have continued to update our 'Ultimate Timeline' and share it with clients, helping them understand and explain the situation to their stakeholders.
The paid social eco-system continues to evolve with advertisers increasingly looking to allocate media spend across platforms. Recent research from SimilarWeb (via Digital Information World) sees brands and their agencies embracing Snapchat, TikTok & Pinterest in the quest for reach and engagement with relevant audiences. Visits to the newer platform's ad manager accounts grew significantly over the past 12 months, suggesting marketers are executing a more pluralistic approach to planning and activation.
News broke last week of a lawsuit against which pitted Saleforce against one it's former VPs of Product Management. The lawsuit relates to claims made at Salesforce's September 2022 Dreamforce conference that its new customer data platform “Genie” operates in “real time,” despite the technology not having real-time capabilities.
Leveraging 1st party customer data is an increasing priority for business-to-business (B2B) marketers, alongside their consumer oriented counterparts. Across a range of advertising platforms AUDIENCES enables brands to deliver advertising to specific groups of individuals, but critically for B2B marketers, specific companies. This capability supports the account-based marketing (ABM) strategies pursued by leading B2B marketing teams.
Brands continue their race to adopt new and transformation technologies. Increasingly brands are able to leverage data to create predictive and performance enhancing models through the use of artificial intelligence and machine learning. AUDIENCES provides the fast-track for activating these model outputs across the advertising eco-system enabling these powerful insights to inform media buying at scale.
Within most media planning advertisers and agencies alike look to build addressability for target audiences across a range of relevant channels. Creating cross-channel strategies which leverage a range of partners and publishers within each channel is a core element within media planning.
AUDIENCES is not a data processor - This singular fact has enabled many leading brands find a security & privacy compliant solution for getting 1st party data to advertising
Relative data maturity is regularly sighted as a consideration for whether an organisation is ready to leverage 1st party data in media, often expressed as 'data ready or readiness'. Let's be frank, most initiatives in data & technology are fraught with difficulty and timelines extended. Marketers are understandably reticent to suggestion of further data work, the expectation being that there will delay and cost associated.
Welcome to 2023. Still no hoverboards or alien invasion but in other areas the future is now.As recently as 2020 a clear distinction was drawn between what were to be perceived to be 'privacy & security conscious' organisations and others.
Brands are increasingly looking to bring their 1st party data to advertising to drive addressability in digital. Most brands have a range of physical and digital data sets all of which are valuable sources for audience building and should look to drive benefit from it all.
Google is targeting major changes to how it's platforms create and activate data. The 'similar audiences' and/or 'similar segments' features will be removed from Google Ads as of May 2023 and a host of new 1st party data hungry approaches have been introduced to provide marketers with powerful campaign tools to drive addressability.
Brands are increasingly feeding 1st party data into paid advertising, realising the benefits of exclusion, inclusion & look-a-like audiences. Campaigns see initial benefit from 1st party audiences however this is closely followed by a decay in relative performance unless the data feed refreshed on a regular basis. This dynamic is a strong justification for brands to automate 1st party audience updates enabling them to sustain performance benefits ongoing.
Throughout 2022 retail media featured as a major trend and it only looks to continue through 2023 and beyond. Brands are increasingly looking to access these powerful networks of customers within a context which is primed for commerce. Retailers themselves are either creating or refining their approaches to retail media as well as broader supplier funded activities.
Brands are increasingly syncing their first-party data with TV platform registration data in a secure and GDPR compliant environment to reach existing or new customers. Addressable TV platforms such as Planet V & Sky AdSmart offer propositions which accept advertiser's 1st party audiences, facilitated via Infosum delivered by AUDIENCES.
Facebook and Instagram's parent company Meta this week was handed down a combined €400mn in fines in regards to preaching EU privacy rules. As widely reported, this action may influence how advertising across Meta's platforms leverages user data.
The demise of 3rd party cookies is well chronicled and AUDIENCES clients have often sighted these industry changes as a key reason to activate 1st party data in digital advertising. Our team sat down and consolidated information from across the technology eco-system to create a concise timeline for these changes, inclusive of Google's latest announcement.
Facebook introduced the lookalike audience in 2013 and since then various advertising platforms have created their own version. Lookalike modelling in digital marketing was a game changer as it allowed advertisers to target with precision whilst reaching many more people outside of their existing customer base.
The team at AUDIENCES are leading a drive for donations at our local Mary's Living & Giving shop in aid of Save the Children
Excellent update to Dentsu's 'The Cookieless World - A Guide for the New Era of Digital Marketing' -
A day of knowledge sharing, lunch and focussed client oriented sessions
Our partnerships leverage the combined media strategy, planning and buying expertise of agencies
Bigger and better than we could have hoped for - Only question is where to place/mount/hang it...
Three UK leveraging AUDIENCES to drive 1st party driven search & social campaigns via Zenith