Resisting the rise of underhanded workarounds to replace third party cookie-style user tracking – sometimes known as fingerprinting – should be central to advertisers’ post-cookie planning or industry risks a more aggressive privacy response from regulators, which have already taken cookies as their first scalp, digital industry leaders warned yesterday. A wave of direct deals between publishers and brands is also building as authenticated, logged-in users become mission-critical – but lazy defaults to the tech giants remain a reality.
Contextual marketing is the new black - or the new old black. But nobody can land on the same definition. As marketers scramble for privacy-compliant ways to manage scaled campaigns, what does 'contextual marketing' actually mean? Mi3 asked six experts about how context plays out in a cookie-less future – and what it means for marketers.
Media agencies have pushed back on a proposal from Seven and 10 to replace the decades-long ritual of overnight ratings with a seven-day reporting cycle to capture ongoing shifts in viewing times and screen types. Some critics say it's to “paint a rosier picture” of declining audiences across linear TV and others were “confused” as media agencies typically report to clients already on a similar cycle. Broadcasters point to the US and UK markets as already there.
The private equity-owned audience measurement giant Nielsen faces widespread market frustration with its digital measurement products and service levels as IAB Australia's tender for a sweeping review of its digital measurement contract is set for release. It comes as advertisers mount a global effort to develop - and fund - a complex and challenging cross-media measurement system via the World Federation of Advertisers (WFA).
Like its customers, My Muscle Chef is growing fast. After maintaining ad spend even as sales collapsed during Covid, it’s now powering into 2021, often growing 10% week on week. While digital performance channels do the heavy lifting (performed in house), Head of Marketing Clementine Churchill is now going big on brand in a bid for even greater gains.
Online pureplay Catch is a brand convert, CMO Ryan Gracie will tell you. Six months into its first major brand campaign, the e-commerce platform has seen exceptional results. TV has been a standout, with an Annalect-built attribution model showing a 9.5x return. Gracie says Facebook is also pulling its weight as a brand builder, as is Youtube, though BVOD has flopped.
Google's 'privacy pivot' has major implications for marketers, agencies, publishers and data companies - as well as regulators attempting to curb its might. The upside is no more cookie bombing and a likely collapse in cookie-based fraud. But everything follows the money. Meanwhile, in a first party world, marketers can no longer pass the buck to agencies when it comes to data transparency, consent and control. Next year looks interesting.
Flybuys Chief Customer Officer Rosemary Martin says an 18-month customer research study found it is perceived as boring and transactional. Not great news, given Covid has crimped acquisition and redemption for the Coles-Wesfarmers JV and coming off the back of a sector-wide ACCC investigation. Now it's going large on brand in a bid to shake off a dowdy image and attract a younger customer set.
The AANA’s follow up to PwC's UK study on digital advertising transparency finds, despite years of lamentation and regulatory bandwidth, brands and agencies are passing the buck while walled gardens, reticent adtech providers, leaky verification programmes and a patchwork of data make following the money from advertiser to eyeball an auditor's nightmare. Perhaps the ACCC will step in to save the day, eventually. But brands can’t complain if they don’t act.
Facebook's news and broader content cull has some brands pulling spend, and others in fear of a public backlash. Both brands and publishers are now weighing up diversification strategies to channels they can control; email, newsletters and owned websites are the early winners. Meanwhile, agency bosses and public affairs veterans believe Facebook has made a strategic blunder that will backfire globally.
Tom Noble joined Jeep in February 2020. He already had a massive job on his hands reversing Jeep's brand implosion. Within weeks Covid crashed the car market to a 30-year low. He stuck with Cummins&Partners to begin a total brand rebuild and continue a 10-year relationship. It seems to be paying off. Sean Cummins, meanwhile, says the agency has no plans to get into bed with a network. But he is eyeing new partners to crack China.