Anyone responsible for digital ad spend knows all too well the inevitability of change, but there are certain topics that are particularly on the minds of digital leaders today.
The Drum and Oracle recently conducted a reader survey and found that first party data, brand safety, ad fraud, and visibility were top concerns. Some of them might not be new to you, but why do marketers think they are essential to them right now?
While all conformities are important, marketers need to think about growth. They must protect their brand image and convey messages. The question is “how”. With so much action all around, the job of a marketer has never been more difficult and layered. Even with all the changes taking place in the landscape, maximizing every customer interaction remains the vital goal for marketers.
We spoke with industry leaders about these trends and how they are approaching them:
First party data, brand safety, ad fraud, and visibility are increasingly emerging as some of the top areas of concern or interest among marketers. How does that compare to your own priorities?
Michelle Hobbs, APAC Manager for Platform GSK, Publicis Groupe: Have you looked at our 2021 focus areas ?! Yes, these are all areas of concern for our customers, but they are not new this year, we have been working on these areas for a few years now, so we have implemented comprehensive workflows that we adjust frequently as we go. let’s see the landscape evolve. .
Rohan Kamra, Regional Head of Digital Marketing and Sales Support – Asia-Pacific and Japan, Intel: All of the areas mentioned above are also of prime importance to me (in the context of my current job at Intel). First party data has always been a priority, primarily due to the nature of Intel’s business and the value we place on building direct relationships that we own and manage rather than being dependent on leased ones. . With a large percentage of our media spend going to anything digital, brand safety, ad fraud, and visibility are critical to ensuring that our spending is not only efficient, but also efficient while ensuring brand security.
Tripti Lochan, co-managing director Asia at VMLY & R: Protecting our customers’ brands and ensuring that they stay true to their values is nothing new to us. We have always believed that in order to be successful and forge authentic and meaningful connections with consumers, brands must have purpose and value that resonate. It’s our job to help them discover this goal and communicate it in a way that creates a first-rate experience. So the scrutiny of first party data, brand safety, etc. is catching up.
Matt Bennathan, Senior Director, JAPAC, BR and LATAM, Oracle Advertising: It’s reassuring to see first party data and brand safety at the top of the list with some margin. Brand security has shifted from basic to sophisticated as advertisers and their agencies use more personalized branded security cards to identify appropriate content using smart and adaptable classifications that understand your brand or brand context. your industry.
What’s right for Microsoft is different from what’s right for VW. Brand safety is no longer about outdated keyword lists and exclusion from adult content – which is standard – but don’t advertise your proprietary customer data in the wrong environment! And where your current customers are, you’ll find new customers.
How should marketers change their approach to ad targeting? Does context play a bigger role?
The Hobbs of Publicis Groupe: Context has always played an important role in advertising, there is a proven link between context and the way ads are handled, which affects ad recall, brand perceptions and ultimately potential response from sales. However, that’s only part of the mix – targeting, reach and creativity are also very important. The best ads have memorable creations that serve a large-scale audience in an environment that a consumer is already engaged with.
Intel Kamra: I am personally a huge fan of contextual targeting. The environment matters a lot in the context of what the end user consumes and so if approached with a relevant message, the chances of eliciting the desired action increase with many Vs trying to use the “follow through” approach. “at the cheapest price.
Lochan from VMLY & R: Data alone is irrelevant if you cannot look at it in the context of the consumer’s life. Brands need to think beyond their own product or service, looking instead at how they can put the consumer at the heart of what they do – which requires a good understanding of consumer behavior, motivation and responses in the process. a lifestyle background. Successful targeting is therefore about understanding the ‘why’ as well as the ‘what’ in order to connect with consumers on a deeper level, rather than just showing up in the right places. It’s the brands that can connect with consumers about the cause and purpose of their targeting that will inevitably have the most impact and have the biggest returns.
How important are attention metrics to measurement in a third-party post-cookie world?
Jonathan Beguely, Senior Client Partner, Oracle Advertising: In 2012, the IAB and MRC introduced guidelines for conducting ad verification, and since then marketers, publishers, platforms and agencies have measured the success of their digital media campaigns against to three key measures: valid, visible and safe for the brand. Valid, visible and brand-safe are the basis of measurement – the basis from which to build. The next step is to look beyond verification to attention.
Attention metrics provide marketers with more meaningful insight – they highlight creatives, channels, platforms, and targeting segments that are having an impact. For example, display advertising can be viewed in two focus groups: time spent and engagement. For time spent, we look at metrics like active page transit time or exposure time, and for engagement, we look at metrics like view time, interaction rate, and interaction time.
For a marketer, maximizing every customer interaction is vital, and when we think about that in the context of digital advertising, we think about maximizing the impact that every impression can have on the target audience. Verification gives an ad a chance to succeed, but that’s all it is, a chance. Marketers who want to maximize their media budget and drive true advertising effectiveness should measure their overall digital purchase and look beyond verification for attention.
The Hobbs of Publicis Groupe: We’ll see marketers put more emphasis on attention metrics over the next 12 months, even before we’re in a world of post-third-party cookies. There is already some very interesting research in this space that shows the difference in effectiveness of ads seen on different platforms and within content that offers higher engagement. We are testing the possibility of optimizing the attention and increased efficiency that this can bring in terms of increasing brand metrics (awareness, brand perceptions) for our clients.
Intel Kamra: Attention metrics will be a key element in third-party post-cookie scenarios focusing on metrics such as display time, format, ad placement and, most importantly, the role of creative that had an impact. little declined in the race in pursuit of purely data points. While there is general consensus on the value of attention metrics and their relationship to business outcomes, some gaps exist in the measurement aspect of it regarding mobile advertising, which will require timely technology and education. to overcome.
Lochan from VMLY & R: To truly understand how your content is performing, it’s increasingly important to not only look at how many times it has been viewed, but also how long it has been viewed and how consumers have interacted with it. Has it been shared, commented on, and how much real estate has it occupied? These days, with so many touchpoints added to the consumer journey, brands need to be aware of all of these metrics in real time so they can understand the full picture and ensure the experience they deliver to consumers. customers is continually refined and improved for maximum impact and resonance with the human needs at heart.
To learn more about other solutions to priority industry topics, visit the Oracle Advertising website and Contact Us for details. Recent industry topics are also available on the blog and a demo request is also available here.