Name me a digital advert you've seen by a brand that you'd want to share? It's a struggle, right? Digital advertising in the large part has been transactional. The focus on 'bottom-of-the-funnel' performance has hampered the need for creativity. With a shift to ‘opt-in' tracking, brands will be forced to reduce their reliance on optimisation, and deepen their abilities to be memorable, tell stories, and capture emotions, all on a small screen. Whilst many are already feeling the pain of iOs 14.5 privacy changes, the loss of device and browser level data isn't a terrible thing. Device ID and cookie-based attribution, as scientific as it seems, is based on assumptions that only end up inflating 'new customer' numbers in advertising dashboards. A decent chunk of conversions that are attributed to an ad, are conversions that may have happened organically anyway, without the ad. Meanwhile, tonnes of brand value (consideration and awareness) generated from advertising is ignored with a cookie-based approach. With this iOS update, brands will be pushed to link 1st-party data to aggregate datasets, and with that, focus more on the customer behaviours that are truly driving incremental value. #advertising #socialmedia #digitaladvertising
A huge opportunity here to do better
Oooo interesting perspective. The dawn of digital creativity ...I like it!
The digital ads I remember mostly come out of the brand teams who put time & energy into reading the mood so as to catch a moment in time so perfectly that they 'go viral'. Yet with performance teams there's this 'that'll do' attitude towards creative because it can be excused away with last-click results, which you've called out as being flawed. I want to not only predict who should be in my audience, but what colour, copy, format and overall creative experience is going to resonate with them — one that reads the mood, catches a moment, is memorable as you say. There's a lack of creativity at the lower end of the funnel but it doesn't have to be that way. Hear-hear, James. I hope you're in good form!
Multi-channel digital media | Delighting clients | Dubious raconteur
2yAgree. However the use of ROI was always a good way to increase clients’ commitment to mobile historically. The challenge with mobile/desktop is whilst it can be measured for brand metrics, often it is not done in a way comparable with other channels. I recently reviewed some industry tools (Nielsen, Kantar etc) and they are excellent- the challenge is to get clients to pay for them though! Scale required. Oh, hello btw!