cookies

Adapting to Cookieless Advertising

The digital landscape is moving to an era where cookies will no longer play a pivotal role in targeting advertising communications. Heightened concerns over privacy drive this transition and aims to create a more secure and transparent online environment. But what implications does this hold for advertisers, and how can we adapt?

As we move towards a cookieless future, fundamental aspects of advertising such as tracking user behaviour, targeting ads, and generating leads will undergo significant changes. This necessitates a shift towards privacy-centric strategies, emphasising the use of first-party data and exploring alternative user identifiers.

Adapting to this new landscape requires a comprehensive approach. Key strategies include optimising first-party data collection, embracing contextual advertising, exploring alternative identifiers, conducting regular testing, and staying abreast of initiatives like Google’s Privacy Sandbox.

The decision to phase out third-party cookies is primarily driven by concerns surrounding user privacy and data security. Legislative changes such as GDPR and CCPA, along with initiatives from major tech players like Google, underscore a collective commitment to safeguarding user privacy and consent in data practices.

In this evolving landscape, advertising strategies must pivot away from heavy reliance on third-party data for targeting and retargeting. Instead, advertisers will increasingly rely on first-party data, contextual advertising, and privacy-conscious alternative identifiers. While personalised advertising remains viable, it will be executed with greater sensitivity to user privacy.

At present, there are no plans to phase out first-party cookies. These cookies are perceived as less intrusive, tracking user behaviour exclusively within the originating website. They continue to play a crucial role in enhancing user experience on websites.

Google’s Privacy Sandbox initiative seeks to establish open standards aimed at enhancing privacy on the web. Features like Federated Learning of Cohorts (FLoC) group users based on shared interests while preserving user anonymity. The ultimate goal is to create an ecosystem where personalised ads and user privacy coexist harmoniously.

As we brace for the cookieless future, it’s essential to recognise that the essence of digital marketing remains unchanged — delivering tailored messages to the right audience at the right time. While the tools may evolve, our core objectives and principles endure.

This transition presents not just challenges, but opportunities. It offers a chance to cultivate stronger, more transparent relationships with our audiences, innovate new privacy-centric engagement methods, and ultimately lead digital marketing into an era where user trust and privacy are paramount.

Are you prepared to embrace the cookieless future? Let’s navigate this journey together.

person-looking-in-nature

Hey, where’s my ad?

Ever launched a digital ad campaign only to find yourself wondering, “Why can’t I see my ad?” If so, you’re not alone. It’s a common question that often leads to frustration and confusion. Let’s see if we can shed some light on this mystery, starting with a broader understanding of the key differences between broadcast and digital media.

Broadcast vs. Digital: Understanding the Divide

In the realm of advertising, broadcast media follows a 1:many model. This means that your ad reaches a broad audience – potentially millions of viewers or listeners. However, while your ad may get seen or heard by a lot of people, it doesn’t necessarily mean it’s reaching the right audience – those who are genuinely interested in your products or services.

On the flip side, digital advertising operates on a 1:1 basis. Each ad is served to individual users discreetly, based on various targeting parameters such as demographics, interests, behaviours, and more. The goal here is precision – speaking directly to highly relevant audiences defined by you.

So…why can’t I see my ad?

There are many reasons why this may be the case, but let’s start by understanding targeting parameters. Your ad might be targeted to a specific audience segment or geographic location that differs from your own. Digital ads are designed to reach the right people at the right time to provide greater opportunity for the right audiences to receive your ad.

Additionally, to prevent ad fatigue and ensure a positive user experience, ad platforms and media traders often employ frequency capping to limit the frequency at which an ad is shown to the same user. If an audience member, including yourself, has already seen or interacted with your ad multiple times, the platform may decide not to show it to you again.

The positioning of your advertisement across websites or applications can fluctuate considerably, impacted by variables such as bidding tactics and market competition, which ultimately determine whether an individual ad impression is served or not. In the dynamic landscape of digital advertising, understanding these nuances is crucial for maximising your campaign’s effectiveness and ensuring your message resonates with the right audience at the right time.

So what can you do?

While it can be frustrating not to see your ad, there are steps we can take to ensure its visibility to your key target audience, such as by reviewing the campaign’s targeting parameters to ensure they align with your audience criteria, monitoring ad performance metrics to guage your campaign reach and effectiveness and the like. It may also be reasonable to broaden the targeting parameters in an effort to bring in additional audiences to your brand.

In conclusion, understanding the differences between broadcast and digital media is key to unraveling the mystery of why you can’t see your ad. While broadcast media casts a wide net, digital media aims for precision targeting to reach the most relevant audiences. So, keep calm and trust in the power of digital advertising to connect with the right people at the right time.

Happy advertising!

Artificial Intelligence, Technology, Robot, Futuristic, Data Science, Data Analytics, Quantum Computing

AI is here to stay. How do we embrace it.

Artificial Intelligence (AI) has taken the world by storm over the last 12 months, creating robust discussion around its role in current society and more importantly the role it takes in the workplace and how it will impact future employment.

Like it or not, AI is here to stay and businesses can choose to embrace it and use it to drive greater efficiencies at work – or ignore it and hope it goes away.

Here are some thoughts on how AI fits into the digital marketing world.

Automation and Efficiency

AI enables automation of repetitive and mundane tasks, freeing up human resources to focus on more complex and creative activities. General tasks such as data entry AI-powered systems can handle data entry, customer support, data analysis, inventory management, and other routine tasks with speed and accuracy, leading to increased efficiency and productivity.

 

AI can do the Grunt Work

Instead of spending hours doing research and analysing information for presentations, content and strategies, choose what AI can assist with and let it do the grunt work.  You will become more efficient in reviewing the information, looking at market trends, business performances and crafting it into informed, strategic recommendations.

Improving the Customer Experience on the Net

AI technologies, such as chatbots and virtual assistants, can provide personalized and real-time support to customers, improving their experience.  The AI analyses customer data and behaviour and can tailor responses and recommendations quickly.  This is particularly handy if you are running a business where queries can come in at any time and hence don’t need to have staff 24 hours.

Competitive Advantage

Implementing AI technologies can give businesses a competitive edge in the market. AI-powered tools can optimize marketing campaigns, improve sales forecasting, enhance product development, and enable personalized customer experiences. By leveraging AI effectively, businesses can innovate, differentiate themselves, and stay ahead of competitors.

In the today’s digital media world, we work with AI algorithms to analyse data and deliver optimised campaigns to drive performance.  It complements the skill set of our team and provides us with the tactics to better manage outcomes.

It helps us become better marketers.

By embracing AI we will become more efficient, more knowledgeable and gain a winning edge.  But it doesn’t obliterate human perception, understanding and empathy for our clients nor will be the final decision maker.  That will always come down to the human being….

At least for now 😁

Young man running with net strive for followers likes on social media. Millennial guy with catching flying hearts attract new users or subscribers on internet. Popularity, blog. Vector illustration.

How to Improve Audience Engagement in 5 Simple Steps

Step 1 – Use insights to understand your audience

In order to best engage with your audience, you need to understand who they are. Your desired audience may not align with your actual audience, so it is important to know what groups of people are typically drawn to your online content. Using any and all data that is available to you, start building out an audience profile. Once you know your core demographic, as well as your occasional ones, you can begin to tailor your content towards them.

 

Step 2 – Tailor your content to your audience

Your content should be designed and delivered in a way that will peak the interest of your audience. It is all about finding ways to generate engagement that is beneficial to your goals, whether those goals are to increase brand awareness or to drive sales of a particular product. Don’t be afraid to experiment either. While it is important to continue with content that is working, you should also be innovating, even if it doesn’t always land perfectly.

 

Step 3 – Post at peak timing

The timing of your posting can have a massive effect on engagement. With the sheer amount of online content being posted daily, you don’t want to waste your work by posting it at inopportune times. Know when your audience is most active and schedule your content to go live at those times. Avoid the muck and place your brand right in front of your most important eyeballs.

Step 4 – Encourage engagement

This may seem obvious, but it is important to remember that your audience is not obliged to engage with your content. Even if you have tailored everything correctly and are posting at the right time, you can still be simply scrolled past. Interaction sometimes needs to be actively encouraged. This can be done through polls, questions, giveaways, ‘tag a friend’ type posts etc. Calling your audience into action will increase the likelihood of your content reaching a wider audience, therefore bringing more potential customers into the fold.

 

Step 5 – Trending content

Social media moves quickly, and you need to try your best to keep up. Always having one eye turned towards trending topics, relevant conversations, popular formats and memes will minimise your risk of falling behind. Keeping up to date and active in online discussions is a great way to generate engagement, and in some ways can be an easy win for your brand. Trends trend for a reason, and you should always be looking to capitalize on that kind of online popularity

Metro Arts Laneway

Metro Arts – Art Starts Here

Metro Arts — Art Starts Here

Metro Arts in Brisbane has a new home and yomconnect is excited to partner with the Arts organisation to help deliver creative visuals to promote an exciting program for 2023.

Metro Arts exists to ensure new art is created today, tomorrow and beyond. They champion all forms of contemporary art (visual and performance) and provide a space for artists to develop and perform to audiences in a contemporary new arts space located in the historical West End Village precinct in Brisbane.   

Metro Arts has been at the forefront of contemporary art for over 40 years and has been the launchpad for some of Australia’s finest new artists.

Their program consists of diverse works where there is something for everyone and they challenge people to explore and immerse themselves in new art forms.

yomconnect is excited to be a community partner with Metro Arts.  With a team of creatives – we are passionate about supporting a local community organisation that nurtures and supports artists and encourages expression, exploration and creativity.

To find out more about Metro Arts or view their current program visit Art Starts Here

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Making a Difference for Grow

GROW is a community-based organisation that has helped thousands of Australians with their recovery from mental health challenges. They provide support through a program of mutual support and personal development

To help support their programs, GROW runs two initiatives – Odd Socks Day, a national day of fundraising and Sock It to Sigma, a subscription based program in which a new pair of socks is mailed to you every month for a fee.

In its second year of delivery, yomconnect developed visual assets to support both causes including social paid and organic creative and a new video with sock puppets.

Each campaign was highly successful in improving GROW’s brand presence in the Australian market.

GROW is one of the preferred charities that are part of yomconnect’s commitment to the community.

www.grow.org.au