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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.

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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!

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Just Foolin’ Around

Mastering the art of April Fools comes from nailing something that sits right on the edge of reality. Posts that are “out there” enough to garner engagement, but not so far fetched that people think it’s not possible. Yomconnect was super excited about our April Fools’ client results – particularly with two of our Retail Food Group owned brands, Donut King and Brumby’s.

Introducing stage left!

Donut King’s Chicken Salt Cinnis and Brumbys Fairy Bread Loaf

And the secret sauce (or secret salt and sprinkle!) is based around the fact that both of these April Fools’ ideas were ultimately ideas which many of the brands’ audiences loved and actually wanted to see become a reality! Tick number two in how to nail April Fools’ Day on social media. 

Just about every brand with a social media platform will have participated in April Fools’ Day, putting together a post with the goal of tricking their audience. Most people are aware of this, and are prepared for it. So when they see a post on April 1st that is out of the ordinary or slightly off centre, they immediately assume it is an April Fools’ joke.

So how then, can an April Fools’ post still be engaging? We managed to find a formula that worked. 

Donut King garnered lots of attention with their April Fools’, going so far as to appear on a 7 News segment specifically about stand out April Fools campaigns. Their “introduction” of the Chicken Salt Cinni initially raised eyebrows for its unlikely combination of two beloved foods – cinnamon donuts and chicken salt. While it was quite obviously a joke, with the words April Fools appearing on the image in the post, it managed to get people asking whether the product would actually be enjoyable if it did exist. Conversation is often one of the best forms of engagement.

Brumby’s also had success with the Fairy Bread Loaf. It was also featured in an article on The Slice highlighting the top 15 Australian April Fools’ Day campaigns. Where Brumby’s found success was with the fact that their fake product was actually very appealing, leading their audience into wishing that it did indeed exist. While most knew it was fake (100s and 1000s would definitely have melted into a colourful mess when baked), many hoped it could be real, and couldn’t help spreading the word around this tasty idea.

Having success with an April Fools’ campaign can be a great way to put your brand’s name into people’s mouths, whether it is out of shock or delight. And the end of the day it is all a bit of a laugh and a great way to drive engagement on organic social channels

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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