With the retiring of the cookie on the horizon, it has forced the digital marketing industry to reappraise the levers that drive marketing performance. The Drum spoke to DoubleVerify and Johnson & Johnson at The Drum Creative Transformation Festival to find out what the best tools of performance are.
Watch the full session on The Drum Creative Transformation Festival website.
While the ultimate goal for brands is to ensure their message is going to the right person at the right time, the focus has been taken away from how the message is delivered. This session shared tips and tricks for marketers to improve their performance by looking at this important, and often ignored, part of their strategy.
The crux of this is astute consumers demand much more – they want their brands to deliver creative that is relevant and engaging and they want brands to be responsible when it comes to privacy issues.
A recent study, by DoubleVerify, found that people are keen to try a new product if they saw an ad that is contextually relevant within the environment that they're in.
Steph King, business director, APAC, DoubleVerify, said that technology is now at a place where it can deliver on this promise for consumers.
“While contextual advertising has been around for some time, what has changed is how technology is helping in understanding the relationships and meanings of words, to ensure the right context,” she says.
Another lesson from the discussion was around shifting measurement to focus on attention. Moving away from vanity metrics into more meaningful, attention-based numbers would help marketers to better understand the efficacy of media quality, context and creative.
J&J, for example, looks at completed video views and performances in the viewability and audibility its ads, particularly for video.
Kenneth Sim, digital marketing manager, Johnson & Johnson Thailand and LCM, shared, “most of our assets are video and I want to measure the direct response of that video, in terms of the creative’s ability to convert the attention into engagement or action for the brand”.
For accurate measurement, marketers do of course need data. So with the third-party cookie being retired, what should marketers do?
J&J’s Sim says brands should be building first-party data sets, through their own means and by working with partners.
“Having a diverse view of different types of data would be a critical tool in the journey to get the big picture - of the marketing campaigns, of the consumers that are being reached, and understanding of the culture,” he added.
To view the whole session visit The Drum Creative Transformation Festival website.