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A Cookieless World Conclusion

A Cookieless World Conclusion

As 87% of people now believe data privacy is a right, not a privilege,[1]we, as marketers, should do better to address their growing concerns around how their information is collected and used. It is not only a matter of legal compliance, but also a matter of trust.  In that context, although the recent evolution in the cookies landscape has triggered legitimate concerns around the potential consequences on advertising efficiency and on market dynamics, we should all welcome any change promoting user privacy as a collective, meaningful progress.  Of course, these changes come with their own set of challenges and uncertainties, and the industry will probably have to make do with less - but better - data.  As we have seen in this report:  The leading web browsers are moving away from third-party cookies, creating a fresh paradigm for the digital marketing industry. In 2023, we consider using third-party cookies for advertising purposes should be a relic of the past. Apple is going even further, requiring apps to explicitly obtain consent to keep tracking users.[2] Some digital marketing activities are impacted, such as data management, audience activation, and performance measurement.  Marketers must reconsider how they manage data. This means questioning their current value exchange, improving communications around data privacy, and revisiting their technology needs.  To keep engaging consumers, marketers should investigate the possibilities offered by contextual targeting and cookieless audience targeting alternatives such as persistent IDs.  To measure future performance, marketers will have to combine multiple techniques, from in-platform attribution to incrementality measurement to media mix modelling. A solid testing roadmap will be more important than ever.  There is no silver bullet for this evolution, instead, each brand must develop its unique combination of responses. It is fine if your organisation has not figured out the best option yet. You are not running behind as there is still time to adapt – but you should not wait any longer to plan your transition to a new model.  We expect discussions around privacy and identity to stay at the forefront of the debate even after we have pivoted to the cookieless world.  This is why at dentsu we constantly monitor the martech landscape and are committed to working alongside our clients and partners to imagine and implement solutions that work for all. As a global leader in search marketing, we have implemented advanced cookieless strategies for the world’s largest brands for the last 10+ years. We are using this know-how to help our clients not only thrive in a world free of third-party cookies but do so with speed.  Digital advertising has always been one of the most dynamic and exciting marketing spaces - and we are confident the best is yet to come.    For more, download the full report today: http://ow.ly/KDTK50FKTaJ  [1] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020  [2] Apple Developer, App Store, User Privacy and Data Use, as accessed on May 4, 2020    0

The Beginning of A New Era

The Beginning of A New Era

The global demand for privacy is one of the most consequential consumer dynamics at play today.   Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii]   In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.   For brands and the advertising industry, the magnitude of this evolution is massive.   On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption.   Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]).   In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v]   In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.   For more, download the full report today: http://ow.ly/KDTK50FKTaJ    [i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents   [iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 0

Shoppable AR Transforms eCommerce

Shoppable AR Transforms eCommerce

This article has been written by David Roter, VP Global Agency and Brand Partnerships, Snap Inc. and Heather O'Shea, Marketing Science Lead, Snap Inc.   Augmented reality (AR) is redefining the future of shopping and brand experiences. It empowers people to experience brands and products up close without needing to go to a store, enabling the ability to comfortably “try before you buy” and comparison shop with ease. For brands, AR is an incredibly powerful tool and helps solve business challenges — from reducing return rates to increasing loyalty with immersive experiences — AR unlocks avenues to reach potential customers far beyond traditional eCommerce offerings. The ongoing rise of smartphone ownership and camera usage enhances the impact of augmented reality for brands. Helen Papagiannis, the author of Augmented Human, details these trends in an article published in Harvard Business Review [1] . Her conclusion is that “AR has proven that it can add enormous value for consumers in the shopping journey”. Over the past year, Snapchat has been experimenting with Shoppable AR formats and evaluating the role of augmented reality as a performance channel, going beyond entertainment and fun to a true utility that drives business results. Our findings outline the immense opportunity for brands to amplify their eCommerce strategy and equip their business for these consumer habits of the future.   Augmented reality is truly a full-funnel format. Brands leverage AR on Snapchat to enable conversation about their brand, invite people into an immersive experience, facilitate product try-on and in-home-visualization, and activate useful formats for education. As such, we’ve found that augmented reality delivers full funnel performance. Through a global meta-analysis with research firm Kantar, we identified that when Snapchat CPG campaigns include an AR Lens, they drive 2.5x growth in ad awareness and 1.1x lift in action intent compared to Kantar's global CPG market norms benchmarks[2]. This trend holds true for the retail category as well - when Snapchat retail campaigns include an AR Lens, they drive 2x growth in ad awareness and 2x lift in action intent compared to Kantar's global retail market norms benchmarks [3]. Beyond brand lift, augmented reality campaigns also deliver significant ROI. In the US, Snap partnered with NCSolutions to analyze over 2 years of Snapchat CPG campaigns. We learned that campaigns that include AR Lenses demonstrated a 46% higher lift in penetration on average compared to campaigns without Lenses and drove 14% more incremental sales [4]. This inflated growth of incremental sales indicates that highly engaging branded AR experiences can convert users more quickly than traditional media formats.   Augmented reality is also gaining ground as the future of product trial and try-on. Nearly 200 million Snapchatters engage with AR every day [5], and 46% have used AR or VR as a virtual shopping tool. And interest continues to climb - nearly 8 in 10 are interested in visualizing products in the space around them as a way to enhance their shopping experiences [6]. We’ve built a behavior of daily AR use in the Snapchat camera, and consumers are ready to fully embrace this technology as a part of how they shop and compare products.   In 2020, we began deeper testing of Shoppable AR formats as we recognized a desire for our audience to interact with brands while safely staying home during the COVID-19 pandemic. We partnered with select advertisers, including dentsu clients, to test these formats over Q3 and Q4 of 2020. We developed tools like SnapML that offer users the ability to try on products such as shoes, sunglasses and makeup directly within Snapchat’s camera and seamlessly make a transaction if they like what they see. These immersive experiences have delivered outsized results for participating advertisers. 9 out of 10 of these campaigns drove an increase in ad awareness [7], and because of the immersive experiences the camera allows for, we’ve seen these Product Experience Lens campaigns were 2x as likely to drive Intent lift than Snapchat Q3-Q4 Norms [8].   Notably, dentsu partnered with Snapchat for two recent best-in-class shoppable AR campaigns. Gucci embarked on their first-ever global AR shoe “try-on” campaign, using SnapML technology to let Snapchatters virtually try on Gucci shoes. After seeing how they looked in the brand’s latest sneakers, Snapchatters were able to purchase the shoes directly from the Lens via a “Shop Now” button, generating positive ROAS as a result [9]. Using their Business Profile as their virtual storefront, Dior (LVMH) launched several new Lenses for their B27 sneaker launch that delivered 3.8X ROAS for their overall campaign [10]. Augmented reality is no longer simply an experiment. For many marketers, it’s becoming a core element of their eCommerce strategy. The wide variety of AR formats can be activated to achieve marketing objectives throughout the funnel, and as more consumers seek out AR shopping experiences, brands have an opportunity to own shoppable innovation within their category with a high rate of proven success. Platforms like Snapchat are best positioned to help retailers tap into this powerful new format. We have a highly engaged audience of 265 million daily active users [11], nearly 200 million of which engage with AR on a daily basis [12]. We’ve evolved our AR products to address utility and commerce in response to consumer needs and we make it easy for advertisers to build creative through our best-in-class creative strategy team and free turnkey products like Lens web builder. This brings newfound opportunities for brands to cut-through the clutter and achieve growth while future-proofing their approach to eCommerce.     [1] Source: Helen Papagiannis, “How AR is redefining retail in the pandemic”, Harvard Business Review, October 2020 [2] Source: Kantar Snapchat CPG campaign brand lift meta-analysis commissioned by Snap, Inc., February 2021 [3] Source: Kantar Snapchat Retail campaign brand lift meta-analysis commissioned by Snap, Inc., February 2021 [4] Source: NCSolutions CPG Reaction studies Q1 2017 - Q4 2019 [5] Source: Snap Inc. Internal data Q1 2020. See Snap Inc. public filings with the SEC. [6] Source: Alter Agents study commissioned by Snap, Inc.; May 2020 [7] Source: Snap Inc. internal data as of February 2021 [8] Source: Snap Inc. internal data as of February 2021 [9] Snap Inc. internal data June 28-August 17, 2020 [10] Source: Data from Snap Ads Manager as of October 29 - December 20, 2020. Lookback window: 28 days post-swipe, 1 day post-view. [11] Source: Snap Inc. internal data Q4 2020 vs. Q4 2019. See Snap Inc. public filings with the SEC. [12] Source: Snap Inc. Internal data Q1 2020. See Snap Inc. public filings with the SEC.     0

Straight Talk About Why Marketers Should Get Involved with Clubhouse and Social Audio

Straight Talk About Why Marketers Should Get Involved with Clubhouse and Social Audio

iProspect has contributed to the Insider Intelligence Clubhouse and Social Audio 2021 report which offers extensive knowledge into social audio and its rise. It gives us insights into social audio apps including Discord and the newfound favourite, Clubhouse, and shares vision into how and when marketers should get involved.   Current circumstances have introduced issues unmatched to anything we have previously seen. Minimal and limited daily human interaction and video conference fatigue are becoming the norm. “Participating in conversations in social audio apps—or even just listening to other human voices speak about topics that are important to them—fills yet another need for connection,” the report explains. It gives an opportunity for “authentic, unfiltered discourse” so many of us are craving.   Launched in 2015, the app Discord, notable for its voice chat feature, has experienced significant uptake since the start of the pandemic. “Discord is perhaps the most scaled and mature platform among social audio venues,” said Rohan Philips, chief product officer at performance marketing agency iProspect. “That’s primarily driven by gamers but it’s increasingly being adopted outside of gaming by communities and individuals.”   Discord hasn’t been the only app to prosper since the pandemic. Despite being just over a year old, Clubhouse has “became the poster child for the social audio trend after it entered a period of hyper growth.” Clubhouse is filling the void the pandemic accelerated and is exceeding many expectations in doing so. The report commented on its potential saying, “[P]eople who are aware of it believe it could eventually challenge its audio and social media progenitors.”   The recent rise of social audio and Clubhouse are hot on every marketer’s radar. Click here to download the report to find out more. This article is excerpted from the report Clubhouse and Social Audio 2021 report.  0

Future Focus 2021: Brands Accelerated

Future Focus 2021: Brands Accelerated

The new iProspect Future Focus report explores the intersection of consumer attention, commerce and data.    Today, we officially launch Future Focus 2021: Brands Accelerated as the essential read for conscientious marketers seeking to explore and exploit the latest consumer and industry advancements for brand growth. The 75+ page report addresses some of the most pressing aspects of modern marketing including; the battle for attention, wholesale changes in data privacy, and the emergence of assisted commerce.    Combining evidence-based research with interviews and responses from over 200 brand marketers in 29 countries, the Future Focus 2021: Brands Accelerated report delves deep into the challenges and opportunities faced in the current global climate and within the immediate media landscape. And, convenience and relevancy of media to the consumer is key, as 61% of marketers, polled for the report, considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth.i    The content of this sixth edition of the Future Focus series typifies the intricacies of bringing brand and performance together to achieve growth.     “Despite the challenging times we live in, I believe there have never been so many opportunities in media. With our new and unique approach of performance-driven brand building, we are firmly optimistic about the future and resolved to make it happen, today. With Future Focus 2021: Brands Accelerated as their guidebook, I hope all marketers will be able to leverage the growth potential afforded at these significant intersections of media, data, commerce and culture.”  Amanda Morrissey, Global President of iProspect    The findings showed that around 2 in 5 marketers (42%) still think the linear path to purchase is as relevant today as it was decades ago, despite the rise of digital. While at the same time 32% of marketers feel that expanding commerce capabilities is important for the 2021 roadmap, however 26% see this as one of the most difficult challenges this year.ii      Practical advice to marketers.   In addition to discussing and dissecting the impact of major global industry trends and innovations, the report spotlights the relevancy and opportunity for brands, regardless of sector, to capitalise on these seismic shifts in the media landscape. Examples of the report’s advice and guidance for marketers worldwide include:    #1: Commerce is Everywhere    Organisations should strive to build and maintain an accurate picture of their commerce capabilities across five key dimensions: desirability, availability, findability, buyability, and repeatability. This will help them define the most profitable commerce model for their brand, better integrate their e-commerce and stores into an actionable omnichannel strategy, explore new growth channels, and turn media opportunities into transaction opportunities.    #2 The Battle for Attention  Brands should consider factoring attention into their media optimisation and measurement efforts to elevate the impact and efficiency of their investment. To maximise audience attention, they should ensure the content and experiences they design truly align with consumer intent, and that the campaigns they develop do not relegate diversity and inclusivity as afterthoughts.  #3 The New Data Playbook    On the data front, organisations should embrace the new privacy-conscious world by re-evaluating the value exchange they offer to their audiences and anticipate technological changes to minimise business disruption. This is the occasion to explore opportunities for automation, evaluate the quality of the data they collect and process, and more broadly reflect upon how data is effectively used to inform decisions.    The last point is of particular significance as the report found in some circumstances there are huge disparities between what the consumer and brand marketer think, when it comes to assessing data value. Only 9% of marketers believe helping a company improve products or services is an incentive for consumers to share their data, while 44% of consumers believe it is a good enough reason to release personal identifiable information (PII) to the brand.iii     Download your copy of Future Focus 2021: Brands Accelerated now.    -----------------------------------------   [i] Proprietary omnibus survey: iProspect, 2020 Global Client Survey, 12 Oct–11 Nov 2020, 202 respondents. [ii] Proprietary omnibus survey: iProspect, 2020 Global Client Survey, 12 Oct–11 Nov 2020, 202 respondents. [iii] iProspect 2020 Global Client Survey (Oct 2020) and iProspect and Microsoft Advertising, Consumer Privacy and Data Survey (Mar 2020) 0