Marketers must increasingly balance the goal of reaching the right consumers in their advertising campaigns with their efforts to comply with privacy laws. These regulations give people more control over how their personal information is used for marketing purposes. Amid these privacy concerns, tracking cookies and device IDs are becoming less reliable for ad targeting. In response, many brands have renewed their interest in contextual signals that indicate where consumers have seen an advertisement.
“What we’re really trying to do is be as relevant as possible to people wherever they hang out,” said Marla Skiko, U.S. and Global Media Manager at the automaker. Ford automobile, in this interview with Beet.TV. “Knowing where we find people and how we use technology to get the right message to the right person is just as important as really crafting that message.”
Adapting to the post-cookie world
Advertisers, agencies and ad tech companies have been preparing for when Google will end support for third-party cookies in its popular Chrome browser, a step that has been delayed until next year. Apple has also taken steps to protect its customers’ privacy by ending support for tracking cookies in its Safari browser and, more recently, allowing users to opt out of sharing data with mobile apps.
Full Funnel Targeting
Marketers seek to reach consumers as they make different decisions along the buying funnel. Buying a car is a big expense for most consumers, adding weight to their choices of makes, models and features. Automakers need to focus their messaging on every step of the consumer journey.
“Being able to be dynamic is important to us, so we can really figure out where you are at this point and how can we send you a message to help you make that decision,” Skiko said. “We think about it from a consumer perspective: where are you, what’s on your mind, how do you shop and how can we be relevant at that time.”
Consumers are spending time with a wider variety of media channels and viewing devices, prompting marketers to determine how people pay attention to advertising.
“The more we can refine our measurement and understand what’s going on in the moment — when an ad meets a person — the more we want to understand what’s going on behind it,” Skiko said. “The emphasis on attention goes beyond a click or something we might attribute to an action: is there really a chance and an action that will happen because you paid attention , you got engaged and it was sticky?”
You are watching “Gaining Consumer Attention in a Shifting Media Landscape”, a Beet.TV Leadership series presented by GumGum. To learn more about GumGum and the Mindset Matrix, please visit this page.