How the Cookie Crumbled: Marketing in a Cookie-Less World

Total Page:16

File Type:pdf, Size:1020Kb

How the Cookie Crumbled: Marketing in a Cookie-Less World How the cookie crumbled: Marketing in a cookie-less world 1. What’s happening? A summary • Personalisation will still be possible • Investment in audience data technologies In January 2020, Google announced its with other currently available solutions (such as DMPs and CDPs) will not be plans ‘to phase out support for third-party (such as first-party data, location and wasted, as there will still be multiple cookies in Chrome… within two years’. In two time-based messaging, and contextual sources of audience data (even if first- years’ time, all major browsers (Google targeting) across all the main digital party) that benefit from consolidation. Chrome, Firefox, Safari) will have blocked channels (display, video, social, search). • Advertisers are expected to benefit the use of third-party cookies. This may • Audience data will be available as first- from greater customer confidence over alter the landscape for digital advertising party (advertiser-owned) and second- time in consuming online content and which currently relies extensively on party (tech or publisher-owned) cookie purchasing online safely. third-party cookie data for personalisation. data, and will likely be supplemented Businesses need to prepare and adapt by clean, fully GDPR-compliant, and So, do not worry. In our view, this decision to changes in personalisation solutions. transparent non-cookie-based third- is best for customers and brands. Here we However there is no need to panic. party data. outline our key thoughts on the topic. How the cookie crumbled: Marketing in a cookie-less world In addition, content publishing 2. Cookies: Key concepts All types of cookies are intended to provide organisations can make their owned a targeted and/or personalised experience data (collected through their first-party What are cookies? to anyone using the internet, or to gather cookies) available directly to marketers Cookies are small pieces of code that are user behaviour for aggregated insights that purchase advertising space on their placed in your browser when you visit a into user behaviour. These are applied website. This is second-party data from the website. They usually contain at least two to various decision-making processes, perspective of the marketers. pieces of information – a site name and including those around user experience unique user ID – but they may also capture and even product design. other details such as website configuration (e.g. language preferences), login details, or First-party cookies are used to understand products added to a basket. the behaviour of visitors to a business website, remember their preferences and What are first- and third-party personalise the overall user experience What are the cookies? with the brand. First-party cookies are cookies that are benefits of cookies? owned, stored and dropped by the website First-party cookies can also be used to domain that the user visits. These cookies remember for example the contents of Both first- and third-party cookies are used by the website owner to collect your basket on a website, the articles you enable a person’s experience on analytical data, remember preferences and last read or the progress of a video you the internet to be personalised provide personalised experiences. First- are watching. This data can be utilised for with interesting and engaging party cookies will not be blocked or phased personalisation of the website content and content. Cookies ensure that when out by Google. also for targeted messaging through paid you revisit a website, you don’t advertising. have to alter the language Third-party cookies are created and settings, your basket is still there, stored by organisations other than the First-party data, collected by first-party and any preferences you have one that the user is visiting. These cookies cookies, can be shared with or sold to other shown are still in place. They also are dropped by the website you visit but organisations as third-party data. allow businesses to target users are not necessarily stored or owned by through paid advertising channels the website or its parent company. They Organisations can benefit from aggregated with products and messages that are used for cross-site ad tracking, wider data collected by third-party cookies are particularly relevant to their audience profiling and targeting, and wider whenever their first-party data is non- individual interests. personalisation in advertising (especially applicable or insufficient. For example, when prospecting for new users). Third- a telecom brand may be interested in Third-party cookies are also used by party cookies will be blocked or phased targeting individuals moving to a new businesses to build an in-depth out by Google on its Chrome browser home, but not be able to collect relevant understanding of consumers and to from 2020 to 2022, and have already been user data using their first-party cookies, so target them better with advertising, blocked by default within other browsers that behaviours cannot be tracked from as well as understanding the such as Safari and Firefox. their own website. In such circumstances performance in general of their purchasing third-party data may be very advertising activities. How are cookies used? useful for prospecting new users within a Cookies are used to collect user data, target audience. which can be on both an aggregate and anonymised level, such as clicks on page, However, not all third-party audience pages viewed, engagement elements, data is generated by third-party cookies. and also on a PII (personal identifiable Organisations may gather granular user information) level, such as device IDs, data using first-party cookies within names, addresses, passwords and credit their websites (e.g. through a detailed card numbers. personality and behavioural questionnaire, or tracked consumption of news articles in different subjects), then aggregate the data within audiences and offer it for sale to marketers for targeting and personalisation. 2 How the cookie crumbled: Marketing in a cookie-less world 3. Third-party cookie data: What are the pros and cons? Pros Cons Third-party cookies allow ads to be ‘hyper- Data privacy is an issue. Users have no targeted’ or personalised for individuals visibility about which companies are even when they have not yet engaged with processing their data, beyond those that the advertiser, providing a more engaging own the websites they visit. The GDPR and relevant user experience across includes cookie consent mechanisms, but the internet, and encouraging discovery once users have consented, they have little of targeted products or services. Data or no visibility about which organisations technology companies aggregate user data are directly collecting their data. From through third-party cookies, and these are a user perspective, this can lead to widely available at market rates. hyper-targeted and persistent messages by unknown – and sometimes perhaps disreputable – organisations, which can be seen as invasive rather than helpful and interesting. 3 How the cookie crumbled: Marketing in a cookie-less world 4. What will happen now? The main For publishers Short-term implications implications from the change Large digital publishers typically generate In the short-term there will be minimal a large proportion of their revenue by impact on digital marketing, as Google For consumers partnering with third-party data providers has set a two-year timeline for phasing The ban on third-party cookies will who collect data via their pages. With the out the use of third-party cookies on give consumers more control over the third-party cookie ban, this will no longer the Chrome browser. Targeting and data they share with companies online. be possible, possibly resulting in a large personalisation through third-party Consumers will be better able to manage loss of revenue for digital publishers in the data on both owned media (on-website) and understand which companies short term and requiring them to develop and paid media (advertising on other capture their behavioural data, since new strategies for revenue generation from websites and channels) may continue for they must give explicit consent for it to the large audience data they produce. the time being. However data privacy and be collected: this should avoid cases of transparency have been brought into ‘hidden’ data collection. The downside is For demand side platforms (DSPs) and focus, and there will be more visibility for that personalisation of a web experience ad tech providers in general consumers about who collects their data (outside a specific brand’s owned website) Many DSP vendors will need to revise and how it is used. There is a need for the could become less common, with more their strategy for the marketability of their entire digital community at all levels to find irrelevant or ‘boring’ ads being shown. products, which typically emphasise the solutions that allow the same (or similar) However consumers who have visited the availability or differentiated use of third- levels of personalisation and targeting that website of a specific brand are still likely to party data for targeting, in response to the third-party cookies have been providing, be targeted with personalised messaging threat from media giants such as Google whilst also addressing concerns and the from that brand (or other brands owned by and Facebook, which offer their first-party new mandatory practices around privacy, its parenting company). audiences free-of-charge for targeting transparency and data ethics. within their media buying platforms. For internet users in general The universal block on third-party cookies The appeal of DSPs should not be will lead to greater rigour in data privacy for diminished drastically. Most of them all internet usage. Other browsers including enable granular targeting and campaign “ The downside Firefox, Internet Explorer and Safari have management through other parameters already announced or implemented a (e.g.
Recommended publications
  • OTT) Devices Frequently Asked Questions
    Identifier for Advertising (IFA) for Over-the-Top (OTT) Devices Frequently Asked Questions Why is there a need for a standardized Identifier for Advertising (IFA) across Over-the- Top (OTT) devices and platforms? The OTT ecosystem is very fragmented—consumers are accessing OTT content via streaming devices (Roku, Google Chromecast, Apple TV, and Amazon Firestick), Smart TVs (Samsung, Sony, Vizio, LG, etc.), video game consoles (Xbox and PlayStation) and Blu-ray devices. Additionally, advertisers cannot rely on cookies like they can in a traditional browser environment since they do not exist in the app-based OTT ecosystem. This leaves marketers reliant on device identifiers and IP addresses for targeting consumers and managing frequency. There has been a need for a standardized, software-based advertising identifier for OTT that can be disabled and/or reset by the consumer and that can be passed through the supply chain in a similar fashion to the mobile Ad IDs that have existed for years for Android and Apple OS devices (and which have helped grow and scale the mobile advertising industry). While there are some devices that provide industry-compliant identifiers for advertising, there are still many others that do not send any IFA, and still others that send a non-standardized form of the IFA (an IFA in ‘a different language’) which then requires manual work on the buy side to translate into a usable form. Additionally, some publishers in the OTT supply chain are withholding this identifier when communicating with the advertiser’s ad server. The industry needs all devices and publishers to be in compliance with one another so that ultimately consumers encounter the best possible ad experience, regardless of how they are navigating across apps and devices.
    [Show full text]
  • Cross-Media Audience Measurement Standards (Phase I Video)
    MRC Cross-Media Audience Measurement Standards (Phase I Video) September 2019 Final Sponsoring associations: Media Rating Council (MRC) American Association of Advertising Agencies 4A’s Association of National Advertisers ANA Interactive Advertising Bureau (IAB) Video Advertising Bureau (VAB) Final Table of Contents 1 Executive Summary ......................................................................................................................... 1 1.1 Overview and Scope ............................................................................................................................ 3 1.2 Standards Development Method ...................................................................................................... 5 1.3 Note on Privacy .................................................................................................................................... 5 2 General Top-Line Measurement ................................................................................................... 6 2.1 Cross-Media Components ................................................................................................................... 6 2.1.1 Duration Weighting .......................................................................................................................................... 9 2.1.2 Cross-Media Metrics Definitions .............................................................................................................. 10 2.1.3 Household vs. Individual Metrics .............................................................................................................
    [Show full text]
  • TMC-16-0113-Mobile Marketing Gems Ebook V4
    DiscoveredTHE MOST TREASURED MOBILE MARKETING TRENDS FOR 2017 Legend has it... that there are coves of truly valuable mobile marketing tactics stashed in the depths of the Internet. Arguably, these treasures have been sunk down by thousands of pieces of irrelevant, biased, or uninformative content. For those brave enough to dive for it, the booty full of mobile marketing ideas is worth its weight in gold(en users). We searched high and low for these hidden treasures and recovered the most valuable ones. Those who fear risk will only look, the brave will steal to improve their own most precious mobile marketing campaigns. DECODE ACRONYMS WHAT? If you don’t know what all of those acronyms mean, you’re not alone. The performance, mobile, and digital marketing industry has a LOT of terms and phrases. And with new ones constantly being added, it’s pretty difficult to remember them all. 4 What to do It’s safe to assume that terms that have been around a long time, like CPC (cost per click) and LTV (lifetime value), will be known by the majority of industry veterans. For lesser-known acronyms, it’s a best practice to spell out the word with the acronym in parenthesis. Example: It’s possible to opt out of Apple’s limit ad tracking (LAT) on your iOS device if you’re concerned about maintaining your privacy. When in doubt, clarify what something means. Acronyms can save time when referring to a frequently-occurring term. But the downside to acronyms is steering away readers with acronym overload if they can’t follow what you’re writing about.
    [Show full text]
  • Viber Ads, Cookies & Tracking Technologies Policy
    Viber Ads, Cookies & Tracking Technologies Policy Viber Media S.à r.l., its subsidiaries and affiliated companies (collectively, “Viber,” “we,” “our,” or “us”) maintain our website www.viber.com and our mobile applications, services and tools (collectively, the “Services”). We, along with our advertising partners and vendors, use a variety of technologies to learn more about how people use the Services. You can find out more about these technologies and how to control them in the information below. This policy forms part of the Viber Privacy Policy. 1. Cookies & Other Tracking Technologies: How We Use Them 2. Use Of Cookies & Tracking Technologies By Our Advertising Partners 3. Your Cookie Choices & How to Opt-Out 4. Cookies & Tracking Technologies Used On Viber Services 5. Definitions 6. Social Plugins 7. Contact Us 1. Cookies & Other Tracking Technologies: How We Use Them Like many companies, we use tracking technologies on our Services (referred to together from this point forward as “cookies,” unless otherwise stated) including HTTP cookies, HTML5 and Flash local storage, web beacons/GIFs, embedded scripts and e- tags/cache browsers as defined below. We may use cookies for a variety of purposes and to enhance your online experience, for example, by remembering your log-in status and viewing preferences from a previous use of our Services, for when you later return to the Services. We use both session and persistent tracking technologies. Tracking technologies (e.g., cookies) can either be persistent (i.e., they remain on your computer until you delete them) or temporary (i.e., they last only until you close your browser).
    [Show full text]
  • Demystifying Recruitment Marketing Analytics the CANDIDATE JOURNEY…SIMPLIFIED the DECISION CYCLE…SIMPLIFIED
    Tracking True & False Demystifying Recruitment Marketing Analytics THE CANDIDATE JOURNEY…SIMPLIFIED THE DECISION CYCLE…SIMPLIFIED Awareness Research Conversion & & Action Attraction Decision THE CANDIDATE JOURNEY…SIMPLIFIED Click on Research Role Apply for Job Job Ad & Company THE RECRUITMENT ANALYTICS ECOSYSTEM Marketing Paid Media Social Media Tracking Tags! Emails Newsletters Out of Home Internal Systems Applicant Tracking System HRIS System Owned Properties Career Site Job Search Site Web Analytics! System Data! THE RECRUITMENT ANALYTICS ECOSYSTEM Tracking Tags! Web Analytics! System Data! THE RECRUITMENT ANALYTICS ECOSYSTEM Tracking Tags! Web Analytics! System Data! TRACKING TAGS MARKETING & TRACKING TAGS Tracking Tags! What is a Tracking Tag? Codes that are applied to marketing that define information about the source of the visitor Three Main Types: Pixel Tracking Click Redirect URL Parameter 1 x 1 id MARKETING & TRACKING TAGS Tracking Tags! Pixel Tracking What It Is: Invisible 1x1 pixel image that is embedded in the HTML code of a page, ad, or email 1 x 1 What It Does: Counts every time the page or document loads (is viewed) and may store a cookie on user’s EXAMPLE: machine <IMG SRC="http:// ad.tracking.com;sz=1x1;or d=1445449228165?" What It Tells Us: BORDER=0 WIDTH=1 HEIGHT=1 Ad impressions, posting views, email opens ALT="Advertisement"> Does not count clicks MARKETING & TRACKING TAGS Tracking Tags! Common Uses for Pixel Tracking in Recruitment: Pixel Tracking • Email marketing • Online newsletters • Display advertising 1 x 1 • Job postings & templates (e.g. Monster & CareerBuilder) • Company profiles pages (e.g. Glassdoor & LinkedIn) MARKETING & TRACKING TAGS Tracking Tags! Click Redirect What It Is: Clickable URL that redirects through an ad DID YOU KNOW…! server or tracking platform There are several free online tools to test click links to see if What It Does: there is a tracking redirect Counts every time the link is clicked and happening.
    [Show full text]
  • 2021 Digital Ad Ecosystem
    IAB Outlook 2021 Digital Ad Ecosystem Galvanizing a reset for future consumer-centric success. March 2021 Table of contents Introduction 3 How and why the advertising-supported digital ecosystem is at an inflection point, and how to prepare for and direct what’s next Methodology and approach 5 Section 1 7-13 The consumer in focus • Take care of your consumers, or your competitors will • Defining what “value” means to consumers • The consumer attention war helps unlock new purchase norms • Consumer sentiment watchlist: The growing trust gap Section 2 14-20 Forecasted growth (in a highly fragmented and uncertain environment) • Lessons learned from 2020—which new digital behaviors will stick? • Risks and opportunities in defining and adopting future consumer identity and attribution models • New consumer identity patterns foster a director-to-consumer imperative • 5G: Innovating digital consumer experience Section 3 21-28 Unlocking the value of changes that are impacting the digital advertising-supported ecosystem • Capturing new consumer purchasing paths: Moving from impressions to outcomes as marketing is redefined • Human + machine: Why digital advertising needs an “and” strategy • Innovation priorities for key digital ad participants Section 4 29-32 Additional industry considerations and imperatives • Balancing business as usual with the digital imperative Next steps 33 A letter from David Cohen, CEO of IAB 2 PwC | IAB Outlook: 2021 Digital Ad Ecosystem Introduction: How and why the advertising-supported digital ecosystem is at an inflection point, and how to prepare for and direct what’s next 3 PwC | IAB Outlook: 2021 Digital Ad Ecosystem Introduction While there is much optimism around the tectonic shifts— and subsequent growth opportunities—across the entire digital advertising-supported ecosystem, there is also an undercurrent of pessimism driven by the belief that not all players are currently equipped to embrace new models and thrive.
    [Show full text]
  • Google Ads Tracking Template Example
    Google Ads Tracking Template Example Horrified Domenic suggests very pressingly while Timmy remains reductionist and Waldensian. Melanesian and liked Romain berried, but Prescott viewlessly urticate her exporters. Spry Dugan lancinated no snowmobiles gazump thenceforth after Graham immobilizing distressingly, quite metagnathous. Google Ads Data Studio Template and we're giving it lord for free. Adapt the following configuration example stack your needs 1. Setting up your campaign funnel that works with Google Ads might collapse you what few moments but it department worth it off world's biggest. Request radio live demo presentation with one experience our experts. Orgs or have questions? Ben also captained Nottingham Trent University in the popular varsity series and represented the Great Britain university team. Display Ads vs Search Ads When false Use Each request Get stock Best ROI. Would insist the final URL plus the source, tree the main things to dial out for because the location, then their is future stuff. Bing Ads Integration ObservePoint Help Center. Are display ads worth it? Help us improve our documentation by telling us what worked and couch we treat do better. This meaning the standard information in Google Analytics would ostensibly be tracked but we can also gift the information in Pardot as well? Sets bids to help clothes get custody most conversions within your budget. If staff use again such redirection mechanisms in your tracking redirect chain, niche audiences will create best. Your activities may involve keyword selection, creative, update it cannot both campaigns and ads. Learn how to assign five common ad tracking mishaps with simple solutions.
    [Show full text]
  • Vast) Version 4.0
    Video Ad Serving Template (VAST) VERSION 4.0 RELEASED JANUARY 21, 2016 Corrections and clarifications (Section 7) added April 2016 This document has been developed by the IAB Digital Video Committee The Video Ad Serving Template (VAST) specification was created by a working group of volunteers from IAB member companies. The following IAB member companies contributed to this document: 4A’s & Ad-ID Hulu Sizmek Technologies A&E Television Networks Innovid Inc Sony ABC/Disney Interactive Integral Ad Science SpotX Media Group JW Player Time Warner Cable Adobe Systems Inc. LiveRail Inc. Tremor Video AerServ Mediative TubeMogul AT&T Microsoft Turner Broadcasting Brightcove Mixpo System, Inc./CNN.com Brightline Moat Twitch Brightroll NBC Universal Vdopia CBS Interactive Opera Media Works Verizon Wireless Collective PGA Tour Vevo Demand Media PointRoll Viacom DoubleVerify Pubmatic Vindico Engage BDR Quantcast Visible Measures Extreme Reach Rhythm New Media VivaKi EyeSee Rovi Corp White Ops Fox Networks Group SeaChange International Xumo FreeWheel SET Google & YouTube Simulmedia The IAB lead on this initiative is Amit Shetty. Contact [email protected] to comment on this document. Please be sure to include the version number of this document (found on the bottom right corner on this page). ABOUT THE IAB’S DIGITAL VIDEO COMMITTEE The Digital Video Committee of the IAB is comprised of over 180 member companies actively engaged in the creation and execution of digital video advertising. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. The Committee works to educate marketers and agencies on the strength of digital video as a marketing vehicle.
    [Show full text]
  • Consumer Marketing Committee Consumer Marketing – 2019 Program Activity and Budget
    CONSUMER MARKETING COMMITTEE CONSUMER MARKETING – 2019 PROGRAM ACTIVITY AND BUDGET STRATEGIC OBJECTIVE: Use advertising, public relations, strategic alliances to build consumer demand and trade awareness for cotton and cotton products as well as use market intelligence to assess opportunities and threats for cotton, influence corporate strategy efforts and leverage program metrics to evaluate and improve tactics for fulfilling Cotton Incorporated’s mission - $32,886,000 TACTIC PROGRAM ACTIVITY ANTICIPATED DELIVERABLES CURRENT STATUS 1. Advertising: Consumer Media, • Run short and long form video • Build a national audience for a new • Life is Uncomfortable (LIU) TV/TV Streaming content on broadcast and cable advertising campaign campaign and specifically First television networks as well as • Estimated 12 month reach and Day ran during key weeks (2019: $8,500,000) streaming services such as FOX, frequency among Women 18-49, 76%, throughout the year. CW, ABC, Roku, Hulu, MTV, BET, 9.5 times and Men 18-49, 65%, 6.6 • Reach and frequency among Freeform, VH1, Bravo, CMT, E!, times (subject to change as media has target audience, women 18-49: TBS, and Food Channel yet to be planned) 74%, 11.5 times; and men 18-49: • Use benchmarks established in 2019 to 66%, 7.7 times. measure campaign effectiveness • Roku helped extend TV messages with younger TV viewers: To date, the streaming video buy delivered 5,719,833 W18-34 impressions; and is projected to deliver 6,926,613 impressions by the end of the year. • Hold for Q4 Ad Tracker (mid- Dec) 2. Advertising: Consumer Media, • Place Cotton commercials as pre- • Estimated 12 month pre-roll video reach • Digital impressions among target Digital roll during video content through and frequency among target audience, audience women 18-34 video networks and digital media Women 18-34, 70%, 8 times and Men 18- (adjusted digital target during (2019: $9,462,000) placements.
    [Show full text]
  • Ad Tracking Research 2016 Q & a the Following Are Answers To
    Ad Tracking Research 2016 Q & A The following are answers to questions Brand USA has received to the RFP for Ad Tracking Research 2016. Thanks to everyone who submitted questions regarding Brand USA’s RFP for translation services. Since many of the questions posed were similar, we have condensed and edited queries. Company names have been removed. If the answer to the question is already in the RFP, or if we were unable to understand a question, we did not provide an answer. Q: When does the campaign start and end? A: TBD Q: What types of media are we tracking, TV, Print, Digital? A: Digital and TV Q: Can you share spend per channel? A: No Q: How many ads are being tracked? A: There are 2 distinct ads being tracked in each market. Q: Will both China and Mexico require a pre wave? A: No, the markets will not require a pre and post wave. Brand USA is only performing post wave research in each market. Q: You mention 800 per market or in total- is that 400 pre and 400 post wave? A: There will be one wave per market, consisting of 800 respondents. Q: Do you want a pre-wave report in PPT, or would you be open to an excel topline on a few KPI’s to bring down costs? Or would one pre wave report (to include Mexico and China) be sufficient? A: We are not performing a pre-wave, only a post-wave. Two reports (one for each market) will be the final deliverable.
    [Show full text]
  • Ads & Brochures That Sell
    T OURISM BUSINESS ESSENTIALS ADS & BROCHURES THAT SELL The essential guide to creating tourism ads and brochures that attract customers. Ads & Brochures That Sell This guide explains how businesses can create effective tourism ads and brochures. Operators will learn how to set objectives, determine their target audience profiles and ensure their message is appropriately understood by potential customers for each marketing piece produced. Explanation is also provided about the basics of printing as well as the distribution of tourism ads and brochures in BC and abroad. Copyright Second Edition, July 2013 © 2013 – Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC Corp. does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this guide. Super, Natural; Super, Natural British Columbia; HelloBC; Visitor Centre; Tourism BC and all associated logos/trademarks are trademarks or Official Marks belonging to Destination BC Corp. Ads & Brochures That Sell Table of Contents 1 Introduction The Big Picture: The Marketing Plan....................................................................................................3 Ads and Brochures Form Part of the Promotional Mix .....................................................................3 Why Create
    [Show full text]
  • Facing Today's Advertising Research Challenges
    SPONSORED CONTENT ADVERTISING OUTLOOK RESEARCH Facing today’s advertising research challenges How strong research design can provide more actionable insight Figure 1: How advertising works to build brands in the System 1 brain BY JERI SMITH CEO, Communicus f all the O research questions faced by today’s Insights teams, one that should be very straight- ent ads that your consumer might Challenge No. 1: Sorting out the forward is actually one of the hardest. (or might not) have seen. You need changes that have been produced by The question: to know which ads worked. And advertising from the changes that are “What’s our advertising doing for since in the mind of the consumer a result of other factors our brand?” it all aggregates up to overall brand A good campaign shifts attitudes and Why is this question so diffi cult to impressions, examining one ad at a behaviors among those who’ve seen it. answer – or to answer well? Here’s why: time isn’t going to capture the way And if it’s a good campaign that’s well- the diff erent pieces work together to funded and well-placed a lot of people 1. There are many things that impact produce results. will see it. But even the best campaign your brand besides your ads. Think- 4. An ad that produces a bump in short- won’t be seen by everybody. And usu- ing that your ad-tracking study will term sales might not be the same ad ally, the brand begins to lose mental tell you how your advertising is that contributes to the brand’s long- availability and preference among working refl ects a highly advo-cen- term health.
    [Show full text]