Google and Apple ID Data Changes Compel Brands to Reach Consciousness Stage Four

What are the stages of brand consciousness Let39s begin with an analogy Scientists speak of there being three stages of civilizationThose which have not achieved space travel Stage One CivilizationsThose which have space travel within their own solar systems Stage Two CivilizationsThose which have attained space travel among the stars Stage Three CivilizationsIn marketing the understanding of how to value specific advertising campaigns has not evolved very far But there have been huge leaps Twenty years ago the global advertising industry generally believed that advertising sales effects could not be measured outside of direct marketing Today there is widespread use of Marketing Mix Modeling MMM Multitouch Attribution MTA Singlesource National Time Series Matched Market Trials and Random Control Trials RCTs primarily addressing sales effects or proxies for same Alongside those there are brand lift and tracking studies which focus on upper funnel branding metrics All of these present differing yet sometimes consilient evaluations of an advertising campaign that has run or is still runningSome of these ad evaluation methods are more dependent than others upon the ability to deterministically match IDs For example MMM National Time Series and Matched Market Trials are not dependent upon the ability to match IDs deterministically whereas MTA Singlesource and RCTs in general are highly dependent upon such matching These therefore will be the techniques that are most deprecated by the reduction in ID matchabilityExperts whom I trust are estimating that for those who have been using masses of digital inventory match rates will probably decrease to about a third of what they are nowThis will lower the accuracy of the ROI measurement methods that are dependent upon ID matching except in the cases where publishers have strong ID data that will still be usable by marketers This latter advantage will greatly benefit MVPDs AVODs Digital Print Meredith Hearst et al Smart TV manufacturers and purveyors of connective devices Roku Amazon et al especially as advertisers and agencies make their cautious shifts to these platforms from today39s dominant digital platforms specifically because of ID matchabilityWithin advertiser organizations there are four Stages of understanding of how to evaluate the effectiveness of advertisingLet39s say that you are an eComDTC The value to you of retargeting and being able to track a specific household over time is very high it39s basic to your business You need high match rate deterministic targeting and will be among the first to shift from today39s dominant platforms to those which retain these core capabilities The more you can get households to reveal their identity to you in order to invite a closer relationship the better Dealing with cohorts or aggregates of any kind is not going to do you a lot of goodThe higher up you are in the Stages the more obvious this will be to you It will not be hard to convince others in your organization and you can take advantage of Google and Apple publicity right now to state your case to engage inventory suppliers that preserve your right to quotmarket with a memoryquot a phrase of Lester Wunderman39s preserved by Joel TucciaroneLester39s concept of Syllabus Marketing envisions breaking a long advertising story down into bitesize chunks presented in sequential direct mail pieces or via whatever sequential touchpoints one can control Those using such techniques today will be forced to shift dollars from Google and Facebook to MVPDs digital print and the other media supply side players who retain hard IDs while protecting consumer identity until the consumer decides to reveal identity to the advertiserLet39s say you don39t have a long complicated story to tell Let39s say you are a typical CPG brand How important is the individual household level data to youLooking at the TRA experience 77 brands across dozens of advertisers discovered they could get an average increase in ROI of 28 simply by increasing the density index of Heavy Swing Purchasers category heavies who have bought the brand but not loyally If the index of HSPs in the campaign goes up 10 points the ROI will go up seven points This discovery does not necessarily reach the highest possible lifts were the technique to be combined with others eg RMT adcontext psychological resonance but it illustrates that for ads without Calls to Action CTAs targeting by contexts such as programs or websites can be carried out in ways that produce higher ROI without needing to target by IDsHowever someone has to be able to match ad exposure to purchase deterministically eg TRA Nielsen Catalina Marketing Evolution 605 Videoamp et al for the system to work If ad tags from behind walled gardens cannot be matched into these systems the walled gardens will not be able to be ROI measured at scale even using context buying plus systems like TRA If the Stage Four company knows how to truly measure ROI it will under those conditions shift dollars away from the black box to the white boxARF39s RCT21 initiative teaches that Intent to Treat can be used to measure the efficacy of walled gardens One uses dollars in and dollars out and ignores impressions as an interim measure that is not needed If eg YouTube receives the First Party IDs of an advertiser the advertiser can see whether they get incremental sales from those IDs or not and calculate the return vs the media cost However YouTube may or may not continue to allow such targeting Important details like that have not yet been announcedThis is a very good time to up your game on the measurements you depend upon for decision making My advice Stage Four full speed aheadClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Google and Apple ID Data Changes Compel Brands to Reach Consciousness Stage Four

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Bill Harvey

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Google and Apple ID Data Changes Compel Brands to Reach Consciousness Stage Four

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