Preparing for marketing in a cookieless world
Paul Coffey (Director Platforms, Partnerships & Privacy), EMEA Google.
Measurement is more important than ever for strong performance marketing. Successful online measurement has been heavily reliant on cookies that log useful information about what happens after a person has clicked an ad. User privacy demands and regulations such as GDPR, mean that traditional approaches to measurement need to evolve in line with a changing ecosystem.
In 2021, there will be a continued emphasis on innovative, privacy-first measurement, with marketers relying on sophisticated techniques like conversion modeling to quantify how successful their digital campaigns are.
To future-proof your performance measurement in a world without third-party cookies, you should have durable tagging and analytics in place, respect users’ choices by collecting the right consents and storing them safely, and invest in first-party data. By building a strong and robust infrastructure you’ll be able to measure more with less data.
Reaching the at-home consumer
Jannika Bock (Director Clients Solutions, Central Europe, Google)
Due to COVID-19, consumers spend more time at home than ever before. The basic human need for joined experiences, however, remains. People increasingly turn to online video to stay informed, entertained, and connected. It is predicted that in 2022, more than 80% of consumer internet traffic will be driven by online video. And this trend is expected to accelerate due to the rise in digital adoption during the pandemic.
The stay-at-home directives also amplified the shift to TV screens as people enjoy watching content on the big screen. Overall watchtime of online video has increased, with YouTube on TV growing by 80% year-on-year (YoY) in March 2020.2 This shift opens up opportunities for brands to connect with consumers in new ways.
Some brands have already done this. Swiss shoe brand On created a live event on YouTube for a new sneaker launch, when their Wimbledon campaign fell through due to the pandemic. Being successful in 2021 means tapping into the online video trend to reach and engage the consumer where they are.