In search of the silver bullet: attention metrics & context see post-cookie resurgence
TLDR
- More brands are turning to attention metrics and contextual targeting as solutions to the cookie-less future
Brief
With privacy concerns driving major changes to how marketers can target, optimize and measure online advertising, The Drum and DoubleVerify gathered some of Southeast Asia’s leading marketing voices to discuss what solutions were being adopted and how. For many brands, one of the principal concerns around the death of the cookie is the impact it will have on personalization. Attention metrics, which is being seen as a way to establish consensus around the true impact of an ad, or as the metamorphosis of viewability, is starting to become an industry hot topic as well. Once advertisers have these attention metrics in place, they are able to plan and optimize their campaigns in multiple ways, including the placement and creative levels. The attendees all agreed that contextual targeting was having a resurgence of interest due to its privacy-friendly nature. When used effectively, marketers can drive placements to content relevant to their brand, continue to advertise on suitable news content, and safely avoid that which poses a risk. As the scale of the impact that ID and cookie challenges are going to present is so huge, the group agreed that marketers needed to look at multiple fixes.
- Read the full article from The Drum
What the latest changes to Google Search will mean for advertisers
TLDR
- Innovations in AI are helping make the world’s information more helpful, while empowering people to tackle complex tasks faster and easier than ever before
Brief
MUM, one of Google's first multimodal AI models, can understand information across a wide range of formats simultaneously — like text, image, and video. It can unlock information in new ways by inferring connections between concepts, topics, and ideas. Taken together, these latest advances will enable entirely new ways to search by helping Google understand complex tasks and questions in ways never before possible. Soon you’ll be able to use Google Lens to point your camera, take a photo, and ask questions like “how do I fix this?" and be connected to helpful information across the web, like a YouTube video. Using MUM, Google could then surface “related topics” referenced in those videos and help you better understand the task in front of you. Some forward-looking advertisers are adopting automation across every aspect of their search advertising campaigns. To be successful in this new world, businesses will need to be ready for constant change by adopting an agile approach to make sure they show up across search in all the moments that matter
- Read the full article from Think With Google
The Future of Social Advertising Is Now
TLDR
- Most companies (74%) already allocate one-third or more of their marketing budget to social media advertising.
Brief
With 2022 around the corner, it’s never been a better time to start investing in social advertising or ramping up your efforts. As consumers spend more and more time on social media, they also have multiple touchpoints with a brand before making a purchase, and every touchpoint matters. The year 2022 will be the year of diversification and implementing a true multi-platform social advertising strategy. Remember that different platforms serve different mindsets and intentions and understanding each platform’s role in the funnel is instrumental. As privacy regulations settle into the advertising ecosystem in 2022, the importance of creative will come to full fruition. Creative has been undervalued as a lever in terms of personalization, and it’s coming back with force. With the new privacy regulations, brands need to change the communication from talking at their audience to talking with their audience. When consumers click “opt-in” or “track cookies,” they typically don’t understand why. The result is a one-sided point of view, leading to a lack of trust in the brand, primarily because of what they hear and with very little or no context.
- Read the full article from Ad Week
