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Most programmatic advertising is a waste of money. That's not just my opinion; that's the finding of many professionals and researchers in the field. Take this article by veteran advertising exec Jon Bradshaw in the marketing magazine Mi3Australia: https://lnkd.in/g39ciBRD Bradshaw doesn't just share his opinion (which is fun to read), he also cites academic research by Nico Neumann and others. Key takeaways: most third-party data is garbage, and if you need to target your ads, go with contextual advertising (advertising in specialized publications and other channels that your target consumes).

Good (long) read, underpinning some interesting insights about data driven advertising. A conclusion: combination of reach + context + transparent targeting should deliver the most incremental sales (not astonishing, but great to read an article gathering data to prove it). Some quotes: "Arielle, a former chief privacy officer at UM in the US, got her own data from a broker and found that she was in 500 different audience segments, both a man and a woman, worked in food service, agriculture, but was also a defence contractor, an engineer and was simultaneously below the poverty threshold and classified as high income." "The key word here is incremental. As Wiberg’s findings point out, the problem with targeting towards conversion optimisation is you are effectively advertising to many people who were already going to buy you." “When further considering data costs, we find that content interest – which can be seen as a form of contextual targeting – appears to be not only the most effective, but also the most cost-efficient tactic.” "The secret to effective, immediate action-based advertising, is perhaps not so much about finding the right people with the right personas and serving them a tailored customised message. It’s to be in the right places. The places where they are already engaging with your category, and then use advertising to make buying easier from that place." "My suggestion, given the complexity that always surrounds these topics, is that you do your own experiments with your own curious and sceptical minds. If you can do that before you’ve blown millions of dollars on data and technology, you might end up looking a little less stupid at the end of it." AdSomeNoise https://lnkd.in/eZpeh9zE

How really accurate data is bad for your business in the long run: https://lnkd.in/gEXkppFn "I examine how the increasing ability of firms to target their advertisements to particular individuals influences market outcomes when consumers have access to advertising avoidance tools. While firms generally benefit from increased targeting, consumers need not. I also show that there may be too little blocking of advertisements in equilibrium, and consider the role of targeted advertising when niche firms compete for ad inventory against mass-market firms." Research Paper I really believe and see that in the future targeted advertising will be over and indiscriminate advertising will start. As cookies are done for in next 1 or 2 years and if you want to grow a digital brand differently, focus on other ways to build a good consumer attraction. Targeted advertising seems a little untrustworthy to people and they find it unpleasant. I've known this to be true in other areas of my expertise such as social dynamics and attraction. If you're meeting someone for the first time and you know too much about that person, it's creepy Imagine telling one specific girl- "Hey, I am fun and a really interesting person. People like me and you would find it amazing to hang out with me. I am famous among other girls and I've got a lot of cool friends. Give me your number." It's not going to work. There's a concept called "Told" and "Observed" value and I learned this as a dating coach. If you verbally tell someone your value and why you should buy it, it's very rarely going to work. But if you passively doing something and the right person observes you, it's observed value. The more I am re-learning about marketing and sales now, the more fascinated I am becoming with the interconnection of the principles of attraction and marketing.

In the digital age, where competition is just a click away, brands face constant pressure to stay one step ahead of the competition. That's why in his latest blog post, Simon Struna, Head of Programmatic at iPROM, discusses the key role that first-party data, advertising technology and artificial intelligence play in shaping the future of advertising and media buying. >> https://url.iprom.si/-k These technologies not only improve the understanding of consumer behaviour, but also enable precise targeting and personalisation of advertising campaigns, thereby improving the effectiveness of digital advertising.

Marketers, don't hit the snooze button on privacy just yet. Google may have delayed deprecating third-party cookies, but the writing is on the wall. Consumers are increasingly protective of their data privacy. The cookie reprieve is borrowed time. Smart brands will use this period to innovate and experiment. Find new ways to reach audiences without relying on invasive tracking. Compelling content and contextual targeting powered by AI can engage consumers while respecting their privacy. The long-term outlook hasn't changed. A privacy-first future is inevitable. Will your marketing be ready when the cookie finally crumbles? https://lnkd.in/gDvhPbeB ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

🍪 Cookieless marketing stats so far 🍪 Settling into the first stage of cookie depreciation, with 30 million Chrome users (1%) now cookie-free, early research shows trackable impressions are down by 30-60% for this audience. To prepare for the next stage, we recommend Elisa Pogliano's guest blog which reviews 5 areas of marketing that will be impacted by cookieless advertising. https://lnkd.in/eJkFUyrN

🔍 Came across this article shared by Pieter Jadoul (Thanks) and written by Faris Yakob   Found a few points particularly interesting, especially points 7 and 8:   1.     Tim Ambler's research challenges the assumption of 50% wastage in advertising expenditure, suggesting that perceived expensive advertising might work better than previously thought. 2.     The growing efficacy of high-quality production in an era dominated by user-generated content. 3.     The rise of digital media, emphasising the dominance of Search Engine Advertising (SEA) and Retail media due to their precise audience targeting and close tracking of conversion, particularly in proximity to purchase moments. 4.     While there's a focus on audience buying today, it's essential to consider the differences in quality and impact across various channels. 5.     The significant influence of media channels on brand perception. 6.     The crucial role of brand investment and channel selection in achieving long-term ROI. 7.     The challenges faced by performance marketing following the elimination of third-party cookies, resulting in increased costs and shifting the break-even point of campaigns. 8.     The article predicts a shift towards affinity, context, and quality media, particularly with the diminishing availability of signal points.   Some of these points could easily be expanded into full articles, especially with the upcoming deprecation of third-party cookies (although rumours suggest the deadline may be pushed back again).   Media remains a dynamic sector, constantly changing in measurement, strategy, and consumer behaviour, challenging fundamental beliefs     Gotta love it 

Wondering what marketing trends to anticipate in 2024? Sometimes you need look no further than LinkedIn! @Suni Tripathy shared 8 trends to watch out for in the year ahead: As marketing leaders shaping strategies for 2024, here are key targeted advertising trends to consider: 1. Increased Importance of Contextual Advertising: - Contextual ads on related pages gain prominence. - Users respond more positively, increasing click-through rates. 2. Use of Machine Learning and Artificial Intelligence: - Machine learning analyzes customer behavior for effective targeting. - AI optimizes ad campaigns and forecasts consumer demand. 3. Growth of Social Media Advertising: - Social media remains crucial; adapt to changing algorithms. - Expect more interactive and personalized advertising opportunities. 4. Rising Role of Video Advertising: - Video advertising becomes pivotal for impact. - Platforms like Facebook, Instagram, and TikTok promote video use. 5. Focus on Increasing Conversions: - Conversions remain a key metric for advertising effectiveness. - Enhance user experiences on websites and social media for higher conversions. 6. Automation and Optimization of Ad Campaigns: - Automation reduces campaign management costs. - Optimization improves conversions; AI and machine learning tools play a crucial role. 7. Attention to Data Privacy: - Growing focus on data privacy and legislative norms. - Emphasis on using anonymous data and protecting user privacy. 8. Emergence of New Advertising Channels: - New channels like voice assistants, virtual/augmented reality, and emerging social platforms arise. - Stay vigilant for opportunities in these evolving channels. https://brnw.ch/21wFfC8 #DigitalMarketing #TargetedAdvertising #MarketingTrends2024

$700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not http://localhost:10019/elsewhere/700bn-delusion-does-using-data-to-target-specific-audiences-make-advertising-more-effective-latest-studies-suggest-not Ever wondered how come martech is a US$700bn industry, but the ads you see are still crap? Clue – it’s because the data foundations are crap, says Brand Traction’s Jon Bradshaw. Following former UM privacy chief Arielle Garcia’s takedown of the “garbage” data broking sector, Bradshaw challenges industry to provide proof that data-driven targeting actually makes advertising more effective – or in fact makes it worse. He’s spoiling for a debate – and has three deep, recent studies that show: broad reach beats targeting for incremental growth; that the cost of targeting outweighs the return; and that second and third party data does not outperform a random sample. First party data does beat the random sample – but contextual ads massively outperform even first party data. And they are much, much cheaper. Now, says Bradshaw, let’s see some counter-evidence from those making a killing. Source: $700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not | Mi3 (https://buff.ly/3Sd90CX)

Artificial Intelligence and advertising go together like a venti coffee from Starbucks on a chilly day. AI integration in advertising is more than just a fad, but instead a close view into the sector’s future, with the technology harnessed for selling, targeting, and seeding ads into vast ad networks – think millions of digital places – by the microsecond. Here are ways that AI works its magic on mass-scale ad campaigns at ad tech powerhouses Google, Meta, and WPP. https://lnkd.in/ej5FKNZ9 #ai #advertising #advertisingsolutions #aipoweredmarketing #cmo #cmos #marketing