LOTAME-超越cookie：广告业的未来（英文）-2021.3正式版.doc

《LOTAME-超越cookie：广告业的未来（英文）-2021.3正式版.doc》由会员分享，可在线阅读，更多相关《LOTAME-超越cookie：广告业的未来（英文）-2021.3正式版.doc（15页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、BEYOND THE COOKIE:THE FUTURE OF ADVERTISING FOR MARKETERS & PUBLISHERSLotame Global Survey Report | February 2021BEYOND THE COOKIE:THE FUTURE OF ADVERTISING FOR MARKETERS & PUBLISHERSLotame Global Survey Report | February 2021TABLE OF CONTENTSIntroduction3Key Results5Part 1 - What Keeps Marketers &

2、Publishers Up at Night5Part 2 - How Investments Will Pivot8Part 3 - What the Future Should Look Like11Conclusion13About Lotame14INTRODUCTION“Change” may not have made Merriam-Websters 2020 Word of the Year, but it was tops for digital advertising. In addition to the upheaval of a global pandemic, di

3、gital advertising faced a series of serious challenges. From Google Chromes third-party cookie phaseout announcement to mounting privacy regulations to rapidly changing consumer habits, confusion reigned.Though digital advertising is no stranger to innovation and agility, we were curious how markete

4、rs and publishers were faring amidst so much uncertainty. What exactly did the future of advertising, beyond the cookie, mean and how were its primary stakeholders preparing?Lotame set out to answer these questions and more with our global survey of over 1,000 marketers and publishers. We asked what

5、 keeps them up at night; how they will pivot investments; and what the future of digital advertising should look like. Results showed similar trends region to region, indicating marketers and publishers the world over are grappling with the same issues. Not surprisingly, marketers and publishers ove

6、rwhelmingly agreed the future depends on a connected ecosystem that supports diverse, ad-supported content across the open web. But when asked how to get there, they diverged.As weve seen in digital advertisings past, ingenuity has transformed seemingly insurmountable challenges into a wellspring of

7、 opportunities. Communication and collaboration across and within the industry can create a future of advertising that drives growth and value for all while doing the right thing by consumers. In that spirit, we present our global survey findings to inform, inspire, and educate both sides of the tab

8、le on what each needs, wants, and hopes for the future of our industry.The future of digital advertising relies on a connected ecosystem that supports the open web and diverse, ad-supported content.Beyond the Cookie: The Future of Advertising for Marketers & Publishers | 3METHODOLOGYLotame commissio

9、ned industry research into the challenges being faced by marketers and publishings in addressing the post-cookie digital advertising landscape.The global online survey was conducted by Upwave, the brand intelligence platform based in San Francisco. Upwave surveyed 1,000 online respondents in the U.S

10、., UK, Australia, India, and Singapore between December 2020 and January 2021. Respondents work as senior marketers and publishers.Marketers and publishers were asked individual and joint questions to understand their: Preparations for the loss of third-party cookies Strategies around adoption of id

11、entity solutions Data enrichment efforts to build consumer insights, enhance targeting, and aid analysisBeyond the Cookie: The Future of Advertising for Marketers & Publishers | 4KEY RESULTSPART 1WHAT KEEPS MARKETERS & PUBLISHERS UP AT NIGHTMarketers and publishers are hyper focused on “customers.”

12、They are the protagonists of their dreams and waking hours, so it seems. The past year, with a global pandemic raging, proved difficult to get a clear and consistent handle on the consumer and, for good reason. Personally and professionally, people changed. Their habits, routines, commutes, work/lif

13、e balance, spending, and time spent were turned topsy-turvy. For example, while brick-and-mortar retail suffered, ecommerce thrived globally (+27.6% to more than $4 Trillion, per eMarketer1), with many first-time digital consumers.With the changing and changeable consumer in mind, marketers and publ

14、ishers reassessed their first-party data assets.Data in disparate systems is a notable pain point in the U.S., Australia, and India.MARKETER CONCERNS ABOUT THEIR OWN FIRST-PARTY DATA1. Unsure if data profile is accurate after COVID-192. Hard to collect data because not privy to POS3. Cant find new a

15、udiences without supplemental dataCAN PUBLISHER FIRST-PARTY DATA FILL THE VOID?For marketers, the jury is out as to whether publisher first-party data is a good solution to the loss of third-party cookies and mounting privacy regulationsneutral35%44%agree22%disagree1. eMarketer “Worldwide ecommerce

16、will approach $5 trillion this year,” Jan 2021Beyond the Cookie: The Future of Advertising for Marketers & Publishers | 5PUBLISHERS WORKING HARD ON SOLUTIONSLike marketers, publishers stand to lose a great deal with the death of the third-party cookie. In addition to not being able to address a siza

17、ble chunk of their audience, publishers are taxed with proving ROI and accuracy to marketers.THREE-LEGGED STOOLPublishers have been actively brainstorming how to drive and grow business. From our survey results, theyre concentrating in three main areas to stand up their unique selling proposition to

18、 a fickle market.1. Publishers, similar to marketers, are working hard to build up their first-party data assets. When asked what the biggest source of revenue will be for Q121, publishers ranked the following tactics:1. Ecommerce2. Subscriptions & memberships3. Leveraging first-party data to sell i

19、nventory4. Monetizing first-party data inventory in a second-party marketplace5. Using third-party data to expand addressable audiences6. Using identity solutions to stitch together IDs7. Affiliate advertisingIndia, Singapore, and the UK rated affiliate advertising in their Top 3 revenue drivers.Eco

20、mmerce sales and subscriptions would help publishers build up their banks of first-party data. Not only can those data assets enable publishers to understand their customers better, but they also provide richer insights to prospective marketing partners. Those first-party data assets produce revenue

21、 both on an incoming basis (through new memberships) and on an outgoing basis (via monetization through data exchanges and direct to marketers).2. Publishers believe contextual targeting can replace audience targeting and a marketers need for measurement and analysis.Marketers disagree.When we asked

22、 marketers how confident they are in the ability of contextual targeting to reach their audience, the divide with publishers was clear: 65% of marketers are not confident that contextual targeting alone is a sufficient replacement for audience targeting.68% of publishers believe contextual targeting

23、 will replace audience targeting:not confident6%26%unsure68%confidentBeyond the Cookie: The Future of Advertising for Marketers & Publishers | 6While contextual targeting is one solution for the future of cookieless advertising, many feel it only solves for the very top of the funnelof the buyers jo

24、urney and doesnt work as a standalone tactic. The other challenge marketers face with contextual targeting is measurement; the loss of third-party cookies means it will be impossible to measure the impact of contextual advertising on conversions.3. Almost all publishers are using some form of data e

25、nrichment, if not many.44%rely on survey and panel data38%use marketer data26%tap into third-party data from reputable vendors19%leverage second-party data from other publishersData enrichment is one method marketers and publishers use to expand their knowledge of changing behaviors, passions, and i

26、nterests of consumers. As 2020 demonstrated, “business as usual” in messaging fell flat and hard. To resonate with the changing consumer, digital advertisings players need an accurate, reliable, and up-to-date pulse on those shifting habits. Even if publishers were able to collect rich customer prof

27、iles in the beginning ofthe year, that first-party data cant account for the changes in the consumers life halfway and through the end of the year. Context too, while useful and informative, presents a slim picture and may exacerbate blindspots and lead to more not less guesswork to answer what work

28、ed and why.More than a quarter of publishers need help finding quality data partners.Beyond the Cookie: The Future of Advertising for Marketers & Publishers | 7PART 2HOW INVESTMENTSWILL PIVOTGlobal advertising spend was hard hit in 2020 due in large part to the global pandemic. Marketers paused camp

29、aigns indefinitely, slashed spend to zero in some channels, and lost staff due to layoffs and furloughs. Although ad budgets showed some signs of activity in October 2020, overall sharp cuts were seen across all regions, according to Warc Datas “Global Ad Trends: State of the Industry 2020/20212.” A

30、d investment is estimated to rise 6.7% in 2021, but that will account for only 59% of 2020s losses. Digital channels will command the largest chunk of media budgets, but with the many challenges the ecosystem is undergoing, how will marketers and publishers redirect resources and investments?WHAT IS

31、 IDENTITY?Winterberry Group defines identity as, “the effort to recognise and understand individual audience members across channels and devices such that brands can interact with those individuals in ways that are relevant, meaningful and supportive of overarching business objectives.”2. Warc Data,

32、 “Global Ad Trends: State of the Industry 2020/2021,” December 2020.Beyond the Cookie: The Future of Advertising for Marketers & Publishers | 8IDENTITY TOPS MARKETER MUST-HAVE INVESTMENTSMarketers would like to see more money, time, andresources invested in a post-cookie world in thefollowing areas

33、(multiple selections were possible): 58% People-based marketing / identitysolutions 51% Improving analysis 45% Data science and modelling 40% Defining more relevant audience segments 37% Advancing data-driven storytelling 36% Expanding prospectingREGIONAL COMPARISONUSUKSGINAUPeople-based /60%58%47%6

34、4%58%identity solutionsImproving analysis52%51%47%57%44%Expanding prospecting46%26%45%39%27%Defining more relevant39%39%36%40%44%audience segmentsIncreasing data science42%38%43%61%41%& modellingAdvanced data-driven37%32%34%45%41%storytellingWe can infer the need for quality data underlies marketers

35、 wish lists as it would assist in analysis, modelling, and finding more customers and prospects. Overall marketers are looking for more ways to improve their top and middle funnel audience-based strategies with people-based connections despite the loss of third-party tracking tools.Beyond the Cookie

36、: The Future of Advertising for Marketers & Publishers | 9GOOD NEWS FOR PUBLISHERS WITH MORE DOLLARS EXPECTEDThe tumult between walled gardens and more anti-trust suits on the horizon seem to have dampened marketer appetites for investment as they look for options to diversify spend.How will your re

37、lationships with publishers and media companies change in a post-cookie world?42%will buy more direct from publishers / media companies23%will buy less direct from publishers / media companies18%will invest more in walled gardens17%no change2 in 5 marketers will buy more direct from publishers / med

38、ia companies but needs must be met. To buy more confidently either director programmatic, marketers want:1. Transparency in measurement2. (Tie between) Confidence in consent management / privacy policies AND More accuracy across open web, mobile, and OTT3. More scale across open web, mobile & OTT4.

39、Openness to second- and third-party data attributes and behaviors5. Ability to bring own dataPUBLISHERS ARE RESPONDING TOMARKETERS NEED FOR IDENTITYFor their part, publishers are making efforts to appease their marketing partners and seize more of the dollars up for grabs. The loss of third-party tr

40、acking will impact every marketers toolkit, including the ability to target, optimize, frequency cap, and report accurately. Identity can solve marketer challenges, which is why publishers are paying close attention. 53% of publishers are looking for a solution to address the loss of third-party tra

41、cking while one-quarter already have an identity solution in place.25% of publishers have an identity solution in place.Beyond the Cookie: The Future of Advertising for Marketers & Publishers | 10PART 3WHAT THE FUTURE SHOULD LOOK LIKEIf we learned anything from 2020, our world can change dramaticall

42、y despite the best-laid plans. Browsers have attempted to shift control of the brand-to-consumer relationship in their favor but under the guise of “consumer privacy.” Apples decision to suspend its device identifier (IDFA) not only has billion-dollar effects on other walled gardens like Facebook but will crush downstream app developers. Despite a tumultuous news cycle, marketers, publishers, platforms, and other ecosystem participants are communicating and collaborating more to build a future that promises growth and value for al