Advanced advertising. Top trends in 2021 and what you can do - Fabian Van De Wiele - Owner and founder CLICKTRUST
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Advanced advertising.
Top trends in 2021 and what you can do.
Fabian Van De Wiele – Owner and founder CLICKTRUST
HELLO! I’m Fabian Van De Wiele Founder/CEO of CLICKTRUST, a brussels based firm specialized in digital media. Totally passionate about anything that involves marketing & data. Also involved in several ecommerce projects as owner.
Learning outcomes 1. Understand how the digital advertising landscape is changing. 2. Understand the 3 implications on your business. 3. Obtain a clear view on action points you can take now.
Google and facebook are facing challenges from other tech giants
US government and EU commission are going after the advertising and measurement giants in our industry.
What are the biggest forces affecting digital advertising as a
result of this?
“Informed consent for "cookies" and other devices”
GDPR & ePrivacy Directive.
What are the biggest forces affecting digital advertising as a
result of this?
In 2017, Safari started rolling out ITP
(Intelligent Tracking Prevention).
2018 : 3rd party cookies blocked by default.
2019: 1st party cookies are restricted to 24h, 7 days in
specific conditions,
What are the biggest forces affecting digital advertising as a
Apple making the IDFA opt-in.
result of this?
“While it’s difficult to quantify the impact to
publishers and developers at this point with so many
unknowns, in testing we’ve seen more than a 50%
drop in Audience Network publisher revenue when
personalization was removed from mobile ad install
campaigns,”
FACEBOOK
What do we use cookies and IDFA for today? I visited Autoscout24 looking for a deal on a 2nd hand monovolume…
What do we use cookies and IDFA for today? Then I checked the prices of centerparcs for a weekend with the family…
What do we use cookies and IDFA for today?
What do we use cookies and IDFA for today?
People that visited the
website searching for
the products or
purchased products.
Lookalike of these people created to show prospection ads –
across facebook, instagram and the facebook audience
network (which is at risk on IOS due to the IDFA change)What do we use cookies and IDFA for today?
Customer journey to buy an SUV
safest suv 2020 Audi Q7 Audi Q7 testdrive
DAY 0 first click DAY 30 2nd click DAY 75 3rd click
775 days
Cookies allow analytics and advertising platforms to
recognize the above clicks were done by the same person,
allowing for attribution across or within channels.Attribution is a key technique to allocate budgets
Being able to see what channels/ads or
audiences are ‘providing sales’ depends
heavily on our way of measuring and
attributing…for which we use cookies!What do we use cookies and IDFA for today? Measurement, personalization… It all happens through cookies and identifiers which are under HEAVY scrutiny from multiple sides.
Surely something will replace it?
Measurement, personalization… Sure. But it seems like
a cat and mouse
It all happens through cookies and game between the
identifiers which are under HEAVY
scrutiny from multiple sides.
ad tech giants on one
hands, and
policymakers/apple
on the other hand.Let’s recap this first part.
ISSUES Your data in 2021
• ITP(safari)removing cookies after 24h
• Google ending 3rd party cookies with
vague stories about a replacement
(privacy sandbox)
• IDFA becoming opt-in on apple
• ePrivacy & general further
regulation/lawsuitsLet’s recap this first part. LIKELY IMPACT 1. Attribution and measurement will promote bottom of the funnel touchpoints even more than before as the cookie basically expires before the customer journey is complete. 2. Remarketing audiences will decrease. Considering remarketing is a cornerstone of many strategies today, this requires looking into. 3. Bidding algorithms and dynamic creatives could become less efficient as they will receive less data and will rely more and more on AI to fill in the gaps (that keep getting bigger).
Let’s take it point by point.
Impact number 1:
(Even more) Faulty attribution.This is the webshop Twistiti.com. According to Google Analytics, Facebook CPC (facebook ads) only drive 6% of sales.
This is the webshop Twistiti.com.
But apparently also 32,08% of all add to carts.
People convert after through (branded) paid search, organic search or even just on amazon.We decide to evaluate facebook CPC on add to carts, knowing sales wouldn’t be measured
properly due to missing cookies and people buying on amazon.
BUSINESS OUTPUT KPIs CHANNELS
MESSAGE/GOAL
QUALITY SESSIONS &
PRODUCT “My offer exists” COST PER QUALITY SESSION
BANNERS, FACEBOOK, YOUTUBE
AWARENESS
CONSIDERATION “My offer is the best” ADD TO CARTS SEARCH ADS, DISPLAY,
& COST/ADD TO CART REMARKETING, FACEBOOK
PURCHASE “Buy my offer” REVENUE & ROAS SEARCH ADS, EMAILING…We visualized it for cross channel impact over time.
Let’s take it point by point.
Impact number 2:
Remarketing audiences decreaseCookies are not the only way!
What do people use to sign into
facebook, google or linkedin?
Email…How it works…
Matched
audience
Original Matching inside
customer data Google,
Facebook, Lookalikes
LinkedinStep 1: Segment your CRM data
By lifetime value
By frequency
By products purchased
By purchase type (offline or online…)
By …Step 2: Integrate the data automatically
Step 3: Activate the data! Activate the data with custom ads and bids in function of goals.
Let’s take it point by point.
Impact number 3:
Automated bidding, dynamic creatives
could become less efficient.How automated bidding, CBO and automated creatives work.
Inputs Outputs
Awesome targeting,
Lots of data budgets & creatives
Facebook & Google
algorithm black box
“magic in the middle”What could happen if we put in faulty data that keeps getting
bigger holes.
Inputs Outputs
Facebook
& Google algorithmsJust input broad targeting,
upload “assets”, select CBO So what creatives and
or “maximize conversions” audiences worked
and you’re best in class!!! best?
Are these incremental
sales?
Marketing manager
Facebook and Google rep
training your staff.
....Inputs Outputs
Awesome targeting,
Lots of data budgets & creatives
In 2021, make sure you know how the “magic in the middle” works.
What creative assets work?
What audiences work with which creative?
How are results tracked technically?
We might need some of that OLDSKOOL knowledge again soon if the antitrust
lawsuits and techgiant conflicts continue.THANK YOU
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