How creativity, context and media high quality can speed up digital efficiency
With the imminent withdrawal of the cookie, it has forced the digital marketing industry to rethink the levers that drive marketing performance. The Drum spoke to DoubleVerify and Johnson & Johnson at the Drum Creative Transformation Festival to find out what the best performance tools are.
Watch the entire session on the Drum Creative Transformation Festival website.
However, while the ultimate goal of brands is to make sure their message gets to the right person at the right time, the focus has been diverted from getting the message across. This session gave tips and tricks for marketers to improve their performance by looking at this important and often overlooked part of their strategy.
The whole point is that smart consumers ask a lot more – they want their brands to deliver relevant and engaging creatives, and they want brands to be responsible about privacy issues.
A recent study by DoubleVerify found that people like to try a new product when they see an ad that is contextually relevant in the environment they are in.
Steph King, Business Director, APAC, DoubleVerify, said the technology is now in a place to deliver on that promise for consumers.
“Contextual advertising has been around for a while, but what has changed is the way technology helps understand the relationships and meanings of words in order to ensure context,” she says.
Another lesson from the discussion was how to relocate the measurement to focus on attention. Moving away from vanity metrics towards more meaningful, attention-based metrics would help marketers better understand the effectiveness of media quality, context, and creative.
For example, J&J examines completed video views and performance for the visibility and audibility of its ads, especially for videos.
Kenneth Sim, Digital Marketing Manager, Johnson & Johnson Thailand and LCM, said, “Most of our assets are videos and I want to measure the direct response of this video to the creative’s ability to turn attention into engagement or action Brand”.
Of course, marketers need data for accurate measurement. So what should marketers do when the third-party cookie is set?
J & J’s Sim says brands should use their own resources and work with partners to create first-party records.
“Having a diverse view of different types of data would be a crucial tool along the way to get the bigger picture – of the marketing campaigns, the consumers reached and the understanding of the culture,” he added.
To see the full session, visit the Drum Creative Transformation Festival website.