COOKIES AREN’T ENOUGH: I know this article is a little deep for a Tuesday morning right after the holiday weekend, but it’s an important topic to be fluent in if you work in digital media. By now we all know the difference between web-based cookies and mobile device IDs for tracking. Device IDs track in-app usage which cookies cannot, and therefore are the preferred method for digital audience targeting. But device ID-based data is relatively scarce and publishers are still sitting on mountains of web-cookie data. So even when you can match the two (tracking the same user from their web cookie to their device ID), the scale is usually so small marketers can’t apply deterministic 1-1 targeting. As a result publishers are still using cookies for probabilistic targeting (aka modeling) across a pool of device IDs . That’s why publishers who possess a full set of registration data, and whose users sign in on both web and mobile devices, have such a competitive advantage when it comes to mobile audience segs. If you need some reinforcement on this topic the following AdExchanger link breaks it down a little further. (link)
:30 VIDEO RETHINK: Change is coming to YouTube’s video ad platform. Beginning in 2018 they’ll stop selling forced-view :30s, and instead concentrate on :20s, :06 bumpers, and :30 skippable ads (which they only charge advertisers for upon completion). This change is being implemented because of increasing user resistance against having to watch full :30s in between video content segments which average 1:30. It’s just too much of a price to pay for relatively little payoff. You could also see this as a proactive move by YouTube to clean up their platform ahead of Facebook entrance in the digital video game. (link)
DON’T BELIEVE RADIO’S REACH HYPE: Last week the following AdWeek article was published on the merits of reach-based traditional media platforms like broadcast TV and radio. I believe the author makes a valid point on the need to balance the best aspects of traditional and digital media (although I don’t necessarily agree with the T79%/D21% allocation they’re recommending). Since the article came out we’ve seen a few examples of broadcasters using it as rationale for clients to spend more on radio by positioning themselves as the best vehicle for reach (of course!). You always hear the stat that 93% of the population listens to AM/FM radio in a week, and I’m not disputing the number. But what I do take issue with is the idea that you can feasibly buy that reach. There are 11,380 commercial radio stations in the US. So to capture the total reach you’d need to buy a them all simultaneously. Even if you break it down to one larger DMA, you’d still need to go 20-30 deep on a single buy. The logistical challenges and sheer cost of doing this are unfeasible. Not to mention the wasted duplication creating by hitting the same button-pushing listener across multiple stations. Bottom line . . . radio’s reach advantage isn’t actionable, and therefore not an advantage at all. (link)
Have a great Tuesday guys!
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