How People-Based Identity Will Change The Way Marketers Think About Success
With big privacy changes coming, marketers will soon have redefine success when it comes to attribution, argues Deb O’Sullivan Vice President Enterprise Sales Australia and New Zealand at LiveRamp in this piece.
Apple postponing its plan to make IDFA opt-in across devices means brands everywhere are enjoying a temporary reprieve. This deferral to early 2021 buys valuable time for marketers in the race against the impending deprecation of device IDs.
However, these imminent industry changes are not the only motivation for marketers to implement interoperable infrastructure, people-based identity models. Changes in consumer digital behaviour and lifestyle also provide increasingly convincing reasons for marketing practices to transform.
For instance, Australians are using more devices than ever. According to a recent Telsyte research paper, the average Australian household now has nine internet-connected devices. This proliferation of devices demands an identity infrastructure that enables marketers to better understand and engage with their end user across multiple touchpoints.
This means that people-based marketing is growing in popularity as savvy brands look to get ahead of the curve and become among the first to adopt addressable solutions that don’t rely on unstable identifiers.
Shifting how we think about success
Interestingly, as future-focused marketers begin widely adopting these solutions, the way they think about the metrics of success is also likely to undergo a fundamental change. New benchmarks will arise as more and more brands embrace people-based identity and addressability, with a stronger emphasis on quality of impressions, in addition to quantity.
This paradigm shift will be driven by the fact that brands will enjoy increasing control and precision in targeting across multiple channels, improving a campaign’s ability to deliver a highly relevant and seamless experience to audiences.
The enhancement in audience targeting capabilities will see marketers start to alter the standards for calculating a campaign’s success. With addressable solutions, people-based identity features like outcome-based decision making, frequency capping, audience suppression and sophisticated retargeting remain possible even after the deprecation of the third party cookie. These solutions provide marketers with the ability to optimise marketing impact across channels and audiences – often in real-time.
For brands, this means seamless omnichannel campaigns, more accurate and meaningful measurement of ROI, and improvements in fragmented customer data.
In short, how marketers think about success is likely to evolve, with benchmarks for performance naturally undergoing finetuning based on the way addressable platforms deliver unique value.
Successfully quantifying the impact of addressable solutions rooted in people-based identity with Fitbit
Popular health and fitness technology brand, Fitbit ran a campaign that illustrated this distinction between people-based advertising and cookie-based models.
To measure the difference in ROI between the two approaches, Fitbit launched a campaign to reach its high-value audiences based on the same parameters but delivered either through cookies or via a people-based identifier by leveraging LiveRamp’s Authenticated Identity Infrastructure.
What Fitbit found was that people-based identity gave their marketing team the unique ability to more accurately quantify the impact of marketing and ensure that they would be able to continue measuring business outcomes on the same KPIs. .
In fact, they were able to achieve two times higher return on ad spend (ROAS) compared to third-party-cookie-based targeting. Fitbit’s cost-per-page-view (CPPV) also decreased by 34 per cent and they saw a 13 per cent increase in their average order value (AOV), proving the efficacy of a people-based strategy.
It’s clear that the adoption of addressability solutions rooted in people-based identity will transform the marketing ecosystem. People-based identity translates to improved addressability. And, when the underpinning identity infrastructure is neutral and interoperable it lends to a healthier, more competitive ecosystem for all, including consumers. When marketers begin to focus on the consumer, rather than only what they know at the device or browser level, they will have more control and gather greater insights.
Case studies like Fitbit’s show that brands can improve business outcomes with the ability to reach addressable high-value audiences by using people-based solutions that are privacy-first, consumer-friendly, and secure.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.