The blocking of third-party cookies announced by Google has been one of the hottest topics of recent times and – according to a survey conducted by Spicy Mobile among those responsible for planning and implementing advertising campaigns – one of the key events of 2022. Third-party files are currently used in remarketing, retargeting and likeness campaigns for the benefit of advertisers and consumers. Personalized ads have a higher click-through rate (CTR) than their counterparts. In turn, users themselves – thanks to personalization – see fewer random ads, unrelated to their needs, preferences or behavior.
Naturally, the first question that arises is how blocking third-party cookies will translate into advertising activities – comments Artur Zawadzki of Spicy Mobile. – Among the advertising opportunities that will disappear or change are, among others, retargeting as we know it so far, targeting based on third-party and third-party cookie segments, dynamic advertising medium optimization (DCO) based on third-party and third-party segment cookies, cross-site capping and counting, and attribution of conversions based on about a third-party cookie.
According to the expert, there are many other sources of user data that will always be available to advertisers. As an alternative to cookies, Google offers cohort analyses, in which users with a similar browsing history (interests) are grouped together in a cohort. In turn, Facebook has developed a new Conversions API (CAPI) to share data directly from its server, not through the browser. Unfenced garden entities are also working on their own solutions.
The deletion of third-party cookies should not be seen as a threat, but as an opportunity to develop technology that, in accordance with new legal regulations, will allow the implementation of effective advertising campaigns. It is also an opportunity to check other solutions and expand your own databases. The world of multi-shared identifiers is coming, which we should not be afraid of, but to which we must adapt – emphasizes Zawadzki.
Trend 2. Programmatic
According to the Spicy Mobile survey, a whopping 73% of media representatives consider programmatic to be one of the most promising types of mobile advertising, and 45% cite it among the most important trends and events in advertising. mobile in 2022. According to data from IAB Polska, the share of programmatic advertising in the internet marketing market is growing by 20% year over year. Expenditure on programmatic advertising constitutes 22% of the advertising budget on the Internet and nearly 50% of expenditure on display advertising alone. However, the programmatic model of ad buying also presents many challenges.
Without a doubt, the biggest challenge facing the programmatic market is the post-cookie era, which is expected to become a reality by the end of 2023. the entire sector a little more time to prepare to operate in the new reality. Unfortunately, the programmatic market will particularly suffer here, and solutions to limit losses will be worth their weight in gold for advertisers – admits Dominik Stocki from Spicy Mobile.
Trend 3. Big Data
In 2022 – according to the experts at Spicy Mobile – you can expect an even bigger role for big data in mobile advertising. This is the time to collect data from various sources (for example due to the liquidation of third-party files), as well as to test various solutions for their use in advertising activities. Advertisers want to be able to reach selected groups of recipients, and hard data-based reach methods are most likely to work here.
According to Marta Sielska, advertisers request detailed reports and analyzes much more often. They pay attention to quality traffic i.e. long enough time on the website, low bounce rate, high VA, conversions. Depending on the purpose of the campaign, different parameters are crucial for them. For advertising efforts where the goal is to sell, it will be conversion. On the other hand, in the case of image campaigns, the most important are: visibility, reaching the target group as precisely as possible and reach.
Trend 4. Shopping apps
According to the global App Annie survey, users are increasingly willing to use shopping apps and spend more time on them. According to Tomasz Kąkol of Spicy Mobile, this data illustrates the trend that we will soon face in Poland: m-commerce is gaining strength and moving from mobile sites to apps.
74% of people using an Android phone or tablet in Poland have at least one shopping app installed on their device. Having an app is crucial for retailers looking to boost their e-commerce site. Retail must adapt to new conditions: capture and maintain the interest of consumers migrating between different channels and offer them a unique shopping experience – emphasizes Kąkol.
According to a study by Moje Gazetka for Spicy Mobile, 65% of consumers admit to making purchases over the phone, most often users between the ages of 25 and 34. This group also seems to be the most convinced of shopping apps: almost a second say they buy in mobile apps and websites (48%), and 23% only in mobile apps.
Trend 5. Omnichannel
The aforementioned research results also show the interpenetration of the online and offline world when it comes to the purchase journey: 78% of respondents often browse offers over the phone to make an in-store purchase, and 42% admit to having made a purchase. under the influence of an advertisement they saw on the Internet. According to Przemysław Woźniak, mobile mainly supports direct response campaigns, which encourage consumers to buy quickly.
Besides the huge amount of user data, the mobile channel also offers brands interactive Rich Media formats, which drive sales through surprise or entertainment. In these advertisements, we use a variety of interactive mechanisms and native smartphone functions, such as geolocation. For several years, I have observed an increase in campaigns targeted precisely at specific locations, for example, to increase traffic in a physical store – emphasizes Woźniak.
The biggest challenge, as the expert admits, is currently the integration of mobile data with that of other digital and offline channels, which will retarget and track the conversion process between different channels.