when cookies go stale: what the future of digital advertising looks like
DESCRIPTION
While few would claim to know exactly what the future holds, many pundits do agree that cookies likely have a diminished role in digital advertising’s future. MaxPoint’s Casey Priore addresses the concerns of today’s conventional wisdom and offers insight into approaches that don’t rely on the crumbling cookie. Join Casey as he analyzes the issues in the current state of digital, offers some fresh alternatives and shows several success stories from brands and retailers that have found a better path.TRANSCRIPT
When Cookies Go Stale: What the Future of Digital Advertising Looks Like
October 16, 2014
Casey Priore | Director of Sales | MaxPoint
Are cookies dead?
Actually, cookies are like disco.
What’s your business goal?
ADVERTISE TO NEW POTENTIAL CUSTOMERS
Cookies only reach a small portion of consumers.
LOCATE THE RIGHT CONSUMERS
Cookies can’t provide a complete picture of a consumer.
BALANCE CONSUMER TOUCHPOINTS
Cookies are great for retargeting—but can cause ad fatigue.
REACH CONSUMERS ACROSS CHANNELS
Cookies have limited uses on mobile.
MEASURE YOUR RESULTS
Cookies can’t be used for measuring mobile.
So where do we go from here?
Enhance national advertising using neighborhood precision.
Hyperlocal Advantages
Advertise to new potential customers.
Locate the right consumers.
Balance consumer touchpoints.
Reach consumers across channels.
Measure your results.
The Most Complete Solution
EFFICIENCY—Reaching the right audience across the nation.
CONTINUOUS LEARNING—Building and optimizing technology based on every campaign we run.
HYPERLOCAL PRECISION—Adapting marketing at the neighborhood level.
BOOST IN-STORE PRODUCT SALES
Goal: Drive sales of grilling products in stores
Strategy: Use hyperlocal targeting to reach the right consumers in the right places at the right time
Results: 3x increased engagement rate
DISCOVER NEW PROFITABLE AUDIENCES
Goal: Generate orders for online clothing store
Strategy: Combine hyperlocal digital advertising with real-time data
Results: 32:1 ROI
Advice for the Future
Leverage multiple data sources.
Focus on goals, not just technology.
Use cookies strategically, not foundationally.
Questions?