DAA Revamps Behavioral Targeting Opt-Out Mechanism

Just about all digital marketing channels are less effective than they were a year ago, largely because of privacy regulations, judging by the State of B2C Conversational Marketing, a study released Thursday by Spectrm. Of the B2C marketers polled, 90.75% have seen channels decline, including these: Email marketing — 10.2%; Influencer marketing — 11.5%; SMS marketing — 10.2%; Social media marketing — 16.7%; Retargeting — 8.0%; Search advertising — 8.2%; Display advertising — 10.0%; SEO — 8.0%; Affiliate marketing — 7.7%; Skip: we’ve not seen any channels decline — 9.2%. One problem is privacy — 59% of marketers say that the issue and the regulations have caused channels to become less effective. And 41% said collecting zero-party data is more important than ever to them, while 29% disagree.

Bauer Media has today announced the expansion of Bauer Illuminate for the automotive market, allowing auto advertisers to accurately target audiences at different stages of their car buying journey, using unique and invaluable first-party data gathered from Bauer’s network of high quality, brand safe automotive digital platforms. This first-party information aids brands to send targeted messages to relevant automotive cohorts at key stages of the car buying journey, increasing efficiency and engagement. This includes audiences looking at general car buying advice at an early stage (‘Awareness’ phase), to those further down the funnel and looking at certain body style or fuel type (‘Engagement’ phase), to consumers who are in deep research stage and typically eight weeks away from purchase (‘Intent’ phase). Early trials have shown that when targeting users during the ‘Engagement’ stage using Illuminate, dwell time increased by 50% and the number of users that engage with car adverts by 13%. The introduction of the service follows the launch of Bauer Autoventure in 2020, which married Bauer’s Automotive titles such as Parkers, Car, Fleet News, Automotive Management, Classic Car and Practical Classics with its market-leading audio business, providing automotive brands creative advertising solutions. With the expansion of Bauer Illuminate, auto brands will now be able to benefit from both Bauer’s creativity and insight to create campaigns with impact – especially as the industry rapidly moves to a cookieless world.

In another sign of the toll that macroeconomic disruption has been taking on the ad economy, more than a third of advertisers (35%) say they have reduced their 2022 advertising budgets due to increasing inflation and/or disruptions in their supply chain. While most of the executives who have cut their ad budgets said they have reduced them by less than 20%, the median was 15% among all of them. The good news is the percentage saying they have reduced their 2022 ad budgets due to the economic factors is down from 40% who said so in a similar survey conducted by Advertiser Perceptions in July and August.