We are nearing the end of the cookie era. As a result of the growing importance of the privatization of personal data, big players will eliminate data tracking by 2022. From then on users will have to give their consent before they can be tracked. However, Video can be the solution to this change & help you get an idea of your audience's engagement.
Ever been surprised to see an ad for sneakers when you have just looked at a pair on your favourite website? On the Internet, you're tracked for almost everything you do (visiting a web page, searching for a gift, booking a flight, etc). It is even possible to track how many seconds someone watches your video. All this is possible thanks to what we call "cookies". Their purpose? To identify your preferences and habits in order to improve your experience. They also allow marketeers to target and retarget visitors for advertising purposes.
However, voices have been raised to limit this tracking and improve the security of personal data. Several controversies such as Cambridge Analytica, the Netflix documentary « The Social Dilemma » and more recently the new WhatsApp update, have put data tracking in the spotlight. Since then, the privatization of personal data has become a priority for many companies. In fact, searches for “online privacy” grew by more than 50% globally in 2020 compared to the previous year.
In order to address their user’s concerns about privacy, some digital industry leaders changed the way data is collected on their platforms. One of the most impactful changes is probably Apple’s new iOS 14. In this version of the operating system, applications using data will trigger a prompt asking the user for their permission to collect these data sets. In their privacy settings, users can now see which application is tracking what data, and they are given the option to retract consent at any time.
Many users will be very likely to decline data collection, limiting companies' abilities to reach, understand and engage with people on mobile devices and across the web. It will affect every brand's ability to use attribution modelling to understand performance, it will affect who sees your ads and ultimately limit your retargeting capacities.
By 2022, Google is committed to removing third-party cookies from the internet starting with its web browser Chrome. This will have a big impact considering Google owns 65% of the market share according to StatCounter. As a consequence, it is now more difficult for two ecosystems, your website and your Facebook Page, to exchange information about user behaviour. Google may then offer marketeers the opportunity to use its own audience measurement, based on data collected from its own tools that serve advertising via Google's advertising network. As a marketeer, you will also need to focus on investing in first-party data: data collected within your own environment like your website, newsletter or email.
Marketeers and advertisers will have to adapt to this change by rethinking their digital strategy and attribution model. However, the basics will still be there and the marketing funnel will still apply.
While your audience's web activity data will be less accurate, you can still capture engagement data on your content, especially video. It is ever more interesting to analyse video retention, which is an important asset to qualify your audience at the top of the funnel or the awareness phase, but also for remarketing purposes in the middle of the funnel or the consideration phase.
If distribution and data are queens, let's not forget that content is king. Since performance marketing is going to be limited, opportunities will arise for your content efforts. We believe that you will have to compensate even more with an even better content strategy. Resources that aren't allocated to third-party data can be used to improve your content. In today's situation, video is the medium to take advantage of from now on. Video is the present, even more so with the pandemic. According to the Global Web Index, content consumption has increased by 80% since the COVID crisis, with online video being the main medium.
Want to know more or could you use some guidance for your business? Don’t hesitate to reach out to us. We're more than happy to help!