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How Social Identities Are Outperforming Internet Cookies, And Why Marketers Should Be Thrilled

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When it comes to advertising, the internet cookie is sort of like an old smartphone. Sure you’ve had it for awhile and it still works (although not as well as you’d like), but at the end of the day you’ll continue to use it for now because you’re locked in until something better comes along. In fact, when we break down just how ineffective internet cookies actually are, we’re pretty sure you’ll be ecstatic to learn that there’s another option available for digital marketers that’s more accurate and versatile—identity-based advertising.

Published in: Social Media
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How Social Identities Are Outperforming Internet Cookies, And Why Marketers Should Be Thrilled

  1. 1. CONFIDENTIAL 2016 Unified Enterprises, Corp How Social Identities Are Outperforming Internet Cookies, And Why Marketers Should Be Thrilled
  2. 2. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 2 • What Are Internet Cookies Again? • Compelling Reasons Why Internet Cookies Aren’t So Sweet • A Case Of (Un)Mistaken Social Identity • How The Cookie Crumbles • The Bottom Line For Marketers What We’ll Go Over Today WEBINAR CONTENT
  3. 3. What Are Internet Cookies Again? 3
  4. 4. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4 What Are Internet Cookies Again? A QUICK DEFINITION Some icons from flaticon.com
  5. 5. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4 What Are Internet Cookies Again? A QUICK DEFINITION Some icons from flaticon.com Web Browser Data
  6. 6. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4 What Are Internet Cookies Again? A QUICK DEFINITION Some icons from flaticon.com Web Browser Data Logins Clicks History
  7. 7. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4 What Are Internet Cookies Again? A QUICK DEFINITION Some icons from flaticon.com Web Browser Data Logins Clicks History 3rd Party Session Persistent
  8. 8. Compelling Reasons Why Internet Cookies Aren’t So Sweet 5 Creative Commons “Cookie Monster” by Michelle O'Connell Photography is licensed under CC BY 2.0, This image is an excerpt of the original.
  9. 9. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  10. 10. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Meet Maria *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  11. 11. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  12. 12. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  13. 13. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp As a result: 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  14. 14. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp As a result: 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET • Clicks, logins & browser history mingle *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  15. 15. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp As a result: 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET • Clicks, logins & browser history mingle • Cookies must make assumptions to determine who’s who *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  16. 16. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp As a result: 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET • Clicks, logins & browser history mingle • Cookies must make assumptions to determine who’s who • Targeting is often inaccurate *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  17. 17. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp As a result: 6 Reason #1: User Ambiguity COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET • Clicks, logins & browser history mingle • Cookies must make assumptions to determine who’s who • Targeting is often inaccurate In fact, up to 37% of web impressions aren’t even people, which is estimated to cost advertisers as much as $7.2B in 2016*. *Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report
  18. 18. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 7 Reason #2: Single Device Compatibility COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Maria’s activity on the family computer Maria’s activity on her own cell phone Maria’s activity on the family tablet Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018
  19. 19. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 7 Reason #2: Single Device Compatibility COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Maria’s activity on the family computer Maria’s activity on her own cell phone Maria’s activity on the family tablet Cookies cannot track Maria’s activity across devices Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018
  20. 20. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8 Reason #3: Privacy Concerns COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com
  21. 21. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8 Reason #3: Privacy Concerns COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com 70% of users age 18-49 clear cookies & browser history
  22. 22. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8 Reason #3: Privacy Concerns COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com 70% of users age 18-49 clear cookies & browser history 32% of users age 18-49 actively attempt to avoid advertisers
  23. 23. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8 Reason #3: Privacy Concerns COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com 70% of users age 18-49 clear cookies & browser history 32% of users age 18-49 actively attempt to avoid advertisers 41% of users purposely disable or turn off cookies
  24. 24. A Case Of (Un)Mistakable Social Identity 9
  25. 25. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10 A Case Of (Un)Mistakable Social Identity HOW IT WORKS Illustrations from freepik.com, adaptions made.
  26. 26. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10 A Case Of (Un)Mistakable Social Identity HOW IT WORKS Illustrations from freepik.com, adaptions made. Data is collected via device
  27. 27. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10 A Case Of (Un)Mistakable Social Identity HOW IT WORKS Illustrations from freepik.com, adaptions made. Data is collected via device Then it’s tied to a social media ID SOCIAL ID Your Customer
  28. 28. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10 A Case Of (Un)Mistakable Social Identity HOW IT WORKS Illustrations from freepik.com, adaptions made. Data is collected via device Then it’s tied to a social media ID SOCIAL ID Your Customer Targeting is then based on information from real people
  29. 29. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 11 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #1
  30. 30. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 11 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #1 IT’S USER- GENERATED, WHICH MAKES IT: • Much more accurate • Much less of a privacy concern
  31. 31. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 12 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #2
  32. 32. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 12 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #2 CROSS-DEVICE ADAPTABILITY • Social IDs work seamlessly across all devices
  33. 33. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 13 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #3
  34. 34. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 13 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #3 CRM SYNERGIES • The ability to map social IDs to CRM lists
  35. 35. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 14 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #4
  36. 36. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 14 A Case Of (Un)Mistakable Social Identity REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER #4 IT TRACKS THE CUSTOMER JOURNEY 7:30AM Read News Content On Social Media 9:00AM Share Industry Articles On LinkedIn 1:00PM Instagram Photo Of New Food Truck 3:00PM Plan Weekend Via Facebook Messenger 4:00PM Pin Family Recipe On Pinterest 9:00PM Live Tweet While Watching TV
  37. 37. When The Cookie Crumbles 15 Photo credit: kevinspencer via Visual hunt / CC
  38. 38. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight)
  39. 39. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight) 41% increase in users blocking ads worldwide in 2015 alone
  40. 40. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight) 41% increase in users blocking ads worldwide in 2015 alone 57% of senior ad buyers have problems with multi-device measurement of programmatic ads
  41. 41. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight) 41% increase in users blocking ads worldwide in 2015 alone 79% increase projected in social media ad spend over the next three years 57% of senior ad buyers have problems with multi-device measurement of programmatic ads
  42. 42. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight) 41% increase in users blocking ads worldwide in 2015 alone 79% increase projected in social media ad spend over the next three years 57% of senior ad buyers have problems with multi-device measurement of programmatic ads 20% of digital ad spend budgets are projected to be spent on social media in 2016
  43. 43. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16 When The Cookie Crumbles LOOKING AHEAD Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight) 41% increase in users blocking ads worldwide in 2015 alone 79% increase projected in social media ad spend over the next three years 70% of internet users in the U.S. are estimated to be social users in 2016 57% of senior ad buyers have problems with multi-device measurement of programmatic ads 20% of digital ad spend budgets are projected to be spent on social media in 2016
  44. 44. The Bottom Line For Marketers 17
  45. 45. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 18 The Bottom Line For Marketers HOW WE USE SOCIAL IDENTITIES Illustrations from freepik.com, adaptions made. Audience Intelligence Social identities enhance your ability to understand your audiences Advertising Campaign Targeting Social identities help targeting across all of your marketing initiatives
  46. 46. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19 The Bottom Line For Marketers IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS Illustrations from freepik.com, adaptions made.
  47. 47. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19 The Bottom Line For Marketers IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS Cookies are costing you money 1 Illustrations from freepik.com, adaptions made.
  48. 48. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19 The Bottom Line For Marketers IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS Cookies are costing you money 1 Social IDs are more accurate & trackable 2 Illustrations from freepik.com, adaptions made.
  49. 49. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19 The Bottom Line For Marketers IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS Cookies are costing you money 1 Social IDs are more accurate & trackable 2 Illustrations from freepik.com, adaptions made. Identity-based campaigns perform better 3
  50. 50. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp Data 20 The Bottom Line For Marketers IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS Illustrations from freepik.com, adaptions made. DataNormalizeTools & Dashboards
  51. 51. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 21 Questions? Unified Unified GetUnified Unified.com marketing@unified.com

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