Data Clean Rooms: Changing the Data Game in Marketing
With third party cookies shutting off next year, there are solutions emerging to tackle the issue of cross-channel tracking, measurement and analysis without cookies and Data Clean Rooms is one of the most trending solutions. A Data Clean Room is basically a software- based tool which allows different organisations to share first-party data on one platform in an anonymised format. While the current way of integrating different user-level data sources depends on IDs (customer ID, Purchase ID etc.), data clean rooms create a new ID per user and integrates datasets in the backend, thus detaching all data from user’s personal information.
Why is this important?
It is a privacy and GDPR-friendly solution that allows different organisations to partner up and share their first party data for more robust marketing analytics and audience insights, measurement, and attribution. For example, TSB, being a financial institution with exceptionally strict privacy rules, used data clean rooms to match its 5 million customers against Global Radio Network’s audience of 5 million individuals, without either party having to share. Read more.
Barb Widens Access to Non-Broadcasters with ‘Fit for TV’
Following an industry consultation, Barb has rebranded to Barb Audiences and has now pledged to include 'fit-for-TV' content on video-sharing platforms within its measurement panels of UK media audiences. Barb has begun with measuring broadcasters video content on YouTube. This reflects their ambition to continue to extend the industry’s standard measurement across TV companies, VOD streamers and video sharing platforms.
Why is this important?
The tougher 'fit for TV' standard means pure user-generated content that is not checked by professional editors or compliance officers would continue to be unsuitable for Barb. This means the vast majority of YouTube’s content, in which individuals self-produce videos that are largely monitored by automated tools, would not be measured. However, it could open to door to non-TV broadcasters, such as news organisations and magazine publishers that are regularly producing high-quality editorial content and building up significant audiences that are coveted by advertisers. Read more.
Snapchat Reaches 750 Million Monthly Active Users
Snap held their annual Investor’s Day last week, which featured the announcement that they have reached 750 million monthly active users – a large increase on last year’s figure of 600 million. The app regularly shares the Daily active user (DAU) figures within their quarterly updates, with their last report showing us where most of their growth is coming from. North America has shown the least amount of growth at 2%, whilst Europe has seen an increase of 12% - equating to an additional 4 million daily active users. The largest increase of DAU was in the rest of the world at 31% – particularly India, which is reported to have 147 million users alone.
Why is this important?
Hitting a big milestone like 750 million shows that Snapchat is gaining momentum and expanding its footprint. Snap is in a good position as it develops new in-app features like advanced AR tools and newer shopping experiences. Whilst there is currently a gap between revenue opportunities in established and developing markets, the app’s growth in countries like India could provide more opportunities for expansion in the future. Read more.
Campaign of the Week: Boots Launches Biggest Ever Woman’s Healthcare Campaign
Boots kicked off their biggest healthcare campaign to date on Monday, titled “Our health is as individual as we are”. The film follows several women navigating familiar health topics – periods, menopause, pregnancy and regular colds - with the expert help of Boots.
Pete Markey, Chief Marketing Officer at Boots says, “This campaign aims to reaffirm Boots as the leading healthcare business in the UK. Our most recent campaigns outside of Christmas have focused on our beauty offering and have been very successful in terms of shifting perception in that area. Now, we want to ensure our customers are aware of the full range of healthcare advice, products and services they can access with us that they might not have known about before.”
The campaign will be running for six weeks across TV, out-of-home, print, social media, in-store activations and online.
