š A New Era of Digital Advertising
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The year ahead will see changes to third-party cookies and a likely rebound in the digital advertising market.Ā
Keep reading to learn about the best ways to partner with your agency to prepare for the holiday advertising rush, the big news from Google Chrome and the recent reports from Alphabet that confirm why AI is here to stay.
3 Canāt-Miss Digital Updates
Social Media and Advertising
19 Key Ways Agencies Help Their Clients Prepare for the Holiday Rush
Whatās happening: The digital advertising landscape shifts during the holiday season. Your target audience will be more active than any other time of year, but competition can be fierce. Forbes highlights the need for attribution tracking to make real-time, informed decisions, while minimizing budget waste. Auditing your technical platforms, using attribution tags and creating a smart, high-quality content cadence will be essential to handling the holiday rush of digital advertising traffic. Agencies can help leverage audience behavior to create custom user journeys and find true value in your advertising.
Why it matters: The increase in audience presence during the holidays creates a unique scenario that your agency can help navigate. Brands can drive more volume but the increase in competition means itāll come at a higher cost. Staying targeted and being prepared before, during and after the holidays is key to optimizing your holiday campaignās success in the market.
Preparing for the End of Third-Party Cookies
Whatās happening: The end of third-party cookies is just around the corner as Rowan Merewood ā Developer Relations for Sandbox ā confirms. Google Chrome is planning to disable third-party cookies for 1% of its users in Q1 of 2024 and 100% of users by Q3 of 2024.
Why it matters: The end of third-party trackers limits the ability of advertisers to obtain audience data off-site and will lead to less targeted audiences than in the past. Advertisers rely heavily on third-party cookie tracking, as it provides audience and conversion data from domains that arenāt owned by the advertiser. For example, if a brand were to run ads on Bloombergās website, it could implement third-party trackers on the ads and funnel the audience data into its audience tracking platform, even though the ad served on Bloomberg. First-party cookie trackers differ, as they measure audience data that occurs on their owned website/landing page. Therefore, itās crucial to implement best practices, including properly setting up attribution tags on your website, importing audience data across platforms and updating your conversion goals to align with each campaign for first-party cookie tracking to stay up-to-date on the latest for conversion tracking. At Prosek we're developing a strategy to account for this change - reach out to learn more.
Strong Showing by Alphabet, Meta Signal Ad Market Rebound Underway
Whatās happening: A recent Reuters article reported that Google, Meta, and Snapchat all surpassed quarterly revenue goals. All three companies concur that the surge in digital advertising revenue can be attributed to the introduction of AI. Digital advertising firms have been intensifying their commitment to AI services, as they are firmly convinced that AI offers the most cost-effective and efficient advantages for advertisers in the market.
Why it matters: The increase in the quarterly revenue report for these major digital advertising hubs provides evidence that AI is here to stay. Investing in the latest AI tools and staying up to date with the latest AI products is critical to ensure youāre staying ahead of the game in the digital marketing world. Look to better understand the current offerings at your disposal and be strategic in how you implement them into your marketing plan to capitalize on this development.
Good Reads
Google Ads Tutorials: Introducing Conversion-Based Customer Lists for Google Ads
Amazonās AI Image Generator: What Advertisers Need to Know
Marketing InspirationĀ
A recent Blue Owl Capital post featured images from the Blue Owl Family Day event, effectively showing the people behind the brand and creating a deeper connection with the audience.
Google Ads posted an interview with Alessandro Creso, VP of Paid Search at Brainlabs from the AWN New York 2023 conference. In this video, Alessandro states: āThe competition right now isnāt between you and AI - itās between you and another marketer harnessing AIās power.ā While AI may invoke concerns, it is a resource that you should actively consider integrating into your marketing toolbox and leveraging as a distinct competitive advantage.Ā
American Securities shared a carousel post about Blessing in Backpacks, serving as a reminder of the importance of giving back to the community and actively promoting the causes you and your brand are most passionate about.Ā