Can you tell which is real and which is not?
The journey towards a cookieless world is a path paved with challenges and opportunities. It's a chance to foster more meaningful, trust-based relationships with audiences and to innovate in how we connect with them. As third-party cookies become a part of digital history, the future of marketing shines bright for those who are prepared to meet the challenge of creating more and better content.
How to Increase Your Ads' Quality
Keeping up with Ad Production: Creative Management Platforms
Have a Channel-first Approach
The Role of AI in Creativity
In a digital marketing landscape where change is the only constant, the end of third-party cookies is a key turning point. Currently, Google has culled third-party cookies from only 1% of Chrome users, a preliminary step before their complete phase-out by Q3 2024. This move is not just a policy update; it's a paradigm shift, requiring marketers to rethink and adapt their strategies in real time.
Cookies have been digital advertising's cornerstone, tracking user behaviour for targeted ads. Distinguished as first-party and third-party, they serve different roles. While first-party cookies enhance user experience on the actual site visited, third-party cookies, often seen as intrusive, track user activity across different sites for advertising.
Kwanzoo made this nifty chart to help you understand the difference between first and third-party cookies
Their impending demise is a nod to increased privacy concerns, with significant implications for digital advertising. And yet, these cookies have been pivotal in ad targeting and measurement. To counter their absence, we'll need new, privacy-compliant methods to reach audiences without sacrificing personalisation.
We'll share some of these new methods below 👇
⚠️ Before diving into what you can do to make your creatives stand out with your audience, let's cover the technical set-up you should be transitioning into in this post-third-cookies world.
In the third-party-cookieless future, first-party data emerges as the beacon of hope. And your two best friends here are going to be first-party cookies and Customer Data Platforms.
To give you the best possible introduction to first-party cookies, why you need them, and how to start collecting data with them, we asked our friends at Raptor to answer a few questions.
Google has been working on alternative tools, notably the Privacy Sandbox, to provide advertisers, media agencies and media with an alternative to third-party cookies. However, the actors fear that they will not get access to useful tools before Google kills the disputed cookies completely - and Google can still track users across Chrome when the browser history is saved to the Google account.
Technical specs aside, what else can you change in this cookieless world? As the digital landscape evolves, your creativity and innovation in ad campaigns must also follow suit.
Easier said than done, right?
While it’s true there is no formula to make all your ads a league above the rest, there is something you can do right now to improve your ad-making game. And with a pinch of personal creativity, you can be sure your ads will keep performing in a post-third-party cookie world.
What type of ads are you producing, and how many? In the face of the cookieless future, banner blindness and ad fatigue are going to be your no.1 enemies. You can beat them by producing more ads, and better ones too.
What do we mean by “better ads”? We mean ads that catch the attention of the user and make them click. And since you cannot target users the way you used to, you need to hinge your strategy on vibrant animations, better content, and engaging ad storytelling.
If you are producing only static, one-dimensional ads, you can already boost your creativity by adding animations, transitions, and effects to your ad elements. You will be able to let your creativity run loose, produce better creatives, and generate higher clicks from your audience. We’ve found that the more you can bring your creative weight to your ads, the better your ads will perform.
But how can you produce better ads, and produce more of them at the same time? You may ask. This brings us neatly to our second tip.
The demand for fresh and engaging ad content will skyrocket. Meeting this demand requires a significant ramp-up in ad production, a challenge that Creative Management Platforms are uniquely positioned to address. These platforms revolutionise the way marketers create content. They streamline the entire creative process, from conceptualisation to design execution.
Creative Management Platforms offer templates and tools that make it easy to produce a variety of ad formats quickly.
They enable marketers to maintain a consistent brand identity across campaigns while allowing for customisation to target specific audience segments.
This approach is not only time-efficient but also cost-effective, reducing the need for extensive design resources.
Furthermore, these platforms can analyse performance data, enabling marketers to refine and optimise their creatives in real-time.
By automating routine tasks, creative teams can focus on strategic and innovative aspects of ad design, ensuring that the content is not just plentiful, but also powerful and engaging.
⚠️ Hey, we so happen to help advertisers like you with a Creative Management Platform that fits the description above (😉)! If you want to try it for free and see how you can scale your ad production quality and quantity, head over to https://signup.zuuvi.com/.
…And adapt your ads accordingly.
Do not, under any circumstance, make one-size-fits-all ads. Before designing the ad, always think about the channel you and your team are going to promote, and what the intention of the user is likely going to be.
Honestly, would you ever click on the ad above if all you want to do is scroll down and read the article?
In the context of ad fatigue, AI and automation offer a sustainable solution. They enable the continuous generation of fresh and relevant content, keeping the audience engaged and preventing ad blindness or hostility. This is crucial in an era where consumers are bombarded with ads and can quickly become desensitised to repetitive messaging.
Can you tell which is real and which is not?
It's quite obvious here...
Now it gets a bit harder...
But still, you can spot the real one quite easily.
However, you should not rely on AI-generated content alone. AI content is starting to lose its novelty appeal as users get better at recognising it. Adding to this, AI-generated content can often be dull, generic, or not accurate. This might lead to having a lot of uninteresting, low-performing promotional content.
Therefore, use AI as a way to get new ideas, experiment with new formats, or automate parts of your production, but never forget to add your own human touch to make your promotional content more penetrating, relevant, and effective.