Is ad tracking over?

AUCKLAND, Thursday: “Legislation like GDPR and CCPA* has made it harder for companies to covertly collect data online, and Apple and Google have started taking a much harder line on user privacy,” according to Phantom Billstickers.

“Does this mean that digital advertising is dead?” the company asks in its latest newsletter.

“Not at all.”

“It simply means marketers need to rely on more than just tracking, profiling and retargeting to reach the people likely to buy their products.

And perhaps they need to start exploring some other strategies. We have a few thoughts on that …

“A bunch of studies have shown that out of home works gangbusters when you want to amplify your online spend.”

Use offline to drive online
“A bunch of studies have shown that out of home works gangbusters when you want to amplify your online spend. According to the findings, consumers who are exposed to OOH advertising are:

• 63% more likely to take an online brand action (web visit, search, download app, etc).
• 56% more likely to make an online purchase.
• 53% more likely to search for a brand online.

“This backs up what we’ve found with street poster campaigns here in Aotearoa.

“For instance, when a collective of tourism-focused businesses in the Motueka region wanted to attract more visitors from Wellington and Christchurch, they didn’t just build an attractive website. They also invested in a Phantom Billstickers campaign to get people searching and clicking.

“Maybe you don’t need to track people on the web. Just catch their eye on the street, and give them something to search out.”

• GDBR (General Data Protection)
• CCPA (California Consumer Protection Act)
• en.wikipedia.org/wiki/California-Consumer
• 0800phantom.co.nz