How TotallyAwesome can help brands and media agencies with marketing measurements in a Youth-safe, privacy compliant digital world

Greater restrictions and phasing out of device IDs and third-party cookies along with evolving privacy legislations across Asia-Pacific present fundamental change for the digital advertising industry. The reduction in media and customer data available is significantly impacting marketing measurement. It requires a re-think of measurement frameworks to support the industry while balancing consumer privacy.

Marketing measurement in a Youth-safe, privacy compliant digital world

With privacy restrictions tightening and marketing attribution signals degrading, the limitations of some measurement tools is becoming a challenge. For instance, multi-touch attribution models have been valuable for their ability to aggregate actual consumer journeys and provide granular optimisations, but they are now unable to gain visibility into the “true” consumer journey due to privacy changes. On the flip side, some tools have started to move to the forefront of marketing effectiveness because they are resilient in the face of privacy regulations.

TotallyAwesome was set up with the founding principle of using zero data for marketing to a youth audience. The Youth advertising space is governed by specific legislation such as EU’s GDPR or Korea’s PIPA that ensures no personal identifiable information (PII) or device IDs can be captured. At TotallyAwesome, we help brands and agencies navigate this ecosystem through our ‘zero-data’, contextual intelligence solutions that enable safe digital engagement with Gen Z and Gen Alpha.

With zero data, we had to develop alternative privacy-based measurement solutions to signals-driven attribution models:

1) Survey-based Attribution

Continual introductions of privacy legislation around the world and ever-increasing blind spots in ad exposure have necessitated the formation of an opt-in privacy compliant pool of consumer panellists and a blended approach to determining digital advertising exposure.

Pre and post surveys among the target audience measuring uplift across the marketing funnel from awareness & brand lift studies to purchase & loyalty. Clients receive more qualitative-based insights as opposed to just the “last-click/ last-view” attribution models.

2) Effectiveness Measurement

Measuring actions within (and after) the campaign period vs a non-exposed environment or test group such as split by metro/ markets/ states where we can “control” the exposure. We measure anything from retail sales uplift, search intent to action, website visits, or even foot fall data.

3) Contextual Ad Effectiveness

Measuring ad performance within a specific environment vs industry/ audience/ vertical averages. This allows advertisers to see efficiency gains when placing ads not only against the right audience but within a relevant context and importantly, on the right channels. This can be done with performance data (which is anonymous and will still be available in the future) or with focus groups to get in-depth qualitative insights. All standard KPIs are measured including CPMs, Views, Clicks etc.

The ongoing reduction in data signals and evolving privacy regulations will continue to impact the availability of data that helps marketers activate, measure and optimise advertising performance. The above measurement solutions used by TotallyAwesome in a cookie-less, and data-free environment ensure performance and measurement of campaigns is not compromised. To the contrary, the tools enhance performance and provide better ways to measure the effectiveness of campaigns.

If you would like to know more about our privacy-based measurement solutions and how it can benefit you, reach out via info@totallyawesome.tv or follow us on LinkedIn for more updates.

For a more detailed exploration of the topic, TotallyAwesome was featured in IAB Australia’s latest whitepaper, Mapping the future of marketing measurement, to provide our perspective on how ad measurement toolkits are being adapted to allow for successful ad assessment into the future amidst the demise of third-party cookies and stricter privacy regulations. Read the full whitepaper here: https://iabaustralia.com.au/resource/marketing-measurement-innovation-series/#tve-jump-188950d5e4c