Why Stranger Things should matter to media brands

You're probably asking what the hell Stranger Things has to do with advertising. 

Well, I'll get to that, but as I write (and yes I’m showing my age), I remember simpler days before smartphones and the endless tsunamis of information... Days when a trip to Blockbusters on a Saturday night with my dad included spending an hour trying to pick out the family film in fear I'd pick something awful like Stop or My Mum Will Shoot and I’d be killed by my siblings. Nostalgic yes, but the best of times!

So onto the day job... As if GDPR didn't change the media landscape enough, advertising now faces its next big chapter in this rapidly changing market. Apple's IOS update, Google's commitment to remove direct tracking, and the upcoming removal of third-party cookies from Chrome means leveraging data for segmenting and targeting is (and will become) increasingly difficult.

These changes are putting huge pressure on media brands to drive growth. As they chase higher revenues, a big part of their focus will be on increasing and maximising non-local revenues in a scalable, compliant way. To do this, they’ll increasingly need trustworthy, GDPR-compliant data that takes a privacy-first approach to pitch successfully, and validate their audiences. 

But without access to the same passive data they’re used to using for activation, media buyers will need more. They’ll need solutions specifically developed with a consumer-first approach but offer the same level of accuracy. 

That’s where GWI comes in.

Stranger Things was successful because Nostalgia works. The graphics delivered by Netflix were seriously impressive, but at its heart, it’s very simplistic content that transported us (me) to a simpler time. 

Data is going in the same direction. In a way, here at GWI, we are Stranger Things. 

Our data is simplistic (syndicated), harmonised globally across 47 countries and built on modern-day technology that allows you to do everything from your sofa. 

Crucially, we always take a privacy-first approach, carrying out research with 100% transparency – because this is the only way forward.

We power the biggest media brands globally, helping them curate compelling sales stories. It’s exciting to be driving value at such an impactful scale and being part of something so huge – the future of advertising.

Things are about to get wild, so if you want to know more about how we help monetize your audiences, drop me a line.