Thanks to Apple and its one-two punch, the future is bleak for most tracking of consumer data in advertising.
Havas Media, LiveRamp Unveil Bespoke Agency-Level Data Platform
At least two Havas clients — Papa John’s and Sanofi — have already begun using it to plan/buy media based on addressable audience segments.
Pepsi Ends Super Bowl Halftime Deal, NFL Looks For Bigger Act
Pepsi is giving up its half-time musical sponsorship, but remains an NFL sponsor of the game under a new long-term deal. Reports say Pepsi’s previous ten-year overall NFL deal — which included the
Super Bowl half-time show and other NFL regular and playoff advertising — was worth $2 billion. The Super Bowl game regularly attracts around 100 million U.S. Nielsen-measured viewers each year —
easily the number one-viewed TV show of the year. Pepsi has had the sponsorship of the Super Bowl halftime show since 2012.
Super Bowl half-time show and other NFL regular and playoff advertising — was worth $2 billion. The Super Bowl game regularly attracts around 100 million U.S. Nielsen-measured viewers each year —
easily the number one-viewed TV show of the year. Pepsi has had the sponsorship of the Super Bowl halftime show since 2012.
VP and CMO Sandra Lopez on Embracing a Growth Mindset in an Ever Evolving World
Sandra Lopez spent a little over 15 years at Intel, beginning as director of consumer marketing strategy, to director of new business marketing–where she established, built and nurtured new and adjacent businesses. To her longest role at Intel vp and general manager where she led Intel’s efforts for the digitization of sports. Her extensive experience…
Facebook: Here’s How to Select Your Legacy Contact on Mobile
Facebook allows users to select a Legacy Contact who will be able to manage their account after they pass away. The legacy contact will be able to update the user’s profile picture and cover photo, request that their account be removed and more. Our guide will show you to how to select your legacy contact…
Dog Keeps Shooting Media
I can’t help wondering if media coverage plays a role in desensitizing American sentiment about gun control, because in the end, we just throw up our hands and say, “What are we doing here?”
How brands are gaining an edge by prioritizing trust and consent in their UX
Ashlea Cartee, product marketing manager, OneTrust
In the age of privacy and increased consumer awareness, brands must protect marketing databases and restrict external access to customer data. Adhering to regulations and frameworks and proactively honoring consumer choices regarding how data is collected, used and shared is key for any business that intends to showcase trust as a core value.
As privacy and trust have continued to be the focus for many, 65% of people have reported they’d stop using a brand that gave their data away and would never purchase from that company again. And according to the World Economic Forum, 25% of a company’s market valuation is directly attributable to its reputation. Establishing trust is now a must for all organizations.
As a result, organizations worldwide are pivoting their business strategies to align with this shift, moving from a model that prioritizes streamlined and customized user experiences to one that values privacy and transparency as the most critical aspect of the user experience. The essential step for those who’ve been successful has been to identify a way to deliver the one without compromising the other.
Making consent and trust an organizational asset
Trust and consent can be competitive advantages if brands take proper control of their relationship with their customers and the data they gather from their customers.
The average return on investment for consent and preference management has resulted in a 40x increase in ROI. Taking control of relationship and data management allows brands to enhance customer trust, enabling organizations to establish a trust-based consent and preference management model.
One effective way to do this is by building a solid consent management platform that scales across websites, mobile apps and CTV. Additional benefits include automated compliance and governance and optimized personalization and data activation. This allows brands to provide a seamless, trust-centered experience both internally and externally.
Providing an optimal user experience with transparent consent options
There are different approaches companies can take to consent management that follow regulatory requirements and encourage the growth of customer relationships and trust. The most popular consent models are notice only, opt-out consent, implied consent and opt-in consent.
Notice-only cookie consent is the most relaxed and risk-tolerant model, where a banner is displayed on the landing page that informs visitors the website uses cookies. Meanwhile, implied consent assumes the user has consented based on their actions rather than verbal or written consent, and it can be riskier than other available options.
An example of opt-in consent is prompting a website visitor to take clear, affirmative action, such as checking a tick-box or another similar action. In contrast, opt-out consent — used by CCPA — doesn’t require users to consent actively before setting cookies.
Providing an engaging user experience can help increase opt-in rates and enhance transparency around processing activities. When implementing a balanced, user-friendly cookie banner, there are some approaches successful brands tend to centralize.
For example, transparency is a critical factor in the user experience, and a straightforward user interface can be a deciding factor for opt-ins and help make a website compliant. To add to this, cookie policies must be accessible, especially for people using screen readers or other tools, ensuring compliance with accessibility laws and privacy legislation.
The design and user interface are also essential and should contain compliance requirements while balancing the brand’s chosen approach, whether a minimalist method or something more assertive and bold. Users are more connected than ever and expect their preferences to be synchronized across their mobile devices, personal computers and streaming applications. With all those factors in play, brands must keep up with the full range of expectations.
Ensuring valid proof of consent
In addition to gathering consent, companies must be able to prove the end-user gave that consent.
Organizations must have proof of who consented, when, what they were told to do and how they consented. They must have an explicit identifier and a dated document that proves they consented, a master copy of the document or data capture form and a copy of the privacy notice that the consenter was given. They also must identify if the customer consented offline or online. If the customer consented offline, a copy of the signed document is needed, and if they did so online, a link to the relevant data capture form is required.
Ultimately, brands that put trust and consent at the core of their business’s competitive advantage will help enhance brand trust, automate compliance and governance, optimize personalization, activate data and identify unified goals across the company. In turn, brand reputation and valuation in the marketplace will increase in addition to customer trust in their business practices.
Sponsored By: One Trust
The post How brands are gaining an edge by prioritizing trust and consent in their UX appeared first on Digiday.
How brands are gaining an edge by prioritizing trust and consent in their UX
Ashlea Cartee, product marketing manager, OneTrust
In the age of privacy and increased consumer awareness, brands must protect marketing databases and restrict external access to customer data. Adhering to regulations and frameworks and proactively honoring consumer choices regarding how data is collected, used and shared is key for any business that intends to showcase trust as a core value.
As privacy and trust have continued to be the focus for many, 65% of people have reported they’d stop using a brand that gave their data away and would never purchase from that company again. And according to the World Economic Forum, 25% of a company’s market valuation is directly attributable to its reputation. Establishing trust is now a must for all organizations.
As a result, organizations worldwide are pivoting their business strategies to align with this shift, moving from a model that prioritizes streamlined and customized user experiences to one that values privacy and transparency as the most critical aspect of the user experience. The essential step for those who’ve been successful has been to identify a way to deliver the one without compromising the other.
Making consent and trust an organizational asset
Trust and consent can be competitive advantages if brands take proper control of their relationship with their customers and the data they gather from their customers.
The average return on investment for consent and preference management has resulted in a 40x increase in ROI. Taking control of relationship and data management allows brands to enhance customer trust, enabling organizations to establish a trust-based consent and preference management model.
One effective way to do this is by building a solid consent management platform that scales across websites, mobile apps and CTV. Additional benefits include automated compliance and governance and optimized personalization and data activation. This allows brands to provide a seamless, trust-centered experience both internally and externally.
Providing an optimal user experience with transparent consent options
There are different approaches companies can take to consent management that follow regulatory requirements and encourage the growth of customer relationships and trust. The most popular consent models are notice only, opt-out consent, implied consent and opt-in consent.
Notice-only cookie consent is the most relaxed and risk-tolerant model, where a banner is displayed on the landing page that informs visitors the website uses cookies. Meanwhile, implied consent assumes the user has consented based on their actions rather than verbal or written consent, and it can be riskier than other available options.
An example of opt-in consent is prompting a website visitor to take clear, affirmative action, such as checking a tick-box or another similar action. In contrast, opt-out consent — used by CCPA — doesn’t require users to consent actively before setting cookies.
Providing an engaging user experience can help increase opt-in rates and enhance transparency around processing activities. When implementing a balanced, user-friendly cookie banner, there are some approaches successful brands tend to centralize.
For example, transparency is a critical factor in the user experience, and a straightforward user interface can be a deciding factor for opt-ins and help make a website compliant. To add to this, cookie policies must be accessible, especially for people using screen readers or other tools, ensuring compliance with accessibility laws and privacy legislation.
The design and user interface are also essential and should contain compliance requirements while balancing the brand’s chosen approach, whether a minimalist method or something more assertive and bold. Users are more connected than ever and expect their preferences to be synchronized across their mobile devices, personal computers and streaming applications. With all those factors in play, brands must keep up with the full range of expectations.
Ensuring valid proof of consent
In addition to gathering consent, companies must be able to prove the end-user gave that consent.
Organizations must have proof of who consented, when, what they were told to do and how they consented. They must have an explicit identifier and a dated document that proves they consented, a master copy of the document or data capture form and a copy of the privacy notice that the consenter was given. They also must identify if the customer consented offline or online. If the customer consented offline, a copy of the signed document is needed, and if they did so online, a link to the relevant data capture form is required.
Ultimately, brands that put trust and consent at the core of their business’s competitive advantage will help enhance brand trust, automate compliance and governance, optimize personalization, activate data and identify unified goals across the company. In turn, brand reputation and valuation in the marketplace will increase in addition to customer trust in their business practices.
Sponsored By: One Trust
The post How brands are gaining an edge by prioritizing trust and consent in their UX appeared first on Digiday.
Oakley Sets Sights on Growing Esports Market With Multi-Year Gaming Partnership
Eyewear brand Oakley has been a mainstay in sports like beach volleyball, football and baseball. Supreme athletes like Patrick Mahomes, Lamar Jackson, Chloe Kim and Francisco Lindor make up the brand’s roster. Now, the lens crafter is looking to establish itself in the esports market. Eyeing a growing esports industry, Oakley has signed a multi-year…
Spotify Trumps Netflix, YouTube As ‘Must-Have’ Platform
Study also underlines the benefits of bundling services, content to increase engagement, retention.