The 3rd party cookie may soon be remembered as little more than an archaic framework from which true resonance between brand and interested parties was forged.
On August 27, 2019, Google published the results of a detailed study wherein they removed tracking or cookie features from the test group, to observe the impact on advertising and the general user experience. Amongst other things they noted that, “We saw a 21% increase in user clicks to close an ad by the treatment group (who encountered non-personalized ads). When prompted with a list of reasons why they wanted to stop seeing an ad, there was a 21% increase in user clicks on the reason “Not interested in this ad” and a 29% increase in user clicks on the reason “Seen this ad multiple times”.
Closer inspection of marketing technology and methodology have surged since Google’s press release of January 14 this year, cementing their suspected turn around on the use of 3rd-party tracking cookies. Many global advertisers have begun to lament the loss of such cookies as Google’s own research showed that, “users without cookies generate at least 37.5%, and up to 66% less revenue.” But the digital marketing industry has had a long time to prepare for the inevitable disappearance of 3rd-party cookies, and they won’t entirely vanish from the scene until 2022.
The point, quite besides any privacy concerns, is that cookie-based marketing hasn’t been the most effective methodology for some time now. Advertising agencies in-the-know have moved on to more technologically advanced and less invasive processes to secure mutual relevance between companies and the browsing public. The truth is that cookies weren’t all that they were cracked up to be in the first place. While they were certainly better than the digital equivalent of cold calling, there was ample room for improvement.
Combining SQREEM’s groundbreaking technology with TMI’s many years of advertising expertise is simply a natural fit and one which is already showing seismic shifts in profitability for clients and accuracy for consumers. Mercedes-Benz South Africa enjoyed an engagement rate of 30% (outperforming Google’s display benchmark of 0.36% by 8000%). They acquired so many relevant, qualified leads that the call-centre requested the campaign be paused while they catch up.
SQREEM has built an AI platform able to grasp behavior, context, and logic, at levels of scale and complexity vastly beyond human capability and turned the process of identifying, targeting, engaging, and converting over three billion consumers across the world into a fully automated science. The AI is able to identify links and associations among vast, unstructured digital activities across any platform and determine macro-behavioral normalcy versus micro-behavioral abnormality.
The results are undeniable. 30% of static display ad impressions are typically lost to bots but SQREEM requires swipe interactions which guarantee a 100% human audience. The Google display click through rate is 0.36% while SQREEM delivers an entry CTR of 2%. Digital advertising is delivered via the ChannelSQREEM Brand Pod, similar in structure to a display banner ad, only leagues apart.
For the TMI Collective and SQREEM the future of marketing won’t be decided in 2022 by the forced disappearance of 3rd party cookies, these companies have already moved beyond and will continue to carry the torch into a bright future under the banner of Channel SQREEM.
The judges have been assembled for the 2020 IAB SA Bookmark Awards, and we’re excited to announce that TMI’s Managing Director, Lauren Foster, has been selected to serve on the prestigious voting panel for the category “Innovative Engineers.”
The Bookmarks Awards recognise companies who have demonstrated digital excellence, while also seeking to empower all members of the digital media and marketing industry to thrive in the digital economy. As in previous years, the event will honour the exceptional teams behind the most creative and innovative campaigns in eighty categories.
Lauren will be one of nine judges on the Innovative Engineers panel, chaired by Accenture Interactive Africa Lead, Dee Chetty. It is the judges’ responsibility to comb through this year’s submitted projects, compiling shortlists, and ultimately crown the winners in the categories of Web Applications, Digital Installations and Activations, Use of CRM, Loyalty Programs and Gamification, VR & AR, Internet of Things, Artificial Intelligence, and Craft – Software, Coding and Tech Innovation.
Lauren (centre) pictured here at the 2018 Bookmarks Awards, where the team scooped up an award for Paid Search Marketing.
Andrea Quaye, jury president of the 2020 Bookmark Awards commented, “I’m thrilled to be joined by such an esteemed and professional Bookmarks Jury in 2020 – a group of extremely talented individuals who bring a diverse point of view to the judging process and who share their expertise to set the benchmark for digital excellence in South Africa. Our job is to define what is considered to be the best work in digital – for its innovation, creativity, impact and effectiveness.”
TMI is, of course, no stranger to the Bookmarks, having won the Bronze Craft Award and Golden Pixelor Paid Search Marketing in 2016, as well as a bronze award for Paid Search Marketing in 2018. With extensive experience leading an award-winning agency that’s at the forefront of digital marketing innovation, Lauren will bring an expert eye and insightful mind to the evaluation process that will certainly contribute to the quality of the Bookmarks.
The Bookmarks is scheduled to take place on 19 March 2020 at The Galleria in Sandton. We wish Lauren all the best as she represents TMI Collective.
TMI has helped many businesses develop consistent, results-driven digital brand strategies, and at the core of this success is our Google Premier Partnership.
Having forever changed the online advertising landscape, Google’s expansive portfolio of marketing platforms makes it the top destination for consumers’ product searches and companies’ ad placements.
A Google Premier Partnership is the highest Google certification that exists. It identifies the best performing agencies through criteria such as certification, ad spend, and company/client growth. To earn the Premier Partner badge, digital marketing agencies must employ at least two Google Ads certified account managers (we have multiple), demonstrate a healthy amount of activity through higher spend requirement, and must meet the performance requirements which are solid overall ad revenue and growth.
TMI have individuals who are qualified in the following core specialisations:
The Google Premier Partnership is an honour bestowed only upon a select few agencies. In fact, we’re part of only 3% of all global agencies to have been awarded this prestigious status. This puts us at the forefront as a leading independent digital marketing agency. The endorsement is a testament to our experience, knowledge and ability as well as a reflection of the passion and dedication that our teams bring to client work. It also reinforces our track record, making it easier for those looking to build their brand through smartly crafted advertising campaigns, to recognise us as true experts in the field.
What is means for businesses to work with a Google Premier Partner
In today’s competitive marketplace, it is important for businesses to stand out, increase their revenue, whist keeping expenses low. GPPs know how to manage and control budgets within the stated campaign objectives. Certified account managers can reduce the cost of acquiring and converting new customers by determining and testing the types of ads that will most effectively increase return on investment (ROI).
GPPs are most skilled in harnessing the power of data and technology to give businesses the leading edge. Not only do they keep tabs on current best practices and trends in digital marketing but are also first in the know about upcoming changes and updates from Google. And, they’re first in line to Beta test new tools and products.
Finally, GPPs get access to benefits that extend far beyond just basic community membership updates and phone support. They can take advantage of executive business training, dedicated account management, new business strategy consulting, and an invitation to the annual Partners summit.
To keep our badge, TMI must continuously meet Google’s standards. This means we will continue to provide the best in class Google marketing services to our clients, whilst fully delivering on our promise to educate and empower businesses. We are extremely proud to have achieved the trust from Google to be responsible for developing leading brands.
For over a decade TMI (The Media Image) has operated out of South Africa, running complex and ambitious campaigns for some of the most recognisable brands in the world. The concept right from the beginning was to establish a modern, skill and technology led company based in the cost effective environment of South Africa which could service the needs of global brands looking for high performance at a cost effective exchange rate. South Africa was an ideal culture and time zone location for this type of digital marketing work.
When TMI founder, Peter Brooke-Sumner, moved back from the UK to South Africa as one of the first hires of Google in the region, he developed a keen sense of exactly how such a service model would need to operate to produce client focused, performance results. The model took off and a UK based office was opened while the company established itself. After a few years of operation, however, the UK office was then sold. Since then TMI has expanded its client base to the USA, Australia and the UK as well, with Cape Town being the obvious choice to run operations from. From highly skilled workers, convenient time zones and operational proficiencies, there are numerous reasons why the Mother City is the prime location for operations.
Growth and Direction
TMI made a name for itself first as a Search/PPC agency representing large global accounts as well as leading market players in Africa. As the client base grew, the company’s service offering expanded along with it to include Programmatic Retargeting, Search Engine Optimisation, Bought Media, Display, Video, Content Marketing, Creative Design and Social Media. By 2015 TMI boasted the largest DoubleClick-certified team in Southern Africa (and possibly globally at that time for an independent agency), with more than 40 qualified individuals across the Google Marketing Platform (formally DoubleClick integrated stack) including its demand-side platform (DSP), ad server and search management platform.
Over the years TMI has won over a dozen awards in recognition of high performance, ingenuity and campaign optimization. These include Bookmark, New Generation, AMASA and the African Crystal International Media Awards. In 2016 TMI entered into a joint venture with Quinton Jones to form TMI Media and collaborate on data-driven media solutions combined with the analytics and insights that digital provides. This strategic alliance has led to a unique blend of above and below the line expertise, allowing the agency to capitalise on every significant marketing channel from programmatic display to television.
As part of the ongoing evolution, the agency gave its corporate ID a facelift to better represent the brand and its personality. Having adopted a new logo and aesthetics in 2019, the company officially changed its name to TMI Collective, which better reflects the wide range of marketing and communications disciplines on offer, across a global client base.
Says Peter Brooke-Sumner, “Although we’ve reinvented ourselves over the years, we’re still the same team committed to quality and service excellence. Whether you’ve been working with us for some time now or are meeting us for the first time, we will continue to drive results across global campaigns.”