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 agency 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.Digital marketing 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. This is why the TMI Collective is pleased to announce an exclusive collaboration with SQREEM. The global innovator which just took home the 20th annual British Chamber of Commerce Singapore Business Awards. 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. https://www.youtube.com/embed/Urbx4LVg5ug For the TMI Collective, a digital marketing agency 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.
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 spending, 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 requirements, and must meet the performance requirements which are solid overall ad revenue and growth.
TMI has 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 keep 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 of Google to be responsible for developing leading brands.
Digital marketers are beginning with rebranding the standard banner ad, adding creative, immersive, and responsive designs that aim to get users engaged beyond just clicking on a static image. Today, interactive rich-media ads are taking over and becoming the staple of display advertising, and it’s no surprise why.
Interactive media comes in the form of rich-media adverts. According to Google, rich media is a term used to define adverts that encourage viewers to engage and interact with content that has video and/or audio elements. They are not text-heavy and use visual and audio stimulants at their core to selling a product or service. This allows the marketer a lot more creative freedom as the ads can expand, contract, and have multiple interactive buttons or call to action.
Tools to look at when rebranding
With ad blockers, a popular extension on many consumer’s browsers today, traditional banner ads were in need of a refresh, and the new model of rich media has saved the day. A win-win for both parties; marketers can now target consumers in new formats, and consumers are able to view adverts that are both more fun and have more relevance to them. This makes it far more likely for an action to be taken.
Today, rich media results will focus on user engagement, and report on metrics such as the number of views received, time spent on viewing, and interactions per click. While ad impressions and click-through rates will become more outdated and less relevant metrics to report on. The focus is now on quality, rather than quantity, and aims to drive better engagement that benefits all parties involved.
Interactive Media’s future
While the adoption of interactive media might appear slow, many believe it won’t be. With the implementation of faster internet connections in the form of 5G and fiber, a number of consumers will be ready to receive and actively engage with video and audio-based ads immediately.
According to the Global Intelligence report by Zenith Media, the display is already one of the biggest paid media contributors to consumers’ experience of tech brands. Surrounded by more traditional, above-the-line forms of media including TV, newspaper, and magazine.
While interactive media is still considered the future, it is in fact already here and advertisers must catch up to the benefits it can offer. Change should be embraced, and while strategies and reports might start to look a bit different, it is to the benefit of all those involved — directly and indirectly — in the advertising world. The future might include fewer ads at a more premium price, but ads that are guaranteed to attract valuable attention and engagement.