STUDY: Engagement And Attention KPIs Are Most Likely To Be Protected From The Negative Effects Of ID Loss
A survey of 400 US marketers linked KPI performance to missing device IDs.
San Mateo, CA, December 1, 2022 — Imodo, the smart marketing platform that creates more memorable interactions through personalized, relevant and helpful ads, today released a series of new insights for marketers from Voice Marketing Research. Outlook metrics for key performance indicators (KPIs) after cookies and tags are turned off.
This finding is part of a three-part study looking at how missing targeting metrics can change campaign results, the role creators can play in mitigating the impact of missing ID, and now the specific impact on KPIs. Identity card. A study by the Imodo Institute, the research arm of Imodo, surveyed 400 pre-qualified programmatic marketers in the US.
This special report shows which product categories are most impacted by priority KPIs, the types of creative formats marketers use to achieve each KPI, the impact IDs have on agencies and internal agencies, and the KPIs at risk. Marketers have seen the impact of loss of identity and more.
"Many marketers are beginning to understand the importance of losing identity, but the focus is on targeting," said Megan Saunders, Emodo's senior vice president of global marketing and development. "The impact on metrics may be more severe, but this element is not widely understood. Advertisers need to rethink how they measure the success of their campaigns."
Key outcomes include:
- Brand safety is a prime target for exposure due to identity loss.
Marketers who prioritize brand safety are more likely to experience the impact of identity changes in terms of campaign performance, even though brand safety is independent of identity. When brand safety is a key KPI, they are 7x more likely to say their company's performance has suffered due to identity loss. Specifically, 88% of brand marketers with their own agencies who rely on brand safety say they've seen a change in campaign performance from ID.
Research shows that retail, financial services, healthcare and pharmaceutical marketers are more likely to rely on brand safety as a KPI.
- Marketers who rely on top-of-the-funnel KPIs report that losing ID has less impact on their campaigns.
Less than a third (32%) of marketers who measure performance by reach say they've experienced a change in campaign performance due to the loss of ID. In particular, the majority (71%) of agency marketers who rely on service delivery say they have not noticed a change in performance. However, the loss of identity has a significant impact on reach, and the report details how marketers don't understand how reach can lose validity as a KPI. B2B, consumer electronics and CPG marketers are increasingly focusing on accessibility as a KPI.
- Keeps KPIs of engagement and attention from losing identity.
IDs are not required to measure engagement and attention, so marketers who rely on these two KPIs have an advantage. More than 60% of agency marketers who rely on engagement or attention, or both, report seeing no change in ID campaign performance. Engagement is a key metric for CPG, healthcare, pharmaceutical and B2B marketers. Product categories as key KPIs include telecommunications, entertainment and QSR/restaurants. The best creative format for advertisers who use engagement and attention as KPIs include immersive ads and videos.
- Brand awareness and online conversions both run the risk of losing face
80% of brand marketers who rely on Brand Lift report seeing a change in campaign performance related to ID. Marketers who rely on this KPI lose data scalability and reliability because surveys require repeated engagement with open users, only to be re-opted in. Online conversions have the same problem as they need to be re-edited to show ads. Retailers are particularly vulnerable, followed by QSR/restaurant and financial services marketers.
"As ID continues to decline, ID-based metrics become less accurate and therefore less effective, or worse, misleading," Saunders said. "Our research shows that marketers are smartly embracing new creative formats like augmented reality and dynamic native ads like Emodo Adapt that work across multiple marketing cues. These memorable ads capture and engage consumers, leading to improvements in key performance indicators built for the future."
The full version of the report is available at the link.
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Imodo helps advertisers and publishers create memorable interactions with consumers through more relevant, relevant and effective ads. The intelligent exchange prioritizes innovation, enabling advertisers to create brand love through rich and dynamic ads based on the latest artificial intelligence and deep understanding of consumer sentiment. Emodo Adapt, a unique advanced native ad format, outperforms alternative programmatic solutions for contextual relevance, creative personalization and KPI optimization. As an Ericsson company, Emodo benefits from extensive research, innovation and access to mobile operators to help our customers achieve better results and make the unthinkable possible.
Imodo is a subsidiary of Ericsson that enables communication service providers and enterprises to get the full value of communication. It is designed to help customers digitize, increase efficiency and find new revenue streams. Ericsson's innovative investments have brought the benefits of mobile broadband and mobility to billions of people around the world. For more information, visit www.emodoinc.com
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