Cogent Weekly Newsletter 7

Sean Simon

Published on February 14, 2021 scaled their always-on campaigns beyond cart abandonment audiences, and achieved a 3x increase in ROAS.

Wolvestuff achieved a 12X increase in ROAS to mid-funnel visitors.

Blush and Bar used Fixel to create 1% look-a-like audiences (based on products viewed and engagement level) and achieved a 31% reduction in CPA.

Fixel audiences have consistently out-performed Facebook and other platform-created audiences, ultimately driving incremental sales that far exceed the cost.

Partner Spotlight

This week’s spotlight is on Fixel, a Logiq Company.  Tom and I started advising for Fixel two and a half years ago, two years before they were acquired by Logiq. We saw promise in their technology back then, based on our experience at Criteo. Fixel was founded after GDPR went into effect, but prior to CCPA. As Marketers themselves, Fixel knew the industry needed a privacy by design solution that gave more control back to the buyers. To achieve this, they needed to look beyond the 3rd party cookie.

With Google’s announcement last year regarding the deprecation of 3rd party cookies, Fixel’s solution started to pick up traction. This led to their acquisition by Logiq in October. Finding consumers between the obvious few and the costly too many is a challenge almost every marketer is facing. The deprecation of 3rd party cookies, privacy regulations, and IDFA limitations are making audience targeting more challenging than ever. This is causing Cost of Acquisition to rise.

Fixel is an AI-based algorithm that correlates 40+ actions and attributes, specifically to your site, to gauge a visitor’s level of engagement to your brand. More than an in-house expert marketer could do on their own, in a fraction of the time. The intent-based audiences they create can be pushed to any buying platform and be actioned against, putting the control back in the buyer’s hands.

Facebook knew for years ad reach estimates were based on ‘wrong data’ but blocked fixes over revenue impact, per court filing

Published on TechCrunch

Some more internal emails Facebook really doesn’t want you to see: Turns out in 2017 COO Sheryl Sandberg had already known for years there were problems with a free ad planning tool the company offers to marketeers to display estimates of how many people campaigns running on its platform may reach, per newly unsealed court documents.

Facebook denies the claim but has acknowledged accuracy issues with the “potential reach” metric as far back as 2016 — and also changed how it worked in 2019.

↪ Read the entire article

A Cogent Thought:

A Facebook employee had asked “How long can we get away with the reach overestimation?”

In Fall 2017, Sandberg “acknowledged in an internal email she had known about problems with Potential Reach for years”.

Facebook repeatedly rejected internal proposals to fix the issue of fake and duplicate accounts, fearing it would drop reach by 10%.

The 7 Trends

1. Print on Demand

2. Product Review Websites

3. Online Courses

4. Shopify SEO and Marketing

5. No-Interest Payment Installments

6. Podcast Tools — Picks and Shovels

7. SEO Copywriting

The 7 Emerging Marketing Trends of 2021

Published by Medium

Emerging trends can uncover hidden truths, help you sign a client, and start a business that solves upcoming problems.

Up-and-coming ideas usually present better opportunities than consolidated concepts. Becoming a Facebook influencer today is almost impossible compared to becoming an influencer on Clubhouse and TikTok.

However, expecting TikTok ads to be a popular topic may sound like a no-brainer. Still, the actual trend is not there, with research showing only a mediocre interest in search results. Robinhood and retail-trading apps may also sound like an obvious trend, but the demand in search results over time can’t confirm the headline fad.

↪ Read the entire article Will Operate Unified ID 2.0 And Make Sure It Remains Open Source

Published by AdExchanger

Unified ID 2.0 is a collective industry effort, originally spearheaded by The Trade Desk, to create an email-based alternative to third-party cookies.

According to Prebid’s charter, its purpose is to operate infrastructure on behalf of the industry in cases where trust and transparency is required and a for-profit entity just isn’t an appropriate choice. Unified ID 2.0 fits that bill to a tee, said Tom Kershaw, chairman of Prebid and CTO of Magnite, which was an early supporter of UID 2.0.

With Prebid signed on as the operator of UID 2.0 and the Partnership for Responsible Addressable Media in the midst of reviewing the UID 2.0 code, the next steps include writing additional code, figuring out which other independent third-party organizations to bring on board to help with governance and continuing to sign up new partners.

↪ Read the entire article

A Cogent Thought:

Publishers coming together to formulate this solution is a testament to strength in numbers.

Can an idea of this scale gain traction inside the walled gardens? Marketers and consumers would greatly benefit from an entire industry that is connected.

We wonder how long it will take for government regulators to inject themselves into this conversation. Hopefully Google, Facebook, and Apple lawsuits occupy their attention while the leaders in our industry solve the privacy challenges at hand. 

Maybe regulators will force the Big 3 to participate in Unified ID 2.0 as a means to an end.

A Cogent Thought:

Even with consolidation, brands need a way to create, manage, and deliver consistent messaging (Frequency) across all the platforms and networks that are controlling the space.

The data and targeting these consolidations offer are only valuable to advertisers if they can leverage the data within their creative.

When brands are thinking about their audio strategy, they need to consider broadcast radio, streaming audio, and podcasts, and how they can all work together.

Although audio can be measured better than broadcast radio could previously, these are channels best combined with a broader marketing strategy to reinforce brand and drive sales.

IHeartMedia’s Triton Digital Acquisition Will Consolidate Its Dominance Of Ad-Based Audio

Most people know iHeartMedia for its iHeartRadio app, which plays Internet streams of AM/FM radio stations, many of which iHeartMedia owns. But iHeartMedia is really in several interrelated lines of business. It’s the largest owner of broadcast radio stations by a wide margin, with over 850 of them nationwide. It’s the podcast publisher with either the No. 1 or No. 2 biggest aggregate audience (it alternates with NPR). Its app is the most popular place for Internet streams of broadcast stations and the No. 2 Internet radio app overall (Pandora is No. 1). The app also has an on-demand music feature similar to Spotify and a custom Internet radio feature similar to Pandora. And iHeart has tools for other podcasters, broadcasters, and Internet radio streamers that enable it to make money from its competition.

Triton will help iHeart in most of its lines of audio business, but most importantly, it will enable it to tie together its broadcast radio, streaming radio, and podcast businesses on the advertising side. Apart from its content, iHeartMedia’s most potent resource is its ad sales capability, including a nationwide sales force numbering in the thousands—larger than anyone else in the digital audio space and an order of magnitude larger than anyone else in podcasting. It sells ad inventory on broadcast radio, streaming radio, and podcasts to major advertisers. But it hasn’t been able to package these media together into single ad buys with integrated audience measurement and analytics.

↪ Read the entire article

Podcast of the Week

Online Marketing Made Easy with Amy Porterfiel‪d‬

How To Use Content & Storytelling To Grow Your Business

Produced by Amy Porterfield

Online Marketing Made Easy Website

Cogent Takeaways:

Brands should tell their personal stories to build an audience that can identify with them.

Stories should align with products and services.

People are looking for a sense of belongingness before they fully buy into a brand.

Brands can use content to generate feelings that will lead to connections.

Brands can show leadership through content.

Upcoming Industry Events

February 22nd-25th: Challenger Brands Summit

February 23rd-25th: eTail

March 3rd: Marketing Pulse: iOS 14, IDFA, & What It All Means For The Digital Marketing Landscape

March 11th: LUMA’s State of Digital LIVE

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