Welcome to Down & Digi! In this podcast series, we dive into all things digital advertising and how they impact your business.
Produced by KeyMedia Solutions and Hosted by CEO Korena Keys, she will be bringing you weekly episodes that focus on a specific topic of digital advertising. Each episode will break down the topic, explain why it is so important to you and your business, and the impact it has on your growth.
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In this week's episode, Korena sits down with one of our digital specialists to discuss the difference between OTT and CTV.
During their conversation, Luke explains that CTV gives marketers more control when it comes to placing their ads. It also gives you more in-depth reporting.
Although OTT can be a powerful tool, it is not hitting all of the TV watchers out there. We know that 2 million people cut the cord in 2019 and even more in 2020. This has allowed CTV audiences to grow and give marketers more opportunities to reach the right people. If you want to learn more about CTV and how you can leverage it in your marketing strategy, visit www.keymediasolutions.com.
Watch the interview: https://youtu.be/7Sgwd4rrWQU
Read our latest articles: https://bit.ly/3kC5npQ
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12 Nov 2021
Episode 37 - Start Collecting 1st Party Data
Last week, we talked about how 3rd party data sources will affect the accuracy of your website analytics and the limitations that we are beginning to see as a result of new regulations. Sometimes, it feels as if we are taking 10 steps backward in our targeting capabilities, audience insights, and campaign performance.
The answer to your marketing teams’ woes – your own first-party data!
• Where does first-party data come from websites, customer feedback, surveys, your own CRM, social media.
• First-party data is the most reliable data because you are the one collecting it. This is also the least expensive data you can find.
• First-party data also can create trust in your customers.
• Operating on first-party data helps you comply with global data protection laws. First, first-party data stays in the hands of those who collect it, and that gives more control and transparency over what happens with that data.
• First-party data enables targeting content recommendations and advertising messages at a more granular level. Think “recommended products” from Amazon or songs from Spotify.
If you have not already started, start implementing systems that will allow you to gather key data points on your customers and prospects. It can start simple enough with name, business, address, and email.
Watch the video version of this podcast: https://youtu.be/2Nkn5dkiMm4
Read our latest articles: https://bit.ly/3kC5npQ
Want monthly marketing insights? Sign up for our free newsletter: https://bit.ly/2Y366aL
5 Nov 2021
Episode 36 - 3rd Party Data is Dying
It is all over the marketing world, 3rd party data is going away and marketers are preparing for a cookieless world.
What is 3rd party data? It is data that is collected on users that is then used by other companies to be able to market to those users.
If you have not already, you will begin to see that data is being misreported by analytics software. A common one we see often is that there has been a weird bump in web traffic from Coffeyville, Kansas. No, people are not just randomly moving to this small town in the Midwest, but Coffeyville is the digital center of the United States. This means that when an analytics software cannot determine a user's location, they attribute it to Coffeyville, Kansas because of the lack of 3rd party data and other data privacy restrictions. This is just one of the many misattributions we are beginning to see across multiple analytics accounts.
So what does this mean for companies that are relying on 3rd party data? It means that building out your first-party data is now more critical than ever!
You can begin preparing for this change by building out your current CRM and getting as much information on your current audience as possible. Review your tech stack and see what capabilities they have to ethically collect 1st party data.
Finally, you can consistently monitor your analytics and start figuring out where data is starting to be misattributed.
Watch the video version: https://youtu.be/Tq95hA0TEmw
Read our latest articles: https://bit.ly/3kC5npQ
Want monthly marketing insights? Sign up for our free newsletter: https://bit.ly/2Y366aL
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