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The Alternative to the Post-Cookie World – creative is king once again

March 23rd, 2021 Comments off

Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies. Browser-level blocking, third-party ad-blocking apps, and new regulations like GDPR and the California Consumer Privacy Act (CCPA) are quickly relegating the old cookie to the internet dustbin.

Most digital marketing plans are built upon the use of personalized targeting enabled by cookies.  To enable these, companies will have to disclose every specific, possible use of their information by marketers.  Marketers are either going to obtain this opt-in on a narrowly defined use basis, or, form very specific consumer panels, or not pursue obtaining it at all to spare the risk involved.  One lawsuit in California for misuse could bankrupt a company.

While there are various digital techniques that do not require cookies that will be used, the consensus from those on the front lines is:

  • Privacy first in all creative development, delivery and measurement
  • Relevance without being personal (and creepy)
  • Engaging targets (there are messages that you won’t have to micro-target to be relevant)
  • Ad environments will become more important
  • Effective reach will be a critical measure
  • Good measurement, probabilistic models (rather than individual cookies) complemented by strong planning. (‘Everything old is new again’ stated by more than one panelist).
  • Testing creative is a must
  • Set a high bar for creative ads
  • Content is where the focus will be

MSW provides an alternative to a post-cookie world…

  • Test content before going to market
  • Effective creative enables you to be relevant without targeting each individual
  • Targeting research will be more critical than ever to successful creative
  • MSW has unique measurement and analytic tools to develop your segments, targets and positioning
    • No advertising campaign can be created without a strong foundation in these three areas
    • Our probabilistic models are predictive and validated
    • Our accompanying models are build to include effective reach
    • Our models recognize various ad environments and platforms

Contact us today and let’s talk about the implications for your brand in a Post-Cookie world.

| The Brand Strength Monitor / RDE – Chart of the Week | Facial Moisturizer

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.      

     

If you have questions about your category or want your own Chart of the Week – give us a call.      

     

This TBSM / RDE assessment among major Facial Moisturizer brands was taken among 750 women and led to the following insights:

 

 

  • Olay is the category leader in terms of both RDE Composite and brand preference.  It leads all other brands for each of the three RDE dimensions, with its lead being largest for Relevance and smallest for Differentiation.  Olay is particularly strong among women age 55+ in terms of both preference and RDE.
  • In general the category is emotionally driven, with the Emotion dimension being highest for all but one brand.
  • Both Aveeno and Neutrogena have very similar RDE profiles and Brand Preference levels, with Aveeno having a slight edge in Differentiation and Neutrogena a small lead in both Relevance and Emotion. as well as brand preference levels.  Both brands are more driven by medium to light category users versus most of the competition.
  • As luxury brands, both Clinique and Lancôme have somewhat higher brand preference levels than expected from RDE Composite, which is not uncommon for premium brands.  Both brands lag in terms Relevance in comparison to Emotion (especially for Clinique) and Differentiation (especially for Lancôme).  Both brands also fare well among younger, higher income and better educated women who are heavy users in the category.
  • L’Oreal and Cetaphil have very similar RDE profiles (L’Oreal is slightly stronger on all three dimensions), with the least variation between the three RDE dimensions.  However, Cetaphil is stronger among the 18-34 age segment while L’Oreal draws the most support from respondents age 35-54 and draws more support from higher income respondents than does Cetaphil.
  • The RDE composite is strongly related to brand preference in this category, with a correlation of 0.88

 

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| The Brand Strength Monitor / RDE – Chart of the Week | Chocolate Candy

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.

If you have questions about your category or want your own Chart of the Week – give us a call.

TBSM / RDE assessment among major Chocolate Candy brands was taken among 1,000 men and women. Out of eight brands tracked, the leaders for each of the three equity dimensions (Reese’s, Hershey’s and Godiva) were examined, leading to the following insights:

  • The Hershey Company’s eponymous chocolate brand leads all its competitors in terms of Relevance.  This is likely related to the company’s heritage, being founded in 1894, and wide array of Hershey’s branded chocolate products.  However, the brand is not perceived as different, particularly among older respondents.
  • Godiva is the leader in Differentiation.  While premium brands have a tendency to be perceived as different, Godiva outpaces the other premium chocolate brands included in our study (Ghirardelli and Lindt).  Godiva’s strong equity position, particularly in terms of Differentiation, is driven strongly by women, and preference for the brand is much higher among the more mature (age 55+) demographic.  However, as more of a niche, premium brand, Godiva lags behind the mass appeal brands in terms of Relevance.
  • Reese’s enjoys a fractional advantage over Hershey’s for category leadership on the Emotion dimension.  This emotional connection was likely built over time through clever and memorable advertising campaigns.  These ranged from early “Collision” ads (“Hey, you got peanut butter on my chocolate!”), through the tie in with the release of E.T. the Extra-Terrestrial and the long running “How do you eat a Reese’s?” campaign.  Reese’s shows strength in each RDE dimension, resulting in the category’s highest composite RDE score.
  • Reese’s leadership in RDE corresponds to its category leadership in brand preference, with Hershey’s the runner-up on both metrics.  Godiva leads the premium segment in terms of brand preference, thanks to its strength in terms of perceived Differentiation.

 

 

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