Work on your brand relevance

August `21 Issue

The irreversible changes make contextual targeting & advertising important again - according to iabeurope.eu, 69% of consumers are more likely to watch an ad if it is relevant to the content they are reading. That sounds kind of logical.
That something has to be done is clear, so the iOS 14.5 update - with which users choose whether to allow tracking - has already had a dramatic impact in the US: according to t3n.de, only 4% allow ad tracking, so 96% say no!
The bottom line for brands: gather prospects themselves with good content and develop new data strategies; build awareness & connect with potential customers - you could perhaps say "first data first!". The premise is clear, it's all about relevance and brands are encouraged to take the factors of content, experience and purpose even more seriously.
Our digital brand leadership framework can also help here to discover and use the appropriate path for one's own brand:

Click here to explore the framework.