With Chrome phasing out third-party cookies this year, a key means of targeting specific audiences online disappears. This raises a conundrum for marketers: how to reach the right consumer targets without the context of being able to target them based on their browsing habits.
The answer lies in gaining a holistic, complete view of the consumer, directly from the consumer. It is easy to forget that useful as third-party cookies were for targeting, they were also lacking in a number of ways.
Third-party cookies were far too blunt a tool
They failed to give any context behind the consumer and this is one of the reasons they are disappearing – consumers are fed up of being advertised to with the wrong ads.
If you went on a site and looked at barbecues but didn’t buy then perhaps further ads for barbecues are useful. But what if you did buy and therefore don’t need one any more? Or worse, what if you bought one as a specific gift for someone else and have no interest in barbecues?
Context is key
It is far more effective to target consumers through a holistic understanding not only of the full range of their behaviour and characteristics, but the ‘why’ behind that behaviour.
By subsequently understanding the media that a target group consumes and is engaged by you are far more likely to be able to reach them with ads that truly resonate rather than alienate.
At Kantar, this is what our TGI consumer data** is already used for daily by Ireland’s most prominent media planners, buyers and owners.
Targeting Millennials post-cookie
To understand the effectiveness of a contextualised and targeted understanding of consumer audiences, let’s take a look at Millennials – those currently aged between 25 and 39 – who are among the most sought after of consumer targets. Young, economically active, hungry for what the world has to offer them, they represent a key target for many marketers.
But to reach them effectively we must understand what drives them. By looking at the in-depth attitudinal insights within our Kantar TGI consumer data, this reveals three key characteristics that mark Millennials out from other adults in Ireland. Specifically, a desire to be noticed, a determination to enjoy themselves and a strong sense of ambition.
These are evidenced by Millennials being 44 per cent more likely than the average adult to say they like to spend a lot of money on toiletries and cosmetics for personal use, 54 per cent more likely to claim they really enjoy getting drunk with friends and 42 per cent more likely to say they want to get to the very top in their career.
By understanding what makes Millennials tick, the relevant types of messaging and offers can be worked into marketing campaigns that will engage them.
Balancing the right mix of media channels
When it comes to the media consumption of Millennials, TGI consumer data reveals that they are more likely to enjoy engaging with all sorts of media compared with the average adult in Ireland, providing a variety of efficient ways to engage them as part of a rich media mix.
For example, they are 53 per cent more likely than the average adult to be willing to pay to access content on magazine websites, 52 per cent more likely to say they watch the adverts before a film at the cinema and 34 per cent more likely to claim to read daily newspapers more for entertainment than news.
But to target efficiently it is important to weigh the media types that a given audience are more likely to engage with against the media that they consume heavily.
When it comes to the media of which they are particularly likely to be among the top fifth of consumers compared with the average adult, the top is gaming (54 per cent more likely), followed by Video on Demand (46 per cent more likely) and cinema (34 per cent more likely).
Optimising targeting opportunities
Knowing that they are really into gaming we can dig down further to reveal more about Millennials’ engagement with it to better inform how they are targeted.
TGI data reveals that Millennials are 40 per cent more likely than the average adult in Ireland to watch gaming clips online, 56 per cent more likely to believe it very likely that they can convince others with their views on computer and console gaming, and 36 per cent more likely to share their gaming experience with others online.
The above insights show just what can be leveraged to target specific consumer groups in a far more sophisticated, flexible and consumer privacy-friendly way than cookies ever could. Thus the decline of the third party cookie is not something to be mourned.
Instead let us celebrate the opportunities it affords the media and marketing industries to target consumers in a more compelling, appropriate and sustainable way.
About TGI Consumer Data
TGI consumer data provides insights into consumer behaviour, interests, attitudes, product use and media consumption – all built on a robust representative sample of more than 3,000 adults in Ireland who have filled in the TGI survey. This data is used daily by Ireland’s most prominent advertising agencies, media owners and advertisers to understand and reach their key consumer targets.
Discover more about how Kantar’s TGI Consumer Data is used here