e-Commerce Trends Carving a Niche
Taranjeet Singh, Managing Director, Criteo, 0
When customers made purchasing decisions last year, they didn’t consider channels, touchpoints, or the journey to buying. These are B2B dimensions of marketing that are not how people experience advertising. When people access ad-funded content they receive free content in exchange for being exposed to advertisements. The ideal outcome of the process is, people see relevant and interesting advertisements, with a consistent omnichannel experience. However, we know that until marketers and media owners can more easily share addressable information in privacy-by-design fashion, marketers won’t obtain results they could, and consumers are over-exposed to specific messages.
2022 is set to be the year of more responsible, addressable media. Throughout the run-up to New Year's Day, even in the most difficult of circumstances, we've seen people honor shopping and gifting traditions. This makes Criteo sense some of the most drawn e-commerce trends that have carved a niche this year:
1) Collecting and Activating First-Party Data
Consumers need more control of information linked to their identity, while being able to access digital contents and discover new things through hyper-relevant ads. Marketers and media owners are constantly investing in solutions to betterment of privacy-safe, opted-in first-party data which helps them identify ideal prospects who may be interested in their products and services.
In 2021, the convergence of privacy and competition investigations into internet gatekeepers potential end of support for the third-party cookies has led to a rise in demand for platforms that can help to gather and link personal data by more persistent identifiers, such as Data Management Platforms (DMPs) and Customer Data Platforms (CDPs). However, merely accumulating data isn’t enough, and any single marketer or media owner cannot derive optimal value from relying only on their existing data.
Hence, Criteo’s First-Party Media Network offers marketers and media owners access to a marketplace to connect, enhance and scale audience engagement interact. The unique combination of commerce data and AI-based optimization enables and supports media owners and marketers to drive personalized advertising experiences for consumers. The technology also
2) Contextual Campaign with Commerce Signals
Contextual targeting saw increased attention to focus marketer’s budgets to achieve superior outcomes. Not all marketers realize that the optimization of their contextual advertising also relies on the same form of addressable identifiers as personalized advertising. Nevertheless, we expect to see additional investments in contextual solutions in 2022. New predictive contextual classification enables advertisers to match their adverts to relevant sites where their customers most frequent prior to completing their commerce transactions.
it implies that marketers may target audiences via numerous platforms by connecting video streaming patterns and shopping behaviours across mediums and channels while implementing privacy safeguards
These first-party contextual marketing determines where customers are spending their time and money and accordingly the platforms. AI then makes decisions to create audiences similar to those in brands' First-Party Data. This one-of-a-kind capability allows marketers to continue identifying new customers on a global scale.
Marketers and media owners can enhance their contextual targeting experience by utilizing commerce signals to target ads to displays where it will have the greatest impact. These commerce signals, which are aided by the First- Party Media Network, enable marketers to reach their target audience who are ready to buy, minimize ad waste, and increase campaign success.
3) Video Advertising Solution
In 2021, more individuals than ever before streamed entertainment across platforms, sites, and applications for longer periods of time than normal. According to Criteo's research, more than half of customers spend 5 hours or more each week to watch free streaming content, and one-third plan to watch more free content this year as well. As a result, advertisers now have a wealth of opportunities to reach highly engaged and niche audiences that watch free video streaming material.
It has been noticed that smartphone users are more inclined to consume video material through their favorite applications. As a result, apps are likely to account for a bigger share of video ad spending this year. Marketers also pulled Connected TV (CTV) and OTT advertising through streaming devices, which seems to continue to be a priority in the future years.
Hence, it implies that marketers may target audiences via numerous platforms by connecting video streaming patterns and shopping behaviours across mediums and channels while implementing privacy safeguards. Further indicate that brands will capture a larger percentage of video ad spend as they strive for premium inventory and improved performance by placing video advertisements on high-quality sites.