Worldbuilding - The Future of Storytelling, with Wild Card

In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.

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You Can't Go Home Again: A Return to Work Sites After COVID-19

Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.

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Pulse Issue 15

Hands Out of the Jar: Marketers Face a Cookie-Less Google

March 2020

By Josch Chodakowsky, Research Manager at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed consumers the power to control their online experiences, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted marketers’ access to consumer data. The final blow came with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left marketers wondering what to do next, it has also created new opportunities. The resources below discuss how marketers can adapt to a cookie-less diet.
New online-privacy rules and Google’s decision to end the use of cookies to target advertising could fuel even more interest by companies in partnering with influencers, because they preside over one of the biggest troves of direct audience information out there. Brands still want to know how their campaigns are doing, and want to make sure they’re connecting with the right audiences in compelling ways. That’s where influencer campaigns come in. The influencers themselves have access to the first-party data from their own followers, data they can legally share in aggregated, anonymized form for a specific campaign, with a specific brand. It can be a gold mine for smart companies. 
Loyalty programs existed long before personalization and one-to-one marketing bubbled up as buzzwords, but the emergence of fresh digital channels and evolving privacy regulations suggest they may become paramount to brands. Brands from Sephora to Red Lobster are revisiting their rewards strategies amid tighter ad-targeting restrictions and greater demands for data privacy.
Since Google said it would remove third-party cookies from its Chrome browser by 2022, advertisers have been in a bind: they need to find ways to replace the granular audience data they acquire from third-party cookies in order to continue to hit their monthly marketing targets. The predicament is prompting some advertisers to dust off old measurement techniques and increase their reliance on the platform companies that they have tried to keep at arm’s length — all in order to access more audience data.
Ad buyers aren’t thrilled about Google Chrome’s decision to phase out third-party cookies, but they’re thankful it’ll take about two years; Safari and Firefox didn’t extend such a courtesy. While some marketers and agencies see an opportunity to rebuild the digital advertising ecosystem off of a more secure infrastructure, others are anxious about losing their foundational tracking mechanism. This article presents four things the buy side is thinking about as they navigate through uncertain times.
Publishers and advertisers can benefit the most from Google doing away with third-party cookies — if they work it right. First-party data will be like gold within two years, when Google phases out third-party cookies on Chrome. “If entities with audiences are smart and willing to work together with their first-party data, they'll finally be able to mount a defense against the tri-opoly (Facebook, Google, and Amazon) and own their own destinies,” says Matt Keiser, founder and CEO of LiveIntent.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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