Leverage DOOH, CTV and digital audio advertising ahead of the cookie exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 06, 2022, 9:32 AM GMT+0

While cookies will be phased out in 2023, advertisers can begin transitioning to new targeting options and data collection techniques.

Media buyers can rely on programmatic DOOH to target viewers and outdoor audiences in relevant ad settings based on factors like time of the day, weather and societal events. Similarly, CTV ads have become popular in recent years, given that 80% of the UK population has access to CTV and 77% of consumers consent to viewing ads in exchange for free content.

Apart from CTV ads, advertisers can also leverage audio ads and target content like podcasts, music streaming and audio articles. Given that audio ads have a 24% higher recall rate than display ads, digital audio ads can serve as a crucial advertising channel after the cookie exit.

At the same time, mobile video ads enjoy a high view rate too, with 54% of users preferring to see more video content from brands. Marketers can even experiment with different in-app video ad formats such as playable and rewarded videos to boost engagement.

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