Incubeta EU: 2021 Predictions

In the third instalment of our Incubeta Predicts series – where we asked our teams across the globe for their 2021 industry predictions – we caught up with the EU team from the Netherlands and Germany. Covering everything from Programmatic TV and Dynamic Creatives, to Privacy and Google Analytics – here are their thoughts.

Matilda Rose Moir

Jessica Jacobs – Director of Strategy EU

80% of conversation in 2020 was focussed around the topic of dynamic creative solutions versus the traditional static approach. It’s not a new topic, far from it – yet with creative generating 70% of  overall campaign performance – in terms of pure performance elements and consumer factors – brands should be focusing on dynamic creative strategies going forward. 

Consumers say that 97% of ads still lack personalisation, which only proves that consumer preferences are on the rise as they demand more from the content they’re exposed too. The world is beyond static, and as consumers get smarter – looking beyond generic creatives – brands need to work smarter in response. 2021 will be the question of WHEN not WHY. For large advertisers we predict more and more will request intelligent solutions beyond just displaying content dynamically. Brands will be looking for solutions that scream efficiency, modularity, learning agendas and the all important ROI.

Daniel Ferreira – Solutions Consultant NL

As we transition into a cookieless world – with a privacy-first, data protected ad space – the digital marketing industry is evolving along with it. User Consent Mode offers advertisers more flexibility in how they work with Google tags. Advertisers who currently use the gtag.js or Google Tag Manager solution within Google Marketing Platform products, such as Google Analytics, Google Ads, Display & Video 360 and Search Ads 360, will be recommended to update their tag behaviour in Q1 2021. Marketers will start familiarising themselves with user tracking methodologies that are less dependant on cookie storage and more reliant on network pings and conversion modelling based on Google’s Machine Learning capabilities. Advertisers that make this change can benefit from retaining proper user measurement and modelling of conversions which would otherwise have been lost due to missing user consent. On top of that, advertisers will also be able to maintain their value-based bidding strategies in the relevant GMP products. 

Joost van Wezenbeek – Solutions Consultant NL

Nowadays, consumers have an abundance of content to choose from. They can decide at any given time or moment what they want to view or listen. We’ve gone from consumers having a handful of channels to choose from,  to having unlimited options in just a few years. Whilst this is all in contrast with the traditional world of Linear TV advertising, it is a great opportunity for Programmatic TV advertising to further develop. As a result of a global pandemic, we were able to observe a behavioural change towards media consumption. With consumers spending more time at home streaming content on their devices, Google capitalised on the momentum by further developing their Programmatic TV media-buying solutions through DV360. We are expecting that these developments will continue to progress further into 2021, giving marketers more tools, and providing increased access to new inventory sources for reaching their audiences on Connected TV inventory. Furthermore, we will see marketers taking more control over their campaign delivery, budgets and reach through real-time insights allowing them to optimise their campaigns on the go.

Giuseppe Muto – Data Analyst DE

Advertisers have spent the last year attempting to figure out a way in which to develop a holistic view of the user journeys across environments and devices – through the development of custom solutions to stitch app data to website data. Google’s latest analytics update – GA4 – comes with a robust and reliable cross-device and cross-platform tracking system to answer this long time challenge. For many GA users the new interface may look uneasy to navigate because at first touch it lacks many reports that have been available in the past. This challenge will soon disappear as users start tracking events and custom parameters. In 2021 we expect GA4 to improve its UI and get closer and closer to its predecessor. In the meanwhile we expect to work a lot with GA4’s raw data, to replicate features not entirely available in the current UI. This will be doable thanks to the free access to a BQ data transfer of GA4 which was only available to 360 clients in the past, and it is now open to any account.

To view the full series, visit Incubeta Insights.

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