Best Practices
September 12, 2022
Driving performance in the advertising landscape, now and in the future
People’s shifting behaviors, evolving technology, the economy, COVID-19 and new regulations are all uniquely affecting the advertising industry. There has been a very real and disruptive impact of changing data policies and regulations across the advertising landscape. For many businesses, this has made it difficult to understand how people’s actions drove a particular business outcome and harder to reach people with ads they’re most likely to find relevant.
While Meta is committed to delivering performance at scale through and beyond the current advertising shift, the impact of these changes is not isolated to one single team or part of your organization. To understand the broader impact and holistic solutions marketers can employ to develop resilient strategies, we commissioned Deloitte Consulting to conduct a landscape scan of the industry to better understand how marketers are approaching changes to data, which is referred to in the industry as “signal.”
The outcome is the 2022 Signal Resiliency Guide, a resource designed to equip marketers and advertisers with tangible ways to take action on signal loss across their organizations. It includes trends on where the industry is going and valuable actions top marketers are taking to drive performance now across data, media activation, tech stacks and measurement.
“Ready or not, the landscape is evolving. Marketers face an imperative to make structural changes to prepare for data-driven marketing in 2022 and beyond. These changes will involve risks, but failing, or choosing not to act is just as, if not more, risky.” —Deloitte SME
Read on for some highlights from the guide.
1 Understand where your business is today.
The first step in taking action is to understand where your business stands today in developing resilient strategies. You’ll want to consider asking yourself questions like:
- “Is my business aware of the landscape shifts?”
- “Do I understand what data my business is using currently, and exactly how that data is being used?”
- “How is my measurement strategy being impacted?”
Once you have a clear understanding of where you are, you’ll be able to determine your next steps more effectively. Use the maturity curve located in the guide to help you identify your business’ status.
2Introduce synergy between teams and marketers.
The impact of signal loss is not isolated to any individual team. It can not only impact your analytics and marketing teams but also require your IT and privacy teams’ participation to ensure compliance. It’s critical to break down internal organizational silos and increase synergy between impacted teams. You’ll want to consider things like workflow, cross-training and steering committees.
3Build a trustworthy, privacy-friendly foundation.
To build resilient strategies, it’s important to have a solid foundation. This includes having a strong data governance model and structure to enable regulatory compliance. Marketers should also implement solutions for secure and compliant data sharing that can include signal routers and privacy-enhancing technologies.
4 Lean into resilient signals that are already available to you.
While the data available has changed in nature, there are still many opportunities to invest in resilient signals. One way is to prioritize developing a strong first-party data strategy. High-quality first-party data can offer marketers an opportunity to deepen relationships with customers, collect more accurate data and activate across multiple channels.
5 Consider your measurement strategy.
Multi-touch, click-based, and view-through attribution is no longer measuring digital performance accurately. It’s critical to assess what story your data is telling you, how that data should evolve to meet your needs and how you might adopt an agile test-and-learn approach.
Learn more by reading the full Signal Resiliency Guide, below.
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