During an ad campaign for Black Friday, it’s important to constantly show the most current deals and prices and be flexible in adjusting it – both for target audiences that gave consent for tracking and personal data use as well as those that didn’t.
Usually, dynamic advertising relies on (personal) data obtained through third-party cookies and tracking. Not with Opt Out Advertising. As thought leaders in the field of consentless advertising, we developed a solution that allows advertisers to use dynamic creatives, while fully complying with privacy laws for consentless advertising.
How Does It Work?
Let’s get down to the nitty-gritty without making this article too technical – using MediaMarkt’s Black Friday campaign as an example.
Tech-Savvy People and Dynamic Advertising
For
MediaMarkt, tech-savvy internet users, who know what they’re saying yes or no to in terms of tracking and the use of personal data, might just be the most important target group they want to reach. MediaMarkt’s Black Friday advertisements for all things electronics – such as mobile devices, tablets, game consoles, etc. – simply had to reach anyone who didn’t give consent.
At the same time, it was important to keep the ads
dynamic and up-to-date, with flexible imagery, lettering, and pricing. As this is usually done using third-party data, this wasn’t an option for consentless advertising.
Taking It One Step Further
For many companies, we (
Opt Out Advertising) rehost creatives to enable consentless advertising. We rehost the creatives and strip them of any third-party tracking without changing the layout or visual attractiveness of the ad.
For
MediaMarkt, we took it one step further:
- We rehosted the full data feed and all components connected to it.
- This allowed MediaMarkt to benefit from consentless inventory for their Black Friday campaign while keeping their creatives fully flexible.
- MediaMarkt had the option to update their data feed at any time, and these changes would automatically be implemented in the ads.
Benefits and Results
Not only is this a major step towards a
privacy-friendly way of advertisingfor MediaMarkt, but they also reached audiences that would have been missed when relying on tracking and third-party cookies. That’s what we call a
win-win.
To sum it up, MediaMarkt was able to:
- Take a privacy-first approach by eliminating third-party tracking, which contributes to brand trust.
- Maintain dynamic flexibility by keeping full control over the data feed and creative asset elements.
- Preserve visual consistency despite the removal of third-party tracking: the creatives remained fully in line with MediaMarkt’s brand identity.
- Experiment with future-proof advertising, positioning their organisation at the forefront of the industry.
Impressive Results
The campaign delivered outstanding performance:
- The conversion rate doubled.
- The bounce rate decreased significantly compared to traffic from consented inventory.
MediaMarkt on Opt Out Advertising
We asked
Moritz van der Burg, Programmatic Lead Benelux at MediaMarkt, how he would reflect on our partnership and the campaign in particular. This is what he said:
“As MediaMarkt we are always looking to extend our reach and drive high performing traffic to our website. In Opt Out Advertising we found the perfect partner to achieve this in a future-proof way. We challenged them to ‘rebuild’ our feed-based dynamic IAB-banners in a privacy-friendly manner. It was essential to remove all tracking elements, whilst keeping the content of the creatives constantly up-to-date with our product feed.”
“The first test campaign during Black Friday was a great success, not only from a technical standpoint. On top of that, Opt Out Advertising offered us premium programmatic inventory that resulted in highly qualitative traffic. Compared to our normal, cookie-based campaign with the same creatives, we achieved a significant increase in add-to-cart and transaction rates with the campaign executed by Opt Out Advertising.”
Long Story Short
With
Opt Out Advertisingas your partner, it is now possible to
rehost your creativesas well as your
data feedand deliver dynamic advertisements to privacy-conscious users who refuse any form of tracking.
