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Adidas and the new wave of first-party data plays in the digital landscape
With the ‘Creators Club’ membership programme to drive participation and connection with the brand and bring in all-important first-party data, the German sportswear and fashion giant Adidas typifies the new wave of methods being adopted to reduce the growing cost of reaching customers online.
Why it matters
Following strict privacy changes, like Apple’s App Tracking Transparency policy – which saw just 26% of global users and 16% of lucrative US users allow advertisers to track them – in addition to the pandemic-induced shift online, reaching people online is getting harder and more expensive.
One option is to go for brand building through traditional means like billboards, TV, and sponsorship around the kinds of content and events that your target audience tends toward. The other is to build your own first-party data set rather than expecting others to tell you, which is what we have seen from Adidas.
The rush to e-commerce meant that doing business online was far from a silver bullet; it became, instead, table stakes. Now, meeting those stakes and having the data that can tell you who to speak to and whether it’s working is much harder to find.
Conversions on Facebook and Instagram have been hit particularly hard, according to industry insiders, dropping by as much as 30% in Q3. For the luxury segment, the kinds of higher-income individuals that favour Apple devices mean that online advertising has become particularly difficult.
It comes at a bleak and difficult time for companies that are watching the costs of their tangible operations – making and moving goods – increasing.
You can’t rely on one ad company anymore, be that Meta or Alphabet. It is increasingly crucial to build your own data and to learn how to use it to inform your ads across channels.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。