UK marketers see end of 3rd-party cookies as positive for strategies

Britain’s biggest theatre-circus spectacular, Cirque Berserk!, brings its record-breaking show back to London’s West End, at The Garrick Theatre from 25 August – 11 September 2021. The hair-raising and hilarious Cirque Berserk! celebrates its return to the stage, following the cancellation of its performances since March last year due to lockdown restrictions. Combining contemporary cirque-style artistry with adrenaline-fuelled stunt action, the 2021 show features audiences’ favourite Berserk! acts from around the world plus some thrilling new ones. A unique collaboration between classical circus artists, some from tenth generation circus families, and a theatrical creative team, Cirque Berserk! is the UK’s biggest and most diverse full-scale circus production created specially for proscenium-arch theatres. This astoundingly talented international troupe features over thirty acrobats, aerialists and daredevil stuntmen showcasing the finest in traditional circus thrills and skills, including the legendary high-speed motorcycle ‘Globe of Death’. The company has performed throughout the UK and internationally, and is a regular must-see at Hyde Park’s Winter Wonderland and the Edinburgh Festival Fringe, where it has established itself as the Fringe’s best-selling show of all time. Tickets go on sale Friday 25 June at 10am. ★★★★★ ‘This amazing show is like Cirque du Soleil on steroids… brings the big boys to the big top in an outrageous, death-defying circus that will leave you gasping for breath.’ The Daily Express ★★★★★ ‘Great for kids and even better for adults!’ The Sun Martin ‘Zippo’ Burton, Cirque Berserk! Founder and Producer said : "We are so pleased to be bringing Cirque Berserk! back to the West End this August. It has been a challenging time for most arts organisations, including ours, so we're pleased to be back on stage doing what we do best - entertaining audiences through 'hold your breath' moments and the sheer joy of witnessing the unimaginable. We are so excited to welcome back our audiences to enjoy the slice of culture we offer, but also to welcome new ones! The circus attracts a lot of first-time theatre goers, establishing someone's love and hunger for live entertainment, which is essential during these times." Cirque Berserk! is entirely non-verbal, and appeals to audiences of all ages. Performance includes loud noises, flashing lights, smoke effects and real motorbikes.

Data connectivity platform, LiveRamp, in collaboration with research company, Censuswide, has today  launched its latest UK senior marketer research revealing how UK brands are preparing for the withdrawal of 3rd-party cookies.  

The research is launched in parallel to LiveRamp’s report ‘Marketing in the first-party future: publishers, brands and authenticated data’.

The research took place in April 2021 and surveyed 251 UK-based senior marketing professionals.

Withdrawal of 3rd-party cookies

The results reveal that 78% of respondents believe that the final withdrawal will have a positive impact on their advertising strategy. 

When asked how this will affect their future advertising strategies, respondents cited anticipating improvements in audience targeting, reaching audiences at scale, frequency capping and measurement.

Given the high levels of optimism about the future, when asked what alternative advertising strategies and solutions the respondents would be looking to implement, diversifying formats and channels (49%), first-party authenticated data (45%), identity solutions (43%) and contextual targeting (41%) were the most popular responses.

Brands seeking direct contact

In positive news for publishers, the research has revealed brands are looking for more direct contact with them, with 85% of respondents believing that their brand would benefit from a closer relationship with their key target publishers. 

When asked what publishers could do to help convince them to run more campaigns, a compelling value exchange (53%), new consumer-centric or engagement-based metrics (48%), working with trusted identity partners (46%) and increasing their percentage of first-party authenticated data (43%), were cited as of high importance.

The loss of 3rd-party cookies and mobile identifiers for ad inventory across paid channels means advertisers will be eager to explore new ways to maintain their reach levels and engage high-value audiences. Interestingly, marketers also revealed they would be willing to pay more for media and identity data. 

Results from Microsoft Advertising show CPMs alone increased by over 40% with LiveRamp’s Authenticated Traffic Solution (ATS), whilst FitBit achieved 2X higher ROAS, proving the power and value of advertising without cookies. 

As a result, publishers without a solution to monetise their audiences could miss out on substantial programmatic ad revenue.

Tim Geenen, Managing Director, Addressability Europe, LiveRamp said: “Our research highlights that marketers have already thought through the implications of the digital ad industry’s shift towards greater respect for consumer privacy and the available solutions. 

“The publisher community, by comparison, currently risks falling behind.

“At LiveRamp, we believe that optimising the value of authenticated first-party data will be a key factor in the future success of publishers. 

“And the good news for publishers is that, according to our research, more direct contact with publishers is exactly what marketers are looking for. 

“The opportunity available to publishers is real. It’s time to act.”

The report examines how publishers can do more to capture and leverage their own authenticated data and build new, close, better relationships with brand advertisers. 

Further, it delves into the opportunity publishers have to avoid the loss of existing ad revenue and increase revenue by new ways to optimise yield.