The ‘creepy’ marketing tactic consumers hate, plus what makes them loyal to brands: Datacenter Weekly

NBCU’s data deal with Dentsu

NBCUniversal is working with Dentsu to integrate the agency into its first-party data and identity platform,” Ad Age’s Asa Hiken reports. “The deal makes Dentsu the first agency partner to have access to the NBCUnified platform, which the media giant launched in January to help support advertisers’ desire for first-party data solutions amid the demise of the third-party cookie and data crackdowns.”

Essential context:  “The deal will utilize all personal-level and household-level IDs from Dentsu’s M1 platform, as well as data from advertisers, with NBCU’s pool of over 150 million consumer IDs collected from across its portfolio of networks, streaming services and theme parks.”

Keep reading here.

Previously:  “NBCUniversal opens clean room to Omnicom amid first-party data arms race,” also from Ad Age’s Asa Hiken.

Key insights from Cheetah’s Digital Consumer Trends Index

Cheetah Digital just released its 2022 Digital Consumer Trends Index, a report it produced in collaboration with Econsultancy; it’s based on data from 5,404 surveyed consumers in the U.S. plus Australia, France, Japan, Spain, the U.K. and Ireland. A few key insights:

Brand loyalty:  The report says that “brand loyalty is on the rise, with 57% of consumers prepared to pay more to purchase from a preferred brand. This is backed up by huge increases in the number of consumers who are loyal to a brand because they understand them as an individual (110% increase), treat their data with respect (71% increase), align with their personal values (58% increase) and admire their loyalty program (55% increase).”

Email marketing:  “Email still beats banner ads, social media ads, organic posts and SMS by up to 108%, with half of consumers reporting they have purchased a product directly as a result of an email they received in the last 12 months.”

Personalization and data-sharing:  “The majority of consumers want to receive personalized content and offers from trusted brands and will readily share personal data for it. However, they prefer brands use data that has been explicitly shared directly to the brand (zero-party data).”

Consumers really hate feeling like they’re being stalked:  “They do not feel comfortable with cookie-fueled ads or location tracking—they still see this as a creepy marketing tactic.”

Keep reading here.

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Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.

This week’s newsletter was compiled and written by Simon Dumenco.