Brand audiences slammed by GDPR
Big brands are set to lose over 40% of their EU consumer audience as GDPR comes into force today. According to research conducted by Vibrant Media, brands are reporting low opt-in rates to email databases, slow uptake to review and set communications preferences, low traffic rates to websites so explicit consent can be attained, plus a lack of confidence in the adequacy of GDPR compliance.
And media agencies are reporting a decline in spend on the most GDPR compromised marketing strategies – for example, two fifths of media buyers say the GDPR is resulting in a drop in programmatic spend.
“The reach of data reliant marketing campaigns will be greatly reduced after 25 May 2018,” says Vibrant Media CEO, Doug Stevenson. “To maintain necessary scale, brands need to deploy marketing strategies that are keenly targeted to consumers but unreliant on data. Perhaps that’s why seven out of ten media buyers told Vibrant Media’s researchers that more emphasis will be placed on contextual targeting ad campaigns in response to the GDPR. Placing ads within contextually relevant editorial targets consumers by their interests but without relying on consumer data such as cookies.”
Image: Vibrant Media