As the ban on cookies in digital advertising continues, marketers are beginning to re-evaluate the effectiveness, usage and mix of their marketing channels, according to Whistle Doordrop Media (DDM), which updated the brochure platform Leafletdrop self-service accordingly.
Google will phase out third-party cookies in Chrome next year, and Whistle says the DDM replacement will be based on targeting data aggregated through Google's Themes API.
As a result, in addition to the need for GDPR-compliant data, Whistle DDM has seen a “significant increase in interest and testing” of home-to-home storage media.
Whistle DDM, which will stop using cookies in digital advertising by the end of 2024, said its Leafletdrop platform now offers a better and simpler user experience, including navigation, to make the booking process smoother and faster.
Launched five years ago, Leafletdrop allows B2C marketers to target specific audiences in compliance with GDPR, using hotspots up to the industry standard of zip codes, with geodemographic targeting.
The platform has been significantly updated and advertisers can now design a brochure, select their geographic region from 30 million households, target their audience, print and book multiple design versions and campaign weeks online “in minutes.”
As there are no small volumes, a new user can quickly and inexpensively test the environment to learn how the message is received and implemented, for example with discount codes or promotional periods.
Speaking at the Print Power seminar in London on Tuesday (7 November), Whistle Drop Media CEO Mark Davies said Gmail data showed that doorstops were among the most popular media channels. effective, offering 7 hours per minute. Consumer attention compared to 19p for the same effect with digital channels.
Davies commented: “As they plan their campaigns for 2024, marketers must achieve a cookie-free future and, as part of this shift, we want them to reconsider using print as part of their marketing mix.
“For many advertisers who have recently encountered swinging doors, we see the combination of broadcast, live and digital channels as the missing ingredient to increase effectiveness.
"With LeafletDrop, we've made creating, targeting and booking campaigns easier than Google and Meta Ads. Remember, good new media is more than just digital advertising, it's still effective. It's time for the new generation of specialists in marketing meets. that lead to success."
Whistle says that since DDM was launched five years ago, more than 300 million leaflets have been created and more than 1,000 businesses have used Leafletdrop to target customers in their local or UK areas, including businesses, subscription services and policies. . Parties, charities. , catering outlets, restaurants, shops and entertainment venues.
