The trend: Following Apple’s privacy changes—and in anticipation of those to come from Google—many advertisers are taking consumer data collection into their own hands, rather than relying on social platforms or ad tech firms, per The Wall Street Journal.
- Meanwhile, Big Tech is trying its best to hold on to advertisers and their spending, but progress is slow.
Dig deeper: Brands are using a variety of tactics and incentives to access this data:
- Some are using big-ticket sweepstakes. Miller High Life was able to collect 40,000 emails and phone numbers by raffling off a branded patio set in exchange for the data, per the Journal.
- Other companies, like Avocados From Mexico, are utilizing QR codes on store displays to get brick-and-mortar shoppers’ data, a valuable tactic for consumer packaged goods brands that don’t directly touch the customer.
- Even digital companies that already have a treasure trove of data are hungry for more. In September, HBO Max began offering subscriptions at 50% off in a bid to bring users to subscribe directly from its platform rather than through Amazon Channels. This way, it owns the data of those 5 million customers instead of relying on Amazon.
But some incentives are more attractive than others, and effectiveness varies across age groups. Overall, discounts, free trials, and mixes of multiple offers were the strongest at driving customers to share their email with a brand, according to March 2021 Fluent data.