Consent to advertising tracking or login are key for the digital economy. Update on the initiatives that promote it.
The consent of the Internet user to the deposit of cookies, to advertising tracking, to the creation of an account, to the receipt of a newsletter, etc. is key for the digital economy. If only to allow publishers to properly monetize their inventories: on the market programmatic, the eCPM can be divided by ten in the event of refusal by tracers. Consent is also an important means of transforming audiences into subscribers, through subscription to newsletters or login. Finally, it is a key tool for keeping the link with consumers: knowing their behavior (purchase history, cart abandonment, areas of interest), brands and e-merchants can retarget them knowingly with a suitable offer.
If we are only interested in the rate of consent to advertising tracking, in France it does not exceed 30% on average on the web according to Sourcepoint. It’s 52% on iOS according to AppsFlyer. On this point and more broadly on the adhesion of audiences to its site or application, here are eight tips to improve its performance.
Consent is above all the relationship to the brand
A brand recognized for its usefulness and whose notoriety is no longer to be demonstrated will undoubtedly have less difficulty in passing the pill from consent to advertising follow-up. This illustrates the scores of the Petit Futé site (60 million unique visitors per year): 88% consent on the mobile site, 76% on desktop. “In addition to being known to the French, Le Petit Futé is associated with the pleasant moments of life, this undoubtedly promotes consent”, recognizes Louis Géneau de Lamarlière, web director of Le Petit Futé.
At the heart of consent, trust
If established brands have better consent rates, it is also thanks to the relationship of trust that they have managed to build with their audiences. “A user who no longer opens our e-mails will no longer receive them after six months even if he has not unsubscribed”, illustrates Louis Géneau de Lamarlière. The Internet user’s trust, prior to the opt-in, is in fact proportional to the respect the brand shows towards him. “The user needs to be reassured about what is done with his data. Brands must prove that they are worthy of his trust”, specifies Baptiste Carrère, commercial director of AppsFlyer for France and for Turkey. This professional advises brands and publishers not to hesitate to wait a bit before asking mobile users to opt-in, until trust is established. Working with them with a pre-message, before asking for consent, is just as possible on iOS. “This personalized, clear, honest and precise message must be modeled on the user and on the benefits he will derive from it, otherwise he will not accept it.”
Focus on the holdouts
It is possible (with tact) to try to change the minds of Internet users who have not manifested themselves (expressing neither consent nor refusal). In this case, do not hesitate to take the time to explain everything to them. “Part of the audiences knew the time when everything was free on the Internet: you should not attack them but take the time to explain to recurring visitors that compensation is necessary for the production of content”, explains Guillaume Bodereau, Sourcepoint Regional Manager for Southern Europe.
Build loyalty by giving yourself time
A reader who does not give his consent to the deposit of advertising tracers will not necessarily be hostile to the creation of an account or to the subscription to newsletters, quite the contrary. Publishers have understood this and use this type of opt-in to keep a link allowing them to retain their audiences while making them aware from time to time of their business model and the impact of data on their income. . If the login does not compensate for the loss of income caused by the absence of trackers, it fits perfectly into a long-term persuasion strategy that can bear fruit. “Login and subscriptions to newsletters also allow the publisher to prepare for a world without cookies, based on IDs, themselves derived from hashed e-mail addresses”, adds Guillaume Bodereau.
Offer rewards for login and registration
Beyond easy access to quality content and experience and the sending of thematic newsletters, some publishers offer different kinds of services to develop their subscriber base in the hope of either transforming them into subscribers. or to convince them of the interest of accepting the deposit of tracers. Le Petit Futé, whose economic model is 100% advertising, invites its readers to become members of the site (there are 1.6 million to date), which gives them access to exclusive services, such as contests, possibility of subscribing to editorial newsletters (70% registration rate), the possibility of publishing their opinions on the members’ forum or access to 20% of the content of the paper guide, among others.
Accept the refusal of Internet users
Above all, do not persist in trying to change the opinion of Internet users who refuse. The effect would be even more disastrous. In this case, on the web, you have to wait six months before trying your luck again, trying during this period to build loyalty and gain the trust of your reader. On the iOS environment, nothing prevents the developer from, from time to time, making his user aware of the importance of the opt-in for his experience. “The user can change this parameter on his device in order to become opt-in if he is convinced of the interest of doing so”, specifies Baptiste Carrère.
The most radical solution: the paywall
Content being a product, many publishers do not hesitate to impose payment by article or subscription on visitors who do not wish to consent to the deposit of tracers. This legitimate method sometimes has limitations. “It’s a shame not to give yourself the opportunity to convert the visitor. However, for the most recurrent audiences, and in particular those who do not refuse, it may be worth leaving access free for a longer period. limited in order to convince her of the interest of sharing her data”, recommends Guillaume Bodereau.
Analyze and test
For each scenario (personalized message, offer of free items, paywall, etc.) nothing should be generalized: each audience segment can have different behaviors that must be taken into account to determine the most appropriate strategy for it. will act to test before adopting it.