This year, consumers are prioritizing privacy and becoming more aware of how advertisers use data.
As privacy standards change, performance marketers can no longer rely on third-party data or cookies. But, first-party data provides more accurate and timely insights based upon your customer interactions, so it’s more respectful of their privacy. In a post-cookie world, first-party data is the key element to a future-proof and scalable performance marketing strategy.
We’re already seeing an increase in first-party data use. 60% of marketers say they intend to increase spend on first-party data in response to cookie depreciation.¹ At Roku, we saw 600% growth in first-party data use in Q4 of 2021.²
For marketers making the shift to first-party data, success will depend on how they use that data. Here are five best practices based on our experience working with hundreds of brands to leverage first-party data with OneView:
1. Combine your first-party data with Roku’s first-party data in OneView
OneView helps you make a good thing better by combining your own first-party data with Roku’s first-party data to build highly effective ad campaigns that span TV streaming, mobile, and desktop. Our first-party data can help you design precisely better targeted advertising to connect with the exact customers you want to reach.
One leading retailer managed to drive purchase intent that was 4.7x above Roku norms using their first-party data combined with Roku’s in OneView.³
Key results you can achieve:
- Extend your potential reach by millions of viewers by tapping-in to first-party data from America’s #1 TV streaming platform.⁴
2. Reach new customers
Leverage your first-party data as a prospecting strategy to broaden your audience scope and create incremental reach. Maximize audience reach, use your first-party data as a prospecting strategy.
Roku can measure ad exposure and conversion behaviors to identify which channels, audience segments, and more were most effective at driving performance.
With our Audience Profile tool, you can use lookalike audiences to learn from existing customers and take the guesswork out of targeting new ones.
An online retailer used Roku’s lookalike audience capabilities to achieve down funnel impact, with a 27% reduction in customer acquisition costs (CAC) associated with prospecting and a 226% lift in conversion rate.⁵
Key results you can achieve:
- Broaden your audience scope
- Create incremental reach
3. Re-engage with past customers
In OneView, you can strategically segment your audiences based on how long they’ve been a current or inactive customer, to stimulate engagement and boost lifetime value (LTV) among all your customers. You can then tailor your creatives to reach lapsed customers, using special offers and incentives.
Roku can help you keep up with the latest reengagement strategies.
Key results you can achieve:
- Build the LTV of current customers.
- Win back lapsed customers
4. Retain your current customers
Keep customers coming back for more with messages built just for them, allowing you to increase LTV and build brand loyalty.
OneView empowers a fully omnichannel approach. Use your first-party data for retargeting across TV, mobile, and social. Make the most of cross-selling and up-selling opportunities. Roku’s customer success team can help you make sure your segmentation is working and that you’re using the latest retention and re-engagement strategies.
Key results you can achieve:
- Build brand loyalty
- Increase LTV
5. Re-market to prospective customers
Use first-party data to reach website visitors with TV streaming ads and acquire more first-party data based on who sees the ads. This is how your omnichannel strategy comes full circle and you start to see a “halo effect” where one channel boosts the others and is in turn boosted by the performance of those channels.
Key results you can achieve:
- Decrease cost per action (CPA)
- Learn from audience efficiency to improve future campaigns
Want more tips on how to use your first-party data? Download The Guide to First-Party Data on TV Streaming.
¹ eMarketer, May 2021 via Innovid and Digiday’s “The State of CTV Advertising"
² Comparing against Q4 2020; Roku Internal Data, 2021
³ Kantar Millward Brown Brand Lift Insights, 2022
⁴ By hours streamed (Hypothesis Group, Oct 2021)
⁵ Roku internal data, 2021
