Not using personalised, targeted ads will take Virta back to the stone age. We create ads based on user characteristics such as the audience’s online behavior, location and demographics and with the data, we provide qualified leads to our sales team. This way, we can reduce budget wastage and only use money for marketing, when it’s backed up with data. We would not even know where to start with contextual ads.
Samuli Ahola, Director of Digital Sales, Virta
All of our marketing efforts are based on data. Restrictions on targeted advertising would immediately affect Fonum’s sales and reflect badly on our brand. I see targeted advertising as an important part of customer service and advertising without data would mean bad customer service, poorer brand image and fewer euros for us, putting it bluntly. If our customer acquisition cost would increase, we would stop buying ads and find another way - perhaps through influences, who’s audiences’ behaviour we understand. Take the bigger digital service-platforms out of the equation, new ones will always emerge
Ida Nevala, Marketing Communications Manager, Fonum
From my perspective, contextual ads can never substitute for targeted ads. The sudden IoS 14 update shook our operations and startups had no chance to prepare. As an established scale-up, we rely tremendously on targeted ads and the data we receive from the platforms in return. The data allows us to innovate, expand to new markets and serve our audiences better.
Michael Ewald Hansen, Ecommerce Director, Lakrids by Bülow