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Ratecard Focus | digital advertising in the post-cookie era

ratecard focus digital advertising post-cookies era
On Friday, April 9, 2021, Edouard Ducray - co-founder of Adrenalead - spoke on the subject of Web Push Notification. Here is a summary of his talk.

Question 1 What is Web Push Notification?

Response We are all used to receiving notifications (e.g. Facebook telling us that we have a new friend). But it is not Facebook that will send the notification - it is the OS. In other words, Facebook will ask the OS to send a notification. So any third-party software can command the OS to send a notification; so can a browser. For example, when a software - on desktop - tells us in the bottom right corner of our screen that we have an update available, it is a Web Push Notification.

Question 2: Does it only work on desktop or also on mobile?

Response: We can send notifications to all devices except Apple and Safari - IOS. However, we can reach all Android users. To make it work, we're seeing more and more sites bringing up a little "XXX wants to send you notifications" - Allow or Block window. So, Web Push Notification is very GDPR Compliant: before being able to send a notification, browsers will make sure they have explicit consent.

Question 3: When allowing notifications from a site, one can only receive notifications from that particular site?

Response: Absolutely. Moreover, it is the browser that manages the consents. So, unlike emailing, you can't cheat on subscriptions and unsubscriptions.

Question 4 How do you deal with your customers?

Response We have two businesses. With publishers, we will offer them to monetise their audience because it is an anti-adblock format and is unconnected to the site. For example, if you go to Melty today, our deal with them is as follows: We will monetise visitors who opt-in to their site's notifications by sending them ads. The advantage that Melty finds in this format is that the ad does not appear on the Melty site, but directly on the subscriber's screen. This way, we do not ask Melty for a new advertising space and we do not disturb the user's navigation on the site. Moreover, Internet users who are adblocked will still receive advertising because it is an anti-adblock format! In addition, we provide our publishers with our platform for creating and sending notifications to our publishing partners. This brings three important benefits:
  • The subscriber doesn't just receive advertising
  • The editor can communicate in real time with his audience
  • Notifications bring recurring traffic to the publisher's site
Recurring traffic to a site brings two benefits:
  • This is one of the pillars of SEO - the site will be better referenced
  • This increases the advertising revenue of other solutions used by publishers. Indeed, more visits on a site = more revenue on display for example.

E-merchant side

On the e-merchant side, it's just as interesting. Indeed, about 98% of the visitors of an online store leave the site without buying or leaving a contact point. This is a significant loss for the e-merchant because he spends a fortune in advertising to bring visitors to his site, only for them to disappear. This is why retargeting advertising was invented. Nevertheless, e-merchants are not masters of their audience.

Email marketing is at the heart of all digital strategies of e-retailers. But only 1% of visitors leave their emails. Regarding Web Push, it is on average 15% of visitors who agree to receive notifications. Thus, our clients have found that they have generated - in a few months - a Web Push subscriber base that is greater than their emailing base.

Moreover, Web Push is much more efficient than email. Indeed, unlike email which arrives (or not) on a mailbox, the Web Push Notification appears directly on the screen of the Internet user - which offers a click rate 4 times higher.

Question 5: Who has access to the subscriber bases of the different sites?

Answer: E-tailers are the only ones who have access to their subscriber base.

For publishers, in order for us to monetize their audience, we have access to their inventory. We were the first to put our inventory into programmatic - including Taboola, Outbrain, Criteo and we make this inventory available to them. The advantage of our format is that fraud is impossible because it appears directly on the subscriber's device, there is no middleman and the notification can only be clicked once.

We also have plenty of advertisers who work with us directly and use our inventory to advertise.

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