In a world increasingly concerned about data privacy and the impending end of third-party cookies, those in the entertainment sector—from music, to sports arenas, to movie distributors—must adapt their digital marketing strategies. The solution? First-party data.
We take a look at why this data is becoming the linchpin for retargeting campaigns across the entertainment industries. But first…
What is First-Party Data?
First party data is information that you collect directly from your audience. Imagine you sold tickets directly on your website. First-party data would be the details that customers provide when they buy a ticket online. (Like their email address or the type of movies/ events they prefer.)
Moreover, it could include how often they visit your website or what they click on while they’re there. Unlike third-party data, which is collected by someone else and then sold to you, first-party data comes straight from the source—your customers.
Why Does It Matter?
In a world where privacy is a big deal, first-party data is like gold. It’s more reliable, and it lets you get to know your customers better. You can use it to show them ads for movies they’ll actually want to watch. Moreover, you can offer special promotions that they’re more likely to use. You can even suggest other events they might be interested in. In short, it helps you offer a more personalised, engaging experience, which can translate into better business.
Going deeper: The Pitfalls of Cookie-Based Retargeting in Entertainment
Short Lifespan – With major browsers like Chrome phasing out support for third-party cookies, the days of cookie-based retargeting are numbered.
Data Privacy – Cookies often collect data without explicit user permission, making them susceptible to increasingly stringent privacy regulations.
Narrow Focus – Cookies capture limited aspects of customer behaviour. They provide a somewhat shallow understanding of what drives ticket sales or purchases.
The Importance of First-Party Data in Entertainment
Pinpoint Accuracy – First party data comes from direct interactions with your website ticketing portal, or streaming service, offering accurate and granular insights.
Compliance with Regulations – You can collect first party data transparently and ethically, in line with data protection laws like GDPR and CCPA.
Comprehensive Insights – First party data allows you to analyse the customer journey comprehensively—from content preferences to ticket purchases, to interactions with live streaming services.
How You Can Harness First-Party Data
For more on how to successfully implement first party data retargeting, check out our How To here.
In the entertainment industry, the shift from cookies to first-party data isn’t just a necessity forced by evolving regulations—it’s a strategic upgrade.
Lastly, as providers of live events, sports, and movies seek more effective retargeting methods, first-party data emerges as a sustainable, ethical, and powerful tool.