Digital Out-of-Home and Online Advertising to Reap the Most Benefit with the Decline of Third-Party Cookies, Alfi Audience Research Finds

Rhea-AI Summary

Alfi (NASDAQ:ALF) has reported that 85% of senior advertising executives anticipate increased budgets in digital out-of-home (DOOH) advertising following the impending ban on third-party cookies in web browsers. With Google Chrome's adoption of these measures, 65.15% of the browser market will open to new advertising opportunities. Approximately 79% of executives foresee an increase in television advertising budgets. The study indicates robust growth for the DOOH sector, with 78% expecting it to account for over 50% of out-of-home ad spending by 2023.

Positive

• 85% of senior advertising executives expect budgets for digital out-of-home (DOOH) advertising to increase.
• 79% of executives anticipate higher television advertising budgets.
• 78% believe DOOH advertising could exceed 50% of total out-of-home ad spending by 2023.
• Alfi's AI platform offers analytics and accountability in digital advertising, responding to growing demands for improved ad performance.

Negative

• None.

85% of senior advertising executives expect budgets for digital out-of-home advertising to increase following web browser bans of third-party cookies

MIAMI BEACH, FL / ACCESSWIRE / November 18, 2021 / The majority of the global browser market has now phased out third-party cookies in response to protecting users' privacy and personalizing a connection with the modern consumer. With Google Chrome, which controls the majority of the global browser market, following suit next year, 65.15% of the browser market will be open to new ad channels and solutions.

Alfi (NASDAQ:ALF), an AI enterprise SaaS advertising platform, surveyed senior advertising executives from around the world to learn more about the demise of third-party cookies and their focus on new ad channels, and found that 85% expect budgets for digital out-of-home (DOOH) advertising and online advertising to increase. Furthermore, nearly four out of five (79%) anticipate budgets for television advertising to rise following the shift away from third-party cookies.

"With web browsers increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected," said Peter Bordes, interim CEO, Alfi. "Our research suggests strong growth for the DOOH ad sector as advertising executives expect increased budgets for all other main areas of advertising, marking DOOH market as the main beneficiary."

Additionally, 78% of advertising executives interviewed believe DOOH advertising will represent over 50% of the total spent on out of home ads by 2023, with online and DOOH representing the most anticipated advertising budgets to increase following the decline of third-party cookies.

Type of advertising	Percentage of senior advertising executives interviewed who expect budgets here to increase dramatically because of changes to the use of third- party cookies on web browsers	Percentage of senior advertising executives interviewed who expect budgets here to increase slightly because of changes to the use of third- party cookies on web browsers	Overall percentage of senior advertising executives interviewed who expect budgets here to increase because of changes to the use of third-party cookies on web browsers
Online	54%	31%	85%
DOOH	47%	38%	85%
Television	37%	42%	79%
OOH	29%	45%	74%
Radio	27%	40%	67%
Direct Mail	23%	40%	63%
Magazines	27%	34%	61%
Newspapers	25%	27%	52%
Catalogues/pamphlets	21%	31%	52%

"Consumers and regulators are rightly concerned about the growing threat to privacy and personal data collection as every aspect of society becomes digitized," said Bordes. "Interestingly, the DOOH industry has deployed software that is much better at targeted advertising without ever collecting cookies from or personal information about its viewers and is already leading this revolution. It is now in the hands of ad executives to become leaders in the protection of consumer privacy while providing brands with the precise data they need to grow."

Advertisers are increasingly demanding improved performance and capabilities from the ad technology they utilize. Alfi provides data-rich reporting functionality that informs advertisers if someone viewed their ads, including the number of views, and each viewer's reaction. The Company also provides advertisers with analytics, accountability, transparency, proof of engagement and actual impressions.

Methodology
Commissioned by Alfi, PureProfile, a global research company, conducted 100 interviews amongst senior advertising professionals from across the U.S., U.K., Canada, China, France, Germany, and the UAE. Interviews were conducted online in September 2021.

About Alfi Inc.
Alfi, Inc. provides solutions that bring transparency and accountability to the digital out-of-home advertising marketplace. Since 2018, Alfi, Inc. has been developing its artificial intelligence advertising platform to deliver targeted advertising in an ethical and privacy-conscious manner. For more information, please visit: https://www.getalfi.com

Alfi Inc. U.S. Media Contacts
Danielle DeVoren / Laura Schooler
KCSA Strategic Communications
Alfi@kcsa.com

Alfi Inc. U.K. Media Contact
Perception A
Phil Anderson / Taylor Marriott
07767 491 519 / 07983 335 021

Alfi Inc. Investor Relations
TraDigital IR
Kevin McGrath
+1-646-418-7002
kevin@tradigitalir.com

SOURCE: Alfi, Inc.

View source version on accesswire.com:
https://www.accesswire.com/673547/Digital-Out-of-Home-and-Online-Advertising-to-Reap-the-Most-Benefit-with-the-Decline-of-Third-Party-Cookies-Alfi-Audience-Research-Finds

FAQ

What did the Alfi survey reveal about advertising budgets?

The Alfi survey found that 85% of senior advertising executives expect budgets for digital out-of-home (DOOH) advertising to increase due to the decline of third-party cookies.

What percentage of advertising executives think TV advertising budgets will rise?

According to the survey, 79% of advertising executives anticipate an increase in television advertising budgets.

How does the decline of third-party cookies affect the DOOH sector?

The decline of third-party cookies is expected to significantly benefit the DOOH sector, with 78% of executives believing it could represent over 50% of total out-of-home ad spending by 2023.

What changes in advertising strategies are being made due to privacy concerns?

With privacy concerns on the rise, advertisers are looking to DOOH advertising, which employs targeted methods without collecting personal data.