How Axel Springer is getting consent for GDPR
Axel Springer has been running a mix of different tests to get an idea of what message types are likely to encourage people to consent to it using their data, in preparation for both the General Data Protection Regulation and the pending ePrivacy Regulation.
The publisher, which owns Business Insider and popular German tabloid Bild, has been monitoring which kinds of messages drive more people to opt in to allowing it to use their data, as well as the messages’ position on the page. The results: So far, the publisher’s readers are far more likely to give consent when they receive a fact-based static message, rather than a video message or one written in a tone that requests the readers’ support.
A mix of messages have been tested across three Axel Springer sites, like Welt. The most neutral message, which clearly outlines the reasons why people need to give their consent, was the most popular and generated the most opt-ins. Forty-eight percent of people in a sample of 40,000 people selected to opt in, according to the publisher.
Only 12 percent of people who saw the video message opted in, from a sample of 23,000 people, according to the publisher.
Axel Springer also tested the positioning of the messages. Just under half of a 54,000-person sample opted in when they received a message at the bottom of the page, with 40 percent of the same group opting in when they saw the message at the top of the page.
While most publishers are testing different messages internally, Axel Springer is among the first to openly share its findings with other publishers. Speaking at Digiday’s Hot Topic event in London this week, Moritz Holzgraefe, chief operating officer of corporate digital platforms at Axel Springer, said these are preliminary results, and testing is still underway.
An added bonus: People seemed to respond equally well to messages that requested consent across all Axel Springer sites. For any media group with numerous consumer brands, gaining consent across all via a single opt-in is preferable. But no one has known if this will work, given people may recognize and be loyal to the brands they read, but not necessarily to a media company’s other titles. Axel Springer’s tests showed that 50 percent of 32,000 people asked opted in when asked to for a single site, and 52 percent opted in to have their data used across the group.
“For corporate groups, the group-level opt-in is important, as it means we can simplify the process as much as possible,” said Holzgraefe.
Those that didn’t want to give consent get taken to a cookie preference center, where they can read how the cookies and other tracking technologies are used: for accessing a device, personalized advertising, analytics and content personalization. They can select to turn them off or keep them on.
Axel Springer will continue testing over the coming weeks. “It is worth testing these opt-in layers to learn what your users think, and then optimize your conversions,” Holzgraefe said.
For more on what publishers, tech companies, consumer brands and agencies have to do to get ready for GDPR, download Digiday’s complete guide to GDPR.
‘Scale with great context’: The Independent eyes global expansion
The U.K. news title marked 'double-digit' revenue growth this year and posted a profit, despite the pandemic. It plans to grow headcount by up to 25%.
‘This is a tricky job for humans’: How Meredith used AI and contextual data to build Campbell’s a new campaign
To keep Campbell's ads relevant, Meredith created new artificial intelligence technology to track hyper-contextual data.
Vying for consumer revenue, Eater serves up new wine subscription play
Eater's making a play for more national scale consumer revenue with the launch of its new wine club.
SponsoredHow artificial intelligence and machine learning power content-first newsrooms
By Chris Nguyen, executive vice president, marketing at Naviga Digital is no longer just a nice addition to a newspaper’s success, but an imperative. While print remains a key source of revenue — capturing both subscriptions and advertising — spending too much time on designing and managing printed editions has become an obstacle to digital transformation. […]
‘Clearly underinvesting’: Some of the world’s biggest marketers pledge to direct more media dollars to minority-owned business
Procter & Gamble to McDonald’s, Pernod Ricard to PepsiCo, big marketers pledge to curtail media dollars that help fuel racial basis.
Paid virtual events are the new golden ticket for publishers
There are other added benefits for publishers to have ticketing on their events, beyond the revenue.