Cookie use in digital advertising ending

Whistl upgrades Leafletdrop as cookies phase out looks to benefit print

The Leafletdrop platform has had a major facelift
The Leafletdrop platform has had a major facelift

Marketers are starting to re-evaluate the efficacy, use, and mix of their marketing channels due to the phasing out of cookies in digital advertising according to Whistl Doordrop Media (DDM), which has accordingly updated its Leafletdrop self-serve leaflet platform.

Google is phasing out third-party cookies on Chrome over the coming year and Whistl DDM said its replacement will be aggregated data targeting through Google Topics API.

Due to this, and the continued need for GDPR compliant data, Whistl DDM said there has been “a steep rise in demand for and experimentation with” door drop media.

Ready for the end of cookie use in digital advertising by the end of 2024, Whistl DDM said its Leafletdrop platform now features a simpler and better user experience including navigation to make the booking process more efficient and faster.

Leafletdrop, which was launched five years ago, enables B2C marketers to GDPR compliantly target specific audiences through geodemographic targeting down to postcode sector level using door drops.

The platform has had a major facelift and advertisers can now design a leaflet, select their geographical areas from 30 million households, target their audience, print, and book multiple design versions and campaign weeks all online “in minutes”.

There are no minimum volumes so a new user can test an area quickly and cost effectively to establish how the message is being received and acted upon, such as using discount codes or promotion time slots.

Speaking at the Power of Print seminar in London on Tuesday (7 November), Mark Davies, managing director of Whistl Doordrop Media, highlighted JICMail data that found door drops are among the most attention-efficient media channels available, costing 7p to deliver a minute of consumer attention compared to 19p for the same impact with digital channels.

Davies commented: “In planning their 2024 campaigns marketers need to wake up to the reality of a cookie less future and as part of that change we want them to reconsider using print as part of their marketing mix.

“For many advertisers who have discovered door drops recently we are seen as the missing ingredient driving improved effectiveness through the combination of broadcast, direct and digital channels.

“Through Leafletdrop we have made creating, targeting, and booking a campaign easier than Google and Meta Ads. Remember good new-fashioned door drop media remains on par if not more effective than digital advertising. It’s time for the new generation of marketers to give targeted leaflet advertising that delivers a go.”

Whistl DDM said that since its launch five years ago over 300 million leaflets have been generated and more than 1,000 businesses of all sizes have used Leafletdrop to target customers in their locality or across the UK including e-commerce, subscription services, political parties, charities, food delivery outlets, restaurants, retailers, and entertainment outlets.