Privacy is the key to credibility When it comes to data collection and data analysis, the most critical issue is security and reliability. Access to data, which is an important resource for both acquiring new customers and ensuring the loyalty of existing customers, is a problematic area for many potential customers. Until recently, most people were either extremely uneasy about sharing their personal data or refused to share it altogether. However, recent approaches such as transparency policies developed by brands have broken this resistance. Nowadays, audiences can share their data more easily in exchange for some promotions that they can benefit from.

However, Matt Brittin, Google’s President for Europe, Middle East and Africa, draws attention to a different issue of great importance: Privacy and, by extension, trustworthiness. Brands that make their target audience feel the importance they attach to privacy manage to get one step ahead. Brittin gives the example of a survey they recently conducted with 7 thousand people living in Europe: “This survey shows that ads from brands that respect privacy perform better.

Positive experiences with privacy increase consumer trust in the brand. This factor is so strong that some negative privacy experiences can lead customers to choose a competitor. In short, even if you come up with great ads, if you are lacking in trustworthiness, your hand is not very strong. The key is to develop tools that empower your customers’ control over their privacy settings and make them feel it at all times…

Not without Generation Z. 

If you are talking about trends in any subject, it will always come back to Generation Z. In the digital world, the determinant of 2023 will be Generation Z, just like in 2022. Generation Z is a native of these places; they were born here, they grow up here and they shape their perceptions according to the character of this medium. In this sense, they are shaping on the one hand and taking shape on the other. Julia Hoffmann, Creative Lab Manager for Google Europe, Middle East and Africa, has very important clues for 2023:

“In 2023, instead of inviting Gen Z audiences into your world, meet them in theirs. Understand their unmet needs, prioritize relevance and authenticity over expectations of uniformity, and embrace the diverse visual worlds they inhabit.” – Julia Hoffmann

Again, short videos will be among the most followed content in 2023, as they always have been. However, it should not be forgotten that individuals are now connected to multiple screens at different moments of their lives or at the same time. This necessitates the production of different versions of content with formats suitable for different screen characters. These versions are created by manipulating many different variables, from format to duration.

In Google’s interesting article, the point is made by Mailine Swildens, Head of Creative for Europe, Middle East and Africa at Google. Swildens emphasizes the following trend that will perhaps become increasingly important not only in 2023, but beyond:

“When tailoring ads to a specific purpose, avoid ‘overemphasizing the purpose’. The promise of the cause should be authentic and long term, backed up by actions that go beyond promises.” – Mailine Swildens