The company recently rolled out a demand-side platform that helps companies such as Yahoo, AOL, and Google choose which traffic they want to buy from ads. We caught up with Ragnar Kruse to talk about how location and emerging technologies are shaping the future of advertising.
We are now onto the second phase of moment-based targeting, focusing on the combination of multiple factors in a moment to determine when a consumer will be most receptive. To find these receptive moments, an advertiser can identify and tap into many signals that will provide info about the end recipient’s state of mind.
“Advertising is not the hard part; the hard part is getting end users to care about location-based content,” CEO John Coombs told Street Fight. “Proximity and location is about more than push notifications and coupons. It’s really about experiences.”
Over the past few weeks, I’ve received a barrage of ads for storage centers in St. Louis despite the fact that I live in South Carolina. I’m also seeing ads reminding me to “finish your trademark” event though I’m not interested in trademarking anything. I asked experts about why mis-targeted (and wasteful) ads like these persist, and what the ad industry is doing about them.
The New York-based location data company announced a new tool called MarketPlace Discovery on Wednesday. The platform will provide brands with insights about where consumers active in their industries are shopping.
With clearer direction and some major updates to how mobile sensors can interact with the physical world, Google has not only taken the position that location-awareness will be a driver of mobile advancement in the years go come, they have leapfrogged Apple’s efforts in doings so.
In this year’s presidential campaign, news and information consumers can be reached via a wide range of channels, and media buys can be executed in milliseconds. Now that local inventory has joined this channel, political camps have the ability to execute local campaigns on a massive scale.
When local merchants spend big on digital marketing, they expect to see results. Without using the appropriate tracking technology, however, it can be downright impossible to determine whether a marketing method is working. Here are seven options, each for a different type of business or marketing scenario.
Businesses have been taking a closer look at the potential for geofencing and proximity marketing for trade shows, events, and festivals. The technology offers some rich opportunities for interactive messages, and can ensure that promotions are especially relevant.
With Google’s recent announcement that Google Plus will be decoupled from YouTube and other services, industry watchers are predicting that this may be the beginning of the end for the social network. Here are a few lessons a local marketer might learn from the social network’s challenges.