News and Analysis
Scorpion Pushes MULO Advertising Earlier in the Journey
Scorpion is expanding its Google Ads offering with Demand Gen, giving multi-location brands another way to reach consumers before they actively search for a nearby service provider. Paid search has long been a cornerstone of local customer acquisition. A consumer searches for a nearby home-services provider, attorney, pest-control company, or other service, and brands compete […]
Arrivalist, Digital Remedy Push Attribution Toward Real-World Spend
Digital Remedy and Arrivalist are connecting media exposure with GPS-verified visitation and consumer spending, giving travel marketers a clearer view of what happens after an ad is served. Clicks, impressions, and website visits can tell marketers whether advertising generated digital activity, but they are considerably less useful for answering the question that matters to businesses […]
Independent Agencies Get a New Buying-Power Benchmark
Agency scale has traditionally been associated with greater media buying leverage. A new partnership between Guideline and Tinuiti is putting that independent agencies assumption to the test, using verified market intelligence to compare negotiated media costs against broader benchmarks. For brands evaluating media agencies, buying power has long been one of the arguments favoring the […]
Commentary
How MULOs Can Win Generative Engine Optimization (GEO) at Scale
Managing local SEO across dozens or hundreds of locations was already a heavy lift before generative AI entered the picture. Keeping Google Business Profiles current, review volume steady, and NAP data consistent across a large brand footprint takes real infrastructure, not to mention time. Generative AI search experiences have added more weight on top of […]
The Marketing Funnel Isn’t Evolving. It’s Dead.
What if one of the biggest line items in your marketing budget is funding a strategy that’s already dead? AI is rewriting how customers are discovered, targeted, and converted, leaving the traditional marketing funnel behind. Most franchise brands are still budgeting for a customer journey that stopped existing years ago. For decades, performance marketing ran […]
AI Agents Making Conversational GBP Management Possible
Managing a single Google Business Profile well takes consistent effort. Managing dozens or hundreds of them well has traditionally taken a team, a lot of hours, and a tolerance for repetitive work that rarely gets easier or less time-consuming, no matter how much practice you put in. For multi-location businesses and the agencies that manage […]
Latest Posts
Scorpion Pushes MULO Advertising Earlier in the Journey
Scorpion is expanding its Google Ads offering with Demand Gen, giving multi-location brands another way to reach consumers before they actively search for a nearby service provider. Paid search has long been a cornerstone of local customer acquisition. A consumer searches for a nearby home-services provider, attorney, pest-control company, or other service, and brands compete […]
Arrivalist, Digital Remedy Push Attribution Toward Real-World Spend
Digital Remedy and Arrivalist are connecting media exposure with GPS-verified visitation and consumer spending, giving travel marketers a clearer view of what happens after an ad is served. Clicks, impressions, and website visits can tell marketers whether advertising generated digital activity, but they are considerably less useful for answering the question that matters to businesses […]
How MULOs Can Win Generative Engine Optimization (GEO) at Scale
Managing local SEO across dozens or hundreds of locations was already a heavy lift before generative AI entered the picture. Keeping Google Business Profiles current, review volume steady, and NAP data consistent across a large brand footprint takes real infrastructure, not to mention time. Generative AI search experiences have added more weight on top of […]
Independent Agencies Get a New Buying-Power Benchmark
Agency scale has traditionally been associated with greater media buying leverage. A new partnership between Guideline and Tinuiti is putting that independent agencies assumption to the test, using verified market intelligence to compare negotiated media costs against broader benchmarks. For brands evaluating media agencies, buying power has long been one of the arguments favoring the […]
OAAA Heatstroke Campaign Shows OOH’s Local Power
A national heatstroke-prevention campaign from OAAA and the Ad Council shows how OOH (out-of-home) can combine broad reach with geographic concentration and contextual relevance. Summer may be winding down, but a national campaign warning drivers about the dangers of leaving children unattended in vehicles is designed to remain visible well beyond the hottest months of […]
Yelp Moves Local Discovery Closer to Conversion in ChatGPT
AI-powered local discovery is moving beyond the recommendation and closer to the transaction. Yelp’s expanded integration with ChatGPT brings new capabilities into the conversational experience, potentially shortening the path between discovering a location and becoming a customer. For multi-location brands, appearing in an AI recommendation is quickly becoming only part of the challenge. The next […]
The Marketing Funnel Isn’t Evolving. It’s Dead.
What if one of the biggest line items in your marketing budget is funding a strategy that’s already dead? AI is rewriting how customers are discovered, targeted, and converted, leaving the traditional marketing funnel behind. Most franchise brands are still budgeting for a customer journey that stopped existing years ago. For decades, performance marketing ran […]
SOCi Links Restaurant Growth to AI Visibility
Restaurant expansion and contraction are often explained by consumer demand, labor costs, menu innovation, or access to capital. New research from SOCi suggests another metric deserves attention: local AI visibility. Analyzing eight restaurant chains expanding in 2026 alongside eight brands reducing their footprints, SOCi found a consistent performance gap across every major local discovery channel. […]
AI Agents Making Conversational GBP Management Possible
Managing a single Google Business Profile well takes consistent effort. Managing dozens or hundreds of them well has traditionally taken a team, a lot of hours, and a tolerance for repetitive work that rarely gets easier or less time-consuming, no matter how much practice you put in. For multi-location businesses and the agencies that manage […]
Brand Learnings From StackAdapt’s Political Ad Platform
Political advertising has long served as an early proving ground for advertising technology. The need to identify audiences quickly, optimize campaigns in real time, and measure performance under fixed deadlines has consistently accelerated innovation that later finds its way into commercial marketing. StackAdapt’s new Political Targeting and Measurement Suite is the latest example. While designed […]
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