News and Analysis
Hyper-Local Cultural Moments Are Changing Media Strategy
National campaigns are no longer enough to connect with local audiences. As brands shift toward hyper-local media planning, cultural moments like Pride offer a blueprint for how localized execution can drive more authentic engagement and stronger marketing outcomes. National brands have long relied on centralized media strategies to deliver consistent campaigns across every market. But […]
Jersey Mike’s IPO Highlights the Power of Disciplined MULO Growth
Jersey Mike’s decision to file for an initial public offering comes at a time when restaurant operators face a difficult operating environment marked by cautious consumers, higher labor costs, and slowing industry growth. Yet the sandwich chain has continued to expand its footprint while improving profitability, positioning itself as one of the restaurant industry’s strongest […]
Kroger’s Giant Eagle Deal Signals the Next Battle in Retail Media
Less than two years after regulators blocked its proposed acquisition of Albertsons, Kroger is back in the acquisition market. This time, the company is taking a smaller and more targeted approach, announcing an agreement to acquire regional grocery chain Giant Eagle in a deal valued at approximately $1.65 billion. At first glance, the transaction appears […]
Commentary
Why AI Is Raising the Cost of Inconsistency for MULO Brands
AI search is exposing a problem many multi-location brands have been able to hide for years: inconsistency across locations. In a world where AI systems recommend businesses rather than simply rank them, operational discipline at the location level may become one of the biggest competitive advantages in local marketing. Multi-location brands have spent the last […]
What Google’s Search Agents Mean for MULO Businesses
Google’s new Search Agents could fundamentally change local discovery by moving from answering questions to finding businesses and completing transactions on behalf of consumers. This means location pages, booking flows, and local data consistency may soon matter more than rankings alone. Google is adding Search agents to Google Search, beginning with information agents that run […]
The Next Retail Media Channel Might Be Sitting on the Shelf
As retailers strengthen their hold over shopper data, multi-location brands are searching for new sources of customer intelligence. The next major first-party data channel may not be digital advertising or loyalty programs, but the package already sitting in a customer’s hand. There was a point in time when it looked like ecommerce would swallow up […]
Latest Posts
Hyper-Local Cultural Moments Are Changing Media Strategy
National campaigns are no longer enough to connect with local audiences. As brands shift toward hyper-local media planning, cultural moments like Pride offer a blueprint for how localized execution can drive more authentic engagement and stronger marketing outcomes. National brands have long relied on centralized media strategies to deliver consistent campaigns across every market. But […]
Jersey Mike’s IPO Highlights the Power of Disciplined MULO Growth
Jersey Mike’s decision to file for an initial public offering comes at a time when restaurant operators face a difficult operating environment marked by cautious consumers, higher labor costs, and slowing industry growth. Yet the sandwich chain has continued to expand its footprint while improving profitability, positioning itself as one of the restaurant industry’s strongest […]
Why AI Is Raising the Cost of Inconsistency for MULO Brands
AI search is exposing a problem many multi-location brands have been able to hide for years: inconsistency across locations. In a world where AI systems recommend businesses rather than simply rank them, operational discipline at the location level may become one of the biggest competitive advantages in local marketing. Multi-location brands have spent the last […]
Kroger’s Giant Eagle Deal Signals the Next Battle in Retail Media
Less than two years after regulators blocked its proposed acquisition of Albertsons, Kroger is back in the acquisition market. This time, the company is taking a smaller and more targeted approach, announcing an agreement to acquire regional grocery chain Giant Eagle in a deal valued at approximately $1.65 billion. At first glance, the transaction appears […]
Big Happy Brings Real-Time Context to 3D DOOH Campaigns
Imagine a billboard that changes based on the weather, local events, or what’s happening in the neighborhood around it. Big Happy says the next generation of 3D DOOH advertising is designed to do exactly that. Which will it be, contextual relevance and visual impact? Brands that want both in the DOOH channel no longer have […]
What Google’s Search Agents Mean for MULO Businesses
Google’s new Search Agents could fundamentally change local discovery by moving from answering questions to finding businesses and completing transactions on behalf of consumers. This means location pages, booking flows, and local data consistency may soon matter more than rankings alone. Google is adding Search agents to Google Search, beginning with information agents that run […]
The Next Retail Media Channel Might Be Sitting on the Shelf
As retailers strengthen their hold over shopper data, multi-location brands are searching for new sources of customer intelligence. The next major first-party data channel may not be digital advertising or loyalty programs, but the package already sitting in a customer’s hand. There was a point in time when it looked like ecommerce would swallow up […]
Broadsign and Partners Execute Fully Agentic OOH Campaign
Broadsign, Global Netherlands, and Draft Digital have demonstrated what may be the first fully agentic OOH (out-of-home) campaign, with autonomous AI agents handling everything from media planning to campaign execution. The project offers an early glimpse into how AI could reshape media buying, hyperlocal targeting, and the future role of marketers. Broadsign and Global Netherlands […]
Walmart’s Vibe Acquisition Shows Its Advertising Ambitions
Walmart has spent the past several years quietly building one of the most formidable advertising businesses outside of the traditional digital giants. What began as a retail media effort designed to monetize shopper data is increasingly evolving into something much larger: a full-funnel advertising ecosystem capable of competing for budgets that have historically flowed to […]
As AI Changes Local Discovery, Scorpion Bets on Scale and Technology
The future of local marketing may depend less on generating leads and more on connecting marketing activity directly to business outcomes. The Scorpion acquisition of 1SEO reflects a growing industry shift toward AI-powered platforms that help businesses compete in an increasingly complex discovery environment. Artificial intelligence is rapidly changing how consumers discover, evaluate, and choose […]
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Why AI Is Raising the Cost of Inconsistency for MULO Brands