News and Analysis
Planet Fitness Rebalances National Marketing and Local Control
Planet Fitness is shifting the balance between national brand control and location-level responsibility. How that balance plays out could offer a useful lesson on how strengthen local execution at scale. Planet Fitness is considering transferring more company-operated clubs to franchisees while directing a larger share of required marketing spending toward national advertising. Together, the moves […]
Amazon Expands Shopper-Powered CTV
Attain’s integration brings purchases made beyond Amazon into its advertising platform, opening another route to CTV audiences. Amazon’s advertising appeal extends beyond brands selling through its marketplace. An expanded integration with Attain now lets advertisers use purchases made elsewhere to build audiences directly within Amazon Ads DVA+, including for campaigns running on Prime Video. The […]
Foodtastic Testing the Limits of Multi-Brand Scale
Foodtastic’s proposed acquisition of MTY Food Group could bring more than 100 restaurant brands under one owner, creating opportunities for shared technology, marketing and operations. The proposed Foodtastic acquisition of MTY Food Group could reshape the operating model behind more than 4,100 U.S. restaurants. The larger question is whether a company overseeing more than 100 […]
Commentary
Building Emotional Resonance Through Creative
Marketers have become increasingly precise about who sees their ads, but reaching the right audience doesn’t guarantee a meaningful connection. What makes creative build emotional resonance rather than simply get noticed? Marketers have more ways than ever to reach the right audience at the right moment. But getting an ad in front of someone is […]
How MULOs Can Win Customers Without the Click
Multi-location businesses have historically relied on local search visibility to drive website traffic. But as Google’s AI Overviews and AI Mode, along with Ai Search assistants like ChatGPT and Gemini, answer more local questions directly, customers increasingly choose businesses without visiting their websites. This creates a measurement challenge: declining website traffic doesn’t necessarily mean declining […]
The Platform Adoption Curve: Solving Problems Brands Learn to Live With
Some of the biggest opportunities for new technology platforms come from solving problems businesses have learned to live with. For multi-location brands, fragmented local marketing processes, disconnected vendors and limited visibility into spending have become accepted operating practices, but what happens when a platform makes those inefficiencies unnecessary? The most valuable business platforms often solve […]
Latest Posts
Building Emotional Resonance Through Creative
Marketers have become increasingly precise about who sees their ads, but reaching the right audience doesn’t guarantee a meaningful connection. What makes creative build emotional resonance rather than simply get noticed? Marketers have more ways than ever to reach the right audience at the right moment. But getting an ad in front of someone is […]
Planet Fitness Rebalances National Marketing and Local Control
Planet Fitness is shifting the balance between national brand control and location-level responsibility. How that balance plays out could offer a useful lesson on how strengthen local execution at scale. Planet Fitness is considering transferring more company-operated clubs to franchisees while directing a larger share of required marketing spending toward national advertising. Together, the moves […]
Amazon Expands Shopper-Powered CTV
Attain’s integration brings purchases made beyond Amazon into its advertising platform, opening another route to CTV audiences. Amazon’s advertising appeal extends beyond brands selling through its marketplace. An expanded integration with Attain now lets advertisers use purchases made elsewhere to build audiences directly within Amazon Ads DVA+, including for campaigns running on Prime Video. The […]
Foodtastic Testing the Limits of Multi-Brand Scale
Foodtastic’s proposed acquisition of MTY Food Group could bring more than 100 restaurant brands under one owner, creating opportunities for shared technology, marketing and operations. The proposed Foodtastic acquisition of MTY Food Group could reshape the operating model behind more than 4,100 U.S. restaurants. The larger question is whether a company overseeing more than 100 […]
Choice Hotels – Building an AI Growth Stack for Franchisees
Choice Hotels is applying AI across more of the hotel customer journey, from discovery and group sales to pricing, reviews and property operations. Its latest results suggest the company sees these tools as part of a connected commercial system designed to generate demand while improving franchisee economics. The strategy arrives as Choice works to restore […]
How MULOs Can Win Customers Without the Click
Multi-location businesses have historically relied on local search visibility to drive website traffic. But as Google’s AI Overviews and AI Mode, along with Ai Search assistants like ChatGPT and Gemini, answer more local questions directly, customers increasingly choose businesses without visiting their websites. This creates a measurement challenge: declining website traffic doesn’t necessarily mean declining […]
VIOOH Expands U.S. Programmatic DOOH With Adams Outdoor
VIOOH’s partnership with Adams Outdoor brings more than 460 digital billboards across 14 states into its marketplace, expanding access to regional audiences and commuter corridors. VIOOH is expanding its U.S. digital out-of-home (DOOH) footprint through a partnership with Adams Outdoor Advertising, bringing more than 460 digital billboards across 14 states into its programmatic marketplace. The […]
Magnite Expands How Brands Find CTV Audiences
Magnite’s expanded partnership with Proximic by Comscore brings predictive audience targeting into SpringServe. The announcement coincides with its Street Fight LIVE discussion of how marketers can evaluate CTV across the customer journey. Finding relevant connected-TV audiences and understanding their response remain separate challenges for advertisers. Magnite is expanding its targeting capabilities as brand marketers seek […]
McDonald’s Shifts From Borrowed Attention to Owned Engagement
McDonald’s decision to end its FIFA sponsorship reflects a broader U.S. marketing reset. The company is placing greater value on loyalty, customer data and programs that can produce measurable restaurant visits. McDonald’s will end its FIFA World Cup sponsorship after the 2026 tournament, concluding a relationship that began in 1994. The decision follows its largest […]
Placer.ai: Local Shopping Data Guides Retail Media Buying
New Placer.ai research on Kroger, Sam’s Club and CVS highlights how shopping patterns vary across markets and formats. Those differences can help retailers and advertisers make better decisions about placement, timing and creative. A national retail media network can offer advertisers thousands of locations through a single buying relationship. But shoppers arrive at those locations […]
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