Commentary | Street Fight

How Mobile and OOH Can Defy a Dip in Traffic to Coffee Shops During the Otherwise Hot Winter Season

Julie Bernard

How Mobile and OOH Can Defy a Dip in Traffic to Coffee Shops During the Otherwise Hot Winter Season

With AAA reporting that 91% of the 112.5 million people in the US who travel during the holiday season take a road trip during that time span, it’s intuitive to dovetail mobile creative with digital out-of-home creative, targeting all these travelers who are undoubtedly moving about the country … and outside their usual stop-for-coffee routines. Below are some strategies to bear in mind when trying to reel in the customer at year’s end.

Google Posts: Less Visible but Still Valuable

David Mihm and Mike Blumenthal

Google Posts: Less Visible but Still Valuable

Mihm to Blumenthal: Google has been making a serious effort to get more business owners more engaged with Google My Business over the past 12-18 months. The irony is, though, that deprecating the success business owners can see from easy, compelling offerings like Posts makes them less likely to remain engaged. It’s a little bit of a self-fulfilling prophecy. That said, and despite my initial skepticism about Posts, I have become a long-term believer.

How to Craft a Successful Content Marketing Strategy

Andrew Witkin

How to Craft a Successful Content Marketing Strategy

Andrew Witkin: One of the main reasons businesses miss the mark with content marketing is that the goals and execution of effective content marketing are at odds with those of traditional marketing methods. While traditional marketing principles dictate that products and services should be the main focus of any advertising initiative, a successful content marketing strategy views a company’s products and services as secondary or supplemental to providing the audience with information that is useful to them and interesting to read or view.

Superbowl Ad Roundup: The Local Edition

Mike Boland

Superbowl Ad Roundup: The Local Edition

Several Superbowl ads touched on key themes in local such as multi-location brand advertisers (Burger King) and locally relevant technology like voice search (Amazon Alexa). And of course, there were lots of car commercials—an inherently local product category given the offline shopping component. 

Why Ad Tech Needs to Shift Toward a Managed-Service Model

Alexanda Theriault

Why Ad Tech Needs to Shift Toward a Managed-Service Model

Alexandra Theriault: The expense of in-housing and the programmatic talent shortage are long-term issues. Currently, in-housing runs contrary to the general trend of reliance on outsourcing and on-demand technologies (like SAAS) that allow businesses to focus on their core competencies instead of wasting resources on peripheral concerns. That’s why, although it might seem like the market is going to a self-service model, for many marketers it’s not the most practical or efficient option.

Building the Location Layer: A Conversation with Foursquare

Mike Boland

Building the Location Layer: A Conversation with Foursquare

Last week, location technology company Foursquare announced its new Pinpoint audience segments product. Building from its large corpus of data on places, spatial movements and behavioral patterns, Pinpoint represents the latest in Foursquare’s evolution as the “location layer,” for the internet. We got the chance to sit down with Foursquare CEO Jeff Glueck in San Francisco to find out more. Here is the full interview. 

Omnichannel Optimization: What’s Changing (and What Isn’t) in Post-Screen Search

Damian Rollison

Omnichannel Optimization: What’s Changing (and What Isn’t) in Post-Screen Search

For brand marketers, addressing the expansion of local search into voice and visual contexts is really a matter of digging in and getting more involved with rich local context that appears to grow more expansive by the day. Google alone has introduced a vast array of opportunities for business to differentiate themselves from the competition, including photos, videos, 360° virtual tours, business descriptions, menus, Posts, reviews, and several other features.

How Brands Will Select Key Partners in 2019: 5 Key Takeaways from Affiliate Summit West

Robert Glazer

How Brands Will Select Key Partners in 2019: 5 Key Takeaways from Affiliate Summit West

Robert Glazer: This year’s Affiliate Summit West conference took place earlier this month in Las Vegas. And just like every year, performance marketing experts gathered to see some of the potential challenges and opportunities the space is likely to see in 2019. This year’s conference gave them plenty to chew on. There were five topics, in particular, that I found to be most important. Here’s a closer look at them.

LBMA Vidcast: Square Goes Mobile SDK, Gimbal Buys UberMedia

Asif Khan

LBMA Vidcast: Square Goes Mobile SDK, Gimbal Buys UberMedia

On this week’s Location-Based Marketing Association show: Square goes mobile SDK, Sinclair + Harman + SK Telecom, Gimbal buys UberMedia, AT&T and others to stop selling location data, LocusLabs partners with IndoorAtlas. Special Guests: Herve Utheza (Here Technologies) & Tom Kenney (Verve).

Trending Now: Brands Shifting Mobile Ad Budgets from Facebook to Google UAC

Brian Bowman

Trending Now: Brands Shifting Mobile Ad Budgets from Facebook to Google UAC

Brian Bowman: There’s an emerging trend in the advertising industry—for the first time, brands are shifting significant mobile advertising budgets from Facebook ads to Google Universal App Campaigns (UAC). While Facebook advertising has largely dominated mobile marketing budgets, this migration of budgets to Google’s platform has been a helpful shift to diversify risk tied to any single platform. Why is this shift happening now, and what does it mean for brands?

A Compliance-Privacy Tsunami Will Slam Into the Data Ecosystem in 2019: Big Changes to Watch

Neil Sweeney

A Compliance-Privacy Tsunami Will Slam Into the Data Ecosystem in 2019: Big Changes to Watch

SPONSORED, by Neil Sweeney, CEO of Freckle IoT / Killi: The takeaway for 2019 will be consent management. Why is this going to be the trend? Two reasons — the first is because consent management is nonexistent in today’s technology stacks (and, no, the catch-all ‘do you accept’ button will not be sufficient moving forward for consent management). And, second: a compliance/privacy tsunami will bear down on the entire world (not just advertising) in 2019. Every trend in 2019 will tie back to a company’s ability, or inability, to check the box on consent management.

Will 2019 Be Remembered as the Year of GMB Messaging?

David Mihm and Mike Blumenthal

Will 2019 Be Remembered as the Year of GMB Messaging?

Mihm to Blumenthal: Absent a messaging competitor, even a handful of conversations with real customers make businesses *think* Facebook is where the party is. In reality, as you and plenty of others have found, 90% of actual leads are coming from Google. And a serious chunk of that 90% comes directly from Google My Business. Per my prediction, Google is *just* starting to push the “Message” CTA to consumers. And I think the floodgates are about to open.