Commentary | Street Fight

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How Advertisers Can Combine Contextual and Local Targeting

January 25, 2023January 24, 2023 by Vitaly Pecherskiy

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Many marketers who run multi-location campaigns run into the same pain point: “I need to create a campaign that has localized messaging that resonates with the specific regions I’m targeting while still remaining true to the overall brand voice.” Enter contextual advertising.

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5 Priorities for Improving Local OTT Measurement

January 23, 2023January 20, 2023 by Sona Pehlivanian

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The refinement of local OTT measurement tactics should not take a backseat to the development of national approaches. Rather, to truly unlock the power of TV for advertisers—local and national, linear and streaming alike—measurement innovation should be a priority across the board.

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Level Up Your Customer Experience with Unified Touch Points

January 18, 2023January 18, 2023 by Michelle Berryman

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When it’s deployed strategically, technology can augment CX in both virtual and in-person settings. The key is for retailers to align their business models around excellent customer service to avoid introducing friction into the customer journey.

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How Balanced Is Your 2023 Marketing Portfolio?

January 17, 2023January 13, 2023 by Christian Jones

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As you finalize your 2023 strategy, keep in mind that you’ll need to balance your media investments like a financial portfolio — a strong position in performance marketing requires an offset in brand and demand building and vice versa.

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Navigating Economic Uncertainty: Follow the Ad Spend Trends and Stay Flexible

January 13, 2023January 12, 2023 by Darrick Li

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2022 continued the (sometimes unpleasant) pattern of being an unprecedented year in many ways for the advertising industry. As a result, here are a few considerations that marketers, publishers, and agencies should pay close attention to in 2023.

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The 3 C’s at the Foundation of Successful Agencies

January 10, 2023January 9, 2023 by Katie Risch

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Here are three C’s (and no, we’re not talking about third-party cookies!) to focus on to position your agency for long-term success.

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2023’s Web3 Opportunities

January 9, 2023January 9, 2023 by Jack Cameron and Billy Huang

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As we embark on a new year, we look back at 2022 as the year brands took a leap into the Web3 space, creating novel campaigns to engage with their customers in the digital space. In 2023, we expect brands to continue these efforts to create new, fun ways to improve their customer engagement through Web3 activations.

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Why Ad Spend Growth Will Likely Decline in 2023

January 9, 2023January 9, 2023 by Mike Boland

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Ad spend growth is likely to decline in 2023. That’s partly due to the looming recession, but macroeconomic factors are hardly the only ones in play.

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ChatGPT Isn’t a Panacea for Local Marketing Content, But Here’s How It Can Help

January 6, 2023January 5, 2023 by Joseph Zappa

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AI can help create content at scale, and it can give marketers ideas that help them write competent blog posts even if they are unfamiliar with a vertical.

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3 Trends Companies Using Location Data Should Watch Out for in 2023

January 5, 2023January 4, 2023 by Geoff Michener

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As consumers continue to venture out to brick-and-mortar stores and as high interest rates push down the cost of buying homes and business locations, what geospatial data trends can companies take advantage of in the coming year?

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Digital Advertising Trends to Expect in 2023

January 5, 2023January 4, 2023 by Dan Slivjanovski

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From shifts in consumer behavior, to emerging platforms and technologies, to the (eventual) deprecation of third-party cookies, pressure on campaign performance, and more, the digital media industry must prepare and proactively tackle what’s to come. Here’s what we can expect in 2023.

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AR, VR, and AI Show the Way for Marketing in 2023

January 4, 2023January 4, 2023 by Florian Hübner

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The opportunities for businesses to meaningfully integrate products, services, and business information into AI-enabled experiences are limited only by their own creativity and access to the AI technology that can make their vision a reality.

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Time is Running Out to Build Trust with Consumers and Save the Free, Ad-Supported Internet

January 4, 2023January 4, 2023 by Keith Petri

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Consumers think it is marketers’ responsibility to keep their data private and secure—and they’re willing to reward them if they get those benefits.

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Must-have Digital Tools for Your Marketing Agency Strategy

January 2, 2023December 30, 2022 by Drew Canniff

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Developing your marketing agency strategy is essential to the growth of your firm. As such, you’ll want to create and initiate your growth strategy at the launch of your agency, then revise it on an annual basis.

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What’s Driving CX? 3 Predictions for 2023

December 30, 2022December 29, 2022 by Deanna Ballew

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This is a pivotal moment for the state of customer experience (CX) as customers demand more connected, frictionless, and innovative experiences. However, despite the significance of CX, according to Forrester’s US Customer Experience Index, CX quality declined for 19% of brands in 2022.

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Amazon Takes a Page from the TikTok Playbook

December 29, 2022December 29, 2022 by Mike Boland

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Social commerce provides the promise of an additional revenue stream for social platforms that have largely relied on advertising for monetization. The giants are copying each other to get there, and Amazon has taken a page from the TikTok playbook to spur its latest advance.

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Consumer Trust and Green Shopping Lead the Way in 2023

December 28, 2022December 28, 2022 by Ken Harlan

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With almost every business continuing to evolve, 2023 is going to build on the success of this year. In fact, next year will present new opportunities to build trust, innovate digital marketing tactics, and advance our industry’s effort to reduce our industry’s climate impact.

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Elevating Subscriptions: Turning Transactions into Deeper Customer Relationships

December 22, 2022December 21, 2022 by Shawn Stacy

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What brands need to do to maximize the value of subscriptions is deliver—and differentiate themselves—on exceptional customer experiences (CX). This includes real-time support and service to meet high demand while furthering customer relationships.

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What Amazon’s Clean Room Services Move Means for Advertisers and Competitors

December 19, 2022December 19, 2022 by Bob Walczak

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The AWS foray into clean room tech has the potential to shake ad tech’s foundation and lock a lot of established providers out of the market before clean rooms even really become a standard part of the ad tech stack.

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Reality Check: These Social Trends Will Actually Shape Local Marketing in 2023

December 16, 2022December 19, 2022 by Donny Dye

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These subtle, yet pragmatic, social marketing trends will guide next year far more than the bullhorn announcements that declare everything is different now.