LBMA Vidcast: LG Builds Amazon Dash into All Appliances, Tide Launches 24/7 Delivery

On this week’s Location-Based Marketing Association podcast: 180byTwo’s eCHO, Outdoorsy the AirBnB for RVs, Outer, Tide launches 24/7 laundry service, LG builds Amazon Dash into all appliances, Baidu builds AI cat shelters. New research from Blis.

AR in Local Commerce: Google Shows the Way

Mike Boland: A recent and relatively understated development from Google could portend the future of augmented reality. Its previously teased “VPS” was released into the wild for a small set of users. For those unfamiliar, VPS (visual positioning service) guides users with 3D overlays on upheld smartphone screens. Sort of a cousin of AR, this type of experience could represent the sector’s eventual killer apps. Though we’ve seen the most AR success so far in gaming (Pokemon Go) and social (Snapchat AR lenses), it could be more mundane utilities like navigation that engender high-frequency use cases.

The Future of AI Is Here: Reflections on IBM Think

Damian Rollison: Among hundreds of sessions, exhibits, and demos, one theme came through clearly at IBM Think this month in San Francisco: for large enterprises especially, the AI-driven future for which we’ve been told to prepare is already here. In fact, enterprise companies are using IBM’s Watson technologies today to address a myriad of challenges inherent in the scale of those businesses.

Identity Crisis: Optimizing a Brand While Pursuing Omnichannel

Andrew Witkin: When viewed as a way to raise brand awareness and impressions, a clicks-to-bricks move can still net an overall gain—if the traffic from the retail space driven to the website costs less than what it would to purchase those impressions through online advertising. The end goal of an omnichannel strategy is not only to engage customers with an experience that isn’t available online but also to use this unique experience and brand awareness to boost online sales.

LBMA Vidcast: Coachella and Amazon Lockers, DoorDash Raises $500M

On this week’s Location-Based Marketing Association podcast: Coachella + Amazon Lockers, Colruyt uses Google Assistant, DoorDash raises $500M, Kroger launches mobile pay app, Crate & Barrel + Handy. Special co-host: Carsten Szameitat.

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

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: 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.

LBMA Vidcast: Toyota & GroundTruth, GOAT Sneakers AR Campaign

On this week’s Location-Based Marketing Association podcast: GOAT Sneakers AR campaign, Swatch goes contactless, BevMo tests voice, Solving homelessness in London with ClearChannel, Nextdoor monetizes data, Toyota dealers + GroundTruth.

How Mom-and-Pop Shops Can Attract Customers Year Long, Not Just on Small Business Saturday

Dan Silver: Why should small businesses be limited to one great day of sales a year? Now more than ever, owners have an arsenal of tools at their disposal to help them drive more visits and generate revenue. Here are a few sustainable solutions for local businesses.

LBMA Vidcast: TikTok & GrubHub, Domino’s Builds Loyalty, Uber Takes to the Skys

On this week’s Location-Based Marketing Association podcast: TikTok + GrubHub, Bluetooth goes 5.1 accurate, NumberAI, Vistar Media + PlaceIQ & Others, Domino’s builds loyalty with Super Bowl, Uber to launch flying taxis.

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

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.

LBMA Vidcast: Urgent.ly Gets $21M, Adobe to Measure OOH

On this week’s Location-Based Marketing Association podcast: Urgent.ly gets $21M, AisleLabs adds payments, Ahold Delhaize deploys 500 robots, TomTom sells telematics for $1B, Adobe to measure OOH, Walgreens tailors ads on coolers.

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. 

Choice: The Ingredient That Drives Higher Mobile Engagement Across All Marketing Use Cases

Dan Slavin: To appeal to all consumers, you must use a mix of mobile channels, such as text, mobile wallet, and apps. Your consumers have a specific preference when it comes to receiving retailer promotional messages. Your mobile marketing strategy must cater to this preference.

LBMA Vidcast: Postmates Locks Down $100M, Walgreens Hooks Up With Microsoft

On this week’s Location-Based Marketing Association podcast: Coty’s AR smart mirror for hair, JDA + InContext for in-store ops, Postmates gets $100M, Safegraph launches IP-to-Place, Germany says no to Amazon Dash, Walgreens partners with Microsoft.

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: 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

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).