On this week’s Location Based Marketing Association podcast: Facebook + L’Oreal, Pandora, GroundTruth + Technomic, Stasher, UgoRound, and Beam payments.
To accurately gauge the quality of digital local news and assess its impact on communities, you would have to do what no one has wanted, or dared, to do. You would have to look at enough websites, enough stories and videos, in enough communities until you were glassy-eyed. Researchers behind a new study did just that.
Multi-location brands that use reputation and review management to manage local marketing and advertising are more likely to say that their marketing efforts are effective, according to Street Fight’s latest survey. Analysis of the survey identified several related strategies that correlated strongly with marketing effectiveness, including trying to respond to every review and working with a reputation specialist with its own technology.
You’re well covered today on the three top voice platforms if you have strong listings on Google, Apple, and Yelp. If you want to do even more, make sure your Bing listings are up to date for Cortana (note that Yelp reviews show up here as well), and submit your listing info to Here and Foursquare in order to be found in Samsung’s Bixby interface.
According to new research from Pixalate, a cross-channel fraud intelligence company that works with brands and platforms to prevent ad fraud and improve ad inventory quality, about a quarter of all smartphone app video and smartphone app display activity is “invalid traffic” (the technical term for what is largely fraud).
Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.
Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.
Revenue was, naturally, very much on the minds of the 12 publishers, broadcasters, and other news media executives who took part in the Local Media Association’s June 2018 San Francisco Innovation Mission. But Jed Williams, LMA’s chief innovation officer, said the event focused on audience engagement.
A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.