How Will the Metavearth Materialize?

Back to the metaverse’s meaning, concrete definitions are elusive … mostly because they don’t exist yet. But broadly speaking, there are two metaverse tracks. One involves virtual and synchronous worlds. The other adds digital dimension and context to the physical world. Both will take years to materialize.

Location-Based Marketing Association: Vendasta Acquires MatchCraft

In this episode of Location Weekly, the Location-Based Marketing Association discusses Catalina partnering with Place IQ, Japanese dating agency Matching Advisor Press using vending machines to find matches, Seattle launching an NFT Museum, and Here Technologies launching Indoor Map as a service.

5 Tips for Maximizing Your Performance CTV Strategy

From an advertising standpoint, OTT has some inherent advantages, especially for performance marketers. In the linear world, advertisers have to find programs or channels that over-index against the desired audience. On OTT, this audience filtering is done pre-bid. That means if you want to reach audiences who are in-market for a product or service, you can use real data to reach that exact audience with very little waste because of the dynamic ad insertion.

Valid Consent: Building Trust and Demonstrating Compliance

Let’s explore how marketers, privacy professionals, and data managers can work together to obtain valid proof of consent, and why it’s critical to activate consent, preferences, and first-party data in a way that honors consumer privacy.

What’s Next for Personalization and Digitization in E-Commerce

We’ll see the evolution of two major e-commerce trends in 2022. First, e-commerce retailers will work to make their digital homes less of a copy of every other e-commerce site and more of a destination that users want to spend time at. Second, the line between brick-and-mortar and digital is going to become fuzzier and less defined.

How Do the “Other” Search Engines Handle Local Search?

I wanted to look in particular at search engines other than Google and their treatment of local search. I was intrigued by the recent announcements that Bing was making forays into product inventory as a component of local search as well as the launch of Bing Travel, a Google Travel competitor but with a very different approach to destination-based search and discovery. Similarly, recent news about the exponential growth of Brave and DuckDuckGo in our era of privacy impelled me to find out more about their handling of local results.

Location-Based Marketing Association: Indoor Maps as a Service

In this episode of Location Weekly, the Location-Based Marketing Association discusses Catalina partnering with Place IQ, Japanese dating agency Matching Advisor Press using vending machines to find matches, Seattle launching an NFT Museum, and Here Technologies launching Indoor Map as a service.

TV Advertising Versus Social and Search

TV ads are delivered to consumers in a clutter-free environment, where the consumer is usually in a “leaned back,” focused state of being. TV ads are often delivered via 60″+ TV screens with full surround-sound audio, creating an immersive “sight, sound, motion” impact like no other medium. Of course TV drives better recall! And if TV ads drive better recall, basic logic would conclude that TV ads also drive better consumer response.

2021 Lessons That Should Inform Your 2022 E-Commerce Marketplace Strategy

This digital-first mindset applies more pressure than ever on brands to create a holistic online experience in 2022, one that combines tried and true business strategies with creative new methods for enhanced visibility and customer experience. Success will come down to three critical elements in the year ahead: brand discoverability, compelling offers, and seamless customer experiences.

5 Ways Data Privacy Will Evolve in 2022

But the glut of new solutions does not mean that martech, much less the private sector as a whole, has figured out how to prepare for the future of data privacy. Here are five privacy predictions to keep an eye on in 2022. It would be in your best interest to determine how you and your company are affected.

The Growing Importance of Retail and Second-Party Data

Heading into the New Year, there are many moving pieces for both marketers and publishers to consider. Navigating 2022 requires focusing on first- and second-party data, building symbiotic relationships, and thinking strategically about how best to capture audiences. As always, we’ll stay on our toes. Happy New Year!

Location-Based Marketing Association: Apple Wallet IDs Hit the TSA

In this episode of Location Weekly, the Location-Based Marketing Association discusses TSA supporting Apple Wallet IDs starting in June, Locatify and Swiss agency Melt launching location-based audio walking tours, Irish retailers getting into recycling with AI-based reverse vending machines, and Unilever’s Lifebuoy using real-time mobile data to help Indonesians stay safe during Covid.

How AI Is Driving the Next Generation of Ad Creative

Most industries have a healthy fear that artificial intelligence is going to render humans obsolete (and even possibly take over the world). But for the digital advertising industry, if applied the right way, AI has the potential to improve production and performance by making more room for original ideas without stripping away reliance on humans.

The Future of CTV Advertising: What Brands Need to Know

With chatter pointing to the fact that we are entering an endemic era globally, many brands and marketers are discussing how to make their ad budgets drive positive outcomes in what may be another tumultuous year ahead. As the number of CTV viewers continues to rise, so will ad spend; the latest projections forecast CTV ad spend to grow by 23% in 2022.

‘Good’ Third-Party Data Rides to the Rescue

The “good” third-party data comes from non-cookie sources, such as demographic maps, the use of discount and loyalty cards, public records about real estate transactions, and many other sources, because it’s diversified and anchored to real-world activity. And getting more contact points using third-party data doesn’t just help with marketing outreach, it also helps with linkage, deduplication, and updating or corroborating dated information.

Location-Based Marketing in 2021 — and What to Expect for 2022

In this episode of Location Weekly, the Location-Based Marketing Association reviews location based marketing’s 2021 events and covers what the industry can expect this year.

Beyond Localization: How Ultra-Targeted Email Newsletters Help Publishers Drive Engagement and Revenue

For many years, email had been overlooked and undervalued as new channels emerged to steal the limelight — and budget. Now, this stalwart channel has come full circle, once again becoming the centerpiece of audience engagement for brands and publishers for its direct, affordable solution to content targeting and personalization. As the industry looks to move forward in a post-cookie world, email is proving to be the most effective and trusted channel for helping publishers drive new revenue and business growth.

Predictions: First-Party Data, Personalization, and Curated Marketplaces

Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on first-party data, personalization, curated ad marketplaces, and retail media.

Priorities Marketers Should Consider in 2022

As 2022 approaches, marketers are entering yet another year of great uncertainty as they try to navigate the impending elimination of third-party cookies, privacy updates, and new consumer behaviors. So, let’s dive in. What are some of the biggest areas of focus for marketers next year?

LBMA: Heineken Tackles Supply Chain Crisis

In this episode of Location Weekly, the Location-Based Marketing Association covers Hyatt rolling out room keys via Apple Wallet, the New York Mets launching facial ticketing at Citi Field, Foodtown Supermarkets completing a successful pilot with Allegiance Retail Services, and Heineken getting into the Christmas spirit to solve supply chain woes.