What Political Campaigns Can Teach Marketers About Hyperlocal Media Strategy
Political advertising has long served as a testing ground for innovations that eventually make their way into mainstream marketing. Campaigns operate under compressed timelines, face relentless pressure to prove effectiveness, and often have only a single opportunity to influence behavior before Election Day. As a result, many of the strategies developed in political media—from audience […]
Yext Wants to Be the Infrastructure Layer for Agentic Marketing
For most of the last decade, local marketing technology was built around helping brands rank in search engines. That model is beginning to change as AI-powered search experiences, agentic marketing, recommendation engines, and conversational assistants play a larger role in how consumers discover and evaluate businesses. According to Yext’s recent Consumer Search Behaviors report, 28% […]
Basis and Cint Want Brand Metrics to Matter Before Campaigns End
Digital advertising has long operated with two separate measurement systems. On one side sit performance metrics such as clicks, conversions, cost per acquisition (CPA), and return on ad spend (ROAS). These indicators provide near real-time visibility into campaign activity and allow marketers to optimize media while campaigns are running. On the other side are brand […]
The Goddard School Is Changing How Franchise Marketing Gets Done
Growth creates a unique challenge for franchise organizations. Every new location expands revenue opportunities, but it also adds complexity. More locations mean more local marketing channels to manage, more reviews to monitor, more business listings to maintain, and more customer interactions that require attention. At a certain point, growth itself begins to change how marketing […]
What Yelp’s Fastest-Growing Brands Reveal About Consumer Behavior
Every year, lists of the fastest-growing brands offer more than a snapshot of corporate success. They provide insight into what consumers increasingly value, how preferences are evolving, and where demand is moving next. Yelp’s 2026 Fastest-Growing Brands report does exactly that. Based on growth in consumer engagement across the Yelp platform, the rankings highlight brands […]
Why the World Cup Is Really Thousands of Local Marketing Moments
The biggest mistake brands make when approaching the FIFA World Cup is treating it as a single media event for local marketing. In reality, the tournament is thousands of simultaneous local moments unfolding across cities, neighborhoods, bars, restaurants, transit hubs, streaming platforms, and cultural communities. For agencies, media companies, and multi-location brands, that distinction may […]
Nielsen and Mediaocean Bring Advanced Audiences Into Linear TV’s Core Workflow
For years, advanced audience targeting has been one of the biggest promises in TV advertising. The challenge has never been defining sophisticated audience segments—it has been carrying those audiences consistently from planning and buying through measurement and reporting. That is the problem Nielsen and Mediaocean are now attempting to solve. The companies announced a new […]
Walmart and Magnite Signal Retail Media’s Next Phase
Walmart’s new partnership with Magnite may signal a broader shift in how retail media networks operate. Rather than requiring advertisers to work within retailer-controlled ecosystems, companies are increasingly looking to make their first-party data available across the platforms agencies already use. For multi-location brands and agencies, the move points toward a more interoperable future for […]
What the FBI’s DOOH Strategy Teaches Marketers
Digital out-of-home (DOOH) advertising has traditionally been viewed as a channel for building brand awareness, driving store visits, and influencing purchase decisions. But one of its longest-running use cases highlights a different strength: its ability to generate real-world action quickly and at scale. The Out of Home Advertising Association of America (OAAA) recently announced the […]
Scooter’s Coffee Growth and the Future of Franchise Marketing
As multi-location brands push deeper into expansion mode, one of the biggest operational challenges is no longer simply opening new locations. It is maintaining consistent customer engagement, local visibility, and brand standards across hundreds of markets simultaneously. Scooter’s Coffee is increasingly confronting that reality firsthand. The rapidly growing drive-thru coffee chain, Scooter’s Coffee, has expanded […]
Why Programmatic Audio Is Winning New Attention From Advertisers
As marketers search for incremental reach across an increasingly fragmented media landscape, audio advertising is emerging as a powerful complement to CTV, social, and digital video. A new partnership between Basis and DAX highlights how programmatic audio, audience targeting, and omnichannel campaign management are reshaping media planning. While connected TV, retail media, digital video, and […]
SOCi Hits 300,000 AI Agents as Automation Goes Mainstream
AI agents are quickly moving beyond experimentation and becoming part of the operating infrastructure behind enterprise marketing. That trend was on display this week as SOCi announced that it has surpassed 300,000 deployed Genius Agents™, a milestone the company says establishes the largest deployed agentic workforce in marketing. The announcement underscores how rapidly enterprise brands […]
OOH Pushes Deeper Into Performance Media
OOH advertising has long benefited from its physical presence in the real world. But as marketers increasingly demand the same level of attribution, interoperability, and performance accountability they expect from digital channels, the industry is racing to modernize how the medium is measured. That effort is now accelerating through a new initiative led by the […]
AI Agents Are Reshaping SEO for MULO Brands
For multi-location brands and the agencies that serve them, maintaining consistent AI and local search visibility at scale is a resource problem, but AI agents are beginning to solve it. Managing local SEO across hundreds of locations means doing the same things you’d do for one location, including optimizing listings, responding to reviews, publishing posts, […]
America’s Most Music-Obsessed Cities Reveal a Hyperlocal Shift Brands Are Missing
New data suggests America’s deepest music engagement is happening far from the country’s largest media markets, creating new implications for brands, agencies, and local media companies trying to understand consumer intent and hyperlocal audience engagement. If asked to name America’s most music-obsessed cities, most marketers would probably start with New York, Nashville, Los Angeles, or […]
From Ad Exposure to In-Store Sales
As multi-location brands demand clearer proof that digital media drives real-world business outcomes, attribution is moving beyond clicks and impressions toward store visits and sales impact. A new partnership between PadSquad and Cuebiq aims to give marketers a more granular, real-time view of how campaigns influence consumer behavior at the local level. For years, location-based […]
Lamar Launches $2M Ronald McDonald House DOOH Partnership
As Digital Out of Home (DOOH) continues evolving beyond traditional billboard advertising, media operators are increasingly positioning their networks as flexible, community-connected platforms capable of supporting both brand performance and large-scale public awareness initiatives. This week, Lamar Advertising announced a yearlong partnership with Ronald McDonald House, committing more than $2 million in donated digital Out […]
Dollar General Launches Unified Retail Media Platform
Retail media has expanded rapidly, but for most brands and agencies, it remains fragmented. Onsite retail ads and offsite media campaigns are still planned, executed, and measured in separate systems, leaving marketers to piece together performance after the fact. A new collaboration between Dollar General, Kevel, and The Trade Desk aims to change that by […]
What If You Could Target Mindset, Not Just Location?
As identity signals fade, brands and agencies are being forced to rethink how they target and convert audiences at scale. Seedtag’s NeuroX introduces a new approach, using AI to understand mindset not just location, potentially reshaping how local campaigns drive measurable outcomes. If you are a multi-location brand looking to interact with customers while they’re […]
TikTok Campaign Shows How Brands Turn Reach Into Real Traffic
TikTok is no longer just a discovery engine—it’s becoming a measurable traffic driver for multi-location brands. A new Camp Bow Wow case study shows how native creative and intent-based targeting can turn reach into cost-efficient site visits at scale, signaling a broader shift in how agencies should be thinking about social performance. A growing number […]