5 Self-Serve Online-to-Offline Attribution Platforms
Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.
Google Finds Itself Beneath EU Regulatory Hammer Once More
Google has been fined $1.7 billion for violating Europe’s antitrust policies. Specifically, the company stands accused of compelling companies that deploy its search capabilities on their own platforms to display a disproportionately high humber of text ads that will line Google’s pockets.
During Privacy Battle, Brands Adjust Location Targeting Strategy
Can privacy and personalization ever be compatible? It’s not a question consumers regularly ask, even though concerns over targeting and apps that continuously log location data grow greater by the day. For marketers, however, the answer to whether privacy and personalization can coexist, and what happens to location data in the wake of tightening restrictions, has important ramifications. Industry experts weigh in.
Location Data Verification Firm Location Sciences Expands to Americas
As the location data and marketing industries experience heightened calls for privacy and quality control, location data verification solution Location Sciences is expanding to the Americas. The London-based firm also announced on Tuesday morning its appointment of digital marketing veteran Warren Zenna to take the helm on this side of the Atlantic.
As Visual Search Takes Off, Brands Adapt to Shifting Demands
Visual search and image recognition are capturing the attention of investors, retail insiders, and everyday consumers. To find out more about where visual search is heading, and what marketers can do to adapt their strategies with the latest trends in mind, we checked in with Apu Gupta, CEO of Curalate, a social commerce company that turns images and videos into storefronts.
The Future of Location in Retail: Beyond Ad Targeting
Location data is serving as the conduit to connect consumer-facing marketing initiatives with behind-the-scenes merchandising and logistics. According to a survey by Blis, WBR Insights, and Future Stores, the majority of retail marketers (71%) have some type of location strategy in place, with the primary goal being to drive foot traffic and trigger location-based mobile advertising. That’s not a particular surprise, given how popular the latest location-based marketing tactics have become. More surprising, however, is how common it has become for retailers to use location data for local product and inventory search (60%) and localized online customer service (51%).
Amazon’s Dash Buttons Have Met Their End. Does Their Demise Truly Signal Failure?
Dash buttons were met with detractors right from the get go. Some called out the “hideous” design, while others lambasted Amazon for creating $5 buttons that would inevitably end up in landfills. But at Amazon, the Dash button initiative isn’t considered a failure. Rather, the project was designed to get consumers more comfortable with the “connected home” concept and the idea of shopping through devices other than desktop computers and smartphones.
These 6 Location Data Providers Are Changing the Way Brands Target Consumers
Location data providers power the vast majority of mobile targeting strategies we’re seeing brand marketers implement today. An incredible 80% of marketers say they plan to boost their use of location data over the next two years, and in the U.S. alone, it’s expected that location-based advertising spend will reach $38.7BN by 2022. In order to achieve those goals, marketers will have to work closely with top location data providers. Here are six companies they’ll be working with.
At Retail Conference, Google Dangles Shiny New Visual Ad Format
The visual-first ads are here. Google announced at the retail conference Shoptalk on Wednesday that it is launching shoppable ads in image search, propelling the search giant into the center of the visual zeitgeist that has made Pinterest, Instagram, and Snapchat hot targets for advertisers.
Native Ad Industry Booms, Capitalizing on Hunger for Ads That Don’t Look Like Advertising
Native ad firm AdYouLike is staking its reputation on the assumption that the ads you like may not look like ads. That bet appears to be paying off, as a report from the firm shows the native ad industry set to grow to $400 billion by 2025, a 372% jump from the projected size of the market in 2020.
Poor Data Quality Is Hurting Location-Based Campaigns—Here’s How to Fix It
“Location data offers the ability to turn universal ads into local ads. Same as local TV. The issue is how location targeting is being executed,” says location-based ad veteran Warren Zenna. “People don’t look at ads on their phones when they are out doing things like shopping and driving around. They look at them, sometimes, when they are inactive. Mobile ad creative needs to be better — more engaging and more contextual — and presented when someone is in a contextually relevant mindset.”
Voice is Rising as Medium for Local Discovery
Voice is not only booming as a search tool but also seems to be cannibalizing search volume from the medium that last revolutionized the practice of digital discovery: mobile. That’s the headline from Stone Temple Consulting’s third annual survey of consumers regarding their use of voice-enabled devices.
How Marketers Are Making In-Store Metrics More Reliable
In-store marketing platforms are designed to spit out all different types of metrics. Return-on-ad-spend (ROAS), customer acquisition costs (CAC), cost per visit (CPV), and customer lifetime value (CLV) are just a few of the metrics that marketers regularly track. But how reliable are these metrics, and what do they mean for big-picture business growth? The ad tech company S4M is aiming to answer that question. The company recently released a new feature as part of its FUSIO drive-to-store platform.
Local Search Association Crowns the Best Solutions in Local
At its annual conference in Dana Point, CA, this week, the Local Search Association recognized the best solutions in location-based search and advertising with its annual Ad-to-Action awards. Award winners, who competed in a field of over 80 entries and were selected by judges representing companies such as Google, Amazon, and Walmart, included Brandify, PlaceIQ, and Vendasta.
7 Delivery Trends You Should Know in 2019
Greater customer expectations and technological advancements are driving big changes in delivery. What’s more, the delivery experience has emerged as a differentiating factor for customers when choosing one retailer over another. eCommerce retailers that operate solely online and omnichannel retailers that offer a physical and digital presence are both beginning to expand their delivery options to meet customer demand. Here are seven trends that will define retail delivery during 2019.
In Age of Social Media, Brands Must Stay On Top of Reputations Capable of Changing on a Dime
A single video posted to YouTube was all it took for Chuck E. Cheese’s online reputation to go up in flames this month, at least temporarily, when an internet celebrity posted his theory about the pizza chain’s misshapen pies. As viral conspiracy theories on social media become increasingly common, brands are finding that their initial response can set the tone and create a carry-on effect that impacts customer sentiment across dozens of multimedia channels.
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.