News and Analysis
How to Score a MULO Touchdown: 7 Winning Points
Multi-location retailers, restaurants, and even service businesses (the MULO ecosystem) stand to benefit from football season — if they have the right marketing and sales playbook! Applebee’s (a 42-year-old brand with 1,600+ locations) forged a deal with the NFL. But even those brands who are late to the game this football season can profit from […]
CTV Ads Outperform: Streaming Ads More Relevant
The digital advertising landscape is evolving, and Connected TV (CTV) is leading this transformation. A new report from LG Ad Solutions, “The Inclusive Screen: Asian Americans,” highlights how effective streaming ads are in engaging diverse audiences. The study shows that 70% of Asian Americans feel CTV ads are more relevant than traditional TV ads—45% higher […]
Small Brands are Crushing Big Brands on Local Search
As we know, most consumers use their devices to find dining, retail, and other MULO (multi-location) options that are convenient to them and have the products and services they want (as well as the consumer reviews, directions, and specials they seek). However, larger brands (who can afford to invest in mobile local search optimization) often […]
Commentary
Three Best Practices to Reduce Acquisition Costs and Increase Lifetime Value
Retail media networks have a significant role to play in helping DTC brands engage with their audiences while bringing down customer acquisition costs. To reduce user acquisition costs while driving lifetime value, brands also need to figure out exactly what to measure and how to understand target customers.
Three Common Martech Myths Debunked
I believe there are a few common martech myths and misconceptions that need to be debunked so your organization can better scale customer loyalty and stand out in a highly saturated environment.
Location-Based Marketing Association: Snap Map Launches Restaurant Recommendations
In this episode of Location Weekly, the Location-Based Marketing Association covers Snap Map launching restaurant recommendations, Twitter opening access to its “location spotlight” module, Yext partnering with What3Words, and Harris Teeter stores piloting SocialShelf.
Latest Posts
OpenFortune Cuts Through Digital Clutter with a Physical Media Format
The biggest action in brand marketing is happening online in 2023, but as digital channels proliferate, one agency is moving in the opposite direction. OpenFortune, a New York-based agency, is leveraging fortune cookies to bring branded content to restaurant customers across the U.S.
How Advertisers Can Combine Contextual and Local Targeting
Many marketers who run multi-location campaigns run into the same pain point: “I need to create a campaign that has localized messaging that resonates with the specific regions I’m targeting while still remaining true to the overall brand voice.” Enter contextual advertising.
Is Super Bowl Advertising Still Worth the Investment for National Brands?
Is advertising during the Super Bowl still worth the seven-figure investment? That’s the question national brands and agencies are asking, just weeks away from the biggest advertising event of the year.
Mailchimp Introduces Single Source of Truth for Marketers
A single source of truth. The concept has become a holy grail for digital marketers as companies look for better ways to aggregate data from multiple systems into one location. A new marketing tool from Mailchimp promises to deliver on the idea, providing brands with a way to pull their tech stacks together into one centralized, visual environment.
5 Priorities for Improving Local OTT Measurement
The refinement of local OTT measurement tactics should not take a backseat to the development of national approaches. Rather, to truly unlock the power of TV for advertisers—local and national, linear and streaming alike—measurement innovation should be a priority across the board.
Retail Media Players to Watch in 2023
The recent announcement by Lowe’s that it would be taking more of its retail media network in-house this year is only the beginning. Change is happening throughout the industry, as the largest global retailers become media companies in their own right. In the coming year, even more retail brands are expected to turn their existing websites into full-fledged media networks.
Uberall Releases Direct Integration with Apple’s Business Connect
Days after Apple announced the launch of Business Connect, a feature that allows businesses of all sizes to customize the way their information appears across Apple apps, the customer experience platform Uberall has come out with its own integration solution.
Amazon Gets into E-Commerce as a Service
Amazon may be getting into a new service business: e-commerce as a service. The company announced that Buy with Prime, already available to third-party merchants on Amazon, will be available to non-Amazon merchants in the U.S. starting January 31.
Will 2023 Mark a Tipping Point in Data Privacy Regulation?
Data protection is becoming a key discussion point among advertisers in the U.S. as central provisions in the California Privacy Rights Act (CPRA) take effect and publishers begin rolling out transparency notices to users. Will 2023 go down in history as a turning point in data privacy?
User Identification Is a Hot Topic at Identity 2023
Identity 2023, an annual event from the digital advertising identity provider ID5, is back this year, and there’s one topic on everyone’s mind — user identification.
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Reviews Are Now a Growth System for Multi-Location Brands