News and Analysis
UGC and Marketing: Veronica Lin Shares Her Perspective
Today’s consumers are cynical when choosing MULO (multi-location) brands. They realize that most advertising and PR is created by brands and therefore potentially inauthentic. That’s where User Generated Content (UGC) plays a huge role in marketing today. “Content created by real people greatly sways purchasing choices across age groups, with 79% of individuals influenced by it and 93% […]
BOOM & BUST: C-Stores Thrive While D-Stores Die
The C in this case stands for convenience store (C-Store), and the D stands for department store (D-Store) — both critical outlets in the MULO (multi-location) retail ecosystem. Brick-and-mortar locations in many categories are still alive and well despite consumers’ penchant for online shopping. Yet, some types of MULO brands are performing much better than […]
Seedtag Acquires JustEggs for ANZ Market Entry
When Seedtag acquired supply-side platform Beachfront in June, it did so to deepen its offering in TV and advertising video. One month later, Seedtag, a global leader in contextual advertising, acquired JustEggs to broaden its global footprint with entry into Australia and New Zealand. JustEggs is an Australian-owned creative intelligence business. Dal Gill, Vice President […]
Commentary
Does ‘Multisearch Near Me’ Signal a Visual Search Future?
Google’s latest local search play was on display at its recent I/O conference: Multisearch Near Me. If multisearch and local search had a baby, that’s essentially what was announced. It lets users search using images or screenshots along with the text “near me” to see local results.
3 Ways to Move Past SKAdNetwork
Here is a guide for brand advertisers to navigate the SKAdNetwork situation and reclaim attribution in the wake of App Tracking Transparency.
How to Respond to Inflation’s Impact on Consumer Behavior
The first step is accepting that no one data source will be representative of a multi-dimensional consumer. As powerful as it is, first-party data is not scalable, and we can no longer get away with ascribing meaning without context. Finally, we need a holistic approach to identify new audiences.
Latest Posts
Google’s Performance Max Gets a Boost When Brands Reallocate Ad Spend from Twitter
While it’s still early days, two contenders have pulled into the lead to steal ad market share from Twitter. Investments in Google’s Performance Max and TikTok are rising fast, particularly among big-name brands.
A Bird’s Eye View of Digital Ad Trends in 2023
What’s in store for 2023? The key word is adaptation: across devices, tools, and channels. Brands and their partners will rely more on first party data, artificial intelligence, and tools to meet the ever-present demand to measure marketing effectiveness.
ViralGains and LiveRamp Partner to Expand Reach to Zero-Party Data-Driven Audiences
ViralGains, a zero-party data gathering and advertising platform, and LiveRamp, a public data enablement platform, are partnering to expand the reach of ViralGains’ privacy-safe audiences.
Retailers Turn to AI-Driven Data Exchanges to Solve Merchandising Inefficiencies
The overstocking struggle is leading a push within the retail industry to rely more heavily on machine-driven tools, including AI-driven data exchanges, to coordinate merchandising needs in-store, online, and throughout the supply chain.
Marketing in a Recession: How 2008 Can Inform 2023 Strategy
By being creative with your marketing budget, listening to your customers, and taking advantage of data, you can do more than just survive an economic recession; you might even grow.
Report: 53% of Marketers Predict Decline in Programmatic Spend
More than half of marketers believe programmatic spend will decrease in the coming year, in part because of surging investments in walled gardens.
New Hires at Integral Ad Science, MiQ, and Bold Commerce
The Street Fight new hires roundup features movers and shakers in adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Integral Ad Science, MiQ, and Bold Commerce.
The Influence of Reviews on Conversion
Can the influence of reviews be quantified? This is one of the questions addressed by SOCi’s new State of Google Reviews report. The report examines the Google profiles of approximately 31,000 chain and franchise businesses, who together earned 4.9 million reviews from January 2015 to July 2022.
How Small Businesses Can Prepare for the 2023 Marketing Landscape
The best way for small business marketers to keep their brand relevant with their desired customer segment and target audience is to acknowledge shifts in industry trends and adjust to them. To help guide what this may look like, here are a few predictions on marketing trends in 2023.
What Marketers Can Learn from Black Friday
A possible recession isn’t freezing consumer spending — but it is pushing consumers toward discounts. That’s the takeaway from the signature bellwethers for holiday shopping, Black Friday and Cyber Monday, which saw strong activity levels according to initial figures from Adobe Analytics.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem