News and Analysis
MULO Outposts are In Vogue
What do we mean by a MULO (multi-location) outpost? It’s a brand that’s located within a “non-traditional” venue. For example, Hudson News is a standard airport tenant that sells magazines, treats, and travel-related incidentals for travelers to grab en route. They have more than 1,000 stores now in 37 states. Imagine this writer’s surprise when […]
Why Granular Voter Data Matters for Ad Buyers
Comscore, which plans, transacts, and evaluates media across platforms, is for the first time, sharing its Congressional District CTV Index data for some Congressional Districts in New York, California, Nebraska, and Alaska. With transformative data science and vast audience insights across digital, linear TV, over-the-top (OTT) and theatrical viewership, Comscore is a third-party source for […]
Who is Today’s Franchisee?
The answer is, “It could be anyone!” Among the new breed of franchisee (in addition to celebrities and private equity firms) are what we call “corporate refugees.” Experienced business professionals are burning out and aging out of big businesses and seeking autonomy, ownership, and creativity; they seek ways to operate and scale businesses without some […]
Commentary
How Data Provides a Two-Way Story to Drive Performance
Data creates a two-way story with customers. In this exchange, you deliver value to customers and they, in turn, give you important information about who they are and how they feel. Within customer experience management, this value exchange allows you to heighten the experience. It is the quality of the data and what you do with it that matters most for performance.
Location-Based Marketing Association: Google’s Location Tracking Lawsuit
In this episode of Location Weekly, the Location-Based Marketing Association discusses Google getting sued over deceptive location tracking, Apple going head to head with Square by making iPhone payment terminals, SavageXFenty rolling out AR-powered FIT:MATCH tech in-store, and Placewise partnering with Bambuser to bring physical malls to customers via livestream.
Partnership Marketing is Set to Diversify and Go Global
This year, expect the partnership marketing industry to grow, become more sophisticated, and require more personnel and expertise. Brands will experiment with different payment models, diversify their mix of influencers and affiliates, and test the waters for global expansion. Not unsurprisingly, technology will play a significant role.
Latest Posts
How to Use Generational Priorities to Optimize Ad Targeting
While many brand marketers dig deeper into audience targeting via geolocation, purchase histories, and mobile device identifiers, one of the most obvious differentiating factors between consumers is being overlooked — age.
Banks Can Add Amazon and Expansion of Retail Media Networks to the Watch List
Amazon wants to be as involved as possible in the end-to-end shopping experience — hence the threat to financial institutions. Yet there are ways for banks to stay in the game in the face of Amazon’s latest moves.
How Popular Are Tailored Features in Local Search?
Local search results are very different today compared with just a couple of years ago. I’m not just talking about the redesigned 3-Pack or the increased likelihood that Google will surface local results for a broad variety of searches. I’m referring to the features, such as photos and granular business details such as inventory, shown in the results themselves.
Fixing Digital Advertising for the Privacy Era Requires a Mindset Shift
Fixing digital advertising for the privacy era requires a mindset shift, according to Alessandro De Zanche, a consultant who is helping publishers like the Financial Times and agencies like Dentsu adjust their strategies for an era of less rampant tracking.
Retail Audio Advertising Firm Vibenomics Raises $12.3M Series B
Vibenomics, an audio out of home provider that helps retailers monetize their customers’ in-store attention and advertisers reach shoppers near the point of purchase, announced a $12.3 million Series B Tuesday morning. Panoramic Ventures led the round.
New Hires at Basis, Emodo, Acceleration Partners, and Redpoint Global
The monthly 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 Basis, Emodo, Acceleration Partners, and Redpoint Global.
Offline Partnerships Drive Mobile App Success for Brands
Offline partnerships and ecosystem integrations are helping savvy brand marketers position their mobile apps in front of audiences at opportune moments.
Location-Based Marketing Association: Near Goes Public
In this episode of Location Weekly, the Location-Based Marketing Association covers Near going public via a merger with Kludeln, FinGo using Hitachi’s vein mapping for user identification, Reveal Mobile launching Mira console for OOH measurement, and Domino’s deploying PopID tech for facial recognition ordering to promote the new season of Stranger Things.
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.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem