News and Analysis
BOOM: Shopping Malls are Back!
A new study by Placer.ai confirms that shoppers are returning to malls. That’s great news for legacy MULO (multi-location) brands and new concepts like pickleball, pop-ups, and eatertainment venues, which are filling spaces left vacant by department stores and other big-box retailers. The study reveals five key findings and trends: Visits to malls are getting […]
The MULO Dozen: March Brands in Review
Openings, closings, leadership changes…the MULO (multi-location) beat goes on! Here are some highlights related to the people, technologies, and brands in the MULO ecosystem. Have news? Please e-mail me. And save the date — Street Fight LIVE is coming to Chicago on November 7th! The convenience store (C-store) industry is going through a major transformation and […]
Mediaocean Report: 2024 Has Optimism Written All over It
The Mediaocean 2024 CPG Advertising Outlook Report implies that this year’s ad-marketing landscape calls for optimism. “Our research indicates a wave of optimism sweeping across the CPG industry for 2024,” The report said. “Marketers are gearing up for an active year, with a substantial majority expressing their intent to either maintain or increase their spending […]
Commentary
Predictions: First-Party Data, Personalization, and Curated Marketplaces
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on first-party data, personalization, curated ad marketplaces, and retail media.
Priorities Marketers Should Consider in 2022
As 2022 approaches, marketers are entering yet another year of great uncertainty as they try to navigate the impending elimination of third-party cookies, privacy updates, and new consumer behaviors. So, let’s dive in. What are some of the biggest areas of focus for marketers next year?
LBMA: Heineken Tackles Supply Chain Crisis
In this episode of Location Weekly, the Location-Based Marketing Association covers Hyatt rolling out room keys via Apple Wallet, the New York Mets launching facial ticketing at Citi Field, Foodtown Supermarkets completing a successful pilot with Allegiance Retail Services, and Heineken getting into the Christmas spirit to solve supply chain woes.
Latest Posts
Snap Scales Up its Geo-Local AR Ambitions
Snap’s AR lens playbook started with a handful of in-house lenses like rainbow vomit and dog ears, before opening up the Lens Studio platform to creators everywhere. And it seems to be working, given that Snap now gets 6 billion daily lens plays. Could geo-local AR be next?
Long Pandemic and Local Commerce: Expert Roundup
Street Fight’s core focus is localized commerce and marketing: how brick-and-mortar businesses use technology to connect with customers. This month, we’re covering the continued impact of the pandemic on that space. To that end, three martech and retail tech leaders from VDX.tv, CatapultX, and VAI expound on the pandemic and local commerce in this expert roundup.
How QR Codes Are Advancing Adtech
QR codes’ influence on adtech will not end with Coinbase’s Super Bowl campaign. I checked in with Frank Maguire, VP of insights and strategy at programmatic adtech company Sharethrough, to discuss the benefits and future of QR codes in adtech.
Simpli.fi’s Political Ad Tool Mixes Data Sets for Improved Match Rates
While politicians and PACs compete for contributions, agencies are working behind the scenes to help their clients’ ad dollars go further. A political advertising tool recently unveiled by Simpli.fi claims to do just that, mixing address lists from data providers and first-party databases to increase match rates.
How IDFA Deprecation is Driving Multi-Channel Marketing
What can brands do to understand, reach, and connect with consumers as they look towards a future beyond device-based identifiers?
Why Rising Prices Are Changing the Way We Shop
Rising inflation rates and supply chain shortages are causing more consumers to hold off on making big purchases in 2022 — and that’s giving retailers reason for concern.
The Future of Personalization Requires Direct Engagement with Consumers
We can probably all agree that to attempt personalization and get it wrong is worse than not doing it at all. No one wants to invest significant money into data collection to not see the ROI, and consumers don’t want to see irrelevant messaging from brands. So, how can marketers effectively personalize their communications and understand the human they are trying to reach behind the screen?
Mixing the Right Ingredients for Powerful, Clickable Content
In the age of social media and incessant scrolling, marketers can easily lose prospective customers’ attention. How can one create Instagram or Twitter-worthy content that not only draws eyeballs but also compels shoppers to make a purchase? By laying the proper groundwork, striking the right emotional chord, and getting creative, business can create powerful, clickable content.
Refocusing the Contextual Advertising Conversation on Outcomes
It’s time to stop getting hung up in the jargon. Instead, let’s talk about what really matters to marketers: outcomes and how to secure them.
Location-Based Marketing Association: Uber Launches In-App Entertainment Booking
In this episode of Location Weekly, the Location-Based Marketing Association discusses Uber launching in-app entertainment booking, AT&T using street lamps to ramp up 5G coverage, Narvar picking up returns from customers’ homes, and Area launching geo-location NFT platform.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature