News and Analysis
The Rise of Ad-Supported Streaming: Insights from LG Ad Solutions
With the growth of streaming services, consumers are making their preferences clear: they want their content free and supported by ads. The third wave of LG Ad Solutions’ annual study, titled “The Big Shift: Wave III,” sheds light on the evolving habits and preferences of Connected TV (CTV) users. With data collected from over 1,100 […]
MULO Brands Launch Their Own Media
You’ve most likely heard of Netflix, CNBC, and Sirius. Now, welcome to the Walmart network! MULO (multi-location) retailers are entering the broadcast and digital content arena with the launch and ongoing production of their own retail media channels. A retail media network is “a retailer-owned advertising service that allows marketers to purchase advertising space across […]
The New $20/Hour Minimum Wage in CA (and How MULO Brands are Coping)
As if fast-casual restaurants didn’t have enough labor challenges lately, the latest sting for them is the boost to $20/hour as the minimum wage in California. These MULO (multi-location) brands have had to deal with the pandemic, supply chain and labor shortages, lack of brand loyalty, food safety and health, the impact of technology on […]
Commentary
The Influence of Local Guides on Google Reviews: Part 2
Figuring out what type of Local Guides are leaving reviews, and what kind of reviews they are leaving, matters for a few reasons. First, Local Guides are responsible for writing more reviews of local businesses than any other group on the internet. Second, Local Guides write reviews under circumstances that make them different from ordinary consumers: They are self-selected volunteers who get rewarded, albeit in a non-monetary fashion, for their contributions. Fairly or not, they are often thought of as biased and their contributions as less valuable, merely “written for points.” Third, the true characteristics of Local Guides are not well known, because they have not yet been subject to this type of study.
Roundup: 2022 Predictions on CTV/OTT and Adtech
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 B2B streaming advertising, capitalizing on first-party data, ad automation, and digital video content.
What I Learned from 50 Examples of the New Local SERP
After conducting more than 50 “local intent” searches, I’ve found that not all of them return the new “mega map,” nor is the new layout as consistent as it at first appeared it would be. The range of searches I tried includes generic keyword searches for brick-and-mortar stores, such as the example above, as well as searches for local service providers, chain stores, products, and more. I tried covering a broad base of searches covering a range of categories. I made sure all of my searches would be interpreted as local by appending “san francisco” to each query.
Latest Posts
Smaller Brands Are Struggling with Social Commerce. Here’s Why
Social commerce is expected to grow 3x as fast as traditional e-commerce, according to a report by Accenture, to reach $1.2 trillion by 2025, but that doesn’t mean savvy marketers from smaller brands can’t find their own points of entry. By thinking outside the box and looking beyond Instagram and TikTok for attention, some midsize brands are finding opportunities to shine.
First-Party Data Alone Can’t Satisfy Many Marketing Needs
When it comes to third-party data, the old Mark Twain quote applies: “The report of my death was an exaggeration.” The end of the cookie is not the same as the end of third-party data. There are multiple third-party data options for marketers that are inherently privacy-conscious, regulation-satisfying, and that work with the policies being implemented by big-tech.
Meeting the Heightened Demand for Timely Local Information
With businesses closing temporarily due to government mandate, or changing their offerings or hours significantly in response to the pandemic, consumers turned to local search too with a heightened, even sometimes critical need to access the latest information. This heightened demand has not disappeared.
How Digital Marketing Can Spur Tax Refund Shopping
Although expenses are on the rise and saving is top of mind, shoppers still want to make purchases and plan fun experiences. Well-timed emails, easy and convenient online purchases, enticing discounts, and new technology will entice careful spenders to indulge in life’s little luxuries.
Retailers Scramble to Implement AI-Based Pricing Strategies
Supply shortages are easing, but inflation is showing no sign of slowing down. Retailers are using AI to refine their pricing strategies.
Location-Based Marketing Association: Precisely Launches a Property Graph
In this episode of Location Weekly, the Location-Based Marketing Association discusses Precisely launching a property graph, PlaceSense and Senozon creating a European partnership, Gucci and Sandbox launching a virtual store in the metaverse, and Qmetrix and Via Guide teaming up on an AI-driven airport checkpoint system.
4 Ways Data Collaboration Will Change Retail for the Better
While there are countless ways data collaboration can reshape a retailer’s business, there are four standout applications that enable retailers to succeed.
In Crowded Space, Brands Rethink Approach to CTV
Research from eMarketer shows that advertisers spent $10.3 billion on connected TV programmatic display ads in 2021, an 82% increase from the year prior. But what they got in return is anyone’s guess. For all the advancements in digital marketing, CTV advertising still remains an opaque space where advertisers know little about the shows or other ads their spots are running against. This can lead to wasted budgets, ad frequency issues, and even fraud.
Adriel Raises $13 Million Series B to Power Multi-Channel Marketing
The all-in-one digital marketing platform Adriel announced this morning that it had raised $13 million in Series B funding to scale its platform into an “end-to-end ad operations system.” Shinhan Venture Investment led the round, which followed a 2019 Series A worth $4 million.
5 Things You Need to Know about Zero-Party Data
Zero-party data, a topic that has been around since former VP and Principal Analyst, Fatemeh Khatibloo of Forrester, coined it as such years ago recently set off a Twitter debate as to whether zero-party data is real or if it’s all just first-party data in disguise. Here are the five things you need to know about zero-party data so you can decide for yourself.
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