News and Analysis
The MULO Dozen: October Brands in Review
Last month, we launched this new section, recapping some of the highlights across MULO (multi-location) brands — retailers, restaurants, c-stores, service businesses, and any other establishment that have multiple locations (or aspires to scale to that level), as well as the agencies that help them flourish. We cover: INNOVATION: Here are the brands that are […]
Study Reveals What Drives Attention From CTV Ads
We know that attention is a critical metric for advertising, especially on channels like connected TV (CTV), where advertisers are not only trying to reach their target audiences, but also to engage them to drive real business outcomes. We also know that it’s incredibly difficult to determine what, exactly, drives more attention from CTV ads. […]
Madison Avenue Needs to Think About a .1 Mile Radius
Madison Avenue has long been code for the advertising industry. But, as we know, most agencies are no longer located on that iconic street. In fact, some agencies don’t even have physical offices these days. That doesn’t mean agencies no longer need to think about location! Actually, it’s quite the opposite. Locations are more important […]
Commentary
Why Deep Linking is a Must for M-Commerce Marketers this Holiday Season
The 2021 Adobe Digital Economy Index reported that 60% of online retail website visits in August 2020 came from smartphones, which now account for 40% of all online sales. It’s undeniable; mobile commerce — or m-commerce — will be a major factor in retailers’ success this holiday shopping season.
LBMA: Etsy Launches a Virtual AR Showroom
In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats rolling out pumpkin delivery in 3 cities, Lancome debuting a virtual pop-up store in the UK with ByondXR, Reveal Mobile acquiring MIRA, Kantar and Route joining forces on OOH measurement, and Esty launching a virtual AR showroom with The Etsy House.
Stop Flying Blind: Why Closed Feedback Loops Matter More Than Ever
These changes have a lot of marketers feeling like they’re flying blind, but you don’t have to stay lost in the fog. Instead, you can use automated surveys to take your customers’ pulse, establish a solid baseline, and execute a closed-loop feedback strategy to continuously improve. This approach will give you the key metrics you need to consistently deliver a great customer experience in three steps.
Latest Posts
Heap’s Journey Maps Show How Consumers Navigate Digital Experiences
Heap is rolling out a new data science tool designed to help teams understand how users navigate digital experiences. The “Journey Maps” tool is the latest addition to Heap’s suite of data science tools, designed to surface high-impact insights about user behavior on consumers’ websites and digital products.
Shoppability is the New Black
But like many Covid-driven trends, shoppable content has been accelerated by shifting circumstances. And now it’s on a collision course with the holiday season. This means that the companies that are positioned to capture that spend will reap the rewards this year. We’ve seen much jockeying in the ad tech world for this very reason.
LBMA: Old Spice Goes Wild with Snapchat at Walmart
In this episode of Location Weekly, the Location-Based Marketing Association covers Old Spice going wild with Snapchat at Walmart, Toronto’s Art Heist scavenger hunt, United Airlines using PayPal QR codes for in-flight payments, and Starfield Hanam shopping mall in Korea launching an interactive video wall campaign.
Will Audio-Only OOH Be 2021’s Biggest Ad Trend?
The Trade Desk’s recent decision to expand its omnichannel demand-side platform (DSP) to support audio out-of-home (AOOH) through partnerships with Vistar Media and Vibenomics is just the latest in a string of high-profile moves in the audio marketing space. With an extension of OpenRTB integrations to include audio-only OOH, The Trade Desk is moving into the forefront as the first omnichannel DSP to support the extension and allow advertisers to programmatically purchase audio inventory from networks like Vibenomics.
BeOp Adds Conversation to Post-Cookie Contextual Advertising
The contextual, conversational advertising firm BeOp believes it has the solution to the death of cookies. The company, which works with more than 90% of premium publishers in its home country across the Atlantic, connects advertisers with consumers reading content related to their products and services. But what distinguishes BeOp from contextual ad competitors is the style of its ads: conversational quizzes and questions that drive engagement and zero-party, or fully consensual and explicit, data collection.
6 Ways Brands Are Leveraging Human-to-Human Marketing in 2021
The ultimate goal with human-to-human marketing is to tap into consumers’ emotions by using real people to engage potential customers. Advancements in technology, and growth in the gig economy, have made human-to-human marketing a more realistic—and affordable—option for brands this year. As the holidays draw closer and brands rethink how they’ll connect with targeted consumers in the coming months, this is a strategy more brands are considering.
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