News and Analysis
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 […]
Local Advertisers Navigate Looming Surge in Political Ads Pricing
As the global economy braces itself for the possibility of a recession, some sectors are standing out with surprising resilience. Driven largely by the anticipation of enormous spending on political ads in the coming year, local advertising in the U.S. is expected to increase by 8.6%. That puts anticipated revenue across all media in the […]
Commentary
LBMA: Appen’s Acquisition of Quadrant
In this episode of Location Weekly, the Location-Based Marketing Association covers Avondale Park District putting Amazon lockers in parks, Oscar Meyer hitting the road with Lyft, FedEx leveraging sensors for last mile vaccine distribution, and Appen acquiring Quadrant in location data merger.
Why Marketing Is Here to Stay — Headed by CMOs or Not
While some high-profile companies that eliminated the CMO role delegated the responsibilities to the division level and/or divided oversight among other company leaders at the corporate level, all of these functions remain vital to business success. Someone still has to be making the decisions, and someone still has to be responsible for marketing performance, regardless of title.
Latest Posts
Why More Brands Are Bringing Data Intelligence In-House
Despite implementing many of the same technology platforms and marketing strategies as they did in early 2020, retail brands today are shifting their approach and bringing more data intelligence solutions in-house. The strategy is part of a larger emphasis on first-party within the brand marketing community, particularly as personalization techniques grow more advanced and privacy changes make targeting harder.
Ad Tech Isn’t Dying amid Privacy Changes. It’s Transforming
The types of adtech companies receiving funding will shift. Winning the post-cookie identity race offers an enticing multibillion-dollar opportunity. Anxiety is high among publishers and tech firms around profound change happening quickly. But companies have been preparing for this day for years, and have devoted extensive time, research, and resources to developing next-gen solutions.
Google Local Search Trends I: Personalization
Though it’s not always easy to find the common threads in Google’s complex evolution of the local search consumer experience, some themes do stand out, such as the drive toward increasingly personalized search results, which I’ll be covering in this initial entry in the series. Fortunately for marketers, personalization, along with the other themes I’ll cover, offers numerous opportunities to outpace the competition and convert more searchers into buyers. A better understanding of these emerging trends will help marketers prioritize their efforts.
Concrete Steps to Prepare for a Cookieless Future
The biggest change for digital marketers who’ve grown comfortable with cookies is realizing that the future may not be near as turnkey and automated as it is now. Executing campaigns without cookies will require more hands-on strategizing and monitoring of campaigns, and it will force marketers to be proactive when it comes to culling third-party data providers and ad-tech partners that rely too heavily on cookies for their data and analytics.
Leadferno Launches to Power the Front End of Five-Star Customer Experiences
When Aaron Weiche, CEO and co-founder of Leadferno, started his previous company GatherUp, the goal was to help businesses organize data on customer experiences and boost their reputations. Now, Weiche is onto his next venture, which aims to set up the communications infrastructure that will help businesses kick off those five-star customer experiences.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Scaling Seasonal SEO Across Locations With AI Insights