News and Analysis
What’s Entertainment? Agency VP Nick Dan-Bergman Reveals New Research
LaneTerralever, a full-service marketing and digital experience agency that works with a wide range of attractions and entertainment destinations (as well as the gaming industry), just completed a research report that provides insights into what today’s consumer is looking for in location-based entertainment and experiences. We don’t typically think of attractions (like amusement parks or […]
What Google At Peak Search Means for Marketers
For Q3 2023 earnings, Google reported a shortfall on cloud revenue and that their US core advertising / search business over delivered to make up part of the difference. So how has Google become this dependent on non-advertising revenue streams to achieve future growth targets and how much longer can they go back to the […]
Keep an Eye on C-Stores (Both on and Off the Road!)
As we’ve previously covered, the traditional C-stores (convenience store) used to be that corner deli where you could pick up snacks, soft drinks, or smokes or the stop along the highway where you gassed up, took a hygiene break and grabbed something sugary to tide you over on the road. Consumers are starting to head […]
Commentary
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.
Expert Roundup: The New Data Arms Race
A new privacy era is changing the rules of data-driven business. Below, leaders in digital marketing expound on those changes and on what the future of business, especially in digital advertising, will look like.
LBMA: Disney Launches Genie Service
In this episode of Location Weekly, the Location-Based Marketing Association covers Disney launching their Genie service, GroundTruth partnering with No Kid Hungry, Barilla helping the blind make pasta, and United Airlines teaming up with Walmart and Albertsons on Covid testing.
Latest Posts
LBMA: Sam’s Club Tests Scan and Ship Feature in Stores
In this episode of Location Weekly, the Location-Based Marketing Association covers Brookfield Properties partnering with ARIA Network for AR air rights activations, Adtech Realworld lauching QDOOH to make buying billboards easy for local brands, Sams’s Club testing a “scan & ship” feature for in-store shopping, and Coty getting Covid-friendly with perfume sampling.
Beyond the Checkout: Using Data to Create Autonomous Retail Experiences
The autonomous retail sector is booming, and brick-and-mortars are getting curious about how to free up their employees’ time and foster new experiences to lure customers in store.
Media Measurement in the Data Privacy Era
Marketers need to understand how to gather and leverage consumer data on the fly and according to protocol. Gartner forecasts increasing regulations will lead to more than one million organizations appointing a privacy officer by the end of 2022, a signal that now is the time to get serious about media measurement in the privacy era. Let’s explore some strategies that will define the next generation of media measurement.
Survey: Retail Loyalty Strengthened Among Millennials Post-Pandemic
Brand loyalty is changing, and it might not necessarily be for the worst. Despite dire predictions earlier in the pandemic that consumers would be more likely to opt for alternative brands, a new survey by the location intelligence firm Ubimo paints a very different picture.
The Grand Reopening: DOOH Strategies to Capitalize on Lifted Restrictions
DOOH screens can be found in most of the locations that consumers were restricted from over the past year — such as bars, restaurants, malls and movie theaters — as well as essential places that consumers continued to visit, including convenience stores, gas stations, subways, grocery stores, and more. Now that people are returning in droves to these environments, marketers are using a variety of DOOH strategies to reach consumers. Let’s review those tactics.
Field Day Leverages an Uber-Style, Human-to-Human Marketplace for Local Marketing
An Uber for local marketing, Field Day connects brands, including current clients Panera Bread, Blaze Pizza, Equinox, and about 50 others, with “brand ambassadors”: locals who speak to the brands’ targets in their home neighborhoods in order to increase awareness and drive adoption.
Outsourcing Omnichannel Operations: How to Gear Up for the Next Peak Season
The biggest barrier to outsourcing e-commerce operations is identifying a provider who can be trusted to handle a company’s brand and their customer experience. The chosen provider needs to be able to answer the following questions to a retailer’s satisfaction.
How to Develop High-Performing Facebook Groups Communities To Fuel Your Brand’s Growth
Facebook Groups are not just for nosy neighbors to tattle-tale on loud parties or podcast fans to debate the latest true crime controversy. When launched correctly, FB groups are a huge opportunity for brands and businesses to build customer loyalty, nurture relationships, and even gain insight from their followers.
LBMA: Yelp’s Audiences Platform
In this episode of Location Weekly, the Location-Based Marketing Association covers Yelp launching their Audiences platform, AirBnB partnering with What3Words for staycations, Billboards in Paris getting brighter for the “Fearless Night” safety campaign, and imageHOLDERS launching touchless kiosks with Ultraleap technology.
Expert Roundup: The Rise of First-Party Data
Experts from Digilant, Influ2, Infutor, Mobivity, and Stirista weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the increasing importance of first-party data and targeting methods not tied to cookies.
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