News and Analysis
Rowan: The Innovative Brand Piercing a Market Need
Piercings (ear, nose, tongue, and other unmentionable body parts) have existed for centuries. In fact, some of the earliest evidence of body piercing dates back 5300 years! You can be pretty sure that when the mummy had their ears pierced, the conditions were less-than-sterile. Ear- and body-piercing studios are commonplace these days, as body modification […]
Seedtag Analysis: Parents More Focused on Children’s Health for Back-to-School
As Managing Director, U.S., for Seedtag, Brian Danzis must be keenly aware of trends and changes in all aspects of digital and linear media to drive growth for the company’s clients, which have included Applebee’s, Gillette, JetBlue, and the NBA. For the past several weeks, he’s been focused on the back-to-school shopping season and how […]
What Can We Learn from Subway’s Battered Online Reputation?
The biggest story to come out of the Nation’s Restaurant News’ Top 500 rankings in 2023 wasn’t who was on top, but that Subway reputation issues had tumbled it to the bottom. After decades of expansion that led to Subway becoming the world’s largest fast food chain in terms of locations by the early 2000s, […]
Commentary
LBMA: NextNav Merging with Spartacus
In this episode of Location Weekly, the Location-Based Marketing Association covers a free laundry service for the homeless, Rockbot teaming with Clear Channel on the airport market, NextNav merging with Spartacus to go public, and solar-powered e-paper bringing real-time signs to the Bavarian ski resort.
Our Industry’s Efforts to Solve the Identity Crisis Are Grossly Misdirected
Today’s industry trades are clogged with speculation and solutions addressing the forthcoming upheaval of the digital identity landscape. Unfortunately, little of the discussion and proposed paths forward are focused on mobile apps, the environment in which the loss of consumer targeting capabilities is going to be most devastating.
Latest Posts
LBMA: Can FLoCs Replace the Third-Party Cookie?
In this episode of Location Weekly, the Location-Based Marketing Association covers Google’s FLoCs as an alternative to the disappearing third-party cookie, the AR platform Beerscans turning beer labels into augmented reality experiences, Krispy Kreme offering free donuts to encourage vaccination, and GroundTruth acquiring Addy.
Gimbal, NextNav Go Vertical with Next-Generation Location Offering
Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.
On-Page Content Differentiation: The Benefits of Location-based Messaging
Content consists of more than just your copy block, though it’s a great place to start. Adding product information, featured collections, and highlighted services are all elements that enhance your on-page content strategy. Understanding what’s popular in that specific area and how customers are searching for your products or services in that area can help guide your content strategy to differentiation and success. Therefore, it is key to create content attuned to regional differences, or location.
The Covid-19 Pandemic at One Year: How Payments Have Changed Forever
The payments industry will move forward from the seismic shifts in behavior we’ve seen to new puzzles: how to make a card top of wallet, how to expand the on-demand economy to new product groups, and how the Buy Now, Pay Later space evolves in time. But the changes we’ve seen will impact the course of the industry for years to come. How merchants and payment providers adapt to these changes will have a key part to play in how they recover from the impact of the pandemic.
How Audio OOH Can Withstand Emerging Privacy Regulations
Audio OOH enables advertisers to reach the right audience, and reporting tools can help them decipher how their audio ad influences a customer’s path to purchase. This type of product-level transactional data will be crucial as advertisers continue to clash with harsh but growing privacy regulations.
BeOp Launches in US, Pointing to Contextual Campaigns’ Resurgence
Is contextual ad targeting the answer to our cookieless future? As brand advertisers plan for a world without third-party cookies, they’re homing in on contextual ad platforms as a possible solution to their advertising woes. That push is leading to the development and growth of a number of platforms focused on contextual, conversational, and cookieless advertising.
FocalPoint Raises $8m to Improve GPS Accuracy
In this episode of Location Weekly, the Location-Based Marketing Association covers TmrO app creating connections between freelancers and the music and film industries, FocalPoint raising £6 million to improve GPS accuracy, Chipotle investing in driverless company Nuro, and Whole Foods tapping into AR cosmetics try-on tools.
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