News and Analysis
ChatGPT and the New Era of Search: Personalized Advertising and Beyond
As OpenAI adds more features and capabilities to ChatGPT, its artificial intelligence program, the potential use cases for search, advertising and brand marketing are growing. ChatGPT has been making waves across multiple industries since its inception, however last week’s announcement that the program will now be able to search the internet on its own is […]
BOOM: Brunch and the MULO Brands
Whether you crave a mimosa, an elaborate Bloody Mary, or simply a stack of good old-fashioned pancakes with syrup, one thing is certain — brunch is back and fueling MULO brands! A recent study by Square revealed that Saturday brunch is now the busiest day part for restaurants, including those with multiple locations (MULO brands). […]
6 Virtual Sizing Tools for Fashion Retailers
One of the last remaining hurdles for fashion brands to overcome in the e-commerce space has to do with sizing. For years, retailers have been attempting to replicate the in-store try-on experience online, with varying degrees of success. In 2023, something changed. Technology caught up with what shoppers and retailers were asking for, and a […]
Commentary
LBMA: OneNav Raises $21 Million
In this episode of Location Weekly, the Location-Based Marketing Association covers Buffalo’s Olmstead Park using AR to bring history to life, Quan Media and AdQuick helping FreshDirect measure OOH ad performance, Kinetic and MyHome.ie teaming up on location-based real estate ads, and OneNav raising $21 million.
Try Day Parting to Boost Your Amazon Ads
Advertisers are turning to day parting — scheduling pay-per-click (PPC) ads to run only during certain days and times — to better optimize their ads on Amazon’s marketplace. The tactic helps sellers reach more consumers, boost conversions, and drives down costs.
The Work-From-Home Revolution and What It Means for SMBs
Small business leaders are increasingly reimagining the workplace as they consider how to best blend in-office and virtual work.
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The Era of Zero-Click Consumer Engagement Is Here
Location marketing has now had its testing moment, a moment that Google and its contemporary alternatives have been priming themselves for, whether knowingly or not, for quite some time. The era of zero-click consumer engagement has arrived; if that had been apparent to local SEOs prior to this year, it’s now clear to consumers and everyone else concerned with the business of local commerce.
Fanplayr Allows Advertisers to Do More with First-Party Data
With 88% of marketers citing the collection and storage of first-party data as a “high priority,” a startup called Fanplayr is stepping in with a solution.
Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!
How Facebook adjusts to the lack of identifiers on Apple devices may provide a broad template for digital advertising as targeting becomes more challenging.
Don’t Call It a Recovery Yet: Small Business Growth Still Lags
Like the consequences of the shutdowns, the recovery is far from uniform. Booming growth, bull markets, crypto surges—these have little relevance to the real-world health of our economy. A decade of “roaring 20s” celebration is possible, but it’s not here yet. If the needs of the smallest firms are not perfectly aligned with the needs of the largest, their recovery won’t be, either.
Vaccine Rollout Spells Opportunity for Brand Marketers
Using foot traffic dashboards from technology companies like Quotient, brands are gaining insight into consumers’ movement in and around vaccination locations. The insights are being used to fuel targeted OOH and DOOH campaigns, designed to engage consumers on an intimate level.
LBMA: Verizon Announces Hyper Precise Location Service
In this episode of Location Weekly, the Location-Based Marketing Association covers fake restaurants tricking delivery apps and consumers, Dollar Tree getting into the retail media business, Verizon announcing its Hyper Precise Location service, and Stirista releasing its OMNA identify graph platform.
Why the End of Cookies Creates a Problem for Ad Frequency Capping
Without third-party cookies and with fewer individual identifiers from iPhones, aspects of digital marketing that we have come to take for granted and barely think about are about to be seriously impacted. One of these is frequency capping.
Expert Roundup: How Will Location Intelligence Transform This Year?
To define the current state and future trajectory of location intelligence, we’ve rounded up top industry voices and thought leaders. Executives at Foursquare, Gravy Analytics, and UM weighed in.
Location Intelligence Enters a New Phase
Using location data and intelligence to understand what was happening, and modify business strategy to adapt, became more critical than ever amid COVID. What are some of the more innovative applications we’re seeing in this ‘next generation’ of location intelligence?
How 5 Brands Adapted Their Loyalty Programs for a Post-Covid World
According to McKinsey, more than 75% of consumers tried new brands, places to shop, or methods of shopping in 2020. The reason? Product availability was high on the list, but so were price and the availability of promotions. Now, as the vaccine rollout continues and states work to get back to normal, brand marketers are finally coming up for air and looking at how they can adapt their loyalty and rewards programs for the post-Covid world.
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