News and Analysis
New Partnership Focuses on Driving Incremental Reach
When it comes to CTV, streaming, and linear, viewers tend to think, “It’s all TV to me.” For advertisers, agencies, and publishers, however, there are tremendous differences and challenges in all three because they are concerned with engagement, platform, viewing frequency, demographics, data, ad targeting, and incremental reach. The Holy Grail lies in accurate and […]
BOOM: “Bruschetta and Bocce Near Me?” Eatertainment is Surging
Can you possibly eat cornbread without a rousing game of cornhole? Or what’s a game of mini-golf without a Moscow Mule? Combine a dining experience with one or many games — physical or digital — and that defines “eatertainment,” a category that’s been growing steadily over the past decade (but paused during the pandemic). But […]
Flashtalking Social Ads Manager Includes Social Media Activation
Omnichannel advertising platform Mediaocean has deepened its relationship with Google, striking a unique deal as it relates to the former’s Flashtalking Social Ads Manager (in the past known as Scope by 4C). For the first time, brand marketers who access the Flashtalking Social Ads Manager, an independent tech platform, will be able to activate against […]
Commentary
LBMA: Target and Safeway Use Google Pay for Location-Based Promotions
In this episode of Location Weekly, the Location-Based Marketing Association covers TikTok partnering with Nielsen for geo-targeted campaigns with the aim of helping SMBs, Target and Safeway using Google Pay for location-based promotions, Petco using facial recognition tech to reunite lost pets with owners, and a KLM billboard that listens for flu symptoms.
Commerce Content: A New Way to Connect with Customers Online
Most millennial consumers, the generation with the most spending power, grew up shopping by researching a product before purchasing. Nine out of 10 consumers consult reviews before making a purchase, and 56% say they consult at least four reviews before making a purchase. This portends a different way to reach consumers and convert.
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3 Ways Local Content Drives Customer Connections
Social distancing is here for the long haul, but consumers are still craving social connection. Brands can fill in the gaps by maximizing their digital presence on the key search and social platforms, such as Facebook, Google My Business, and Yelp, where consumers are spending increased time online.
Post-Third-Party Cookie Advertising and Experiences
Companies will still need to provide an equivalent user experience to the unknown visitors or risk driving them away. They will need to find incentives to drive authentication and opt-ins; additionally, they will need to create a brand experience that is broadly accessible in lieu of today’s personalized approaches that rely on third-party data insights.
Yelp Lets Users Fact-Check Local Business Covid Safety
Despite the vaccine rollout and improving economic sentiment, a majority of consumers remain concerned about engaging with local businesses in many places across the US. Yelp is now allowing businesses to provide more information about health and safety practices to customers in hopes of fueling a quicker recovery.
How Privacy Will Upend Advertising in 2021
Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.
Online Customer Service is the New Storefront
The face of retail is fundamentally different today than it was last January. Fewer shoppers entering brick-and-mortar stores and interacting with sales associates in person means retailers have had to rethink how they handle customer service. Retailers are now looking at ways to equip service teams to fill that new void.
Doubling Down on GMB: Local Search in 2021
For marketers who have found ways to use the latest tools and features being offered by Google and other search partners, 2021 is poised to become a period of high growth. With Google’s spate of new local marketing features launched in 2020, and predictions that additional changes are on the horizon in 2021, Adthena VP of Marketing Ashley Fletcher says the role that GMB plays in the larger local search space is expanding.
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