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
Locations Are Pointing the Way Forward After Third-Party Cookies
When marketers store and analyze location data on the device, they reap the benefits of location-based marketing without running afoul of privacy standards. They are able to marry real-world insights with other types of data such as app behavior and online interactions while keeping all the consumer’s data on their phone.
LBMA: Amazon Opens a Hair Salon
In this episode of Location Weekly, the Location-Based Marketing Association covers Amazon opening a hair salon in London with magic mirrors and AR, Japan’s Mitsubishi and Unerry partnering on a smart city project in Jakarta, CVS rolling out digital audio messaging with In-Store Audio Network, and Gentle Monster creating experiential retail with robots and donkeys.
Latest Posts
New Ad Targeting Group: Cannabis Consumers
According to a new commissioned study conducted by Forrester Consulting among marketing leaders in the US, most brands (>75%) are already interested in cannabis consumer data to better understand and reach new and existing customers.
They recognize that sustainable, long-term growth requires keeping pace with their customers’ interests, like cannabis, as they evolve over time. They also see the value of this massive audience that possesses ideal attributes for campaign activation up and down the funnel.
Voice Growth Will Further Amazon and Google’s E-Commerce Dominance
For most people, e-commerce starts with a Google or Amazon search on our computer or phone. We read reviews, compare prices, and analyze how something will look or fit in our lives. We don’t know where we will end up, but we browse options from our favorite retailers until we find exactly what we are looking for.
What happens when we stop using visual cues and start searching with our voice? And what happens when the results that our voice triggers are controlled by the device interpreting those questions or commands?
The Future of Amazon as a Service
The concept of Amazon-as-a-service, or AaaS, didn’t begin in 2020. But as the year wore on, and people began relying on e-commerce platforms more than ever before in history, the concept took off. Reaching the first page of Amazon became paramount for brands hoping for digital success, particularly now, during the tumultuous holiday season.
Covid is Changing Search. Here’s How to Respond
Advertisers, brands, and agencies are scrambling to deliver the highly tailored, localized search experiences that Covid-era consumers are increasingly looking for. In fact, 61% of marketers in a recent Forrester study said that improving the efficacy of their local marketing is a high priority for 2021.
So, how can advertisers and marketers navigate this evolving, more localized search landscape and get it right? Here are a few key items to keep in mind.
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Why TV Remains the Heartbeat of Local Connection