Street Fight Happenings

Street Fight’s July Theme: Targeting Location

After huddling with the editorial team about our July theme, we all agreed that it could be time to mix it up a bit. So we’re returning to a meat-and-potatoes theme in our lineup: Targeting Location. This will allow us to talk about something else while acknowledging Covid-19’s still rampant status.

What do we mean by “Targeting Location?” A central issue for location-based media and commerce, this is the moving target of how to pinpoint and optimize strategies around device location. It includes topics like location-targeted ads, building audience profiles, attribution, paid search, and location data strategies.

Street Fight’s June Theme: Retail Recovery

As the country starts to re-open and recover (some places more quickly than others), we’ll shift our focus to cover specifically how that’s happening. And what better vertical to represent local business recovery than retail? It will be a leading indicator for several other local commerce verticals.

So we introduce our June editorial theme: Retail Recovery. The goal: to chronicle the steps local businesses are taking to reemerge from locked doors and empty streets. Who’s doing what, and what can we learn from them? By “them” we mean businesses and the tech providers that support them.

Brandify Study Shows Consumer Search Preferences for Healthcare, Restaurants, and Retail

Google in particular has made significant moves in recent months to verticalize the consumer search experience. For example, the team responsible for the relatively new Google Travel and Google Hotels sites has reported that they built a new consumer experience for hotels specifically because they noted important differences in the ways consumers searched in that category. 

Brandify’s study illustrates that consumer preferences for additional verticals are similarly differentiated, both in the channels consumers prefer for each vertical and the sorts of information they seek out when searching. Already, the search experience for restaurants, retail stores, and healthcare providers varies by vertical, especially on Google, which has added prominent vertical-specific attributes as a result of Covid-19 such as dine-in, takeout, and pickup availability for restaurants.

Theme of the Month: Mapping the Future

Here’s Why October Is the Perfect Time to Pressure-Test Holiday Strategies

With consumers still spending – and their evolving shopping preferences and behaviors becoming increasingly clear for Halloween and beyond – October presents a prime opportunity for retailers to pressure-test and refine their holiday 2020 strategies. 

Here are three considerations as we enter one of the most critical quarters in retail’s history.

How Marketers Should Prepare for an Abnormal Holiday Season

Marketers overuse the word “unique,” but the adjective actually applies to this year’s holiday season. Consumer-facing brands and retailers have not faced such an adverse economic environment for more than a decade, and they have never grappled with a Q4 in which driving customers to their stores came with daily, life-or-death stakes.

I spoke to Michele Marzan, chief strategy officer at MainAd, about these holidays’ unprecedented challenges and unexpected opportunities.

Holiday Sales Are Starting Earlier Than Ever. Here’s Why

“Retailers are responding to social distancing guidelines [this] year and preparing for potential decreases in spending by kicking off promotions earlier than we’ve ever seen,” says Dosh CEO Ryan Wuerch.

Wuerch says Covid-19 safety protocols require a more elongated approach to holiday marketing. Kohl’s, L Brands, and Macy’s have all referenced pulling forward holiday promotions, and Amazon’s Prime Day later this month seems perfectly timed to pull in early holiday shoppers.

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How Small Businesses Can Conquer E-Commerce for the Holidays

As the pandemic continues, consumers are shifting their expectations of brands as well. They don’t just want coupons in their email anymore, they expect an intuitive browsing and checkout process, accurate inventory and out-of-stock notifications, curbside delivery, and fast shipping.

E-commerce is already a must-have, and small businesses who understand this and take steps to offer their customers a way to buy online will create a memorable experience, more long-term loyalty, and ultimately more sales this holiday season.

Mobile Ad Network Vungle Acquires Mobile Ad Platform AlgoLift

Vungle helps mobile app developers monetize their apps through advertising and connects advertisers with mobile app media. The AlgoLift purchase will help Vungle’s advertisers better solve for attribution and optimize in-app ad spend.

Facebook, Holocaust Denial, and the Refusal of Politics

Facebook’s long-term refusal to strike down Holocaust-denial content is not a problem specific to Facebook. It’s not a decision limited to Zuckerberg or a few feckless executives. The problem is not even limited to tech.

Facebook’s purported refusal of politics — its reluctance to accept that it has always been a political actor and that its content-moderation policies and algorithms have real-world effects on what people believe and what they do, up to and including acts of physical violence as in Myanmar — is a structural feature of shareholder capitalism. A content ecosystem whose leaders are so timid as to let Holocaust denial flourish is the logical result of an approach to management that views its only responsibility as minimizing costs and maximizing market capitalization.

How In-House Agencies Can Provide Value During and After Covid-19

When asked what the most critical resources for producing ads post Covid-19 were, 55% of ANA members said in-house teams, as compared to 42% for other internal teams and 26% for external agencies.

In many respects, Covid just accelerated the already impressive growth of in-housing. Moving forward, these teams’ proximity to the business and growing strategic importance mean they are in a good position to deliver greater value to their organizations in three critical ways.

CCPA’s Impact: Businesses Prepare for Fall Surge in Data Subject Requests

In a customer set with more than 16 million consumer records — with consumer records being defined as a single, individual record associated with a unique email address within a database — DataGrail found that people are largely taking action to control their privacy by exercising rights provided by the CCPA.

Consumers opt-out of their personal information being sold “most” of the time, and deletion requests make up 31% of all data subject requests. Twenty-one percent of consumers have accessed their data thanks to the new regulations.

Here’s Why October Is the Perfect Time to Pressure-Test Holiday Strategies

With consumers still spending – and their evolving shopping preferences and behaviors becoming increasingly clear for Halloween and beyond – October presents a prime opportunity for retailers to pressure-test and refine their holiday 2020 strategies. 

Here are three considerations as we enter one of the most critical quarters in retail’s history.

Location Weekly: BMW Geo-Fencing, Gimbal Acquiring TrueX, Amazon One Payments

In this episode of Location Weekly, the Location-Based Marketing Association covers BMW geo-fencing E-Drive zones, IKEA’s “Buy With Time” campaign in Dubai, Gimbal acquiring TrueX from Disney, and Amazon One letting you pay with a wave of your hand.

Self-Serve Restaurant Ordering in a Post-Covid World

We expect to see a continued rise in touchless retail shopping and contactless transactions à la Amazon Go Stores.

But one of the less-discussed technologies in the Covid-advantaged bucket is self-serve mobile restaurant ordering. The idea is that ordering and paying from your table can reduce server interaction — which has Covid and non-Covid benefits considering it can save diners’ lives and their time.

Putting Context Over Coordinates with New Location Encoding Standard

Context over coordinates. That’s the premise behind a new standard universal location ID called Placekey, which launches publicly today.

By offering a standard for identifying any physical place, the team behind Placekey is betting that advertisers and other data scientists will have an easier time joining disparate datasets and unlocking deeper insights. The platform was developed by SafeGraph, and it’s already been endorsed by heavy-hitters such as Esri, CARTO, Billups, Skyhook, and Nielsen.

How Marketers Should Prepare for an Abnormal Holiday Season

Marketers overuse the word “unique,” but the adjective actually applies to this year’s holiday season. Consumer-facing brands and retailers have not faced such an adverse economic environment for more than a decade, and they have never grappled with a Q4 in which driving customers to their stores came with daily, life-or-death stakes.

I spoke to Michele Marzan, chief strategy officer at MainAd, about these holidays’ unprecedented challenges and unexpected opportunities.