News and Analysis
Data Clean Rooms Won’t End the Identity Battle
Since Google’s first date for the end of third-party cookies, the industry has continued to search for viable alternatives. Among the plethora of proposed solutions, data clean rooms have sprung to the top of industry-leading agendas as a potential solution for the eventual depreciation of third-party cookies. And the theory makes some sense – it’s […]
Back-to-School Shopping Is Happening Earlier Than Ever — Retailers Prepare
As kids across the country empty their desks and prepare for a long summer break, brand marketers are working overtime to solidify their 2023 back-to-school campaigns. With back-to-school sales seeming to start earlier and earlier each year, researchers at the digital insights firm Cint recently conducted a survey to gauge consumer interest around back to […]
Curb Wants Brand Enthusiasm for DOOH
Generating more than two billion impressions annually across 25,000 in-taxi media screens in most major DMAs, Curb (formerly Verifone Taxi Systems), a DOOH advertising and payment platform for car services, reaches “captive” audiences of millions. Its Taxi TV screens offer geotargeting, real-time RSS data integration, dayparting, and POI targeting to clients. Curb has been a […]
Commentary
Sprint to Success with Agile Marketing
Even though agile marketing has been around for a couple of decades, keep in mind that it’s a modern approach for today’s marketers — in keeping with the focus on data. With the right martech to support performance measurement needs (using metrics that are credible outside of marketing), you can sprint to success with agile marketing.
Retailing in the Post Covid-19 World
Throughout the pandemic, lockdowns and safety restrictions have forced retailers to tweak their operations and strategies in accordance with changing circumstances around them. AI has played a key role in helping retailers adapt to the conditions of today and those on the horizon.
With that in mind, here are three key areas where AI is helping retailers cope with the effects of the Covid-19 pandemic.
Contextual Ads and Brand Suitability Are the Future of Targeting
Cookies and blocklists put brands on the back foot. Brand suitability draws on perception and customization to make sure that surrounding content makes sense for the brand’s image and customer base. And, when you combine this with context-informed targeting and human intelligence, brand suitability is the more powerful approach to engage with today’s consumers and customers in a way that also helps to future-proof today’s savvy brands.
Latest Posts
Identifying Content Opportunities from SEO Keyword Trends During Covid-19
Keywords that were optimized to improve inbound sales aren’t doing their job because people are no longer inputting those search terms. Does that mean that your product or service isn’t needed? No, absolutely not. Your brand’s content is needed. But the keyword trends that you had been relying on have changed.
To be able to once again reach your audience, you need to study search trends as they stand now and determine how you can create content around those terms.
7 Shoppable Video Platforms
How do you engage customers when in-store shopping is in many places all but obsolete? One solution that brand retailers around the country have been digging into this year is shoppable video. Using recorded and live video streams, brands have been able to capitalize on the shift toward mobile video and give customers direct links to buy their products online.
Here are seven examples of shoppable video platforms brands are using right now.
Location Weekly: Party City and Nextdoor Launch Halloween Campaign
In this episode of Location Weekly, the Location-Based Marketing Association covers Ferrara’s Trolli brand creating an AR game for Halloween, Party City and NextDoor launching a Halloween campaign, Burberry teaming with IBM for product traceability, and Walmart redesigning its stores with a touch of airport way-finding tech.
Why Creative is Paramount for This Year’s Holiday Ads
When marketers are all using the same platforms and automation tools to bid and compete against each other this holiday season (like with Facebook Automated App Ads and Google App Campaigns), the key differentiator will be ad creative. Preparing an arsenal of high-performing creative will be critical to advertisers in order to keep costs down and be effective this year.
What Happens to Drive-to-Store Campaigns After Apple’s IDFA Update?
Given that Apple’s Limit Ad Tracking feature already renders roughly one-third of iOS users totally anonymous, drive-to-store conversion measurement has been limited at the device-level for some time. The iOS 14 update from Apple simply adds another challenge on top of what was already a difficult endeavor. For marketers who haven’t done so yet, they should take this opportunity to pivot to measurement strategies that are less reliant on the ever-shifting policies of tech giants like Apple.
Location Data Says Krispy Kreme’s Times Square Plan May Be Half-Baked
As someone who studies human mobility in New York routinely, I am compelled to question the pandemic-era business logic behind this aggressive expansion. The world will go back to normal or something like it one day, but, by using our human mobility data sets and assuming a continuation of current trends, we can see there is little evidence that these new Krispy Kreme locations will draw enough foot traffic in the coming months and quarters to survive, let alone thrive.
Heard on the Street, Episode 57: Streamlining the Digital Ad Stack
What can one learn through a combination of the Peace Corps, CPA training, and the ad tech world? On Street Fight’s Heard on the Street Podcast, we often talk about the virtues of “cross-training” in a given career path. Perhaps no one embodies that principle more than VRTCAL founder Todd Wooten.
Covid-19 is Boosting Mobile Use, and These Apps Are Taking the Lion’s Share
With many social options put on hold, people find solace in retail therapy. Between April 2019 to 2020, the cost to acquire a user who completes a first purchase in a shopping app has decreased by more than half (50.6%), compared to the same period in 2018. Similarly, the cost to acquire a registration ($8.76) has dropped nearly 40%.
Plus, with a 40% increase in purchase engagement year-on-year — and 110% increase over two years — it’s clear conditions are positive for marketers to reach and engage a highly motivated, high-value audience.
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.
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