News and Analysis
Bombas Sees Opportunity in Mission-Driven OOH Strategy
When Randy Goldberg and David Heath launched Bombas back in 2013, the direct-to-consumer sock startup was primarily known for its focus on charity — famously donating a pair of socks for every pair sold. Although Bombas has remained dedicated to that mission in the years since, the company has also expanded to become a complete […]
3 Tips to Help Marketers Modernize and Maximize Marketing Technology
According to Gartner, the average marketer only utilized 42% of their marketing technology (martech) stack’s capabilities last year, a 16% drop from the 2020 figure (58%). Specifically, the research identified consistent overlap of martech elements, a shortage of marketing talent with comprehensive martech knowledge, and the overall complexity of marketing technology as key contributors to […]
‘Sludge Content’ Creates Opportunity for Brand Marketers
What do you know about sludge content? The latest trend on TikTok gives viewers a split-screen look at two or more videos at once. It’s a form of escapism for consumers — and an untapped opportunity for brand marketers. As consumers’ content consumption habits evolve, advertisers are being forced to take new factors into account […]
Commentary
Standard Cognition’s Big Round and Retail’s Future
In this episode of Location Weekly, the Location-Based Marketing Association covers Standard Cognition raising $150M for automated checkouts, WaitWhile raising $12M to help retailers manage wait lines, Revolution360 re-inventing the street poster, and Google’s Jacquard data system for wearable clothing.
Latest Posts
Location Weekly: Torrid Deploys Personalized Maps in Email Marketing
In this episode of Location Weekly, the Location-Based Marketing Association covers 51Degrees partnering with Digital Element, Stirista acquiring Nikaza’s attribution and location intelligence engine, Torrid finding success with email marketing using personalized maps, and FedEx launching real-time package tracking with SenseAware ID.
The Hidden Costs of Mobile Ad Fraud
Some businesses treat the problem of ad fraud as a “tax,” considering it to be an unavoidable cost of digital advertising. Fraudsters siphon up to 30% of any given advertiser’s budget using a variety of tactics, such as app install farms or click spoofing.
While this wasted spend is certainly of consequence, accepting ad fraud as a tax of doing business assumes that your drained budget is the only side effect (an inherently flawed approach). Ad fraud, if left to run rampant, poses additional threats to your performance and business.
How Political Campaigns Leverage Location Data in an Era of Virtual Events
Political ad spending is expected to reach record highs this cycle, topping $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63% higher than spending in the 2015/2016 season. Tapping into location data to make that advertising more relevant has taken a bit more creativity than usual.
How Brands Can Support the Safe Return of Youth Sports to Communities
As the school year kicks off virtually for many children and families across the nation, all eyes are turning to the possibility that youth sports could help provide much-needed activity, socialization, and emotional support during an otherwise overwhelming and disorienting time. Without a doubt, youth sports in a pandemic must look a lot different than they did in pre-pandemic times, but one thing is truer than ever: Brands can play a valuable role in helping youth sports return safely to the field and enabling the kids who need these activities the most to participate.
How E-Commerce Sites Can Remain Competitive in a Rapidly Accelerating Digital Age
Customer experience isn’t anything new, but new ideas can be applied here, especially in the digital space. The question now revolves around how to create the same welcoming environment you’d create in a physical store online. It can be as simple as choosing colors for your website to elicit certain moods or using certain tech features like a chatbot to welcome customers as they “enter” your store. And it’s about making sure that customers can find your store — and this is where our affiliates become a key part of our strategy.
How Much Is Your Data Worth? A New Tool Will Help You Find Out
Facebook, Google, Amazon, Twitter, Pinterest, and countless other technology giants have expanded their collection of consumer identity data, even as privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have gone into effect. A new tool from Killi serves as an educational resource, giving people a way to calculate the value of their personal data based on the platforms they use every day.
Killi’s new tool asks consumers to enter their email addresses and select the platforms they currently use. The tool references public quarterly revenues and daily/monthly active users, as well as data aggregators like Statista, to arrive at the value amount of each consumer’s personal data.
How Accurate Geolocation Data Fosters a Better Customer Experience
Having the most reliable data the first time you ask for it is a no brainer for the consumer, but its obvious importance is often overlooked by the provider. Data quality should be a dominant component to support a business’ reputation. But what if the data were slightly off? What implications does that have?
Why Contextual Ads Are Generating More Interest
Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.
I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.
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