News and Analysis
Vivvix Chief: Predictable Linear Ad Mechanisms in Decline
In the crowded advertising intelligence space, there’s a few ways for a startup to gain attention. One way is by introducing new technology, or utilizing AI in a way that impresses jaded brand marketers and agency leads. Other popular approaches are to build relationships with key decision-makers or bring on experienced leadership who can lend […]
Ampersand Launches ‘Sports Viewer Audience Segments,’ Helping Brands and Agencies
Live sports programming accounts for more than one-third of all television viewing by U.S. adults, but without access to detailed audience demographics, agencies and multi-location brands tasked with developing targeted ad creatives are largely flying blind. A new capability from the audience-first TV advertising sales company Ampersand has the potential to change that. Just […]
Gun Hill Brewery Refocuses on Hyper-Local Marketing
If you’re lucky enough to score tickets to “Hamilton” on Broadway, you can also enjoy a brew called “Rise Up Rye,” made for the show by Gun Hill Brewing Co. in The Bronx. Since 2016, the beer has been available as part of the Broadway Brews project and the company sets the definition of hyper-local […]
Commentary
How SMBs Capitalize on Customer Data
Small businesses have had to squeeze every bit of value out of their operations in the past year and are quickly realizing the importance of knowing their customers. Luckily, collecting and taking action on data doesn’t have to mean learning an entirely new skill set.
Rather, it can be as simple as using the information that you already have, or could easily access, to improve the things that you’re already doing.
Latest Posts
Social Conversion Rates Climb During Covid-19
Covid-19 has changed the social media playbook, but brands who’ve been quick to adjust are seeing social conversion rates continuing to climb.
In an analysis of data pulled from more than 120 retail websites, the digital experience solutions company Episerver found that social conversion rates have increased steadily during Covid-19 shutdowns, from 1% in April 2019 to 1.2% in April 2020.
The Importance Of Marketing Localization During Times Of Disruption
In 2020, organization and transparency will be key for retail marketers. In the short term, retailers must identify and optimize existing technologies to stay afloat. In the longer term, the focus should be on evolving shopping behavior and enabling transformation through technology. Knowing that Q3 will be a critical quarter for retailers as Covid-19 lockdown policies begin to lift, retailers must plan their comebacks now, and that begins with a strong digital approach.
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.
Covid-19: How Brands Can Adapt to a Shifting Landscape and Changing Consumer Behaviors
All generations, especially more technically adverse baby boomers and those older, have tried out delivery apps such as GrubHub or UberEats to get their favorite restaurant food delivered and grocery apps to have food and household items safely delivered. These newly formed habits may not be as intensive when we return to our “new normal,” but the depth and breadth of social media and digital usage will stay. Consumers aren’t going to uninstall Instacart after social distancing is lifted if they’re now accustomed to the convenience of ordering groceries online. That leap has been made, and while they may not use it every time they shop, consumers will continue to use it, when needed.
With all these changes, it’s important for brands to shift their social media strategy to meet the demands of consumers and connect with them in the channels they now frequent more often. Here are some of the key shifts to keep in mind.
GDPR is Two Years Old. Here’s How It’s Working and What the US Can Learn from It
This week marked the two-year anniversary of the General Data Protection Regulation, Europe’s major privacy law. GDPR was the first major European effort to put some legal and regulatory power behind demands for less free-wheeling data collection and selling.
To gauge just how GDPR is working out and what regulators might do to move the ball forward on privacy, Street Fight got in touch with Russell Sutton, SVP of data, EMEA, at MightyHive.
Location Weekly: GroundTruth and Yext Partner, Facebook Unveils Shops
In this episode of Location Weekly, the Location-Based Marketing Association hosts Mike Peters, CMO, Optimizers, and Head of LBMA Sweden.
The team also covers GroundTruth and Yext announcing a new partnership, Reveal mobile releasing a free version of its Visit Local platform, and Facebook Shops launching in the U.S.
Mobile is Our “Cure for Boredom.” What Does That Mean for Marketers?
A recent survey by mobile app ad firm Digital Turbine found that more than a quarter of consumers open their phones more than 75% of the time without a specific app in mind. Digital Turbine Matt Tubergen checked in with Street Fight to share how mobile app marketers can reach mobile users and the discovery tools those people are seeking.
Brands Are Pushing More Notifications During Covid-19. Here’s Why
According to a benchmark study of more than two billion app installs, recently released by the notifications and customer engagement platform Airship, users are quicker to click on notifications now than before the pandemic began. Thirty-two percent of website visits by opt-in users in March were from direct opens of web notifications, as direct open rates for mobile app push notifications reached their absolute-highest average rate in more than four years.
Heard on the Street, Episode 51: Adding a Third Dimension to Location Data
Bringing new dimension (literally) to location data is the field of “3D location.” This essentially takes typical lat/long coordinates and adds a Z-axis. It brings new meaning in the form of elevation, which comes in handy in places like high-rise buildings and shopping malls.
This is where Polaris Wireless hangs its hat. The company uses several inputs like barometric pressure to pinpoint mobile device locations using all three dimensions. This can have many use cases such as helping emergency responders show up to the correct floor of a building.
Location Data Companies Rise to the Challenge of Covid-19
The location data market has responded to many external pressures in recent years. Guided by new privacy regulations such as GDPR and CCPA as well as operating system updates by Apple and Android, the industry has put the consumer back at the center. The old days of capturing data and selling to ad tech firms without permission are over.
These shifts are good news for society. But they are also good news for the location industry, which has pivoted to thrive in this new world where squeezed supply impacts the quality of location data.
Now, Covid-19 has presented a new challenge, with movement data restricted to unprecedented levels. So, how are location data companies responding to the crisis?
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