News and Analysis
Innovid Launches Cookieless Solution to Increase Conversion Rate Accuracy
As marketers prepare for the loss of third-party cookies, digital advertising vendors are rolling out alternative solutions at a faster clip. The latest product release comes from Innovid, the independent advertising and analytics platform, which just announced a new cookieless cross-device product that can match multiple devices to user interactions, with the goal of increasing […]
Cost of Ad Buys Rises Ahead of ‘24 Presidential Race
Advertising wars are already heating up in the 2024 presidential race, but increasing costs for ad buys on television and social media are leading some marketing strategists to reevaluate their approach. According to a new analysis by Keen Decision Systems, a marketing insights firm, that approach — to change course, and pull back from channels […]
Fan Frenzy: The Rise of Merch in MULO Restaurants
Merchandise (merch) has long been part of the music scene. You love the band…you see the live show…you buy the music, tee shirt, and hat on the way out of the venue. But now, multi-location (MULO) brands are picking up on the beat and incorporating creative and varied branded merchandise into their offerings. Whether consumers […]
Commentary
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.
Clearlake Acquires Precisely in $3.5B Deal
In this episode of Location Weekly, the Location-Based Marketing Association covers Google making hotel search listings free, WazeAds and Mojo’s coffee campaign, T-Mobile enrolling all customers in an ad-targeting program, and Clearlake re-acquiring Precisely in a $3.5B deal.
Setting Up A Post-Pandemic E-Commerce Boom Strategy
The previous year shattered expectations based on forecasts going into 2020. For e-commerce brands, it brought both challenges and opportunities with more shoppers than ever adopting new online buying habits. Still, it would be wise for businesses to think about what happens once consumers feel more comfortable venturing back into brick-and-mortar businesses. By having a strong D2C strategy that is agile and customer-centric and with the right infrastructure to grow globally, businesses can feel more confident for whatever the future holds.
Latest Posts
How McDonald’s is Using AI in Marketing to Better Understand Customers’ Needs
McDonald’s waited until it could produce an AI-driven app that provides customers with personalized deals based on their purchasing history. In other words, McDonald’s bet on quality over quantity. This, of course, is just one of the ways that AI presents opportunities and challenges alike in regards to martech.
As we’ve previously noted, as AI adoption increases, brands are searching for a competitive edge. McDonald’s is no exception to this, and a look at how the company is using AI is instructive as to the opportunities AI presents for other firms.
Street Fight’s October Theme: Home for the Holidays
Entering Q4 means many things, but to us it points to the media and commerce world’s annual culmination. That’s right — in this time warp of a year, we’re entering the holidays. Considering the oddities of 2020, what will this year’s holiday season look like? We know for sure it will not be normal.
Answering that question will be Street Fight’s October editorial focus. Branded with the cheeky title “Home for the Holidays,” (title credit: Damian Rollison), this month’s focus will be defining the holiday shopping dynamics of a socially distanced and sheltered-in-place world. What will be different?
Forever-Changed Buying Patterns Mean Rethinking Customer Loyalty
Online ordering and curbside pick-up became an essential service for everyone from major retailers like Home Depot and Target to restaurants and small specialty shops. Bookstores began delivering orders without a delivery fee. Even car dealerships have had to rethink their entire sales model, with many moving the full customer experience online.
While these business transitions were driven by the pandemic, the new consumer buying trends — and the business measures put in place to adapt to them — will likely become a permanent fixture even as the economy enters a recovery phase.
Interactive Maps Help Bring Back Shoppers After Covid Hiatus
As the pandemic has worn on, marketers have begun to ask what’s next. How do you keep open and click-through rates high, even as consumers shift back from e-commerce to in-person shopping? The answer, for many, involves maps.
Just look at Torrid, the women’s retail chain formerly owned by Hot Topic, with more than 600 stores across the U.S., Puerto Rico, and Canada.
Plain Sight Pivots to Help Local Businesses Drive Foot Traffic
Founded by James Chapman and backed by Quicken Loans founder Dan Gilbert, Plain Sight originally started as a way for people to explore professional connections based on location.
With local businesses closing by the thousands, Chapman says he’s envisioning the Plain Sight app as a tool for businesses to promote themselves and increase foot traffic. Businesses can use the platform to develop stronger customer loyalty by engaging with consumers directly. In addition to sharing information about how they are keeping customers safe, restaurants and other businesses can also accept free and paid reservations through the platform.
Why Advertisers Are Turning to In-Game Offerwalls
Think of offerwall as a mini in-game store that lists potential tasks that a user can complete in exchange for in-game currency. The task or event could be a variety of actions such as installing another app and carrying out a specific task, completing a survey, or signing up for a service. It’s popular with engaged users who want to experience premium content by investing their time rather than money.
Game developers benefit from increased retention and the ability to engage with and monetize a user that otherwise may not have turned ROI positive — in some cases even turning them into paying users. The benefits for the advertiser are numerous.
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.
How the Pandemic Will Impact Holiday Shopping
The holiday season is among the most active shopping periods of the year. In 2020, pay particular attention to consumer budgets, earlier in-season sales and messaging, digital channels for holiday deliveries, and digital experiences for families celebrating at a distance.
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.
3 Technologies to Support Retail’s Touchless Era
When we return to shopping in physical stores, will that look different? It’s hard to imagine there will be as much much merchandise handling as before. Will it be a “touchless” environment? And if so, which technologies will power the touchless future?
Let’s dive into a few candidates.
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