News and Analysis
Bombora Report: OOH Spending Surged in Q1
During flush times, brand marketers spend generously on advertising, and their agency partners have the luxury of asking themselves how to do more (ads) with more (money). With all the layoffs in the tech and entertainment industries these past few months, how to do more with less becomes the main question. Bombora seeks to provide answers, […]
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 […]
Commentary
3 Enterprise Tech Trends for 2021
Next year’s period of relative peace will give leaders the opportunity to make thoughtful investments in technology that put 2020’s positive developments — like increased cloud adoption and remote work flexibility — on more solid ground. Companies will also have bandwidth to prepare for the next crisis, eschewing reactive, flash-in-the-pan solutions in favor of longer-term strategies.
Location Intelligence Beats Fraud
In this episode of Location Weekly, the Location-Based Marketing Association covers Incognia solving QR code fraud with location verification, the Ontario Regiment Museum using an AI virtual assistant, L’Oréal launching virtual make-up for your online work calls, and Covid-19 leading to greater public willingness to share location data.
3 Factors to Consider Before You Choose a Martech Solution
If you’re among the many marketing professionals who are thinking about adding to their solution stack to manage digital marketing channels, keep in mind that your investment should endure for the long haul. You’ll need to find a solution that helps you improve performance on digital channels while the pandemic persists and afterward as we make our way to a new version of normal. Here are three points to ponder.
Latest Posts
Can Emerging Tech Support Local’s New Normal?
I’ve been looking for discoveries that could be blessings in disguise. Just like remote work, these aren’t new concepts but ones that are now given the chance to shine. For example, I spend lots of time analyzing virtual reality, which could be a valuable virtual event tool.
But more to Street Fight’s main focus, what discoveries or business approaches could benefit local commerce? One of them could in fact be VR’s cousin, augmented reality. Its ability to help people visualize things or facilitate “see what I see” co-presence could help local service pros socially distance.
Publishers Create a Lag In the In-App Ad Market By Ignoring New Standards
For more than a year now, we have seen trend data that indicates massive mobile in-app programmatic spend growth, with in-app video leading the way. Our own numbers confirm these trends.
This is a seeming slam dunk for app publishers, but many of them are dragging their feet to take advantage of the new revenue opportunity. Notably, they are not implementing quality measures like app-ads.txt or the IAB’s Open Measurement SDK that brands are looking for. Both of these standards benefit publishers as much as they benefit brands and indicate a commitment to quality in-app inventory. It’s important to get out in front and show proactive initiatives as buyers decide with whom to trade and how.
Covid-19 Is Changing Ad Auctions, Creating New Opportunities for Brands
Amidst all the uncertainty surrounding the coronavirus pandemic, savvy marketers are finding new opportunities to reach consumers at discounted rates. According to data compiled by Goodway Group, competition within ad auctions has gone down 13% since early March, and win rates are up 54% during the same time period.
The drop in competition within ad auctions is largely the result of brands pulling back on digital advertising during the outbreak. Most experts agree that dropping out entirely is a mistake, since it gives competitors an opportunity to convert new brand loyalists, but continuing to run existing campaigns without acknowledging the current economic and global health realities can be costly as well.
CPG Brands Can Navigate a Cookieless World With a Little Help From Their Friends
Ever since Apple announced it was limiting third-party cookies two to three years ago, brands have been working to adapt to a cookieless world. With Google jumping on the bandwagon recently, the pressure to adopt cookieless solutions has intensified.
Here are some of the questions we’ve been fielding from CPG brands about the future of digital advertising — and how marketing technology providers can help.
Facebook’s Significant Edits: How to Minimize the Risk of a 20-40% Hit to Your ROAS
Don’t mess with the algorithm.
That’s the fundamental idea behind Facebook’s significant edits. There’s a lot more to it, of course, and we’ll get into all that, but here’s the primary reason why you don’t want to make a change that Facebook construes as a significant edit: It will move your campaigns into “the learning phase,” which in turn will suppress your campaigns’ ROAS by 20-40%.
Posting and Advertising during Quarantine: 50 Small Business Social Tips for 50 Industries
While there may be a downturn in customer spending during the Covid-19 crisis, there is an increase in customer touch points and attention. With Facebook usage up 50%, it is more important than ever for small businesses to turn to social media to maintain relevance and build relationships in their local communities.
Here are 50 social tips for 50 industries, complete with some real-world examples of best-practices for SMBs to keep their communities engaged, even in a crisis.
Email Marketers See Increase in Engagement During Covid-19 Crisis
In the middle of a global health crisis, email marketers are experiencing a renaissance.
According to new data from LiveIntent, email newsletter engagement has grown during the coronavirus pandemic. Newsletters in the health and fitness and “hard news” categories, including those focused on law, government, and politics, have seen a sudden increase in engagement and click-through rates on ads.
The State of Reputation Management 2020
Not long before the COVID-19 outbreak was officially deemed a pandemic — it seems like years ago, but it was only March 11 — we planned to commemorate Street Fight’s March theme, Word of Mouth, by surveying a select number of experts in local marketing about the state of reputation management and what to look forward to in 2020.
Current events got in the way of our plans, and therefore we’re releasing this report in April rather than March. But we were pleased that the experts we asked came through and offered a great deal of valuable insight on the priorities and challenges of reputation management for local businesses. So let’s dig in to the insights provided by local marketing leaders at ThriveHive, Reputation.com, Chatmeter, Brandify, GatherUp, Uberall, and BrightLocal.
Location Weekly: Uber Eats Moves into Grocery, Foursquare Merges with Factual
In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats moving into grocery delivery, Foursquare merging with Factual, Filipino super app SIF expanding services during Covid-19, and the OutStreets app pivoting to monitor store shelf levels during crisis. Gimbal’s CMO/COO Matt Russo joins for the first installment of the LBMA series “Members at Home.”
Businesses Find Opportunities to Fundraise, Connect Through Local Platforms
Consumers say they want to help the local businesses in their communities, and many are buying gift cards and launching GoFundMe campaigns to help their favorite restaurants, retailers, and brewpubs avoid going out of business. But restaurants and other essential businesses that remain open still need a way to let customers know how they’re selling their products and services, and how they can place orders without showing up in person.
The neighborhood social networking app Nextdoor is one of a number of platforms working on ways to ease that burden. Yelp, Facebook, and Patch are joining the fight.
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands