News and Analysis
CPG Brands Rethink Advertising Strategy Amid Rising Food Costs, Inflation
While a decrease in food stamp benefits will clearly have the most profound impact on those families receiving benefits, it also marks a shift for supermarkets, retailers, and CPG brands, many of which are now looking to revamp their advertising strategies to account for a greater pool of shoppers searching for discounted items.
Geopath Data Shows Renewed Value of OOH
Geopath just released its 2023 Annual Forecast. For the first time, it includes transit stations, scheduled fleet media (i.e., sides of buses and other forms of transportation), and a new reach and frequency model derived from observed mobile location data. The return to normal makes OOH advertising as valuable as ever.
Commentary
Have Generational Shopping Habits Changed for Good?
During the pandemic, we took a fresh look into generational shopping habits, surveying 2,000 UK and 2,000 US consumers to find out if and how Covid-19 and the measures taken to fight it had permanently altered shopping behavior. These findings reveal that shopping behaviors are converging across generations.
Why Marketers Must Invest in Localized Media Strategies
We’re seeing uneven recoveries in both localized Covid-19 outbreaks and economies across the nation. This unpredictability, coupled with new essential needs, supply chain disruptions, and business realities (stores closing, competition rising), have rendered previously effective marketing tactics virtually irrelevant. A ground-up, local approach can help brands and marketers solve for all these new challenges by reducing waste and delivering on those essentials that consumers need during these atypical times.
The World Outside is Frightful—Drive Holiday Sales with Social Media Instead
The challenges of driving holiday sales in 2020 do not signify the end of retail, as many sensationalized headlines would have you believe. This e-commerce-focused season is, however, a siren call to local retailers who have yet to take social media marketing seriously.
In the absence of typical frantic holiday shopping foot traffic, social media is a necessary part of holiday marking to effectively reach consumers who opt to stay inside.
Latest Posts
Garnering Love, Not Likes: Advertising on Instagram
One of the most noteworthy benefits of today’s digital advertising landscape is the variety that comes with testing and choosing which social media platforms resonate most with your brand. If you have decided Instagram is the clear winner for social advertising, keep the many pros and cons of the mobile-friendly platform in mind. This column tackles Instagram’s demographics, measurement essentials, and global thinking.
The Pivot Stuck: Video Ads Dominate App Revenue
Digital marketing journalists touted the pivot to video so incessantly that mention of it after a certain point sparked obligatory mea culpas. Redundant as the proclamations may have proved, fresh data from mobile ad firm AdColony suggests those who heralded video as the future of digital advertising have been vindicated.
Using Smartwatches to Join Marketing’s Vanguard
Spending on wearables is predicted to hit $52 billion this year, according to forecasts from the research firm Gartner, and spending on smartwatches specifically is expected to increase by 24%. Smartwatches represent the merging of physical and virtual worlds, and they provide marketers with a direct line for reaching consumers.
Here are five examples of how tech-savvy brands can put smartwatches to work and develop better strategies to take full advantage of the new opportunities that exist for reaching consumers through these wearable devices.
10 Ways To Provide a Cutting-Edge Retail Customer Experience
Delighting customers isn’t about getting one thing right; it’s about firing on all cylinders, both online and in brick-and-mortar stores, to make an authentic connection with buyers to drive satisfaction and loyalty.
What does that look and feel like? Here are 10 examples of best practices that represent the state of the art in retail CX.
Location Weekly: Pinterest Experiments with AR; Zenreach Promotes Walk-Through Metric for O2O Marketing
In this 450th episode of Location Weekly, the cosmetics industry dominates the news. Pinterest is adding an AR make-up testing feature, and L’Oréal is getting personalized with the Perso app.
Atari is blending gaming and hotels, Zenreach is promoting a “walk-through” metric for online-to-offline marketing industry, Havas is partnering with Moving Walls for OOH measurement, and Google is partnering with Coconut Software for financial service reservations feature.
Email Monetization’s Place in the Changing Horizons of Digital Advertising
We all know that digital advertising isn’t going anywhere. When brands pull back on spending on social and display advertising, they’re putting more resources into other channels. Over the past year, email monetization has gotten the bulk of this attention.
Using AI to systematically select ads that appeal to a publisher’s recipients means brands aren’t wasting their budgets on readers who aren’t interested in their products, and publishers aren’t turning off their readers by running unappealing ads.
QR Code Generators for Cannabis Businesses
If the California Bureau of Cannabis Control’s proposed regulations are passed, state-licensed cannabis businesses will be required to display unique QR code certificates in their store windows. They would need to have their QR codes handy when transporting cannabis as well. In the long term, lawmakers are hoping the regulation will help consumers avoid purchasing cannabis from unlicensed vendors. In the short term, though, the proposed regulation is forcing dispensaries and other cannabis businesses to search for ways to create compliant QR codes for their stores.
How VPNs May Undermine, Rather Than Protect, Your Data Privacy
Now that ISPs can access everything you do through the IoT, the level of privacy invasion has reached a staggering new high. You don’t need to look any further than the recent Telnet leak of over 500,000 passwords of IoT devices, routers, and servers to understand this.
This invasion of privacy, alongside the growing angst towards data collection activities of tech giants, has led many to seek safety in the world of virtual private networks. But research indicates VPNs are often insecure.
Heard on the Street, Episode 44: Retargeting in a Multiscreen World, with Tremor Video
Two media consumption trends stick out from the last decade. The first is that video continues to gain prevalence given better bandwidth, mobile connectivity and cultural factors. The second is that our attention is increasingly fragmented between screens and delivery platforms, such as streaming apps.
Tremor Video has positioned itself at the center of that two-way intersection. The company provides a video creation and distribution engine to maximize impact for brand marketers, according to Devin Fallon, VP of Media Insights & Analytics, and the latest guest on our Heard on the Street podcast.
Protecting People, Not Just Data: What Consumers Trust by Industry Suggests About Privacy
Market research firms ranked second only to financial institutions on our trust index, with 52.7% confirming their trust in market research firms to protect their data, and 8.8% noting a strong trust in the same. Indeed, even though people arguably share similarly sensitive information on both social media sites and with researchers, they are 1.6 times more likely to trust researchers than social platforms.
Why is this? It’s because it is the duty and responsibility of market researchers to foster a relationship of trust by openly engaging people, diligently protecting their data and privacy, and fairly rewarding them for their participation — and it is because that mission is continuously reinforced and communicated.
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