News and Analysis
What’s Next for Tommy Bahama? A Study in Growth Through Diversification
The lines between retail and dining have been steadily blurring over the years as more brands build memorable experiences, enabling consumers to eat where they shop and play where they eat. A natural growth progression for many multi-location brands is to play in the hospitality space, and that’s exactly what Tommy Bahama is doing this […]
Flip Launches MagicOS, a Self-Serve E-Commerce Operating System for Brands
Transparency among social media influencers can be hard to come by. While 80% of consumers say they have purchased products in direct response to social media content, #sponcon scandals are taking their toll and leading to a decline in trust of digital influencers. Could a new e-commerce operating system for brands put the influencer industry […]
Barometer, Katz Partnership Brings Contextual Targeting to Podcasting
Podcasting is huge right now, with 53% of Americans saying they’ve listened to a podcast in just the past month. You know what else is huge right now? Artificial intelligence. OpenAI’s ChatGPT reached 100 million monthly active users in January, just two months after it debuted. It should come as no surprise, then, that Barometer […]
Commentary
Why Your Local Pages Might Be Happier on a Subdomain
Whether to build local pages on a subdomain or within a subfolder has long been a topic of heated debate. I’ve never sought to sway anyone’s religious conviction, nor do I intend to begin doing so. If you’re a devout subfolder-er, then I’m sure you have your reasons, and I look forward to hearing them. I’ll add that I haven’t yet thought of any other instances wherein I’d argue in favor of a subdomain, but I believe local pages are an exception. So, for those of you still open to opportunity, prepare to be opportune.
How L’Oréal and Other Innovative Brands Are Reinventing the Store Locator
It’s true that most consumer searches originate with Google and other search engines and that consumers often find the information they need in third-party properties like Google Maps, Yelp, and TripAdvisor without the need to turn to the business website. But these sites and apps have limitations, only making certain fields and features available and generally presenting a uniform, abbreviated view of businesses.
Store locators, along with their companion properties, local store landing pages, offer a far greater degree of freedom for introducing features that differentiate a brand from the competition.
How to Create an Engaging Mobile Ads Strategy in 2020
The median clickthrough rate for ads on Google Display Network has decreased 32% since the last quarter and is 41% lower than this time last year. These figures indicate that audiences just aren’t receptive to mobile ads despite companies’ attempts to target ad messaging to specific groups.
Mobile advertising is not going to go away — the industry is expected to surpass $240 billion by 2022. However, companies need to take a dramatically new approach to see positive returns on their investment. Here’s how to stand out from the crowd and secure better conversions with mobile ads.
Latest Posts
Telnet Passwords Leaked for Half a Million IoT Devices, Servers, Routers
The breach is particularly significant given the rapid expansion of smart or IoT devices. Given that consumers already struggle to secure basic electronic devices including laptops and smartphones, the Telnet breach indicates how much larger the security risk for personal devices may become in coming years as smart speakers, TVs, and fridges join the legion of devices open to hackers.
Takeaways From ‘The Other CES 2020’ That Location-Minded Marketers Need to Know
CES provided a unique showcase for the importance of connected TV (CTV); it’s one of the few events that wrangles hardware, media, and advertising companies into the same place for a week. Within digital advertising, this topic is number one, and not outlining your strategy to support CTV in 2020 was a way to cut any CES meeting short. Companies that have moved from video to TV, such as Amobee or Telaria/Rubicon, exciting new combinations of TV and digital assets such as Xandr; programmatic TV leaders like The Trade Desk; and companies that have been long on TV for years such as Samba TV should have a fantastic 2020 ahead of them.
LBMA Presents Location Weekly: Leveld, Canada Goose, Alexa on Broadway
This week on the Location-based Marketing Association podcast: a new app for location-based tool rental platform Leveld; Canada Goose crafting an engaging store experience with snow and ice; and JP Morgan Chase offering DashPass to premium cardholder members.
Asif and Aubriana continue with a groundbreaking step from the longest running musical on broadway, the famous Phantom of The Opera, becoming the first in the industry to leverage Alexa, Earth Fare going with Mood Media for upgraded digital signage, and Sprint & Wirecard teaming up on IoT payments.
How to Capture the Attention of Multiscreen Consumers
We’ll reach for our phones because the TV alone isn’t enough to entertain us, but this constant overstimulation leaves us wanting more. The fact that we’ll often use the ad breaks to check our phones throws the effectiveness of TV advertising into doubt, but the truth is whatever outlet consumers choose, marketers can no longer take a captive audience for granted.
Here are some tips to capture attention in a multi-screen media environment.
Roundtable: How Google’s Third-Party Cookie Announcement Will Disrupt Search, Ad Tech
Google indicated it is making the change to boost user privacy on the Web, and the company believes digital advertising can survive on the back of evolving, more privacy-aware data sources. Chief among those sources, at least in the case of Chrome, will be Google’s privacy sandbox, which will offer advertisers and ad tech companies personalization opportunities based on browser data without granting them direct access to user-level information.
To size up the impact of Google’s announcement on ad tech and hyperlocal marketing, we turned to a slate of industry professionals for their takes on the move.
What Consumers Believe About Ads: Effectiveness, Creepiness, Transparency
The good news for advertisers is that members of Gen-Z, while finding ads just about as threatening to privacy as respondents of every other age group, appear to see their benefits, too. Forty-six percent of Gen-Zers said personalization can be beneficial, compared to 30-36 percent of older age groups. About three quarters of respondents in all age ranges said personalizations imperils privacy.
2020’s Location-Privacy Winter: The iOS Edition
CCPA isn’t the only factor that will impact privacy and data collection. There are less-discussed and potentially more significant variables like the death of browser cookies and other tech-centric measures. Especially for location tracking, private sector influences and accelerants loom.
5 Ad Tech Predictions for 2020
Charmagne Jacobs, VP and head of global marketing and partnerships at Adslot, shares ad tech predictions for 2020, including the rise of zero-party data, first-party’s data’s increasing importance, the return to contextual ads, and a shift toward more premium programmatic executions.
2020 Arrives: How Brands and Marketers Can Survive the New Decade
Brands have an obligation to adhere to what their customers care about, but given how easy it is for people to digitally project an aspirational lifestyle, it’s no wonder brands are having a tough time understanding who their consumers are and what they want from the brands they support. To combat this knowledge gap and align what consumers say with what they actually do, we need more real-world intelligence.
Dispatch from CES: Giant TVs, Obsequious Gadgets, and Artificial People
I’m fresh from a couple of days wandering the halls of the Consumer Electronics Show, affectionately known as CES — the annual conference that descends upon Las Vegas in January and proffers the latest in technological solutions to improve every aspect of our daily lives. This is my first time attending the world’s biggest technology conference, where 4,500 companies this year are vying for the attention of 180,000 attendees, according to my Uber driver.
As I made my way through the crowds at the massive Las Vegas Convention Center and other conference venues, I tried to get a sense of the common themes defining consumer innovation as we begin a new decade.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem