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
Location Weekly: Realworld Launches Adfindr for Local Ads
In this episode of Location Weekly, the Location-Based Marketing Association covers Merrell using voice and location to highlight nearby trails, Burger King’s Scary Places, Foursquare’s Marsbot for AirPods, Realworld launching Adfindr, and a new case study from Oriient on indoor positioning.
3 Reasons Why Marketers Should Care About False App Reviews
Most apps live on Apple’s App Store — home to nearly two million apps and access to 100 million iPhone users. Once a brand joins these ranks, there’s one goal: Drive positive ratings that entice more users to download and try the app. High ratings are critical for app visibility, as a higher rating has a strong correlation to trial, and Apple ranks those with more positive ratings and reviews higher than apps with negative ones.
But this ratings system can be manipulated to create false app ratings and skew scores, and that’s a bigger problem for marketers than they may realize.
Accelerated Digital Transformation Levels Playing Field for Local Businesses
As local businesses and SMBs adjust to their new realities, digital transformation initiatives have surged — namely in the form of pivoting to e-commerce selling and delivery models. Why? It’s no secret that online sales have taken the lead across the business landscape during Covid-19, and that is likely to continue.
Latest Posts
LBMA Presents Location Weekly: Google Buys Pointy; TourByLocal Nabs $25M
We start off with TourByLocal getting $25M to match tourists with 4,000 guides in 162 countries, Albertsons launching Pinterest-Powered In-Store mobile recipes, and Google buying Pointy to boost brick&mortar retail.
After the Worldline interview from NRF, we continue with news from our two member companies: Gimbal giving mobile users control over their location data and Delta reducing travel stress with updated app features.
Mobile Marketing Firm Verve Acquired by Germany’s MGI
The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.
6 Privacy Tools for CCPA Compliance
With the clock ticking on full enforcement of CCPA, businesses are looking at how they can get into compliance—and fast. Technology vendors have been quick to step in and fill that void, launching integrated privacy management platforms with CCPA and the European Union’s GDPR in mind. Most of these platforms can be configured to specific privacy regulations, helping businesses automate their data collection practices and regularly performing risk assessments to determine whether they’re handling personal data correctly.
Here are six examples of tools that companies can use to ensure CCPA compliance.
OTT Will Transform How Local Businesses Connect with Their Customers
When looking out into 2020 through a local media lens, advertisers trying to reach hyper-local audiences will continue to lean in and adopt more digital and over-the-top practices. No longer will businesses consider OTT an add-on to their media plans; rather, it will become the centerpiece to reach local audiences who are turning to free streaming services and apps to watch news and entertainment.
Here are our four top predictions for 2020.
Foot Traffic Data Shows Signs of Retail Apocalypse Can Speak to Smart Retail Strategy
Over the last year, we saw many well-known brands close their doors and scale back their offline footprints. While many believed this to be a sign of weakness, it was, in fact, a sign of a very effective corporate strategy.
Retailers such as Macy’s and Walmart both faced multiple closures in 2019, but when digging deeper and analyzing specific store locations, we uncover a much more informative narrative than simple brick-and-mortar decline.
Heard on the Street, Episode 43: Inferring User Intent with Viral Gains
One elusive component of effective marketing is knowing what consumers are thinking. But even with advances in AI, traditional ad targeting practices often commit basic errors like showing people the same ad several times … even though they may not be interested in any way in the product in question.
This is the area where Viral Gains is innovating. The latest guest on Street Fight’s Heard on the Street podcast, Viral Gains CEO Tod Loofbourrow tells us how his longstanding affinity for robotics and AI has influenced his path to solving this problem by better inferring intent and consumer sentiment.
Three Essential Steps toward Omnichannel Success
Consumers have limited time, detectable habits, and preferences about how they interact with brands. Marketers have become increasingly empowered to know and respond to these preferences on all channels.
As brands leverage opportunities offered by omnichannel marketing and further embrace the technology that unlocks each channel’s capabilities and insights, they will give customers the personal experiences they crave. Beginning the journey toward true omnichannel can be daunting, but the immense value it creates for both customers and brands far outweighs the rethinking, reinvention, and innovations it demands.
With Investment in Geo, Foursquare Focuses on Improving Data Access
When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.
Crossing the B2B-B2C Divide: The Next Frontier in Customer Experience
In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg.
Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.
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.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Why AI Describes Locations Differently