News and Analysis
Quotient Offers Advertisers Scale with Retail Ad Network
More players are entering the retail media space each month, making it increasingly difficult for brands to measure retail media campaigns across multiple networks in a holistic way. But executives at the digital promotions firm Quotient believe they’ve found a solution. Just this morning, Quotient launched its own retail ad network.
Many Consumers May Be Relaxing on Location Privacy — But Not Necessarily for Ads
Are Americans opening the door on privacy? Despite initial reservations, a new survey shows consumers are largely open to sharing their location data with brands, as long as it benefits them personally or improves society at large. But comparatively few say they’ll share location data in exchange for ads.
Commentary
Fulfilling The Potential: How to Execute A Dynamic Creative Optimization Strategy
Dynamic creative optimization, or DCO, is a hot topic for many digital advertisers. The opportunity to personalize your creative’s look and message for different segments is appealing. However, it is easy to forget that DCO is a tool, not a strategy.
To fulfill the potential of DCO, you need a DCO strategy that pulls three levers at the same time.
Emerging Trends Shaping the Future of Parking
The fluctuating need for car parking spaces is a source of frustration and concern for city officials all over the world. In the US alone, there are said to be between 105 million and two billion spaces – which is potentially more than the number of cars in existence across the globe. While during busy periods, such as the holiday season, these extensive parking lots are likely to be filled, most of the time they sit empty and unused.
This is wasteful when growing urban areas are constantly in need of more space for housing, schools, and business development. But an array of technologies and technical processes such as automation, the Internet of Things, and self-driving vehicles promise the potential transformation of parking lots and, with them, cityscapes themselves.
App Data, Privacy, and the IDFA Armageddon: Industry Leaders’ Takes
As an industry, we must embrace the new rules of iOS14 and create a sustainable future for both app developers and advertisers. I believe we can all agree that user consent is important for any app that monetizes through advertising. Also, there are options to provide user-level attribution and necessary data for performance advertising within Apple’s acceptable framework. I’d encourage all publishers to talk to Apple and seek clarification on process and end-user consent along with the use of IDFVs & SKAdNetwork product road map, etc.
I expect that publishers will aggressively move to optimize their sign-up funnels to maximize consent or live with campaign-only-level metrics and lose end-user targeting. If you’d like to continue to optimize towards ROAS, we encourage you to think of privacy consent as a step in the UA conversion funnel necessary to show targeted ads to consumers.
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Digital Advertisers Look to Connected Cars to Push Industry Forward
As the industry continues to evolve, Geopath’s Kym Frank predicts that two-way communication between cars and advertisers will become even more commonplace and OOH strategies that involve connected vehicle data will be the norm among major brand advertisers.
“The car itself can communicate with digital displays to trigger optimal creative, and the billboard can communicate with the dash to trigger in-app ads,” Frank says. “We are at the very beginning of seeing what is possible and measuring those impacts.”
Connected Vehicle Data Will Revolutionize Audio Industry
Automotive OEMs have bulk data plans with cellular carriers primarily for collecting vehicle diagnostic data (e.g. mileage, engine warnings, etc.). As a result, it is now possible to capture data from millions of vehicles. This presents an opportunity to capture exponentially larger audio data sample sizes, especially for AM/FM radio, which will fundamentally change audience measurement, ad attribution, and program insights. While data today is primarily audio listening, the introduction of autonomous vehicles will result in significant consumption of video that can be measured in a similar way to audio.
Report: Location Targeting Ecosystem Suffers from Inaccuracy
Location Sciences analyzed 500 million digital location-targeted impressions in the US and UK in the first half of 2019. It concluded that for every $100,000 spent on location targeting, $29,000 fuels targeting outside the desired geographic range, and $36,000 in targeting does not produce strong enough signals to ensure accuracy.
The Hidden Opportunity Cost of Google Plus: Review Volume
Blumenthal: I was able to look at reviews per month since 2015 for a large number of restaurant locations across the sites that are now common in the restaurant industry. Interestingly, Yelp’s and TripAdvisor’s review volume is roughly the same now as it was in January 2015, while you can see that Google’s review volume is now roughly 10x that of either of those two sites. And Google was receiving fewer reviews per location per month than either Yelp or TA in early 2015.
There is an interesting but not totally obvious point on the slide where Google’s review volume starts to take off and that is April 2016. For those of you who don’t track Google minutiae quite the way that I do, that was the month when Google finally separated reviews from Google Plus and no longer required a Plus profile to leave a review.
6 Automotive Data Services Platforms
In order for consumer-facing companies and outside technology firms to take complete advantage of the data that’s being generated by automakers, the data coming from today’s connected vehicles needs to be aggregated and normalized.
Automotive data services platforms are stepping in with technology designed to take connected vehicles to the next level. By ingesting and cleansing data from connected cars, these platforms are helping minimize the development work that’s needed to launch a wide variety of third-party apps and services.
Here are six companies that are innovating in the space.
LBMA Vidcast: InMarket Acquires ThinkNear, Google Assistant Upgrade
On this week’s Location-Based Marketing Association podcast: InMarket acquires Thinknear, Google Assistant lets you send reminders to others, Kraken Rum’s dining experience in London, Wirecard launches app in North America, Nike buys Celect for data science, Infiniti teams up with JCDecaux in Russia.
Back-to-School Retailing Is Now All About Using Mobile Data to Help Your Customers
Back to School (BTS) is a $53 billion shopping season that’s entering its final stage as parents and college students take care of school supplies and clothing needs before Labor Day. And as we close out this decade and look to the 2020s, the combination of mobile technology, hyperlocal commerce, and consumer expectations make this a fascinating juncture in BTS history.
Fortunately, these complex market scenarios represent more of a golden opportunity than a paradox due to the promise of mobile. Here are two reasons why national and local brands should leverage data to bridge the online-offline gap and improve their BTS sales.
Waymo Releases Data Set to Catalyze Autonomous Driving Research
Why should local search specialists care about autonomous vehicles? The same way mobile, with its natural on-the-go use cases, has become the hub of “near me” searches that lead consumers into local businesses, cars will become the next mobile device, catalyzing the next wave of “near me” queries. Self-driving cars are not tangential to the future of local; they are central to it.
How the Newest 5 Features from Google will Change the Role of UA Managers
Facebook and Google still haven’t figured out how to automate creative. They can’t really even automate creative testing yet. So, take all the time you used to spend with bids and budgets and media buying and shift it to creative. Odds are, you aren’t spending even 2-3 hours a week monitoring and analyzing your competitors’ ads. Shift from bid edits and go do that. Or even better, spend 4-8 hours a week monitoring and analyzing competitor’s ads, and even ads from outside your industry. This research can result in blockbuster new creative concepts — the type of 100x ads that rocket ROAS.
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