News and Analysis
CTV Advertising Spending Holds Lessons for Brands
Basis Technologies provides cloud-based workflow automation and business intelligence software for marketing and advertising. The company focuses on media strategies and outcomes and also has worked with political campaigns and organizations of all sizes. Local and state legislative races and gubernatorial, senate, and national advocacy organizations have used Basis for 15 years, including for 2022 […]
Will Measurement Currency Be the Biggest Topic at This Season’s Ad Upfronts?
With 2023’s TV upfronts just weeks away, major media companies and advertisers are gearing up for a new type of debate. While networks promote their streaming services and fan-favorite shows in live stage presentations and one-on-one meetings, brands are asking more questions about measurement currency and the complexities that come with having multiple networks using their […]
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, […]
Commentary
How To Grow Your E-Commerce Sales Outside of Amazon
I do not mean to suggest that you should stop using Amazon as a means to make a sale – just that investing in a marketplace that you personally have more control over and leveraging an integrated strategy (that will also include your Amazon pages) can prove to be the more lucrative option.
Here’s what you need to do to grow sales on your own website.
As Political Messaging Shifts to CTV, Email Backs Up Campaigns
In a loud election where social media is overrun with fake news and unsolicited user-created opinions, campaigns must communicate in a consistent and streamlined way with voters, serving only ads that they want to see in their preferred channels. Campaigns might not win a voter on one issue but could sway or motivate them on another if they know what resonates with them.
This election year, the power of email should not be underestimated.
Google My Business Posts: Your Unexpected Holiday Hero
We’re in an era that allows enterprise businesses to tap into the API and upload Google Posts at scale (with help from a local platform management partner). Year-round, businesses can feature new product launches, new store openings, in-store events, and more, but perhaps one of the best times of year to leverage this space is during the months of November and December, when shoppers are gearing up for the holiday season.
Let’s walk through the top five best uses for Google Posts over the holiday season.
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SEO Trends for 2020 That You Need to Know
In 2020, we can only expect the competition for the attention of Internet audiences to become even more intense. More and more businesses appear each day, all raring to get to the top of the search results.
Add to that the fact that search engines, Google in particular, will continue to make changes to their algorithms in the coming year. SEOs must be on their toes to stay on top of the latest SEO trends. Here are some of the changes, which include the further ascendance of video, voice, and mobile as well as premiums on longer content and possible openings for non-Google search engines.
LBMA Presents Location Weekly: One Nation, Tracked; Uber Works; Smart Home Synergy
Location Weekly Episode #445 is ready to help you keep yourselves up to date over the holidays. Starting with a discussion on the New York Times article “One Nation, Tracked,” we also discuss Uber Works launching in Miami, the team-up of Amazon, Apple, and Google to make smart homes interoperable, and Goodwill reaching 1.4M mobile devices with location data via Teemo.
Blending Online and In-Store: The Boom of BOPIS
BOPIS — buy online, pick up in store — has become a fixture among cutting-edge retailers over the past several years. But this holiday season has made 2019 the breakthrough year for BOPIS. There’s rising demand among consumers for this handy shopping option. And retailers, seeing how the tactic benefits them as well, are stepping up to meet that demand.
Centro Teams with CannaVu to Bring Geo-Targeting to Cannabis and Normalize the Sector
Centro develops enterprise-class software for digital advertising organizations. CannaVu operates an ad exchange for cannabis and CBD marketers. Together, these two companies are working to change the way cannabis brands advertise online and break down the barriers that have slowed industry growth.
Then vs. Now: 10 Years of Local Search
David Mihm and Mike Blumenthal offer their take on a decade in local search. Among other topics, they take stock of Google’s dominance.
Mike: Now, it seems that the battle to become the hegemon of local has been signed, sealed, and delivered by Google not just in the US but worldwide. Their well-played hand with Android seems to have been the push they needed. And they managed to gain a totally dominant position IN SPITE of the Google Plus fiasco, which started around that time.
David: Google Plus! I’d honestly forgotten about that debacle already. In our little corner of the world, the fact that Google could waste all those years, person hours, and billions of dollars developing Google Plus and still ascend to its current position in local search shows you just what a colossal opportunity Facebook has missed in this space.
2020: The Year Publishers and Brands Truly Challenge the Walled Gardens
We’ve already started to see publishers and brands start to adopt technology that is beyond the reach of the walled gardens. For brands and publishers reexamining their relationships with the walled gardens, the new year is a great time to determine which channels are adding value and are also future-proof. Only those who own first-party data will be in a position to thrive and fight back against industry changes.
The Premise for Progress in a CCPA Era: Permission, Protection, and Privacy
In the aftermath of fresh privacy legislation, disruptive technologies are beginning to emerge as a possible salvation to the existential challenge the advertising industry faces today. Blockchain, the distributed ledger technology celebrated for its structural logic of transparency and trust, has the profound potential to move the needle on some of the most opaque segments of the digital media supply chain. Data portability, a fundamental right of any subject under the view of data privacy laws, can facilitate the way individuals regain usage of their personal data without risking exposure to the underlying consumer data set. In another instance, blockchain can efficiently track, manage, and record consent among data subjects, processors, and controllers.
LBMA Presents Location Weekly: Google Focuses on Local, DeliveryHero Buys Woowa Brothers
This week we’re discussing DeliveryHero buying Woowa Brothers for $4B, Mad Systems being granted a patent for location-based facial recognition platform, Lyft entering the car rental market for $35/day, Walmart teaming with Digimarc to make its print toy catalogue shoppable, Google focusing on local and PlaceIQ & FourthWall Media partnering to link TV ads with in-store visits.
Mobile Trends Set to Hit the US in 2020
2019 was a hectic year for many in the social and technology spaces, and we expect that theme to carry into 2020: the “new normal” will become just “normal.” We are optimistic about this new year but also foresee some systemic changes as to how mobile technology will continue transforming our lives while allowing us more control.
Heard on the Street, Episode 41: Tracking Real-World Intelligence, with Blis
One of the most consequential topics to emerge in local commerce in 2019 (and our upcoming editorial focus for the month of January) is the location-based ad industry’s looming privacy winter. Due to regulations like CCPA, as well as privacy restrictions at the mobile OS level, the bar will be raised for collecting location and movement data.
That could likewise raise barriers to entry in location-intelligence and even lead to a market shakeout, considering the abundance of companies that have entered the space in the past few years. One of the longstanding players that will vie for market share is London-based Blis.
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