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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Insight-Driven Retail: The 3 Must-Knows for Retailers
Each day, retail pricing is becoming more and more scientific with retailers leveraging precise analyses of rich, complex datasets to identify the correct prices for goods, services, and other value drivers such as branding. However, while adopting such a forward-thinking, analytic pricing strategy can have significant business impact, there are several areas that retailers need to keep top of mind when it comes to collecting data and preparing it for analysis.
Here are three of those key areas.
7 Indoor Mapping Platforms for Retailers
More than half of shoppers (57%) have used a retailer’s mobile app while in-store. In order for their apps to provide the greatest amount of value, retailers need to tap in to location features, including indoor mapping. When Street Fight first wrote about indoor mapping tools back in 2013, the technology was still relatively young. Now, the market has had time to mature and retailers looking at integrating indoor mapping technology into their mobile apps have an even wider array of vendors to choose from.
Here are seven companies with indoor mapping solutions for retailers.
6 Recruiting Platforms for the Marijuana Industry
Cannabis startups are struggling to recruit job candidates who understand the cannabis market, which is opening the door to an entirely new vertical for technology firms with recruitment platforms. With the market itself still in its infancy, a handful of key players are vying to become the go-to recruiting sources for the cannabis industry as they work to match employers with job seekers who understand the state-by-state rules and regulations that govern the marijuana market.
Google Being Investigated for Antitrust Violations by Slew of States
More than half of US state attorneys general are investigating Google for antitrust violations, the Washington Post reported. Officials anonymously told the Post that the probes are expected to be announced on Monday.
This marks a serious escalation in mostly recent government efforts to increase regulation of the giant tech firms that have become the most powerful private enterprises in the world, squashing competition in their home industries and disrupting adjacent ones. The Department of Justice and Federal Trade Commission are already looking into the potentially anticompetitive power of Google, Facebook, Amazon, and Apple.
How CPGs Can Thrive on Amazon
Amazon already uses its most valuable weapon — its own internal data — to compete with its own suppliers. It analyzes customer behavior around noted CPG brands, key market sectors, and private-label offerings from brands that sell on its platform to make decisions about where to launch its own private labels.
What can CPGs do to make it a win-win?
Klos Founders See Opportunity in Social Messaging Market
Like so many other startups, Klos is being marketed as a solution to a problem. In this case, the company’s founders see the problem as social media being inherently anti-social. Original broadcast sharing on legacy social media networks like Facebook, Twitter, and LinkedIn is on the decline. Messaging services like WhatsApp and iMessage are incredibly popular, but they don’t help people expand their social networks. While there are existing services, like Tinder and Bumble, that combine messaging and network expansion, they almost all fall into the dating app category.
A Return to Contextual Advertising?
Digital advertising and marketing have long been positioned as “the future” of advertising. But with the rapid changes in media and information technology of the past two decades, the future has arrived. Google recently promoted the idea that “we’re now in an era where digital marketing is just marketing.” But as the industry advances and as new protective regulations around personal data privacy are introduced, it’s also possible that some of the change could involve relying more on previously established methods. Specifically, it is possible that we are on the verge of a return to contextual advertising as the dominant form of online ads.
Letter From the Editor: Mapping the Future of Local Commerce
Of all of the technologies and consumer touchpoints to local commerce, mapping is perhaps the most relevant. This centuries-old technology has gone into hyperdrive over the past 15 years since the launch of Google Maps, and it continues to be a primary tool for local search and discovery.
But what’s the state of the art and how is it evolving? This will be Street Fight’s focus in the month of September. This follows last month’s connected car theme and past months’ reporting and commnetary on privacy, retail transformation and the “beyond the screen” evolution of voice and visual search.
Making the Case for Driver-Centric Location Solutions in Cars of the Future
Traditionally, a lot of discussion around location tech as it relates to auto is for marketing and media applications for the dealerships and automakers themselves, where the goal is to sell more cars. That helps the OEM and the dealers, but it leaves an enormous opportunity on the table. We also need to be customer-centric, which means providing an experience that decommoditizes ownership and makes the journey itself a little more interesting. That’s how to keep the miles-traveled metric high, even when fewer cars are being sold.
Applying user data in this fashion requires adherence to a code of data privacy and ethics — starting with a clear and obvious value exchange to the end user (the driver). An owner of a vehicle should clearly understand the benefit in having location data collected. Location data can improve the driver’s experience in three ways.
How VR and AR Are Changing the Car-Buying Experience
New cars are incredibly expensive, and most people don’t feel comfortable picking a vehicle based exclusively on two-dimensional images and whatever data they can pull up on the Kelley Blue Book website. Consumers don’t want to go into dealerships, either, so they end up delaying their purchases for as long as possible.
RelayCars thinks it has a solution.
The company has put together a program that uses augmented reality (AR) and virtual reality (VR) to help consumers research new cars and trucks. Getting a realistic view of a vehicle from their own homes helps users narrow down their selections and decreases the time shoppers need to spend test driving multiple cars.
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