News and Analysis
Clean Room Consortium Aims to Clarify How Advertisers Can Use the Technology
Adam Gelles, CEO of The B2B Marketing Company, and Richard Sobel, CEO of Mercato Solutions, founded the Clean Room Consortium as a sort of trade organization to help all stakeholders understand and best capitalize on the technology. We touched base on how advertisers and publishers are already using clean rooms and what the media community needs to know.
Commentary
A Call for Brand Safety: Using OOH to take Ownership of Advertising Environment
Brands today are spending valuable time assessing and understanding the environments in which they exist and the communities they impact. I expect that more brands will turn to OOH as we move closer to the election; it is a one-of-a-kind medium that provides a safe platform to share messaging while fostering conversations and shaping a local environment.
Most importantly, the tangible IRL impact of OOH provides a level of authenticity that amplifies voice and connects with people as they safely enjoy some much-needed time outside of their homes.
Hyperlocal Device Targeting Should Be Part of Your Advertising Strategy
True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts.
If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.
Latest Posts
6 Companies Reimagining Last-Mile Delivery
There’s a renewed push in Silicon Valley to tackle last-mile delivery. The use of autonomous vehicles, drones, and artificial intelligence is what more and more vendors are pushing for. Last-mile delivery is the most expensive part of shipping, and increasing fees mean prices are only going higher. The company that can get goods from a transportation hub to the customer’s doorstep in the shortest amount of time will win the retail game, and technology firms are hoping that their innovative solutions will be the answer that retailers are looking for.
Here are six examples of companies that are working to innovate in the last-mile delivery space.
Consulting Firms and Agencies Are the Perfect Complement for Data-as-a-Service
External data is incredibly hard to use and make sense of. After all, it is just data. It is usually delivered via a big CSV dump or API call. Most data companies just hand off the data to their customers and say “good luck.” In fact, a decent amount of purchased data just sits on the shelf and is never used.
This is where the forward-thinking consulting firms and agencies come in. They have a massive opportunity to help organizations make use of external data.
Offline Retailers See Huge Boost From Prime Day’s Online Sales
Amazon wasn’t the only retailer to see high purchase intent during its two-day event. Competing retailers saw similar successes piggybacking on Amazon’s newest shopping holiday with their own discounts and limited-time deals. This year’s Prime Day event drove a 14% spike in U.S. traffic on its first day, compared to baseline traffic from the month of June.
According to data collected by Constructor.io, an AI-first SaaS provider for ecommerce sites, among the non-Amazon companies having sales during Prime Day, search volume increased an average of more than 500%.
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
7 Cannabis Data Analytics Firms
One of the signs that an industry is becoming more legitimate is when its major players start investing in analytics. With a recent boom in the number of data analytics firms entering the cannabis space, it’s time to reevaluate the landscape for recreational marijuana as a business.
The marijuana industry is expanding at a rapid pace. Analysts estimate the industry could reach $75 billion in global sales by 2030. With so much on the line and marijuana companies facing enormous pressure to innovate, investors are pushing for the increased use of data analytics to make more strategic business decisions.
Here are seven cannabis data analytics firms working to change the face of the industry right now.
First-Party Versus Third-Party Data: What You Should Know
Using first-party data is a win-win. As marketers, you are fostering an ongoing relationship with your customers and prospects by better communicating and serving them. But there needs to be a strategy and long-term commitment. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential. It takes the right strategy and technological infrastructure in place to activate first-party data at scale.
7 Location Analytics Firms for Malls and Shopping Centers
If you want to see what retail innovation looks like first-hand, walk into a shopping mall. Faced with the option to transform or die, shopping mall operators across the country are choosing to fight back against the shifting tides in retail.
Here are seven tech firms that malls, and other retail giants, are relying on to collect and study location data gleaned from shoppers’ mobile devices.
Announcing Judges for Street Fight’s Innovator Awards
Applications for this year’s Street Fight Innovator Awards have been open for the past month and will run through this coming Friday, July 26. So, get your applications in if you haven’t already. Meanwhile, we’re excited to announce the latest milestone in the awards process: the first round of all-star judges.
Each judge was selected because he or she is a recognized innovator in local marketing. The rest of the judges, including representatives from the Street Fight editorial team, will be announced soon to round out the full panel.
Spotlight On: Creative Testing Best Practices for Q3 2019
User acquisition advertising is evolving rapidly. Every quarter for the last few years, either Facebook or Google has made significant changes to their platforms that make it more and more possible to automate user acquisition advertising. Because these changes are available to everyone, competition has increased. Any competitive advantage that third-party ad tech tools had given is gone.
The last thing the machines have not automated or started to automate – creative – ends up being a UA manager’s last competitive advantage.
This makes every aspect of creative vital to success.
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