News and Analysis
VOD Ad-Supported Adoption Predicted by Kantar – 2023
According to the Media Trends and Predictions 2023 report, released Wednesday by the media analytics and brand consulting firm Kantar, ad-supported models may be the solution to inflation concerns within the media industry.
Marketers Are Changing How They Think About OOH — Here’s Why
Location data is increasingly being used to help retailers target outdoor ads to specific groups of consumers, while the ability to combine artificial intelligence with advanced techniques like travel pattern analysis is giving brands an even better understanding of customer routes.
Retailers Grapple with Decreased Loyalty from Omnichannel Shoppers
Sixty-nine percent of consumers say they expect a consistent cross-channel customer experience. And that’s just the beginning.
Commentary
Location Weekly: Google Highlights Curbside Pickup
In this episode of Location Weekly, the Location-Based Marketing Association hosts Jed Schneiderman, EVP of growth and marketing for EQ Works.
The team also covers Pedigree getting behind Zoom-based dog adoption in Nashville, Chantel Jeffries throwing a virtual DoorDash dinner party with Chili’s, and Google highlighting businesses with curbside pick-up in local search results.
How First-Party Data Can Drive a Comeback for Local Travel
Long live the road trip. Experts predict that people will largely look to visit domestic and drivable destinations because of new health and economic concerns. We’ll see more three- and four-day trips because of finances, work pressures, safety concerns, and changing school schedules. That said, travel companies, hotels, and CVBs are now considering reinvesting in marketing to local audiences. It’s time to hit the gas at this first sign of recovery.
Marketers have to think about geo-optimization because there may be pockets of travel in certain regions and an opportunity to be more fine-tuned. Larger brands that do national advertising may miss an opportunity to be more targeted on a regional basis.
The Impact of Covid-19 on Marketing and the Best Ways to Deal with It
What is the impact of the Covid-19 crisis on marketing, and what are the best ways to deal with these newfound challenges and sustain your business? Read on to learn the best possible ways to sustain your business and build strong communities during these troubled times.
Latest Posts
LBMA Vidcast: Kroger Partners with Pinterest
On this week’s Location-Based Marketing Association podcast: Hermes AR package delivery, NFC forum’s payment standard, Lego + Snapchat + Kabooki, McDonald’s + Waze billboards, Geon Network, Glympse partners with Albertsons.
Google Finds Itself Beneath EU Regulatory Hammer Once More
Google has been fined $1.7 billion for violating Europe’s antitrust policies. Specifically, the company stands accused of compelling companies that deploy its search capabilities on their own platforms to display a disproportionately high humber of text ads that will line Google’s pockets.
During Privacy Battle, Brands Adjust Location Targeting Strategy
Can privacy and personalization ever be compatible? It’s not a question consumers regularly ask, even though concerns over targeting and apps that continuously log location data grow greater by the day. For marketers, however, the answer to whether privacy and personalization can coexist, and what happens to location data in the wake of tightening restrictions, has important ramifications. Industry experts weigh in.
How Will 5G Unlock Location Targeting?
5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.
Apple Strikes a Foreboding Tone with Big Ad on Privacy
Apple’s privacy-first policies should prove beneficial for the company and for the hundreds of millions of people who use its products. Still, the iPhone maker’s ad, light in tone as its soundtrack may be, strikes a decisively dark note representative of broader national anxiety about Silicon Valley and the danger of its increasingly unavoidable products. Beneath the ad’s veneer of levity, thinly constructed in the form of a small guard dog and man wary of using a urinal too close to his neighbor, the video sends a clear warning to smartphone users entrusting their private information to rival phone makers: The intimate details of your lives may already be compromised. Lean into your worries about your data’s theft and monetization, and fork over 10 Benjamins at the nearest Apple store for the sake of your own security.
Location Data Verification Firm Location Sciences Expands to Americas
As the location data and marketing industries experience heightened calls for privacy and quality control, location data verification solution Location Sciences is expanding to the Americas. The London-based firm also announced on Tuesday morning its appointment of digital marketing veteran Warren Zenna to take the helm on this side of the Atlantic.
Location Analytics Applied to the NFL
Nate Sterken: Location data generated from cell phones powers many of the ad-tech products with which we all work every day, from in-person attribution to targeting segments based on visitation patterns. Earlier this year, I got to work with data generated from a completely different source — professional football players.
No Matter What Business You’re In, You Are In The Business of Selling
Kendrick Shope: I coach a lot of entrepreneurs, many of whom are brilliant at what they do, have excellent people skills, and should be setting the world on fire. Unfortunately, they’re stuck trying to make ends meet when they should be doing seven figures in a year because they haven’t mastered the art of selling. It’s a skill like any other, and once you learn it and become really good at it, your business is going to change forever. If you really want to up your sales game this year, focus on these five selling strategies.
Increasingly, Your Brand Is Its Reviews
Mihm to Blumenthal: The famous Jeff Bezos quote comes to mind: “Your brand is what other people say about you when you’re not in the room.” Increasingly, the room is not a physical place but a virtual one—and it’s not a place you own. Reviews really bring the need to run a decent business at your core into stark relief.
As Visual Search Takes Off, Brands Adapt to Shifting Demands
Visual search and image recognition are capturing the attention of investors, retail insiders, and everyday consumers. To find out more about where visual search is heading, and what marketers can do to adapt their strategies with the latest trends in mind, we checked in with Apu Gupta, CEO of Curalate, a social commerce company that turns images and videos into storefronts.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Meta Is Automating Ads, But Brands Still Face a Bigger Problem