News and Analysis
New Hires at Habu, Razorfish, and Channel Factory
The Street Fight new hires roundup features movers and shakers in adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Habu, Razorfish, and Channel Factory.
How Brands Can Prepare for a Federal Privacy Law
The American Data Privacy and Protection Act inched its way closer to reality earlier this month, advancing in the House and moving to the full Energy and Commerce Committee for approval. With support from both House and Senate committee leaders, it’s beginning to look like advertisers and marketers might finally be getting uniformity in privacy and data regulations across all 50 states.
6 Real-World Metaverse Benefits for Multi-Location Brands
Brands on the cutting edge are poised to see the biggest gains, but it’s not too late for others to jump in, as the virtual world is still taking shape. Here are six real-world metaverse benefits for multi-location brands looking to get involved.
Commentary
This Year, Brands Will Seek Out Incrementality
As networks, publishers, and agencies continue to shift to guarantee business outcomes in ad deals (a trend that began earlier in 2019), the concept of “incrementality” will emerge as a key issue for marketers in 2020.
Advertisers today have an incredibly difficult time distinguishing between those exposed to ads who were already going to visit the store (the natural effect, driven by intent and brand identity) vs. those who visited because of that exposure (the incremental effect, driven by ad sensitivity). Quite understandably, we want to know if our advertising campaigns actually work in changing consumer behavior in our favor.
The Marketing Landscape will Transform in 2020. Are You Ready?
Data privacy laws such as CCPA and GDPR are inevitably going to reshape the practice of marketing. In response, we will need to create new avenues to extract value from omnichannel data sources. We will have to use data in more creative ways for personalization that is sensitive to regulations and consumer demands.
We will refocus on optimizing new channels in the customer journey. Permission-based marketing, cognitive uplift, and transparency will be the buzzwords of the year. In some ways, the marketing industry might look fundamentally different this month than it did only weeks ago.
Here are my top predictions for the ways marketing will transform in 2020.
Where to Go from Here: The Outlook for Programmatic Advertising in 2020
eMarketer recently estimated that U.S. advertisers spent nearly $60 billion on programmatic display in 2019, and over the next two years, continued investment in areas like connected TV and OTT will drive programmatic ad spending to $80 billion.
As the ad industry launches into 2020, the ever-evolving programmatic landscape will introduce a fresh set of opportunities and challenges that will shape strategy in the new year. Here’s what to expect.
Latest Posts
Dstillery Launches Data Visualization Tool Dscover Maps, Fueled by Quality Audience Profiles
On Monday, applied data science company Dstillery of New York City launched its Dscover Maps product, which allows advertisers to get a big-picture view of audience data by geography. Dstillery throws out data points that aren’t useful to them—about 60 to 75% of data—leaving only quality information.
As Brands Move Marketing In-House, Agencies Push Back
The number of big brands moving their marketing in-house is growing, but whether that decision actually leads to lower costs and faster turnaround times is still a hotly debated topic. Holly Robowski, associate director of paid media at Cardinal Marketing, offers a perspective contradicting the pro-in-house zeitgeist.
ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT
For local advertisers looking to access cutting-edge marketing technology, programmatic advertising company ZypMedia promises the full package. Over the last year, the company has set its sights on OTT, which has garnered strong interest from both local advertisers and publishers hoping to capture the attention of streamers.
Street Fight Daily: Amazon Go Has Competition, In-House Marketing: It’s Complicated
TODAY IN LOCAL & DIGITAL MARKETING… Zippin Is the First Amazon Go Rival to Open an Automated Checkout Store… As Brands Move Marketing In-House, Agencies Push Back… How Server-Side Bidding Can Hide Pricing Tricks…
Motista Report Indicates What Brands Can Do to Spark Emotional Engagement
The report’s results suggest that brands seeking a strong emotional bond with customers today must offer consistent experiences across a variety of channels and specifically seek out emotional connections through distinct strategies tailored to that purpose.
LBMA Podcast: Facebook & L’Oréal, Pandora, GroundTruth & Technomic
On this week’s Location Based Marketing Association podcast: Facebook + L’Oreal, Pandora, GroundTruth + Technomic, Stasher, UgoRound, and Beam payments.
Street Culture: Synup Culture in the Chaos of Super-Fast Scale
Kevin Clark is pulled in a lot of different directions these days: having joined digital knowledge SaaS company Synup less than a year ago, he’s trying to hire lots of new employees, he’s in charge of business logistics on which he’s not necessarily an expert, and his boss might call him at any moment.
Street Fight Daily: The (Walmart) Empire Strikes Back, How Brands Forge Emotional Connections
TODAY IN LOCAL & DIGITAL MARKETING… Inside Walmart’s Rise as a Legitimate E-Commerce Player… Motista Report Indicates What Brands Can Do to Spark Emotional Engagement… Did Ad Blocking Just Flip from Protection Racket to Mobile Marketing Savior…
A Probing Look at Local News Comes to Some Disturbing Conclusions
To accurately gauge the quality of digital local news and assess its impact on communities, you would have to do what no one has wanted, or dared, to do. You would have to look at enough websites, enough stories and videos, in enough communities until you were glassy-eyed. Researchers behind a new study did just that.
At CallRail, Community Forums Prove Valuable for Product Development
Community forums—online spaces where consumers and developers can interact and collaborate— are increasingly popular tools for companies hoping to improve their product development and ideation. The strategy is working effectively for marketing tech vendor CallRail.
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