News and Analysis
Self-Serve Ad Units Level the Playing Field for Emerging CPG Brands
Large CPG brands have traditionally had a leg up over smaller competitors when it comes to shoppable advertising. With the budgets to spend on managed service solutions, global brands like Campari, Heineken, and Chinet have enabled shoppers to add their products directly to retailers’ online carts, efficiently using digital advertising to grow offline sales at the stores of their choosing. Now, the shopping list marketing platform AdAdapted is bringing that same technology to smaller retailers and emerging brands.
Locally Satisfies Shoppers’ Demand to Find Popular Online Items Near Them
Popular brands with successful online storefronts can integrate Locally’s technology to show shoppers where they can pick up specific product merchandise immediately at retailers in their own neighborhoods. For example, a shopper who clicks on a 30oz Rambler Tumbler on YETI’s website would see a link to purchase the product online, alongside a list of retailers that have the product in-stock nearby.
Commentary
Using Location Intelligence as Marketing Pixels for the Real World
Without pixels, marketing in the digital world would be a guessing game. However, with 90% of all commerce still taking place in the physical world, oftentimes marketers find themselves in the dark, not knowing how their customers are interacting with their brands offline. Enter location intelligence, or as we like to call it, pixels for the real world.
Take a moment to reflect on the past few weeks. Did you stop at a coffee shop on the way to work? Did you work out on specific days of the week at a nearby gym? Are there restaurants you frequent when you are too lazy to cook at home? In a study, published in Nature Human Behaviour, researchers found that people frequent up to 25 places at any given time period. Similar to marketing pixels placed on websites, the ability to understand physical, real-world behavior such as path-to-purchase, visitation patterns, day-of-week preferences, and daily activities fuels more strategic decision making.
LBMA Vidcast: Amazon to Roll Out Hand Recognition Payment at Whole Foods
On this week’s Location-Based Marketing Association podcast: Skoda announces in-car voice assistant Laura, Philadelphia bans stores that don’t accept cash, Kochava teams with CubeIQ, GOAT let’s you try on exclusive sneakers in AR, Olo powering restaurant orders from Google search and maps, Amazon to roll-out hand recognition payment at Whole Foods.
Impending Brand Safety Woes: Nasty and Misleading Political Ads Hit Facebook
If brand safety in the 2020 election season does not immediately seem concerning, consider the following: You’re an advertiser hoping to run digital ads for your advertising tech solution. You pay a publisher with huge traffic big money to score impressions on its platform. But as soon as a Democratic voter navigates to the site and sees your ad, along with it pops up a big Trump ad making inflammatory claims about Biden. The web surfer navigates away from the site. Who wins?
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GateHouse Media’s Kirk Davis Argues Chain Is Becoming a ‘Leader in Community Engagement’
Cost-cutting equity funds have hollowed out scores of daily newspapers, turning their communities into “news deserts,” the critics say. But Kirk Davis, CEO of GateHouse Media, counters that the equity-funded conglomerate is transforming its 144 dailies into tribunes of the people. He makes his case in this Q&A.
Street Fight Daily: Programmatic Comes to Audio, Publishers See Increase in Direct Traffic
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… DoubleClick Bid Manager Opens Up Digital Audio Ad Buying Globally… In the Post-Facebook Era, Publishers See Rise in Direct Traffic… Mobile App Header Bidding Expands Monetization Opportunities for Publishers…
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Why TV Remains the Heartbeat of Local Connection