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.
Commentary
Google Accelerating Its Path to the Transaction Layer of the Internet
Mihm to Blumenthal: Our mutual friend and Local U speaker Cindy Krum has long highlighted Google’s ambition to become the “presentation layer of the internet.”
It’s been apparent for the last four years that they want to take that one step further and become the “transaction layer of the internet,” as we’ve discussed in this space before.
A little birdie told me that you’re seeing that ambition accelerate.
Is Visual Mapping the Next Google-Apple Battleground?
As Google and Apple lead the way, we are getting closer to ubiquitous visual mapping. If that happens, there will be significant implications for entities that currently use search and mapping for marketing or online presence. They’ll need to make sure they are optimized in this new format.
This could lead to an extension of SEO to cultivate presence in visual experiences. Just like in search, correct business location and details will need to be optimized to show up in the right places. You don’t want the AR overlay for your restaurant floating above the salon next door.
Latest Posts
The Bifurcation of the Local SEO Services Market
“The changing nature of search and the increasing localization are making “traditional SEO” harder, more expensive, and less productive of ROI, and that should lead every agency to assess what they are delivering and to whom,” Mike Blumenthal tells David Mihm in their latest biweekly column.
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