News and Analysis
6 Contextual Video Advertising Platforms
Advertisers are leaning into contextual targeting as a way to connect with consumers in brand-suitable environments. They’re also investing more heavily in video advertising, upping ad spend on video by 12% in 2021 to a record $81.9 billion for the year. As we move further into 2022, the real magic looks to be in the combination of contextual advertising with video advertising, as more brands discover the power that comes with being able to reach audiences interested in their messages with video content that’s designed to engage.
Real-Time Data Will Enhance the Customer Experience in 2022
Digital intelligence platforms like Scuba Analytics and FullStory are expanding rapidly — with funding rounds led by some of the biggest names in Silicon Valley. Big data analytics is expected to grow to $100 billion in the next five years, driven in large part by demand from retail brands for real-time insights and accurate customer engagement data.
Commentary
LBMA Vidcast: Google Launches Location Groups, Bumble Explores Physical Space
On this week’s Location-Based Marketing Association podcast: PatientPoint’s proximity in healthcare, Boen Wines using NFC with Guala Closures, Bumble gets into physical space, Puma geotargets on Firefly’s DOOH, Google launches “seasonality” and “location groups”, Groupon acquires Presence AI for voice & text.
Fake Reviews Are Silicon Valley’s Next Fake News Problem
Local businesses are struggling to adapt to a world where online reputation drives offline sales, and fake reviews are making the transition harder. What’s more, the fake review problem is getting worse. A Harvard study found that fake reviews on Yelp grew from 5% to 20% over several years.
There are lots of reasons for this trend, but this is an area where big data can be used to the benefit of consumers and businesses to increase trust. This means it’s on the tech community—not small businesses—to fix fake reviews. Just as media platforms have a moral obligation to avoid the spread of fake news, review sites have a responsibility to their users and businesses to ensure their content is as accurate as possible.
What Retail Has Learned About AR Since Pokémon Go
Retailers are only beginning to realize the potential of AR. As a new generation of shoppers steeped in AR grows up, their expectations will exceed the novelty acts the industry has put out to date. AR features won’t just be a one-off promo or tied to a game release; they will become the basis of the in-store customer experience, one that looks nothing like the retail of today.
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