News and Analysis
Policy Guardrails Mitigate Cyber Monday Security Risks
With so many aspects of this year’s holiday shopping experience outside retailers’ control—shipping delays, supply chain issues, and labor shortages, to name just a few—retailers are shifting their focus and using enhanced data security policies in their mobile apps and websites to improve the shopping experience for customers.
The Local Customer Journey is Omnichannel
A robust online presence is table stakes for even “local” businesses, as the local customer journey is thoroughly integrated into online search and selling. The Uberall study also suggests local businesses should capitalize on the greater trust and emotional connection they command with customers in an era when a product from Amazon is two clicks away.
Commentary
Lens on Strategy: Connecting In-App Video Creative to Mobile Consumers
US mobile-video ad spend will reach $15.93 billion this year, and climb to $24.81 billion by 2022, according to eMarketer. There will be 187.7 million smartphone users in the US poised to experience that creative, a figure that will mushroom to 205 million by 2022, the same report predicts. The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth? The following strategies are part of the answer. Each will drive success when it comes to in-app video opportunities.
For Publishers, When It Comes To Display, Blame the Format, Not the Targeting
A controversial new study by Carnegie Mellon University found that digital publishers get roughly 4% more revenue for an ad impression that is cookie-enabled — or personalized — versus one that isn’t. That’s not much. And while the sample was limited — they only reviewed ads for one “large U.S. media company over the course of one week” — it highlights a question publishers have been grappling with for a long time.
Is cookie-based ad-targeting worth it? Given the mounting costs of investing in data stack technology; reputation issues (the “creepy factor”) and regulatory concerns like GDPR and CCPA that publishers routinely face as a result of behavioral ad-targeting, is the value really there? And is it justified? The Carnegie Mellon findings suggest that the benefit is minimal. However, as I see it, publishers are focusing on the wrong issue.
Latest Posts
Street Fight Daily: Waze Launches Local Ads Program, Kohl’s Doubles Down on Amazon Partnership
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Waze Launches Ad Program to Connect Drivers & Small Businesses… Kohl’s CEO Says Company Is Doubling Down on Its Deal with the Devil… Snapchat Is Building the Same Kind of Data API That Got Facebook in Trouble…
Selling to Multi-Location Brands: Applying Geotargeting Lessons to Mobile Push
Mobile push marketing is one of the most popular technologies multi-location brands say they’re interested in exploring in the near term. Suppliers of local marketing technologies and services can help them do more than explore by taking lessons from brands that have had success with geotargeting.
Q&A, Reviews, and Fake News on Google: False Content Is Not Just a Facebook Problem
“Given the primacy of Google’s market position, and the primacy of Knowledge Panels in SERPs—also a conscious product decision on Google’s part—the percentage of customers who are likely to come across fake information is great,” David Mihm tells Mike Blumenthal in their biweekly column.
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Beyond Likes: Win Hearts with Emotional Marketing