News and Analysis
Digital Video and Audio Lead Advertising’s Growth
Digital video and audio were the fast-growing digital advertising categories in 2021, according to a new report by the Interactive Advertising Bureau. Digital video spend grew 50.8% year over year to $39.5 billion, digital audio 57.9% to $4.9 billion.
How Restaurant Chains Are Using NFTs in 2022
What was once an approach used primarily by fashion brands, like Gucci, Adidas, and Louis Vuitton, is now being adapted for the restaurant industry. Fast food giants like McDonald’s are using NFTs to energize their social media followers, while other restaurant chains are allowing investors to use NFTs to buy shares in brand franchise fees and adding virtual ordering and online delivery to their metaverse presence.
The “Say-Do Gap”: Why Marketers Can’t Simply Ask Consumers for Data
Asking consumers to relay their information in a survey is not as bullet-proof a privacy-adjusted marketing strategy as it might sound. That’s because of what consumer insights platform DISQO calls the “say-do gap”: What people say they do and what they actually do often does not line up. This forces brands to collect data on behaviors with consent — which is what DISQO aspires to enable.
Commentary
The Privacy Movement Is Not (Just) About Privacy
Privacy has been slipping away from us since before then-CEO of Sun Microsystems Scott McNealy said we had none of it in January 1999. Americans still do not understand how companies use their data. While that is a transparency issue incumbent upon businesses to fix — and legislation will to some degree remedy it — I think it more likely than not that Americans will continue to hand over their data to Amazon for two-day delivery and Google for the sleekness of search. What we typically conceive of as privacy itself — concern about how much of our information companies possess — is not the factor that will turn the tides on company practices and legal standards.
How Engaging Online Games Can Shape Your Rewards Program
My experience managing product for both the “Farmville” and “Words With Friends” franchises at Zynga afforded me critical insight into the lessons smartphone games offer marketers looking to engage with and create loyalty among all types of people.
Today, there’s a smartphone game for everyone. Regardless of topic, most games tend to follow a few basic principles that are critical to keeping people entertained, attracting attentionm and incentivizing players to return. Using these same principles, marketers can create campaigns that are more engaging, effective, and enjoyable for the consumer.
Channels Are the New Citations
Enter Phase Three. As my column’s title suggests, I would argue that the old concept of citation building has largely lost its relevance, and that thinking of the local network as a system of channels — parallel, somewhat independent sources of consumer traffic — is a more appropriate paradigm for where we are now.
In all, there are approximately 10 independent sites and site categories that together make up the primary channels where any business should be well represented in order to be competitive.
Latest Posts
TripleLift Partners with White Ops to Fight Ad Fraud
Native advertising platform TripleLift announced last week that it is partnering with White Ops to prevent fraudulent traffic on its platform. The move marks the first time a native exchange has offered pre-bid fraud prevention across its entire inventory.
Street Fight Daily: Google Steps Up Recommendations in Maps, Walmart Acquires Flipkart
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Goes Far Beyond Directions… Challenging Amazon Abroad, Walmart Buys Flipkart… Apple Is Removing Apps That Share User Locations With Third Parties Without Explicit Consent…
Advertisers Clamor for Enhanced Audience Segmentation to Improve Targeting
Sixty-two percent of advertisers, publishers, and tech developers in a recently released survey said they want better audience segmentation to support ad targeting, and 54% want the ability to map customer behavior across different channels.
Selling to Multi-Location Brands: Streaming Video Is On the Rise
Suppliers of local marketing technology and services should move streaming video up on their priorities lists and help their brand customers apply it effectively.
Street Fight Daily: Brands Demand Video Strategies, Scandal Doesn’t Affect Facebook Use
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Selling to Multi-Location Brands: Streaming Video Is On the Rise… Poll: Three-Quarters Facebook Users as Active or More Since Scandal… Volvo Cars to Come With Google Assistant, Maps Built In…
Your Voice-First Future is Here
Digital giants are forging a path to every consumer, looking to win a home automation arms race. You, too, should be considering how to connect in new ways with your customers because voice and speech recognition are ready for prime time.
SMB Index: Local Stocks See Solid Gains in April
April marked another volatile month in the public markets. But it was a relatively strong month for local stocks, as the SurePath SMB Index was up 2.8% in April, topping all major indices.
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.
Street Fight Daily: How Agencies Can Adapt to SEO Market Changes, Amazon Preps Alexa for Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Bifurcation of the Local SEO Services Market… Amazon Is Finally Cashing in on Alexa… Facebook Weighs Ad-Free Subscription Model…
Raise Report: BigCommerce, Poq, SoundHound Secure New Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Uberflip, Cera, Pusher, and Rocketrip.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature