News and Analysis
Retailers Scramble to Implement AI-Based Pricing Strategies
Supply shortages are easing, but inflation is showing no sign of slowing down. Retailers are using AI to refine their pricing strategies.
In Crowded Space, Brands Rethink Approach to CTV
Research from eMarketer shows that advertisers spent $10.3 billion on connected TV programmatic display ads in 2021, an 82% increase from the year prior. But what they got in return is anyone’s guess. For all the advancements in digital marketing, CTV advertising still remains an opaque space where advertisers know little about the shows or other ads their spots are running against. This can lead to wasted budgets, ad frequency issues, and even fraud.
Adriel Raises $13 Million Series B to Power Multi-Channel Marketing
The all-in-one digital marketing platform Adriel announced this morning that it had raised $13 million in Series B funding to scale its platform into an “end-to-end ad operations system.” Shinhan Venture Investment led the round, which followed a 2019 Series A worth $4 million.
Commentary
LBMA Vidcast: InMarket Acquires ThinkNear, Google Assistant Upgrade
On this week’s Location-Based Marketing Association podcast: InMarket acquires Thinknear, Google Assistant lets you send reminders to others, Kraken Rum’s dining experience in London, Wirecard launches app in North America, Nike buys Celect for data science, Infiniti teams up with JCDecaux in Russia.
Back-to-School Retailing Is Now All About Using Mobile Data to Help Your Customers
Back to School (BTS) is a $53 billion shopping season that’s entering its final stage as parents and college students take care of school supplies and clothing needs before Labor Day. And as we close out this decade and look to the 2020s, the combination of mobile technology, hyperlocal commerce, and consumer expectations make this a fascinating juncture in BTS history.
Fortunately, these complex market scenarios represent more of a golden opportunity than a paradox due to the promise of mobile. Here are two reasons why national and local brands should leverage data to bridge the online-offline gap and improve their BTS sales.
How the Newest 5 Features from Google will Change the Role of UA Managers
Facebook and Google still haven’t figured out how to automate creative. They can’t really even automate creative testing yet. So, take all the time you used to spend with bids and budgets and media buying and shift it to creative. Odds are, you aren’t spending even 2-3 hours a week monitoring and analyzing your competitors’ ads. Shift from bid edits and go do that. Or even better, spend 4-8 hours a week monitoring and analyzing competitor’s ads, and even ads from outside your industry. This research can result in blockbuster new creative concepts — the type of 100x ads that rocket ROAS.
Latest Posts
Placed Study Outlines Viewability’s Impact on Store Visitation
A new study measuring the impact of ad viewability, released just this morning, provides hard numbers confirming that viewable ads perform better than non-viewable ads and can boost the bottom line for brands.
Street Fight Daily: How Much Ad Viewability Matters, IAB Eases In-App Measurement
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Placed Study Outlines Viewability’s Impact on Store Visitation… IAB Releases Tool to Ease In-App Ad Measurement… Snap Is Testing Commerce with Discover Publishers…
Heard on the Street, Episode 1: Career Wisdom from Randy Parker
We talk to Brevi CEO Randy Parker in Episode 1 of our new podcast series about SMB-oriented marketing tech and several other matters—everything from company culture to what it’s like to operate a business and live in Boston.
Facebook Apocalypse? What to Monitor
Will Facebook’s usefulness as a local marketing platform be seriously weakened as a result of its recent privacy scandal and new measures to protect user data? Street Fight recommends monitoring the following to evaluate how serious the damage is.
SMB Index: In a Bad Month for Public Equity Markets, Local Isn’t Spared
March saw big declines in the public equity markets. The SCP SMB Index was the least impacted, retreating 4.1% compared to all other major indices, which declined more than 5% during the month.
Street Fight Daily: Facebook Scandal’s Impact on Local, Retailers Hesitate on Amazon Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Apocalypse? What to Monitor… SMB Index: In a Bad Month for Public Equity Markets, Local Isn’t Spared… Some Retailers Averse to Advertising on Amazon…
Google As Website? The Recent Explosion in Knowledge Panel Features and Interactivity
“Presentation layer doesn’t sufficiently describe Google’s ambitions. They want to be the transaction layer of the Internet—at least in local,” David Mihm tells Mike Blumenthal in their latest biweekly column.
State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus
Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about.
Street Fight Daily: Sites Tap Audiences for Product Dev, Restaurants Court Young Customers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Publishers Use Their Audiences to Develop Products… Casual Restaurant Chains Use Tech to Attract Elusive Younger Customers… Facebook Suspends Another Data Firm for Using Cambridge Analytica-Like Tactics…
Openings and New Hires at Spectrio, Apple, GroundTruth
Hires and new openings are also popping up at Google, Dropbox, and Factual.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem