News and Analysis
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.
US E-Commerce Brands Need to Localize to Maximize Overseas Opportunities
International ecommerce sales are skyrocketing, but selling abroad means taking on the challenge of catering to consumers with localized preferences. A recent global ecommerce report by payments infrastructure provider PPRO shows many brands are not currently up to the task.
Commentary
The Importance of Online Review Management for SMBs
Operators of small- and medium-sized businesses can get by ignoring many of the tech innovations that large companies adopt. Managing online reviews is not one of them.
Like it or not, the widespread usage of review sites like Yelp, TripAdvisor, and even Google and Facebook have changed the landscape of how local businesses attract and retain customers. Left ignored or handled the wrong way, a business’s negative online reviews can be a deterrent to potential new customers. Managed the right way, however, those same review sites can be a valuable marketing and customer service tool that leads to improved revenue.
How to Identify and Connect with Your Ideal Podcast Ad Audience
While just over half of Americans have listened to them, podcasts are finding new audiences every day. U.S. advertisers spent $479 million on podcast ads in 2018, up 53% year-over-year; that figure is expected to hit $1 billion in 2021. And those people who do listen to podcasts listen to them a LOT. Podcasts are the number one audio source by time of consumption among podcast listeners, and weekly listeners consume an average seven podcasts per week, according to Edison Research.
Podcast advertising is rapidly evolving, as are podcasts themselves. It’s no wonder, then, that advertisers could use help identifying the right podcasts for their products and connecting with podcast audiences. Here’s what you need to know about podcasts and their audiences to find the right home for your podcast advertisements.
4 Ways Multi-Location Businesses Improve Marketing Return with Call Analytics
By implementing call tracking and analytics systems, marketers at multi-location businesses can obtain valuable first-party data on the calls and conversations they generate for each location. This first-party data helps inform marketing campaigns that open doors for new customers, reinforce relationships with current customers, and increase return on marketing spend.
Not sure how to maximize the business impact of consumer calls on your multi-location brand? Discover four things you can do now.
Latest Posts
5 ‘Smart’ Shelf Solutions for Retailers
So-called “smart” shelves are changing the way retailers interact with customers on the sales floor and offering added value to consumer-facing store apps. Here are five examples of smart shelving technologies being used by retailers right now.
SMB OS Operators: Part II: Slice
Having raised $15 million in funding just last year, Slice is a prime example of what we call SMB OS operators: companies helping SMBs compete in today’s digital economy with a full suite of solutions beyond core advertising and marketing.
Street Fight Daily: Google Monetizes Product Searches, Amazon’s Next Whole Foods Move
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Partners with Retail Giants to Monetize Online Product Searches… Amazon Accidentally Revealed Its Next Plan for Whole Foods in a Job Posting… 10% Own an AI Device, 32% Plan to Get One, 58% Don’t Want Any…
Street Culture: Invoca’s Lessons for Active, Engaged Growth
Based a mile from the beach in Santa Barbara, Invoca aims to maintain a culture in which employees know their ideas are important. The company sponsors softball games and ocean-side volleyball and boasts its own band.
AR Cloud: The Linchpin for Local AR
What about the non-Googles of the world? How will they create AR and visual search apps that can map environments reliably and return the correct info or graphics? The answer is the still-theoretical but critical AR Cloud.
LBMA Podcast: Placed, CityMapper, WeWork
On this week’s LBMA podcast: BAG Networks, Placed, Citymapper, Robomart, REI, BMW acquires Parkmobile, Universal + Amazon Alexa, and WeWork buys Conductor.
Street Fight Daily: Facebook Launches Local Hotspots, Media Companies Shift to YouTube
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Launches Express WiFi App for Its Local Business-Operated Hotspots… Why Media Companies Are Shifting Their Attention to YouTube… Why Publishers Are Eliminating Programmatic Silos…
How Patch Has Quietly ‘Bootstrapped’ Itself Into 36 NYC Neighborhoods
Patch CEO Warren St. John tells our columnist Tom Grubisich why he decided to bet big on hyperlocal news in New York City while other local publishers were shutting down or threatening to do so, retrenching or selling out.
Using Location Data to Engage Consumers on St. Patrick’s Day
St. Patrick’s Day is the most popular day of the year at most Irish pubs and restaurants in the U.S., but the biggest crowds might not come together in the cities you would expect.
Street Fight Daily: Amazon Courts Ad Buyers, B2B Marketers Unprepared for GDPR
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Triopoly Time? Amazon Preps New Attribution Tool and Courts Ad Buyers… Forrester Says Only 15% of B2B Marketers Are Fully Compliant with GDPR… Google Will Prioritize Stories for Paying News Subscribers…
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