News and Analysis
Catalina Partners with PlaceIQ to Connect Omnichannel with OOH
A new partnership between the shopper intelligence provider Catalina and the data provider PlaceIQ could have a major impact on the way multi-location brands run optimized OOH campaigns in the coming years.
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
Publishers (And Everyone Else), Beware Amazon
Amazon’s success comes at a cost for publishers. Its growth means that retail and CPG brands are shifting digital spend away from publishers, siphoning off a key source of revenue. How can publishers compete? Their survival may come down to better ways of monetizing existing channels like email, as well as more effective use of their greatest asset: first-party data.
The hope for publishers lies in email and the power of the email address. With email, publishers have a logged-in channel that’s virtually fraud-free. Email represents a direct relationship with the consumer and one that is detached from platform intermediaries that have unfairly claimed revenue and attribution from the rightful influencer: the publisher. And contrary to popular belief, email is still a channel where people spend over five hours a day. What’s more, email is impervious to subtle shifts of an algorithm that force a publisher to buy the right to reach people, as opposed to owning the relationship with those who have requested a publisher’s content in the first place.
Teaching An Old Brand New Tricks
An agile brand strategy allows organizations to update traditional brand messages in the moment as events happen, while still remaining true to their core values and identity. Agile branding is not about changing things all the time; it’s about responding and iterating in order to stay relevant.
Technology is the driving force behind agile branding. Modern consumers expect more from their favorite brands, and through a variety of tech platforms, they interact with them on a daily basis. Connecting to consumers through digital and largely interactive channels (like social media) gives brands access to a valuable supply of consumer data. In this “always-on” culture, knowing what consumer audiences are saying, thinking, and feeling about your brand in real time is at the core of an agile brand.
Why Texting Is Indispensable for Mobile Marketing Today
Historically, because of cost and resource restrictions, text messaging was a marketing tool reserved for Fortune 500 companies. But thanks to new advancements in digital marketing platforms, it’s now available to businesses of any size, with any budget and in any industry. Whether you’re a non-profit group, government entity, corporation or startup, your organization can and will likely benefit from this need-to-have approach to engagement.
To establish meaningful relationships with customers and ultimately build brand loyalty, consider these mobile messaging strategies as one part of your company’s overall digital marketing campaign.
Latest Posts
Street Fight Daily: Thumbtack Brings AI to Local Services, Amazon Go Model to Expand
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Thumbtack Creates Work By Giving the Yellow Pages an AI Twist… Amazon Plans to Open As Many As Six More Amazon Go Stores This Year… Twitter Tightened Up the Requirements for Its Amplify Publisher Program…
Local Media Consortium Partners With IAS to Fight Web Ad Fraud
To fight the pervasive web fraud crisis, the Local Media Consortium, which represents more than 75 local news media companies with 1,700+ digital publications, is partnering with the global data firm Integral Ad Science (IAS), which each day measures and analyzes the quality of 500 billion media metrics.
Street Fight Daily: Google Debuts ‘Auto Ads,’ Digital Media Titan Vox Cuts Staff En Masse
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Debuts AdSense ‘Auto Ads’ with Machine Learning… Vox Media Cuts About 50, Scales Back Social Video… Snapchat’s E-Commerce Strategy Hit a New High…
A Vision for One of Tech’s Most Valuable Startups: The Airbnb Card
Airbnb has already created a trusted network. It now merely needs to extend that trust to get local hosts and merchants working together to create great experiences for their mutual customers.
Pursuant Health, Vistar Media Look to Change How Brands Connect In-Store
In a move that could impact the way marketers connect with more than 30 million shoppers inside physical stores around the country, Pursuant Health is partnering with the location-based advertising technology firm Vistar Media to provide better access to its digital advertising inventory.
What 1-800-Flowers’ Search Dominance Means for Local Florists
With more consumers researching purchases online than ever before, and major e-commerce retailers like 1-800-Flowers and ProFlowers flooding the playing field with paid search ads, there’s a looming question of what will happen to local florists.
National Brands Must Take Advantage of Tech and Reap Benefits of Going Local
The marketplace is now offering media inventory that can be localized even in channels like national magazine titles. Advances in data management platforms, programmatic exchanges, and ad operations workflows allow national brands to go local at scale in order to reach customized audience segments.
Street Fight Daily: Yelp Tests Offline Attribution, Gannett Bets on Local Businesses
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Tests Offline Attribution Using Guest WiFi and Email Matching… Gannett Leans Into Local to Grow Its Share of National Ad Pie… Walmart Fights a Bloody Battle Against Amazon…
6 Vendors Using AI to Facilitate Live Events
Leveraging artificial intelligence and machine learning algorithms, vendors are finding ways to streamline some of the most complex operations—such as estimating the number of attendees and anticipating how many products each attendee will need—in live event organizing.
How Augmented Reality Will Change Local SEO
Ultimately, local SEO is all about engagement, and AR helps brands engage customers. Incorporating AR also shows that your brand is not just up on trends but actually ahead of the curve.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature