News and Analysis
DoubleVerify Acquires Meetrics to Fuel Global Expansion
The move comes amid a flurry of adtech mergers, acquisitions, and IPOs. Even as new privacy laws and rules threaten the targeting and measurement that drives the industry, investor interest in adtech is at an all-time high. Of course, consolidation will also help the remaining players weather the coming data drought.
Commentary
Voice Marketing Starts with Smart SEO
How can enterprises better leverage voice search for brand marketing? To start, winning in voice search demands many of the same strategies as search engine optimization (SEO), as the goal in both cases is to get your content to rank position zero on search engine results pages (SERPs) by focusing on authority.
Brand Building Beyond Reviews: Is the Local Marketing Ecosystem Ready?
“I think it makes more sense for a small business to buy ‘brand building’ that includes some community events and link building than for that same business to buy SEO,” Mike Blumenthal tells David Mihm. Find out what tech tools can build a local brand and why David disagrees partly with Mike’s suggestion.
The Power of Micro-Location Technology
The location market has matured beyond push. The value of micro-location technology is now built on hyper-accurate analytics on where users go in the physical world, allowing advertisers to re-target them with a variety of omnichannel marketing efforts. Here are a few exciting use cases that highlight the power of hyper-accurate location-based marketing technology.
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At Cloud Summit, a Focus on the Transition to SaaS Services
ReachLocal’s CPO Kris Barton noted that SaaS churn is typically between 6 percent and 22 percent. Media churn is between 39 percent and 86 percent. The key is to provide an integrated marketing system, said Barton: “Sixty-four percent are more likely to use a marketing system when it is integrated with core business systems.”
Big Political Ad Spend Set for Local in 2018, but Will News Sites Be Ready?
Political ad spending totaling $1.9 billion will pour into the digital space, most of it on the local level, Borrell Associates estimates in its 2018 forecast. But daily newspapers and local news “pure-plays” will have to fight hard for their share against Facebook, Google and the other digital platforms.
LBMA Podcast: Microsoft Azure + TomTom, Snapchat Object Filters
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Sports Experts, Blulog’s Cool&Go, JCDecaux + Neustar, Bluedot signs Transurban. Correction: Waze+AllState. Special mention: Radio.Garden
Bklyner Announces It Will Shut Down Unless It Hits Subscriber Goal by Dec. 31
The Brooklyn-based hyperlocal network has announced it will close down coverage of its 11 neighborhoods unless it can attain 3,230 digital subscribers by the end of December. In this Q & A Bklyner founder Liena Zagare, presents the stark facts about her publication’s 11-hour predicament.
Street Fight Daily: Retailers Can Win Big After Christmas, Brand Safety Trips Up Publishers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Search Data Suggest Retailers Stand to Win Big Week After Christmas… Publishers Find Themselves Caught Up in Brand Safety Nets… Brands Are Learning How to Master Push Notifications Like Publishers…
With Tapad Partnership, Freckle IoT Extends Scale of Audience Data
Until now, Tapad’s Device Graph has primarily been used by media companies looking to understand and measure their audiences. With this new partnership in place, however, Freckle’s large retail clients will have the ability to monitor consumer behaviors and determine which channels are most successful in driving sales.
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How Agencies Can Protect Multi-Location Brands from AI Visibility Gaps