News and Analysis

News & Analysis Theme of the Month

Vaccine Rollout Spells Opportunity for Brand Marketers

by Stephanie Miles Share this  
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Using foot traffic dashboards from technology companies like Quotient, brands are gaining insight into consumers’ movement in and around vaccination locations. The insights are being used to fuel targeted OOH and DOOH campaigns, designed to engage consumers on an intimate level.

News & Analysis Theme of the Month

Expert Roundup: How Will Location Intelligence Transform This Year?

by The Editors Share this  
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To define the current state and future trajectory of location intelligence, we’ve rounded up top industry voices and thought leaders. Executives at Foursquare, Gravy Analytics, and UM weighed in.

News & Analysis

How 5 Brands Adapted Their Loyalty Programs for a Post-Covid World

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According to McKinsey, more than 75% of consumers tried new brands, places to shop, or methods of shopping in 2020. The reason? Product availability was high on the list, but so were price and the availability of promotions. Now, as the vaccine rollout continues and states work to get back to normal, brand marketers are finally coming up for air and looking at how they can adapt their loyalty and rewards programs for the post-Covid world.

Commentary

Commentary

LBMA Vidcast: Toyota & GroundTruth, GOAT Sneakers AR Campaign

by Asif Khan Share this  
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On this week’s Location-Based Marketing Association podcast: GOAT Sneakers AR campaign, Swatch goes contactless, BevMo tests voice, Solving homelessness in London with ClearChannel, Nextdoor monetizes data, Toyota dealers + GroundTruth.

Commentary

How Mom-and-Pop Shops Can Attract Customers Year Long, Not Just on Small Business Saturday

by Dan Silver Share this  
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Dan Silver: Why should small businesses be limited to one great day of sales a year? Now more than ever, owners have an arsenal of tools at their disposal to help them drive more visits and generate revenue. Here are a few sustainable solutions for local businesses.

Commentary

LBMA Vidcast: TikTok & GrubHub, Domino’s Builds Loyalty, Uber Takes to the Skys

by Asif Khan Share this  
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On this week’s Location-Based Marketing Association podcast: TikTok + GrubHub, Bluetooth goes 5.1 accurate, NumberAI, Vistar Media + PlaceIQ & Others, Domino’s builds loyalty with Super Bowl, Uber to launch flying taxis.

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News & Analysis

PlaceIQ Study Examines the State of Integrated Marketing

by Stephanie Miles Share this  
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A generational shift is impacting the way consumers interact with brands, downplaying the role that physical stores play in the traditional retail environment. According to Duncan McCall, CEO of location intelligence firm PlaceIQ, the changes that brands have seen thus far are just the tip of the iceberg.

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News & Analysis

Street Fight Daily: Digital Habits Disrupt Grocery, What New iPhones Mean for Brands

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Deloitte Study Shows 51% of Grocery Purchases Influenced by Digital, Urges Action… End of an Era: Amazon’s 1-Click Patent Expires, Opening Practice to Rivals… Google Relaxes Policy on Subscription Sites, Lending Publishers a Hand…

News & Analysis

New iPhones May Open the Door for Brands to Experiment With AR

by Joao-Pierre Ruth Share this  
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The new iPhones are an opportunity for brands to reach potential customers in new ways, especially when merged with location, says Wendell Lansford, co-founder of Wyng, a digital campaign platform for agencies and brands.

Commentary

Taking the Pulse of the Location Data Ecosystem

by David Card Share this  
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Companies selling location and proximity data and services themselves concede that it’s a pretty small market, but that location data is an increasingly critical signal for a variety of marketing, operations, and product features well beyond mobile advertising.

Road Map (column)

Where Will VR Fit Into Local Advertising?

by Mike Boland Share this  
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How will advertising play out in (admittedly nascent) VR, especially in local? We’ll likely see the same early and ongoing misfires, such as banner ads. Or, as in video experiences, we’ll likely see a fair share of legacy formats — like pre-roll ads — ham-handedly shoehorned into VR.

News & Analysis

Street Fight Daily: Facebook Guides Retailers on Mobile, US Ad Firms Prepare for Data Regulation

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… A New Facebook Feature Will Help Print Catalogs Translate to Mobile… GDPR Is Coming, and Many U.S. Ad Tech Firms Are Not Ready… Yelp Claims Google Broke Promise Made to Regulators…

News & Analysis Street Bytes (column)

The New ‘Location, Location, Location’ in Retail

by David Mihm and Mike Blumenthal Share this  
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“The new consumer (and search) paradigm favors small-scale, hyper-focused boutiques close to population centers as opposed to horizontal big box retailers on suburban commercial strips,” David Mihm says to Mike Blumenthal in their bi-weekly conversation.

Case Studies

How Cinnabon Uses Digital Tools to Thrive Despite Declining Foot Traffic

by Joseph Zappa Share this  
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“Everyone’s going to use the buzzwords like omnichannel, but the bottom line is you have to figure out how your brand is going to play in the new world and be accessible to people in the way they want it,” says Joe Guith, president of Cinnabon.

News & Analysis

Street Fight Daily: Instagram Video Engagement on Steep Rise, Smartphones Drive Web Traffic

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Engagement with Instagram Videos Is Surging… Advertisers, Take Note: Smartphones Are Driving All Web Traffic Growth… Google Changes AdWords Guidelines in Response to Apple’s Intelligent Tracking…

News & Analysis

Raise Report: New Funding for MapR, Appier, AdWerx

by Joseph Zappa Share this  
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Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Strikingly, GetAccept, Turo, and Dataiku.

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