News and Analysis
Why Content Is Replacing Clicks as the Cornerstone of Digital Marketing
While the click-oriented advertising model is not going away and has its place, it is becoming more complicated with the influx of privacy changes that make targeting and measurement harder. As a result, VRTCAL Founder and President Todd Wooten makes the argument that content is king again.
Innovation Brief: TikTok, NBC & Roku
On a semi-weekly basis, Street Fight’s Innovation Brief series aggregates and analyzes happenings from across the technology and media spheres. This week, we look at TikTok Stories, NBC’s Olympics viewership, and Roku’s new originals play.
Back to School 2021: Supply Chain Shortages and High Demand
Preparing for back-to-school shopping this year, retailers faced a tremendous challenge: anticipating consumer needs at a time when Covid case numbers are shifting month to month and the conditions of in-person learning remain unclear. Add supply chain squeezes and rising consumer expectations, and BTS, which is supposed to be among many retailers’ best seasonal events, risks proving disastrous.
Commentary
How Will 5G Unlock Location Targeting?
5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.
Apple Strikes a Foreboding Tone with Big Ad on Privacy
Apple’s privacy-first policies should prove beneficial for the company and for the hundreds of millions of people who use its products. Still, the iPhone maker’s ad, light in tone as its soundtrack may be, strikes a decisively dark note representative of broader national anxiety about Silicon Valley and the danger of its increasingly unavoidable products. Beneath the ad’s veneer of levity, thinly constructed in the form of a small guard dog and man wary of using a urinal too close to his neighbor, the video sends a clear warning to smartphone users entrusting their private information to rival phone makers: The intimate details of your lives may already be compromised. Lean into your worries about your data’s theft and monetization, and fork over 10 Benjamins at the nearest Apple store for the sake of your own security.
Location Analytics Applied to the NFL
Nate Sterken: Location data generated from cell phones powers many of the ad-tech products with which we all work every day, from in-person attribution to targeting segments based on visitation patterns. Earlier this year, I got to work with data generated from a completely different source — professional football players.
Latest Posts
5 Ways to Target Moviegoers with Location-Based Marketing
Ticket sales are down at movie theaters across the country, leaving some of the largest cinema chains scrambling as they search for innovative ways to reverse the slump. Here are five examples of some of the most innovative strategies that firms are using to promote films and encourage ticket sales.
Case Study: North Dakota Tourism Uses Location Data to Reinforce Media Buying Strategies
At North Dakota Tourism, marketing manager Heather LeMoine found a way to use mobile location tracking to learn more about the differences between U.S. and Canadian travelers. Using the information, she’s been able to adjust her organization’s media plan to ensure more successful campaigns.
Street Fight Daily: Snap Launches Context Cards, LinkedIn Updates Sales Navigator
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat’s New Context Cards Let Users Read Reviews, Book Reservations, and More… LinkedIn Updates Sales Navigator to Generate Leads… Could Amazon Win a Major Chunk of the Video Ad Market?…
Patch’s Leader Says the Network Today Is Proof That Local Can Scale
Warren St. John, who has led Hale Global’s Patch since its 2015 takeover from Aol., says the network has evolved into a workable model for scaled local news — editorially, financially and as a community asset. In this Q & A, he presents his case.
New Street Fight Report: Benchmarking and Best Practices in Enterprise Local Marketing
The report Enterprise Local Marketers 2017: Benchmarking and Best Practices examines current trends in their local marketing tactics, channels, and operations. By analyzing the survey data and correlating digital marketing effectiveness with spending, tactics, and management, Street Fight has identified key enterprise local marketing best practices.
Street Fight Daily: Brands Benefit from Voice Revolution, Placed Unveils New Attribution Tool
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Voice Has Its Moment, Tech Giants Give Brands a Way Into the Conversation (AdWeek) Voice is having its moment. People are talking, devices are listening and brands are attempting to insert themselves into the conversation, using Amazon Alexa voice skills and Google […]
SMB Index: Local Stocks Make Gains in September
After a flat month in August, the SCP SMB Index gained 2.1%, consistent with the S&P 500 and Dow Jones. Xero led the gainers, up 17.7% in the month of September, while GrubHub led the list of losers down 7.8% during September.
Is the Camera the ‘New Search Box’ for Local Discovery?
Though still nascent, visual search builds on a few key trends. Smartphones have increasingly powerful optics; AI and machine learning support computer vision to identify items; and there’s behavioral alignment with millennials who use the smartphone camera as a communication tool.
Raise Report: Deliveroo, Urgently, Playbuzz Score New Funding
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 Synup, AtScale, FogHorn, and ViralGains.
LBMA Podcast: Denny’s, Ubimo, Ikea, GasBuddy
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Ubimo, Verizon + Snapchat, Stratacache buys Walkbase, Ikea acquires TaskRabbit, CDecaux, American Airlines.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem