News and Analysis

News & Analysis

Verizon Provides FLoC Alternative. Will It Work?

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Verizon became the latest player to compete against Google’s FloCs this month with the launch of its new Next-Gen Solutions tool. The move marks a broader shift in ad tech toward contextual ads.

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Fanplayr Allows Advertisers to Do More with First-Party Data

by Stephanie Miles Share this  
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With 88% of marketers citing the collection and storage of first-party data as a “high priority,” a startup called Fanplayr is stepping in with a solution.

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Vaccine Rollout Spells Opportunity for Brand Marketers

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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.

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Improving the Local SEO Toolkit: A 2018 Holiday Wish List

by David Mihm and Mike Blumenthal Share this  
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“Local is a complicated world that is not currently served well by the tools of the organic world. The end of the year and the start of a new one is a great time to get folks thinking about how they might address this hole in our tool sets,” says Mike Blumenthal. He and David Mihm explore the weaknesses and possibilities among local search tools in their last column of 2018.

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2019 Location Data Predictions: Mobile, Privacy, and Explosive Growth

by Greg Isbister Share this  
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Greg Isbister: The next year will see a marked shift for location data. As consumers and businesses alike see more value and additional uses for this data, industry growth will continue to increase exponentially. Until regulations are put in place to increase security and transparency, it will be up to businesses to institute their own best practices, getting ahead of legislation to come.

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LBMA Podcast: Facebook Files New Patents, Google Maps ‘For You’

by Asif Khan Share this  
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On this week’s LBMA podcast: Facebook files new patents, JoAnn taps Teemo, Favendo at Frankfurt airport, Google Map’s “For You,” Domino’s hotspots, Mariott + PepsiCo go virtual reality art. Special guest: Gabriel Bedoya – The Insights Company.

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LBMA Podcast: Uniqlo, Joyful ATMs, Blippar and Google

by Asif Khan Share this  
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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: xPressTap, Senior + Mall of America, Ford + RadiumOne Bluedot Innovation.

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Street Fight Daily: Walmart Grows As Advertising Platform, Amazon Paves Way for Alexa Everywhere

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Walmart Leverages In-Store Data to Grow as an Advertising Force… Amazon Opens Up Access to Developer Tools for Adding Alexa to Commercial Products… Facebook Is Giving Advertisers More Flexibility When Buying Mid-Roll Video Ads…

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Ad-Tech Expert’s Advice to Local News Publishers: Pivot to Digital Subscriptions

by Tom Grubisich Share this  
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Ratko Vidakovic, founder and principal of the Toronto-based ad-consulting firm AdProfs, spoke with Street Fight recently about the often-rambunctious world of digital advertising and how news publishing fits into it — not always so well.

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How Football Viewership Trends Impact Brand Advertisers

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Sports bars suffered in the wake of declining NFL ratings last season, but a drop in viewership could actually benefit hardware stores, gas stations, and supermarkets, according to a new analysis just released this morning by the location intelligence company Foursquare.

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Street Fight Daily: Google Makes Maps Interactive, Amazon Rolls Out ‘Instant Pickup’

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Brings Q&A to Maps, Further Entering the Local Recommendation Space… Amazon Adds ‘Instant Pickup’ in U.S. Brick-and-Mortar Push… Aiming for Transformation via Acquisition, Non-Tech Companies Buy Tech Firms…

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Why Premium Media Is the Gold Standard for Brand Marketers

by Tom Kenney Share this  
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There are media companies and then there are the media companies that deserve brands’ business — the ones that represent a positive baseline. High-quality premium publishers and advertisers know what high-quality environments look like. Consumers know it, too.

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Why Location Measurement and Attribution Are Key to Brand Visibility

by April Nowicki Share this  
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Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.

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Street Fight Daily: Facebook and Amazon Fuel Local Food Transactions, Netsertive Buys Mixpo

by Joseph Zappa Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Americans Love Ordering Pizza on Facebook and Amazon… Netsertive Acquires Seattle Ad Tech Firm Mixpo… Hard Look at Online Pays Off in Higher Quarterly Profits for Kohl’s…

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Enterprise Local Marketers Treat AI Hype as Means to an End

by David Card Share this  
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Our research suggests that big brands and retailers don’t have AI high on their list of local marketing priorities. But it appears that if brands are very email- and direct mail-focused, and that’s where they’re thinking of applying AI.

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How 5 Brands Use Geo-Targeting to Fuel In-Store Sales

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By serving mobile ads based on users’ geographic locations, brands can avoid these types of blunders and hone in on the type of hyper-specific messaging that boosts engagement and click-through rates.

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