News and Analysis
Apple and Snap Signal Local AR Commerce Ambitions
Recent announcements from Snap and Apple at their respective developer conferences point to future connections between AR and local commerce.
Snap’s Local Lenses will let developers create geo-anchored persistent content that Snap users can discover through the camera interface. This will also include the ability for users to leave persistent AR graphics for friends to discover. The use case that Snap has promoted is more about fun and whimsy, including “painting” the world with digital and expressive graffiti. But the development could also include local storefront information.
Moving on to Apple, it similarly continues to show its AR aspirations. The latest is GeoAnchors for ARkit, announced at WWDC. These evoke AR’s location-based potential by letting users plant and discover spatially anchored graphics that are persistent across sessions and users.
During Covid Shutdowns, Brands Target Audiences with High Intent
With consumer behavior changing quickly, and so much about the future in flux, retailers are working harder to get a complete understanding of their shoppers as they go about their journeys between the digital and physical worlds, says Ubimo Co-Founder Ran Ben-Yair. Strategies specifically designed to target high-intent shoppers are moving into the forefront, as large retail brands come to terms with the unprecedented challenges of this new reality.
‘A Buyer’s Market’: Why OOH Is in Demand During the Pandemic
During a time when many other types of advertising have faltered, out-of-home (OOH) advertising is having a moment. Despite a nationwide pandemic, OOH activations are on the rise. Political spending on OOH media is up 75% compared to the same period in 2018, and direct-to-consumer brands are seeing increases in both aided and unaided brand awareness.
What’s driving the push? According to Quan CEO Brian Rappaport, there’s been a distinct change in consumer traffic patterns since the pandemic began. Brands that are capitalizing on those changes are reaching targeted groups of consumers at “firesale” prices.
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Mobile Marketing and the YouTube Cookie Shift
Google recently announced that YouTube will turn to logged-in user data to verify views and ensure that relevant advertising reaches the right consumers. This will allow publishers, brands, and marketing to draw on all the highly contextual demographic and behavioral data that Google gathers from mobile consumers.
Foursquare Analysis Shows Where Customers Go When Retailers Close
Using both explicit and passive location data from its Foursquare City Guide and Foursquare Swarm apps and websites, the company analyzed consumer visits at Macy’s and Kmart locations that closed in 2016. Foursquare also looked at foot traffic at competing retail stores around the same time period.
Google Analytics for Brick-and-Mortar? Spatially Targets Where to Set Up Shop
Hillit Meidar-Alfi, the company’s founder and CEO says the service “is building the most powerful platform for location search and analytics with applications for small and medium businesses, marketing technologies, ecommerce, real estate, and more. Businesses using location analytics will have a significant competitive advantage over those that do not.”
Case Study: Brick-and-Mortar Shop Looks to Compete with Online Sales
At Nutrishop in San Francisco, Jason Miller is using a digital platform called Pointy to automatically publish his products online and also drive customers into his store. By integrating Pointy’s box with his Lightspeed POS system, Miller has been able to scan products with a scanner and have those products appear on his store’s Pointy page online.
Street Fight Daily: Facebook Looms Over Snap IPO, Inside a Local Publisher’s Rise
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… A Rival’s Shadow Looms Over Snapchat IPO… How Local Publisher Technically Media Is Diversifying Its Business with a Community Focus… Marketo CEO on the Company’s Big Plans to Take On Big Marketing Clouds…
Street Culture: How Some of the Most Successful Startup Leaders Motivate Their Teams
New tech startups might not have a formula to create culture, but many leaders consider culture an important component for success. Though every company is different, some trends emerge: leaders must be transparent, they must hire for fit, and they must give employees a way to feel that they partially own the company.
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Why TV Remains the Heartbeat of Local Connection