News and Analysis
Tapad, Reveal Mobile Partner to ‘Make Attribution Make Sense’
Household targeting was possible before the pandemic, but it has become even more necessary for brands since shelter-in-place orders began this spring. With more people living together, and spending more time together inside their homes, having the ability to target multiple members of the same household has become more valuable for marketers.
“The pandemic has caused people to spend a lot more time at home. That means more time spent with shared devices,” Tapad COO Mark Connon says. ”Brands need to have a better understanding of who is using what device and when, despite these shifting behaviors, in order to make their engagements count.”
Street Fight’s August Theme: The Next Normal
As we roll into August, it’s time to establish Street Fight’s monthly editorial focus. After our standard ritual (no animals harmed), we’ve settled on “The Next Normal.” Forced to adopt new technologies just to survive, some local businesses have experienced a decade of evolution in just a few months.
So the question is, how will newly elevated local businesses transform the local commerce landscape? If a large share of the local business universe has raised its game, what will be the new “bar” in local media, advertising, and commerce? How should tech providers adjust to new demand signals?
5 Ways to Use Location-Targeted Ads During a Pandemic
Savvy brand marketers are finding ways to take advantage of location-targeted advertising to inform consumers about shifting variables such as store hours of operation and social distancing requirements. Despite some apprehension among advertisers worried about seeming to capitalize on a catastrophe, surveys show that consumers are OK with being targeted with ads right now. More than 90% of people surveyed say they think brands should continue advertising during the crisis.
Here are five examples of ways that brands can start using location-targeted advertising to more effectively connect with consumers during the pandemic.
Commentary
The Bifurcation of the Local SEO Services Market
“The changing nature of search and the increasing localization are making “traditional SEO” harder, more expensive, and less productive of ROI, and that should lead every agency to assess what they are delivering and to whom,” Mike Blumenthal tells David Mihm in their latest biweekly column.
Latest Posts
Street Fight Daily: MarTech Space Headed for Consolidation, Snap’s Advertising Potential
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Marketing Technology Likely to See Widespread Consolidation in 2017… Snapchat’s Ad Platform is Growing Quickly, But Will It Ever Reach Facebook’s Heights?… Google Parent Alphabet Finds New Growth Beyond Search…
Placed and Captivate Partner to Measure the Reach of Digital Elevator Ads
Digital media company Captivate announced today that it is teaming up with location analytics firm Placed to measure when consumers visit in-store locations after seeing digital ads in elevators. Consumers exposed to Captivate’s digital screens are cross-referenced with Placed’s app users to offer a new location visit measurement KPI.
Street Fight Daily: Social Platforms Bring Pubs Limited Cash, GM Enables In-Car Data with New SDK
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Deals with Facebook and Snapchat Are Popular, But They’re Not Big Money-Makers… GM’s New SDK for In-Car Infotainment Apps Offers Access to Nearly 400 Data Points… For Retail, the Next Big Tech-Driven Shakeup is Organizational…
Why Developing a ‘Near Me’ Strategy Has Become Critical for Local Marketers
Mobile is no longer just an important or necessary element of a marketing strategy — it’s vital for the livelihood and existence of a brand. And it has led to a critical shift in shopper behavior that brand marketers are rushing to understand and adapt their digital marketing strategies to.
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands