News and Analysis
How Advertisers Can Pursue Brand Safety without Avoiding Sensitive News Content
Advertisers blocking all potentially sensitive content is a raw deal for advertisers and publishers, says Rachel Tuffney, EVP of US operations at Dianomi. Publishers need advertiser support for serious stories. Advertisers need to be able to tell their own stories without avoiding 50% of serious news platform content and without blocking stories that may actually resonate with the brands they want to build.
Tuffney spoke to Street Fight to elucidate the trade-offs on this issue and explain how brands can be safe without blocking all sensitive content.
Why SMBs Are Flocking to Martech to Combat Covid Slump
The old way of doing business isn’t working anymore. As restaurants, retailers, and other businesses work to keep customers updated about shifting hours of operation and in-store social distancing requirements, they are opening up to outside-the-box ideas and becoming more comfortable trying location-targeted marketing platforms.
Data show that digital adoption among businesses and consumers jumped forward at least five years in the first eight weeks of the pandemic. Small restaurants and retailers are eagerly adopting the same tools now that they were hesitant to try back in 2019. That push is leading technology providers to expand their offerings and develop new tools for a growing market.
Mediaocean Acquires 4C Insights. What’s Next for Ad Tech?
The coronavirus pandemic and ensuing recession have forced tech vendors to step up their games and make a stronger case to advertisers as to why their products and services are essential amid tightening budgets. The year of Covid-19 is also fostering a favorable environment for mergers and acquisitions, as solo players team up to emerge stronger on the other side of a stormy season.
Last week, ad tech got a fresh acquisition, as Mediaocean acquired 4C Insights. I checked in with Aaron Goldman, CMO of 4C Insights, to find out what the acquisition portends for the two companies and how it matches up with broader trends in ad tech.
Commentary
Who’s Using Local AR? And How Often?
According to a recent survey, AR users like what they see, with a whopping 73% reporting high or very high satisfaction. But non-users report explicit disinterest, with the biggest reason being the rather daunting “just not interested.” This presents a big hill for AR app developers to climb.
Latest Posts
Why 2017 Will Be the Year of the ‘Micro Moment’
A micro moment is the point at which a consumer searches for nearby information, for things to do, buy, or learn in real-time. Essentially, it’s a description of a new consumer mindset: one that has switched from regularity to spontaneity in shopping and learning habits, due to ubiquity of smartphones.
Case Study: Restaurant Group Uses Spend Data to Analyze Customer Base
For Good Food Guys, a restaurant group that owns and operates fast casual restaurant concepts in the Bay Area and Los Angeles, digital marketing platforms helped bring in customers over the holiday season who were already out doing their shopping, while also rewarding those who visit most frequently.
Street Fight Daily: Voice Assistant Sales to Skyrocket, Alibaba Local Commerce App Raises $1.1 Billion
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… 25 Million More Voice Assistants Coming This Year; Google, Amazon Dominate… Alibaba’s Local Commerce Platform, Koubei, Raises $1.1 Billion… Crate and Barrel COO Talks Bucking Brick-and-Mortar Trends…
6 Tools Brands Are Using to Stop Ads From Appearing on ‘Fake News’ Sites
Fake news isn’t just a problem for consumers. It’s a problem that brand advertisers are facing, as well, as they struggle to ensure their display ads aren’t showing up alongside inflammatory online content. Here are six examples of tools that major brands are using right now to keep their ads off of disreputable sites.
Street Culture: inMarket Retains a ‘Startup Mentality’ as It Scales Up
“Startup culture doesn’t just mean a stocked kitchen with burritos in the freezer and tons of snacks in the kitchen, or jeans in the office,” says the company’s communications VP Dave Heinzinger. “It means everyone has the ability, from the CEO on down, to roll up their sleeves and really go to work on whatever needs to be done.”
Is It Time to Redefine ‘Local’ Marketing?
We’ve reached a pivot point where local market nuances and differences can create definable opportunity. I am not saying that the age of the big box retail or e-commerce portal are over, but if a brand does a better job at leveraging local marketing it can create a competitive advantage and differentiation point.
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands