News and Analysis
How Political Campaigns Leverage Location Data in an Era of Virtual Events
Political ad spending is expected to reach record highs this cycle, topping $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63% higher than spending in the 2015/2016 season. Tapping into location data to make that advertising more relevant has taken a bit more creativity than usual.
How Much Is Your Data Worth? A New Tool Will Help You Find Out
Facebook, Google, Amazon, Twitter, Pinterest, and countless other technology giants have expanded their collection of consumer identity data, even as privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have gone into effect. A new tool from Killi serves as an educational resource, giving people a way to calculate the value of their personal data based on the platforms they use every day.
Killi’s new tool asks consumers to enter their email addresses and select the platforms they currently use. The tool references public quarterly revenues and daily/monthly active users, as well as data aggregators like Statista, to arrive at the value amount of each consumer’s personal data.
Why Contextual Ads Are Generating More Interest
Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.
I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.
Commentary
Your Voice-First Future is Here
Digital giants are forging a path to every consumer, looking to win a home automation arms race. You, too, should be considering how to connect in new ways with your customers because voice and speech recognition are ready for prime time.
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.
LBMA Podcast: RetailLoco, Adsquare, PlaceIQ, Bluedot
On this week’s podcast from the Location-Based Marketing Association: A RetailLoco Recap, Adsquare’s Footfall, PlaceIQ + IRI, Bluedot raises $5.5M from TransUrban, Waze + Carto, Amex ends Plenti, DAC Group launches ConvergenSEE.
Latest Posts
Street Fight Daily: DoorDash and Postmates Test Robot Delivery, Lighting Tech Helps Retailers Sharpen Location Data
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Postmates and DoorDash Test Delivery by Robot with Starship Technologies… Retailers Leverage Lighting Communication System to Sharpen Location Data… As Alexa Becomes Ubiquitous, Amazon Must Craft a Consistent User Experience…
Making Sense of Amazon’s Push Deeper Into Local
Clearly Amazon is positioning itself in the sales funnel aggressively, Mike Blumenthal tells David Mihm. “And unlike Google their presale efforts lead directly to sales that they control. ”
Sponsored Content: Using Your Website as a Customer Engagement Tool
Websites remain a foundational marketing element for companies of all sizes and they are likely the “home base” for customers finding the detailed information they desire as well as the basics, like store hours, contact information, product details and links to social channels. While on the surface it may seem like websites are the opposite of engaging—static, one-size-fits-all, impersonal—the fact is with a little bit of strategy, businesses can create a website that provides customers with a truly engaging experience with clear calls to action as part of the customer’s journey.
Why Mobile Payments Will Heat Up in 2017
Mobile payments have been inhibited by point-of-sale hardware upgrade requirements and the lack of a killer pitch for either users or merchants. But the movement to chip-based credit and debit cards in the U.S. could help.
Street Fight Daily: Here Helps Baidu Expand Mapping Service, Retailers Use Tech for Personalization
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Here Partners with Baidu to Expand Its Mapping Service to Europe and Beyond… How Retailers Use Personalization — If They Do At All… Facebook Measurement: The Walled Garden is Cracking a Window…
Surefire Social Rebrands, Acquires Franchise Marketing Firm in Hyperlocal Push
Surefire Social has announced this morning that it is rebranding as Surefire Local, as it looks to more strongly emphasize its hyperlocal focus. The new name is just one of many changes at the company, which recently purchased the local marketing automation vendor Promio.
Openings and New Hires at Search Influence, Urgent.ly, Kantar Media
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Pandora, Branded Entertainment Network, and DialogTech.
Raise Report: New Funding for ezCater, Gravy Analytics, CloudCar
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This edition includes funding for Flytrex, CloudCraze, NG Data, and Choozle.
Street Fight Daily: Google Launches Website Builder for SMBs, Amazon Go’s Potential Impact on Retail
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Testing Website Builder Within Google My Business… Amazon Go, Deep Learning, and a Better Retail Experience… Toyota Leverages Mobile Location Firm NinthDecimal’s Data to Establish Attribution for Dealer Visits…
Sponsored Content: Jewelers Battle for Holiday Retailers
While some shoppers went online to buy gems this holiday season, many went to their local jewelry stores. Winning brands this holiday season had their store location information readily available. But there’s more to reaching the local customer.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem