Street Fight Daily: Semcasting Debuts Attribution Solution, Mobile Coupons An Opportunity for Holidays

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TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Semcasting Offers Proof of Performance with New Attribution Platform… Data Still Makes Ads Irrelevant, Consumers Say… How Walmart Is Using First-Party Data to Stand Out in Ad-Supported Video…

Placed and Adobe Advertising Cloud Launch TV Attribution Partnership

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Adobe Advertising Cloud and Placed, an online-to-offline attribution company, have launched a partnership that will measure whether linear television advertising drives in-store visits. Through the partnership, Adobe will provide the data used to place ads, which Placed then examines to connect ads to store visits.

Ohio Car Dealership Sees Early Success with Location-Targeted Mobile Ads

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Years of ingrained assumptions about the way cars are marketed and sold have made the automotive industry a challenge for hyperlocal vendors. But at Kia of Bedford, Director of Operations David Gruhin is finding unexpected success with location-based marketing tactics.

5 Online-to-Offline Attribution Platforms for Local Marketers

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Online-to-offline attribution isn’t a challenge without a solution. A number of vendors are serving the local market with platforms designed to help local marketers at big brands and multi-location retailers assign the correct value to each point of touch in their multi-touch campaigns. Here are five vendors to which retail brands can turn.

Proving Local Attribution and ROI Remains a Top Challenge for Multi-Location Brands

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Outside of budget and time/resource constraints, local marketers at big brands and multi-location retailers continue to rate attribution and ROI as their most difficult digital marketing challenge, according to Street Fight’s latest survey. That’s similar to what they said in 2017.

Performance Partnerships: A Better Way to Define Affiliate Marketing

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Performance Partnerships can only exist within a CPA model because the partners win and lose together. This isn’t the case with many of the other channels labeled as performance marketing. Performance Partnerships include everything that people want in their affiliate relationships and exclude all that is undesirable.

TVadSync and Unacast Partner for Cross-Platform TV/Digital Attribution

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Unacast’s location data will allow TVadSync to prove with unprecedented accuracy that the campaigns it manages across TV and digital platforms are indeed driving exposed audiences to make purchases at brick-and-mortar stores.

Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue

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In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.

Placed Expands Attribution Solution to Measure TV-Driven Offline Visits

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Placed launched television measurement as part of its ad exposure and attribution measuring services today, expanding its omni-channel attribution technologies to the full suite of advertising landscapes.

NinthDecimal Launches Toolset to Identify True Growth Metrics

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The omnichannel marketing platform NinthDecimal announced major changes to its measurement platform this morning, as it launches new KPIs designed to provide insights into what’s driving customer growth and acquisition for brands.

State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus

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Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about.

As Amazon Preps Attribution Tool, Media Buyers Demand Greater ROI

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Amazon’s massive consumer audience and billions of touch points, coupled with its newly acquired brick-and-mortar presence, means the company’s ad services could be in a position to explode if it does a good enough job illustrating the influence its ad services have on driving online-to-offline or strictly online sales.

Street Fight Daily: Media Buyers Weigh in on Facebook’s Data Changes, A New Era for Uber?

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Agencies: Facebook’s Removal of Third-Party Data Turns Back the Clock on Targeting… A Deep Dive on the Challenges Facing New Uber CEO Dara Khosrowshahi… Paid Search, Shopping Campaign Media Buys Continue to Rise…

Why All Local Tech Vendors Need Offline Attribution in 2018

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Sponsored Content: With Google and Facebook offering their own standalone solutions (to measure only their own media) and with Snap’s 2017 purchase of Placed, anyone in the market of competing for share, will need, at minimum, the same tools as the next guy, writes Freckle’s Neil Sweeney.

How Brands Determine Their Local Marketing Effectiveness

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Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.

Attribution and Measurement are Creating a Data Management Arms Race

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“When you look at the shifts taking place in the ecosystem, there’s such a focus on data for so many smart reasons from a marketer’s perspective,” says NinthDecimal CEO David Staas. “They really want to be able to better understand their customers, and one of the biggest problems is filling in that blind spot in customer intelligence.”

Why Location Measurement and Attribution Are Key to Brand Visibility

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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.

#SFSNYC: Research Roundtable Shows Nuance of Defining Local and Mobile Effectiveness

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Last week’s Street Fight Summit showcased a variety of research on local marketing. Analysts showed evidence of mobile’s impact and improving its performance, and reinforced that companies selling marketing tech and services must address ROI and attribution.

How New Location Data Tools Are Making Attribution a Reality

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The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.

Swirl Launches Direct Facebook Integration for Online-to-Offline Attribution

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Retailers using Swirl’s platform can now connect “verified” real world store visits to Facebook ad impressions and more accurately measure the direct impact that Facebook ad campaigns are having on the way consumers move around inside their stores.