OAAA Heatstroke Campaign Shows OOH’s Local Power
A national heatstroke-prevention campaign from OAAA and the Ad Council shows how OOH (out-of-home) can combine broad reach with geographic concentration and contextual relevance. Summer may be winding down, but a national campaign warning drivers about the dangers of leaving children unattended in vehicles is designed to remain visible well beyond the hottest months of […]
Big Happy Brings Real-Time Context to 3D DOOH Campaigns
Imagine a billboard that changes based on the weather, local events, or what’s happening in the neighborhood around it. Big Happy says the next generation of 3D DOOH advertising is designed to do exactly that. Which will it be, contextual relevance and visual impact? Brands that want both in the DOOH channel no longer have […]
What Political Campaigns Can Teach Marketers About Hyperlocal Media Strategy
Political advertising has long served as a testing ground for innovations that eventually make their way into mainstream marketing. Campaigns operate under compressed timelines, face relentless pressure to prove effectiveness, and often have only a single opportunity to influence behavior before Election Day. As a result, many of the strategies developed in political media—from audience […]
New Collaboration Leads to Better Targeting for MULO Brands
Experian and Media.net (one of the world’s largest Supply-Side Platforms (SSPs)) are collaborating to amp up real-time contextual search intent and rich audience data. They believe this collaboration will help solve the problems of growing signal loss and audience fragmentation and enable advertisers to improve their targeting and results. The move goes beyond basic contextual […]
Seedtag Is Ready for Contextual Advertising’s Renaissance
Brian Danzis is a busy bee. In addition to running Seedtag as President, North America, he’s been on the speaking circuit. Most recently he was at Advertising Week in New York in October, speaking on a panel about CTV and retail media. In September, Danzis appeared at the Cynopsis Big TV Summit on a panel […]
Barometer, Katz Partnership Brings Contextual Targeting to Podcasting
Podcasting is huge right now, with 53% of Americans saying they’ve listened to a podcast in just the past month. You know what else is huge right now? Artificial intelligence. OpenAI’s ChatGPT reached 100 million monthly active users in January, just two months after it debuted. It should come as no surprise, then, that Barometer […]
Roundup: 2022 Adtech & Martech Predictions
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on measurement and advertising optimization, consumer trust, contextual ads, and marketing with social good as a guiding principle.
How Advertisers Can Combine Contextual and Local Targeting
Many marketers who run multi-location campaigns run into the same pain point: “I need to create a campaign that has localized messaging that resonates with the specific regions I’m targeting while still remaining true to the overall brand voice.” Enter contextual advertising.