LBMA Vidcast: Factual Returns to Europe; Gimbal Releases Trends

On this week’s Location-Based Marketing Association podcast: Factual returns to Europe post-GDPR, WeChat releases new facial rec. payments, Curiosity Lab teams with Georgia Tech, Gimbal releases Trends, iOS 13 changes location game, McDonald’s acquires Apprente. Special Guest: Kipp Jones, Chief Technology Evangelist, Skyhook.

Report: Huge Hole in Location Data Market for O2O Attribution

Good news for the whole location-based marketing industry—a new report from location data firm Factual based on a survey of location data buyers finds the field is getting more effective and better at measuring its results. Nearly 9 in 10 marketers said location data is driving more effective campaigns. Eighty-six percent said it’s growing their customer base, and 84% reported higher customer engagement.

However, while use of location-based marketing is set to grow to 94%, only 24% use it or are planning to use it to establish offline attribution.

Heard on the Street, Episode 27: Location & Brand Evolution with Factual, Part 2

Factual, one of many companies in the location intelligence space, emphasizes offline foot traffic and “visitation insights.” Tracking the elusive online-to-offline buying journey is the name of the game, and Factual touts the advantage of a 300-million device observation graph. Factual VP Ocean Fine breaks down her company’s approach to location on our latest podcast.

LBMA Vidcast: Factual, Walgreens, Burger King

On this week’s Location-Based Marketing Association podcast: Factual partners with Airship & Braze, Class action against all 4 U.S. mobile operators, Decathalon opens first U.S. store, Burger King delivers in Mexico City traffic jams, Para’Kito goes AR with Georgia Pacific, Walgreens teams with Narvar.

Heard on the Street, Episode 25: Location, Brand Evolution, and Career Lessons, with Factual

Brands want to engage consumers. Though that’s an obvious statement and a universal truth, how it happens is a moving target that shifts with consumer technology. Success in the ad tech world requires intellectual curiosity about emerging tech and a desire to dig into the details.

Factual VP of Agency & Strategic Partnerships Ocean Fine considers that curiosity essential to her success and the victories of any company in ad tech. The latest guest on Street Fight’s Heard on the Street Podcast, she’s inspired by the smartphone’s transformation and advises marketing execs to be attack-ready for all emerging tech.

Factual Partners with Airship and Braze to Power Location-Based Mobile Marketing

The partnership will enhance Airship and Braze’s efforts to furnish clients with precise mobile messaging based on the location of the customers they want to reach. Airship and Braze help brands engage their customers, retaining their business and ideally driving them back in-store. Airship rebranded, dropping the Urban from its name, last month.

Location Is an Underused Data Layer for Brands Seeking Better ROI

In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.

These 6 Location Data Providers Are Changing the Way Brands Target Consumers

Location data providers power the vast majority of mobile targeting strategies we’re seeing brand marketers implement today. An incredible 80% of marketers say they plan to boost their use of location data over the next two years, and in the U.S. alone, it’s expected that location-based advertising spend will reach $38.7BN by 2022. In order to achieve those goals, marketers will have to work closely with top location data providers. Here are six companies they’ll be working with.

Street Fight Daily: The Latest in On-SERP Search from Google, Visual Search on Edge of Breakthrough

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google and the On-SERP Experience: We’re Just Gettin’ Warmed Up… Retailers Must Prepare for Visual Search, On Edge of a Breakthrough… What Will Advertising on Voice Look/Sound Like?…

Raise Report: Factual, Uberall, SOCi Secure New Funding

Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Planday, New Knowledge, Launchmetrics, and Uppercase.

Street Fight Daily: Marketers Look for Data Beyond Duopoly, GDPR Spawns a Need for Innovation

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Concerns Grow Over Facebook, Google Duopoly as Marketers Prioritize Data Transparency… GDPR Panic May Spur Innovation in Data and AI… Native Mobile Video Ads 15 to 20 Seconds Long Show Highest Rates of Engagement…

Concerns Grow Over Facebook, Google Duopoly as Marketers Prioritize Data Transparency

Ninety-five percent of marketers say transparency is an accurate indicator of data quality, and 92% say they have concerns about the advertising duopoly of Facebook and Google, according to a survey conducted in March and April of this year.

Openings and New Hires at Spectrio, Apple, GroundTruth

Hires and new openings are also popping up at Google, Dropbox, and Factual.

Toys ‘R’ Us Foot Traffic Analysis Reveals Challenges in Smaller Markets

The results of a new foot traffic analysis conducted by the location data firm Factual reveal that Toys “R” Us’ demise, while partly attributable to Amazon’s strength, could just as easily be blamed on stiff competition from within the brick-and-mortar retail market.

Street Fight Daily: Mobile Payments on the Rise, Facebook Use Unaffected By Scandal

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Use of Mobile Payments Up 30%… Facebook Hasn’t Felt ‘Any Meaningful Impact’ As Result of Scandal… How NBC Is Giving Partners the Most Comprehensive Understanding of Their Ad Exposures…

Street Fight Daily: Local Mobile Ads to Soar in 2018, Amazon Posts Record Profits & Ad Revenue

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Mobile Ads to Soar in 2018, Especially in Local… Amazon Posts Largest Profit in Its History As Ad Biz Grows… Factual Expands Location-Based Ad Tools…

#SFSW18: Factual CEO Talks Company’s Top-Notch Approach to Location Data

Unlike so many location-based rivals, Factual’s goal is not to convert geospatial data into top-notch marketing solutions. The company, founder and CEO Gil Elbaz said Wednesday morning at Street Fight Summit West in Los Angeles, is laser-focused on providing top-notch location data. 

Street Fight Daily: Meeker Touts Mobile/Video/Voice, Facebook Expands Factual Partnership

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Mary Meeker’s 2017 Internet Trends Report… Facebook Expands Location Data Partnership with Factual… Uber’s Head of Finance is Leaving…

Street Fight Daily: Google Tests Voice Ads on Speaker, Pinterest Targets Visual Search Market

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Tests Waters of Voice Ads on Speaker… Pinterest Goes After Visual Search Market Share… Alexa is Coming to the iPhone…

Openings and New Hires at Invoca, StructuredWeb, NeighborhoodX

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 Cars.com, Comcast Ventures, Factual, and NASCAR.