LBMA Presents Location Weekly: Google Buys Pointy; TourByLocal Nabs $25M

We start off with TourByLocal getting $25M to match tourists with 4,000 guides in 162 countries, Albertsons launching Pinterest-Powered In-Store mobile recipes, and Google buying Pointy to boost brick&mortar retail.

After the Worldline interview from NRF, we continue with news from our two member companies: Gimbal giving mobile users control over their location data and Delta reducing travel stress with updated app features.

Mobile Marketing Firm Verve Acquired by Germany’s MGI

The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.

online privacy

6 Privacy Tools for CCPA Compliance

With the clock ticking on full enforcement of CCPA, businesses are looking at how they can get into compliance—and fast. Technology vendors have been quick to step in and fill that void, launching integrated privacy management platforms with CCPA and the European Union’s GDPR in mind. Most of these platforms can be configured to specific privacy regulations, helping businesses automate their data collection practices and regularly performing risk assessments to determine whether they’re handling personal data correctly.

Here are six examples of tools that companies can use to ensure CCPA compliance.

OTT Will Transform How Local Businesses Connect with Their Customers

When looking out into 2020 through a local media lens, advertisers trying to reach hyper-local audiences will continue to lean in and adopt more digital and over-the-top practices. No longer will businesses consider OTT an add-on to their media plans; rather, it will become the centerpiece to reach local audiences who are turning to free streaming services and apps to watch news and entertainment.  

Here are our four top predictions for 2020.

Foot Traffic Data Shows Signs of Retail Apocalypse Can Speak to Smart Retail Strategy

Over the last year, we saw many well-known brands close their doors and scale back their offline footprints. While many believed this to be a sign of weakness, it was, in fact, a sign of a very effective corporate strategy.  

Retailers such as Macy’s and Walmart both faced multiple closures in 2019, but when digging deeper and analyzing specific store locations, we uncover a much more informative narrative than simple brick-and-mortar decline.

Heard on the Street, Episode 43: Inferring User Intent with Viral Gains

One elusive component of effective marketing is knowing what consumers are thinking. But even with advances in AI, traditional ad targeting practices often commit basic errors like showing people the same ad several times … even though they may not be interested in any way in the product in question.

This is the area where Viral Gains is innovating. The latest guest on Street Fight’s Heard on the Street podcast, Viral Gains CEO Tod Loofbourrow tells us how his longstanding affinity for robotics and AI has influenced his path to solving this problem by better inferring intent and consumer sentiment.

Three Essential Steps toward Omnichannel Success

Consumers have limited time, detectable habits, and preferences about how they interact with brands. Marketers have become increasingly empowered to know and respond to these preferences on all channels.

As brands leverage opportunities offered by omnichannel marketing and further embrace the technology that unlocks each channel’s capabilities and insights, they will give customers the personal experiences they crave. Beginning the journey toward true omnichannel can be daunting, but the immense value it creates for both customers and brands far outweighs the rethinking, reinvention, and innovations it demands.

With Investment in Geo, Foursquare Focuses on Improving Data Access

When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.

Crossing the B2B-B2C Divide: The Next Frontier in Customer Experience

In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg. 

Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.

Telnet Passwords Leaked for Half a Million IoT Devices, Servers, Routers

The breach is particularly significant given the rapid expansion of smart or IoT devices. Given that consumers already struggle to secure basic electronic devices including laptops and smartphones, the Telnet breach indicates how much larger the security risk for personal devices may become in coming years as smart speakers, TVs, and fridges join the legion of devices open to hackers.

Takeaways From ‘The Other CES 2020’ That Location-Minded Marketers Need to Know

CES provided a unique showcase for the importance of connected TV (CTV); it’s one of the few events that wrangles hardware, media, and advertising companies into the same place for a week. Within digital advertising, this topic is number one, and not outlining your strategy to support CTV in 2020 was a way to cut any CES meeting short. Companies that have moved from video to TV, such as Amobee or Telaria/Rubicon, exciting new combinations of TV and digital assets such as Xandr; programmatic TV leaders like The Trade Desk; and companies that have been long on TV for years such as Samba TV should have a fantastic 2020 ahead of them.

LBMA Presents Location Weekly: Leveld, Canada Goose, Alexa on Broadway

This week on the Location-based Marketing Association podcast: a new app for location-based tool rental platform Leveld; Canada Goose crafting an engaging store experience with snow and ice; and JP Morgan Chase offering DashPass to premium cardholder members.

Asif and Aubriana continue with a groundbreaking step from the longest running musical on broadway, the famous Phantom of The Opera, becoming the first in the industry to leverage Alexa, Earth Fare going with Mood Media for upgraded digital signage, and Sprint & Wirecard teaming up on IoT payments.

How to Capture the Attention of Multiscreen Consumers

We’ll reach for our phones because the TV alone isn’t enough to entertain us, but this constant overstimulation leaves us wanting more. The fact that we’ll often use the ad breaks to check our phones throws the effectiveness of TV advertising into doubt, but the truth is whatever outlet consumers choose, marketers can no longer take a captive audience for granted.

Here are some tips to capture attention in a multi-screen media environment.

2020’s Location-Privacy Winter: The iOS Edition

CCPA isn’t the only factor that will impact privacy and data collection. There are less-discussed and potentially more significant variables like the death of browser cookies and other tech-centric measures. Especially for location tracking, private sector influences and accelerants loom.

5 Ad Tech Predictions for 2020

Charmagne Jacobs, VP and head of global marketing and partnerships at Adslot, shares ad tech predictions for 2020, including the rise of zero-party data, first-party’s data’s increasing importance, the return to contextual ads, and a shift toward more premium programmatic executions.

2020 Arrives: How Brands and Marketers Can Survive the New Decade

Brands have an obligation to adhere to what their customers care about, but given how easy it is for people to digitally project an aspirational lifestyle, it’s no wonder brands are having a tough time understanding who their consumers are and what they want from the brands they support. To combat this knowledge gap and align what consumers say with what they actually do, we need more real-world intelligence.

Dispatch from CES: Giant TVs, Obsequious Gadgets, and Artificial People

I’m fresh from a couple of days wandering the halls of the Consumer Electronics Show, affectionately known as CES — the annual conference that descends upon Las Vegas in January and proffers the latest in technological solutions to improve every aspect of our daily lives. This is my first time attending the world’s biggest technology conference, where 4,500 companies this year are vying for the attention of 180,000 attendees, according to my Uber driver.

As I made my way through the crowds at the massive Las Vegas Convention Center and other conference venues, I tried to get a sense of the common themes defining consumer innovation as we begin a new decade. 

Gimbal App Gives Consumers More Choice, Privacy Controls

While the digital marketing industry waits for full enforcement of California’s Consumer Privacy Act (CCPA) to go into effect later this year, the mobile advertising, location solutions, and data company Gimbal is actively working to position itself as a leader in the consumer privacy space. The company recently launched a mobile app called LocationChoices, which gives consumers more control over how their data is used. Gimbal is also building a coalition with other industry players that would give participating vendors a way to systematically honor the requests of individual consumer opt-outs.

LBMA Presents Location Weekly: Predictions for 2020

Curious about the future? 2020 will be more dynamic for the location industry than the past year.

This week on the Location-Based Marketing Association podcast, we are talking about our expectations and predictions for location-based marketing.

Local Search Association Rebrands as Localogy

In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.

Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.