On this edition of Location Weekly from the Location-Based Marketing Association: X-Mode acquiring the assets of Location Sciences, Placer.ai raising $12M, Stasher getting $2.5M to help travelers stow their luggage, MGI acquiring Verve, Kroger launching a new lab on digital grocery innovation, and H&M launching pay later with Klarna in the US.
Even the Super Bowl does not make for entertaining enough television to get today’s fickle viewers to glue their eyes on the big screen and set cellphones aside. During the game, viewers also text (29%), play mobile games (28%), and browse social media apps (27%), mobile firm AdColony found in a global survey.
The numbers may even seem low; it seems fair to bet more than one in three viewers takes an eye off the game to text a friend. But AdColony manager of strategy and planning Gabriella Stano Aversa said marketers should not treat the multiscreen environment as a dilemma, seeing it rather as an opportunity.
Location is among the types of data consumers are most likely to weigh disclosing based on the utility of the scenario. Asked about eight different types of data, including marital status, social security number, and physical address, a higher percentage of survey respondents said whether they’ll share location data “depends” on the situation than for any other category. It’s neither an automatic yes or no; companies need to make a case.
An unfamiliar sight has emerged among the familiar photos of family gatherings posted to social media this holiday season: people wearing next-generation virtual reality devices. Between the turkey and pie courses, grandma strapped on a headset and jumped into a futuristic reality.
Thanks to rapidly evolving technology, lower prices, and the support of 5G networks, this uncommon sight may soon become a common experience. While just 11% of Americans reported owning VR technology in 2018, VR hardware and software sales are expected to skyrocket 587% to $5.5 billion by 2023, up from an estimated $800 million last year.
The move from tethered to standalone VR stands to change the way users connect with every aspect of the world — including e-commerce.
Video is already an effective and established form of content for consumer-facing brands. But as a content format, it has undergone dramatic developments in recent years, changes that look set to continue in 2020. The new year will feature more personalized videos, long-form experimentation, 360-degree footage, and shoppable images.
Read on to learn more about the video trends for 2020 your brand needs to know.
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.
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.
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.
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.
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.
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.
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.
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.
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.