How to Solve the Franchise PPC Cannibalization Problem

Working with dozens of franchise brands, it’s been interesting to see how digital teams have structured their national pay-per-click (PPC) programs. Actually, maybe “interesting” isn’t the right word. It’s more so concerning. Many are so narrowly focused only on their national campaigns, they’re aloof when it comes to the local campaigns their franchisees are running. If corporate marketing teams are running digital campaigns on behalf of local franchises, they’re likely not set up and optimized in such a way where they’re being given enough TLC to drive meaningful results at the local level. While some brands get it right, many others have failed miserably. 

The ideal scenario is executing local store PPC correctly alongside and in cooperation with national programs and gleaning insights from the data on one program to benefit the other in a symbiotic fashion.

App-ads.txt is an Anti-Fraud Tool, but for Publishers, it’s Really About Revenue

The IAB hasn’t mandated the adoption of app-ads.txt. In other words, it’s still the Wild West out there when it comes to fraud. But even the publishers that have done the right thing by adopting app-ads.txt have gotten the wrong message about the tool because it’s been presented entirely as a compliance matter. As a result, many mobile publishers treat app-ads.txt as a perfunctory anti-fraud measure that they can “set and forget.”

The Video Ad Market’s Challenges and Future

Short-form video platform Quibi drew a slew of mainstream headlines beyond advertising trade publications for far underperforming expectations. The platform’s execs blamed its relative failure on coronavirus. 

While coronavirus alone may not explain the fate of Quibi, the virus and related drops in economic and social activity have left the video ad market in a paradoxical state. Viewership is up; ad demand is down. To explain the state of the market and where it’s headed, Tal Chalozin, CTO and co-founder of video ad platform Innovid, spoke to Street Fight.

How Restaurants Can Capture More Customer Demand With Email

Email is often the primary channel for restaurants to stay in touch with customers and let them know about changes. When email is done right, there are many small ways restaurants can use it to personalize messaging, drive more engagement, and make their lives easier with scalable best practices.

Heard on the Street, Episode 53: Pioneering Audio Out-of-Home

We’ve all heard of out-of-home advertising: staples such as billboards and subway ads. Audio is one of the oldest forms of advertising, from terrestrial radio to pandora. Shopper marketing has been around for decades to steer in-store shoppers with last-mile messaging.

These are all common staples of local advertising. But combine them, and you may have something interesting. This combination of OOH, audio, and shopper marketing is what Vibenomics calls audio out-of-home. It gives retailers a way to more intelligently monetize the soundwave inventory in their locations through targeted messaging.

6 Ways To Use Hyperlocal Data To Rebuild in the Covid-19 Economy

Location is a prime indicator of our interests, purchase habits, and daily behaviors. Where we go defines who we are, and in the Covid-19 world, location continues to tell that story, even if the story has changed for many of us as we practice social distancing.

Marketers continue to command vast data sets for campaign targeting. Here are six data sets, powered by location behaviors, that marketers can use to build awareness, generate leads, and drive sales.

Location Data Firm Unacast Generates Hyperlocal Covid Recovery Metrics

Location data and analytics firm Unacast is hoping its new recovery analytics tool might guide businesses through this chaotic time. The interactive tool allows retail operations professionals, real estate developers, and property management companies to drill down to the census block level to get visibility into real-world economic recovery scenarios and plan for future investments.

Using data that compares real-time public behavior in the current environment to pre-Covid time periods, businesses can estimate recovery rates and more accurately plan for future reopenings.

GMB Insights Predict a Slow Path to Recovery

Last month, we shared the results of a study of consumer behavior in the first phase of the pandemic. The study based its findings on analysis of Google My Business Insights data for multi-location brands whose online presence is managed by Brandify, covering some 16 different business categories.

Today, we’re updating that study with data from the month of May — data that demonstrates clear evidence that consumers are returning to stores and other places of business that were hard hit by the shutdown. Our findings show, however, that recovery for suffering businesses may take quite a long time. And by contrast, some businesses for whom the pandemic resulted in a boom in activity are still showing remarkably high consumer traffic.

4 Ways Retailers Can Navigate A Post-Covid-19 World

Brands are also facing unprecedented demand for online orders. For example, retailers within Radial’s network witnessed a 70% increase in orders in April 2020 compared to their order volumes in April 2019. As shopping habits continue evolving in the wake of Covid-19, omnichannel options will be imperative for business continuity.

Retailers are finding that developing an omnichannel experience for shoppers is no longer a modern, unique competitive strategy. It’s now a requirement for any retailer looking to power through what the unforeseeable future has in store. Here are four essential Covid-19-era strategies.

How Video Can Significantly Boost Your Covid-19 Marketing Strategies

While many companies focus on the power of digital technology as a replacement for face-to-face events, there is an unparalleled opportunity for businesses to use video as a means to engage, communicate with, and retain customers during the Covid-19 pandemic. 

Here are a few ways to integrate video into your marketing campaign.

6 Contactless Payment Solutions for Retailers

Retailers have dozens of ways to go when implementing contactless payments in brick-and-mortar stores. The best option usually depends on the retailer’s size and budget. Smaller businesses tend to rely more on app-based contactless payments and mobile solutions as a way to minimize the costs associated with integrating an entirely new point-of-sale system.

Here are six mobile payment and contactless payment options that retailers can use to help curb the spread of coronavirus inside their stores.

How Google’s Review Attributes Expansion Impacts Local Businesses

Businesses that understand these changes and find ways to harness review attributes stand to see major gains in search. Google’s new feature could be a big improvement for small and mid-size businesses, in particular, since it provides marketers with both comparative structured feedback and sentiment. But whether businesses benefit from Google’s decision to expand review attributes into new categories depends largely on how they capitalize on the changes.

Big-Box Stores Will Win the Reopening, but Mask Expectations Are High

New consumer insights uncovered by Resonate are painting a picture for what to expect as lockdown restrictions start to lift. According to our latest wave of consumer sentiment research, shopping behaviors are already starting to shift dramatically. But that doesn’t mean consumers are fully ready to resume their previous daily lives, particularly when it comes to venturing into stores.  

Location Weekly: Mobiquity Technologies Tracks Covid-19

In this episode of Location Weekly, the Location-Based Marketing Association covers PopID and Wasserstrom releasing a facial recognition and temperature screening system, Locomizer launching its High Streets Recovery Tracker with Centre for Cities, Mobiquity Technologies releasing “hot spot” algorithms to measure Covid-19 traffic, and Moving Walls acquiring Ahoy.

Restaurants Are Using Technology to Bring Back Customers Post-Pandemic

How do local restaurants implement coronavirus-driven changes, and what role will technology play in helping those businesses reemerge from lockdown status?

Statewide regulations, like sanitizing protocols and spacing between tables, are in many ways easier for restaurants to implement because they are clear-cut. Certain diner expectations are harder for restaurants to gauge, and that has presented a new opportunity for technology providers catering to the restaurant market.

States are Reopening. It’s Time to Start Thinking About OOH Again.

Ultimately, we know that people will go back outside. And they’ve already done so, with the average distance traveled amongst Americans up at least 28% since the first week of April, according to Geopath and Intermx. With more consumers back out on the roads, OOH will rebound to “become more valuable than ever.” Now is the time for agencies and brands to get ahead of competitors, revisit their OOH strategies, and smartly phase them back into plans.

Here are five things to consider.

Video Marketing: A Definitive Guide for Fitness Businesses

There’s a good chance that you’ve seen competitor brands using video marketing and that you’ve heard it’s the next big thing. You may, however, not be sure if it really is a viable option for your fitness business. If this sounds like you, keep reading. 

I’ll share all you need to know about using video marketing for your brand. I’ll cover how you can develop a video marketing strategy, types of videos you can create, and bonus tips to help you elevate your video content. But first, let’s look at why video really is the next big thing.

Can a Pandemic Inflect Local Commerce Tech?

Could forced adoption of alternative shopping methods like curbside pickup lead to user acclimation? Will millions of shoppers get exposed to the merits of these streamlined options and like what they see? Will new habits be born that sustain throughout normal times?

If so, these technologies — along with virtual-office enablement — could benefit from this period as a blessing in disguise for exposing their value propositions. But who stands to benefit most? We’ve identified five local commerce tech areas to which this could apply.

Mobile Commerce Bounces Back

Companies investing in existing user engagement are smart to do so. According to mobile monetization and marketing company ironSource, the average global cost to acquire a single paid install from an individual user in 2020 is $2.24 — which adds up quickly when you start to scale into thousands or hundreds of thousands of users.

So, while it’s important to keep spending on acquisition, retention and retargeting, informed by smart audience segmentation, are perhaps even more essential to ensuring app marketers are monetizing all of their users. 

Cannabis CBD

Cannabis Businesses Are Running More Geofenced Campaigns. Here’s Why

While geofenced campaigns and foot traffic attribution are old hat for mainstream brands, they represent a new frontier for cannabis businesses.

Despite widespread legalization in many states, the cannabis industry has been shut out from many of the most effective marketing and advertising strategies. In some cases, those restrictions come in the form of strict state and federal laws. In other cases, it’s simply due to a lack of ad tech platforms willing to accept their campaigns.

But times are changing, and new doors are opening up to businesses in the cannabis industry.