Local Advertisers Navigate Looming Surge in Political Ads Pricing
As the global economy braces itself for the possibility of a recession, some sectors are standing out with surprising resilience. Driven largely by the anticipation of enormous spending on political ads in the coming year, local advertising in the U.S. is expected to increase by 8.6%. That puts anticipated revenue across all media in the […]
Is Uber Local Advertising’s Duopoly Killer?
While Amazon is challenging the duopoly, when zeroing in on local advertising and commerce — Street Fight’s hallmark — as opposed to driving eCommerce, another challenger may loom: Uber. In fact, we have a longstanding prediction that it will blitz local advertising by strategically building from the Trojan Horse that is “in-ride mode.”
This theory is based on the fact that Uber has your captive attention during rides, given in-app utilities like mapping and ETA. Furthermore, it knows where you’re going (think destination-based promotions). In the aggregate, it has lots of behavioral data for a richer mosaic of audience-targeting gold.
Daily Voice Shows Scale and High CPMs Can Mix in Hyperlocal News
Trying to scale community news has many pitfalls. Sites that go for scale can end up publishing glorified “bulletin boards” as they seek to spread budget-limited journalistic resources across multiple communities. The end result can be bottom-fishing remnant CPMs that can be as low as $1. Carll Tucker, CEO of six-year-old Daily Voice, which recently expanded into North Jersey, says its scaling model has produced average CPMs that “hover a few pennies under $8.”
Sponsored Content: Hyperlocal Strategy Updates Needed for Two National Drug Store Chains
This month’s Brand Battle, in conjunction with Brandify, compares the local digital marketing footprint of two of the country’s largest pharmacy chains: CVS and Walgreens. The contest was close on several counts, but Walgreens emerged as the winner, edging CVS in five of the six categories evaluated.
Did Apple Just Solve Deep Linking?
One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”
Reality Check: These Social Trends Will Actually Shape Local Marketing in 2023
These subtle, yet pragmatic, social marketing trends will guide next year far more than the bullhorn announcements that declare everything is different now.