Agencies Find New Ways to Measure Performance of Snapchat Ads

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Despite being one of the most influential social platforms on the planet, Snapchat is often viewed as being less desirable for advertisers than competitors like Facebook, TikTok, or Pinterest. That is, at least in part, due to how difficult it has traditionally been for advertisers to track their Snapchat Ads results in Snap. Now, an […]

Location-Based Marketing Association: Snap Map Launches Restaurant Recommendations

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In this episode of Location Weekly, the Location-Based Marketing Association covers Snap Map launching restaurant recommendations, Twitter opening access to its “location spotlight” module, Yext partnering with What3Words, and Harris Teeter stores piloting SocialShelf.

How Augmented Reality Will Change the Way Brands Capture Consumer Attention

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The smartphone camera and augmented reality are poised to usher in a new era of branding and advertising and will change the way brands capture consumer attention by expanding the user experience, increasing brand reach, and creating new forms of collectible content.

How Younger Platforms Are Chipping Away at Facebook’s Dominance in Social

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There’s a lot of talk in the martech/adtech ecosystem about Facebook and Instagram’s gradual loss of sway in social advertising, especially relative to video-first apps popular among young people such as Snapchat and TikTok. But how much are things really changing, and why?

LBMA: Old Spice Goes Wild with Snapchat at Walmart

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In this episode of Location Weekly, the Location-Based Marketing Association covers Old Spice going wild with Snapchat at Walmart, Toronto’s Art Heist scavenger hunt, United Airlines using PayPal QR codes for in-flight payments, and Starfield Hanam shopping mall in Korea launching an interactive video wall campaign.

Snap Scan Shines New Light on the Company’s Local Discovery Ambitions

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Snapchat’s ambition to become a socially fueled local discovery engine recently got a boost with Snap Scan, a visual search tool that makes the world searchable and shoppable. Connecting dots over several years, Snap’s geo-local efforts include Geofilters, Snap Map, Local Place Promote, and Local Lenses. 

Is Snap Building a Local Discovery Engine?

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Snap wants to compete with Google Maps as a local search and discovery engine. That’s a tall order, but Snap could have an edge in socially-fueled map results. As often, it’s all about the data.

What Gannett’s Partnership with Snap Means for Local Marketers

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Despite its obvious benefits from a marketing perspective — with the ability to connect to more Gen Z consumers than Facebook, Instagram, and Messenger combined — Snapchat’s youth-focused advertising tools haven’t always been easy for small and mid-size businesses to take advantage of. A new deal with Gannett could change that.

Snap Acquires StreetCred, IsWhere Partners with Huawei

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In this episode of Location Weekly, the Location-Based Marketing Association covers Snap acquiring StreetCred, Refinery Lab bringing Mobilosoft to the U.S., Hypertrack announcing a location-based software suite for the gig market, and IsWhere partnering with HUAWEI cloud.

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What’s Snapchat’s Local Play?

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Snap continues to make moves in local commerce. Historic steps include geo-filters, while more recent activity includes Local Lenses and business listings in Snap Map. These features are notable on their own, but they get more interesting when you view them together and extrapolate to Snap’s local road map.

For example, Snap has more 13-34-year-olds active than any other channel, including Facebook and Instagram. This essentially means Snap can offer SMBs incremental and non-duplicated reach to an attractive audience.

Snapchat’s “Promote Local Place”: The Deeper Dive

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Snapchat’s 200 million users can now use Snap Map to find businesses in addition to finding friends. These two activities can go hand in hand if friends are discovered nearby on the map when users are planning local adventures.

But what matters most for local is that Snap will now let businesses promote themselves in the map interface, adding a key option for local advertising. This will happen on a self-serve basis for both SMBs and multi-location brands.

Social Distancing and Gen-Z

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Social distancing and self-quarantining have changed the world in a matter of weeks. How is Gen-Z responding? They are flocking to apps like TikTok, Instagram, and Snapchat to pass time and interact with family and friends. Facebook and WhatsApp have lost their reign over the competition during lockdown.  

To get a better understanding of Gen-Zers’ habits, routine, and lives during the pandemic, Brainly, the world’s largest peer-to-peer learning community, surveyed over 1,700 of them. 

How Panera Uses AR to Heighten Cravings, Reaching Millions of Customers

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Following up on the success of its #YouMix2 AR campaign, which debuted at SXSW last year, Panera recently launched a follow-up initiative. Working with M7 Innovations, a technology-focused consultancy that specializes in artificial intelligence and immersive realities, Panera designed an AR campaign that involved animated breakfast wraps. Consumers were encouraged to experience Panera’s breakfast wraps through AR technology and share the assets to Facebook and Snapchat.

LBMA Vidcast: Snapchat Using OOH & AR; Gig Economy Under Fire

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On this week’s Location-Based Marketing Association podcast: Snapchat using OOH + AR, Zippin has store at Sacramento Kings stadium, Gig Economy under fire in California, Michael’s Stores + UPS, Wirecard partners with SES-imagotag, UPS gets drone fleet approval in U.S.

4 Marketing Use Cases for AR Today

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Augmented reality is making the leap from hyped technology of the future to driver of cutting-edge marketing techniques today. To document the state of the field and shine a light on those use cases, the IAB released its AR marketing playbook earlier this month.

In case you’re too busy to peruse the pdf, I’ll detail the major use cases outlined in the report.

Lessons to Draw from How DTC Disruptor Brands Market Themselves

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DTC brands are emerging across dozens of categories. Early and best-known examples of DTC brands include Casper, Brooklinen, Warby Parker, and Tesla. Most DTC brands not only bypass the typical retail sales and distribution model but also act in other nontraditional ways. This has earned them a label as disruptors.

Advertising intelligence and sales enablement platform MediaRadar took a close look at DTC brand trends to find what’s fueling DTC advertising and to gain an understanding of how DTC companies make ad buying decisions. MediaRadar surveyed our own DTC clients and analyzed our data for deeper insights.

Does Influencer Marketing Have a Transparency Problem?

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Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.

The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.

Report: Upon Unlocking Phones, People Flock to Social, Messaging

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Anyone with a smartphone unimmune to our pervasive cultural addiction with digital communication will be unsurprised: It’s WhatsApp, Snapchat, and Facebook that currently capture most of the attention when we mindlessly unlock our mobile devices.

That’s according to media measurement company Verto Analytics, which released a report just this morning on the earliest part of the mobile journey: what happens right when we unlock our phones some 50 times per day.

LBMA Vidcast: McDonald’s & Waze, Lego & Snapchat

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On this week’s Location-Based Marketing Association podcast: Hermes AR package delivery, NFC forum’s payment standard, Lego + Snapchat + Kabooki, McDonald’s + Waze billboards, Geon Network, Glympse partners with Albertsons.

At Retail Conference, Google Dangles Shiny New Visual Ad Format

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The visual-first ads are here. Google announced at the retail conference Shoptalk on Wednesday that it is launching shoppable ads in image search, propelling the search giant into the center of the visual zeitgeist that has made Pinterest, Instagram, and Snapchat hot targets for advertisers.