Report: Location Targeting Ecosystem Suffers from Inaccuracy

Location Sciences analyzed 500 million digital location-targeted impressions in the US and UK in the first half of 2019. It concluded that for every $100,000 spent on location targeting, $29,000 fuels targeting outside the desired geographic range, and $36,000 in targeting does not produce strong enough signals to ensure accuracy. 

Heard on the Street, Episode 25: Location, Brand Evolution, and Career Lessons, with Factual

Brands want to engage consumers. Though that’s an obvious statement and a universal truth, how it happens is a moving target that shifts with consumer technology. Success in the ad tech world requires intellectual curiosity about emerging tech and a desire to dig into the details.

Factual VP of Agency & Strategic Partnerships Ocean Fine considers that curiosity essential to her success and the victories of any company in ad tech. The latest guest on Street Fight’s Heard on the Street Podcast, she’s inspired by the smartphone’s transformation and advises marketing execs to be attack-ready for all emerging tech.

Heard on the Street, Episode 24: Lowering Friction for Video Ads Part 2, with Waymark

Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads.

Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast. In this episode, we feature part II of our interview with Labenz and pick up where we left off in discussing distribution strategies. If half the battle in video ads is creation, the other half is distribution.

Destination-Based Marketing Adapts Location-Driven Strategies for Consumers on the Move

Brand marketers have been tailoring content to consumers based on their real-time, physical locations for years. It’s called location-based marketing, and if you’re a regular reader of Street Fight, you’ve probably heard the term quite a bit. But what happens when consumers are on the move, either driving or walking to their actual destinations? How effective is location-based marketing under those conditions?

The team at Waze believes it has created the solution for which marketers are looking, and it’s calling that solution destination-based marketing.

Location Is an Underused Data Layer for Brands Seeking Better ROI

In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.

The DOOH Opportunity: How OOH is Becoming a Bigger Piece of the Media Mix Pie

Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.

However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.

6 Pure-Play Online-to-Offline Attribution Platforms

In a pure-play model, vendors focus exclusively on a certain number of core competencies. Not only does this help those companies to differentiate themselves from firms with broader offerings, but it also gives brands confidence that the vendor is an expert in the market. As online-to-offline attribution takes off, pure-play vendors are taking the lead in innovation, finding new ways to connect digital campaigns to foot traffic and in-store sales. Here are six vendors making a difference in the space right now.

The Ethical Stakes of Data Collection and Ad Targeting

With politicians and everyday political partisans on both the Left and Right peeved at Big Tech (the Left for tech’s role in economic inequality and election hacking, the Right for perceived anti-conservative bias, and thinkers across the spectrum for privacy concerns), it is time for Zuckerberg and his peers to get smarter about the arguments for and against data-driven ad targeting and the business models that rely on it. Facile paeans to relevance are not going to cut it—not with the scrutiny Facebook and the rest of the tech industry are now receiving. Tech executives should be as clear-eyed as their fiercest critics about the ethical underpinnings of their businesses. Only then can innovative, far-reaching conversations about the future of advertising, data collection, privacy, and Big Tech begin.

5 Self-Serve Online-to-Offline Attribution Platforms

Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.

online privacy

During Privacy Battle, Brands Adjust Location Targeting Strategy

Can privacy and personalization ever be compatible? It’s not a question consumers regularly ask, even though concerns over targeting and apps that continuously log location data grow greater by the day. For marketers, however, the answer to whether privacy and personalization can coexist, and what happens to location data in the wake of tightening restrictions, has important ramifications. Industry experts weigh in.

How Will 5G Unlock Location Targeting?

5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.

Location Data Verification Firm Location Sciences Expands to Americas

As the location data and marketing industries experience heightened calls for privacy and quality control, location data verification solution Location Sciences is expanding to the Americas. The London-based firm also announced on Tuesday morning its appointment of digital marketing veteran Warren Zenna to take the helm on this side of the Atlantic.

The Future of Location in Retail: Beyond Ad Targeting

Location data is serving as the conduit to connect consumer-facing marketing initiatives with behind-the-scenes merchandising and logistics. According to a survey by Blis, WBR Insights, and Future Stores, the majority of retail marketers (71%) have some type of location strategy in place, with the primary goal being to drive foot traffic and trigger location-based mobile advertising. That’s not a particular surprise, given how popular the latest location-based marketing tactics have become. More surprising, however, is how common it has become for retailers to use location data for local product and inventory search (60%) and localized online customer service (51%).

Heard on the Street, Episode 21: Lowering Friction for Video Ads, with Waymark

Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads. Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast.

Foursquare Launches Hypertrending, A Next-Gen View of the Hot Spots in Town

Foursquare announced on Friday, coinciding with the ten-year anniversary of its launch at SXSW, a new feature called Hypertrending that shows users the most popular places where people are meeting up around them.

These 6 Location Data Providers Are Changing the Way Brands Target Consumers

Location data providers power the vast majority of mobile targeting strategies we’re seeing brand marketers implement today. An incredible 80% of marketers say they plan to boost their use of location data over the next two years, and in the U.S. alone, it’s expected that location-based advertising spend will reach $38.7BN by 2022. In order to achieve those goals, marketers will have to work closely with top location data providers. Here are six companies they’ll be working with.

Four Targeting Myths That Devalue the Real Power of Location Data

Jake Moskowitz, head of the Emodo Institute, debunks some myths about location data. Here’s the first shocking one: Location data can’t find you 60 million devices that visited a Hyundai dealership within the last month or two… or three, because that’s impossible. Throughout all of 2017, across the entire US, there were only about 17 million cars sold in total. That includes Hyundai, Honda, Ford—indeed, all brands. In data stores, users run across super-sized segments all the time. It’s not uncommon for vendors to claim that their single-brand auto dealership visitor segments include tens of millions of consumers. Location data is powerful, but it can’t make up shoppers.

Poor Data Quality Is Hurting Location-Based Campaigns—Here’s How to Fix It

“Location data offers the ability to turn universal ads into local ads. Same as local TV. The issue is how location targeting is being executed,” says location-based ad veteran Warren Zenna. “People don’t look at ads on their phones when they are out doing things like shopping and driving around. They look at them, sometimes, when they are inactive. Mobile ad creative needs to be better — more engaging and more contextual — and presented when someone is in a contextually relevant mindset.”

How Marketers Are Making In-Store Metrics More Reliable

In-store marketing platforms are designed to spit out all different types of metrics. Return-on-ad-spend (ROAS), customer acquisition costs (CAC), cost per visit (CPV), and customer lifetime value (CLV) are just a few of the metrics that marketers regularly track. But how reliable are these metrics, and what do they mean for big-picture business growth? The ad tech company S4M is aiming to answer that question. The company recently released a new feature as part of its FUSIO drive-to-store platform.

Street Fight’s March Focus: Targeting Location

Our new year’s resolution at Street Fight is to better optimize and structure our publishing and content output. So we’ve launched monthly themes—an editorial focus that zeroes in on key subtopics of location tech and commerce. This thematic approach joins ongoing daily reporting. We’ve already started with themes for January (Beyond the Screen) and February (Word […]