I’ve gone through all 355 slides — so you don’t have to. The chief virtue of KPCB’s Internet Trends report is that it combines a great deal of pre-existing data from numerous sources into a single “narrative” about growth and disruption. The document is far too long to write about as a whole. However, below…
The fragmented nature of digital media has created lots of complexity when it comes to media planning and measurement. Even as new attribution solutions seek to make it easier to determine “what’s working,” measuring campaign success remains a challenge for most marketers. According to a new study, marketers say the top five most important insights…
At Google’s “Marketing Next” event today the company made several significant online-to-offline targeting and analytics announcements: Location extensions are coming to YouTube ads Offline store visitation measurement for YouTube ads Expanded availability of in-store sales measurement for AdWords On the third bullet, Google has been experimenting with in-store sales measurement since 2014 and has licensed…
Depending on your circle at the marketing and tech cocktail party, adtech is either a fast-growing game changer, or a questionable technology with serious consequences. Interestingly, this debate is largely overlooked in local marketing circles where customer data is typically lauded as the perfect vehicle to scale local targeting. However, I recently interviewed a marketer…
Location data is increasingly valuable to brands and marketers for a growing number of use cases. Some people, however, still think of geofencing when they think about location. Location data can be used to understand audiences and the customer journey, for ad targeting, competitive intelligence, media planning and attribution. And now it’s changing business models,…
I’ve been arguing that companies selling marketing services to SMBs need to prepare for a time in the relatively near future when they’ll be asked to report on how many people actually came into stores or how many actual (offline) conversions were generated by a campaign. With the advent of location history and mobile-location tracking,…
A few weeks ago we wrote about how the latest comScore data show 69% of digital media time spent is now on mobile devices. Furthermore, last week Greg Sterling wrote about the IAB’s latest data showing that mobile now accounts for over 50% of digital ad spend. The shift to mobile has been rapid, but…
Please join the LSA and xAd for an exclusive webinar presentation Thursday, April 27 from 2:00 pm – 3:00 pm ET. Mobile now accounts for 69% of all digital media time spent and these location-aware phones and apps are generating an abundance of location data. From targeting, to attribution, to consumer behavior, location intelligence is transforming…
Any discussion about the future of location-based advertising is incomplete without an examination of privacy. Following the Congressional rollback of restrictions on ISPs’ ability to collect and sell consumer data without permission, the issue of internet privacy is once again front and center. Beyond this, the US and Europe are heading in opposite directions on…
In a span of two weeks, Google, Facebook and Twitter (in that order) have introduced new location “services.” Behind the consumer facing appeal for these new services is an understanding by these platforms that location is a critical piece of data that is increasingly in demand by advertisers big and small. This interest in location…
