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Daily News: Ad Creative Drives Sales, Google Enhancing O2O, Creative Agencies Offer Media Planning

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Study: Ad Creative Drives More Sales Lift than Media, Targeting (October 24, 2017)
LSA Insider: “Almost half (49%) of sales lift from advertising was due to ‘creative,’ defined to include ad quality, messaging and the context of the ad placement.”

Google Enhancing Local Inventory Ads, O2O Reporting (October 24, 2017)
LSA Insider: “Today Google made several new announcements showing how the company has gone “all in” on location and O2O measurement.”

Creative agencies are now offering media planning and buying services (October 24, 2017)
Digiday: “Having media in-house will help the creative team better understand media channels, user behavior, content and context.”

Amazon Tops Alignable’s NPS Ratings Index for Fifth Quarter (October 23, 2017)
LSA Insider: “According to SMB polling by Alignable, Amazon once again has the highest net promoter score (NPS) of any of the 100+ brands it measures.”

The 6-Second TV Ad Is The Next Big Thing For The Advertising Industry (October 23, 2017)
AdExchanger: “While TV has long been dominated by the 15-, 30- and 60-second spots, the social media-born six-second ad marks a natural evolution for the medium.”

The Digital Storefront: Advertising’s Next Frontier (October 23, 2017)
Adweek: “Digital ads generally haven’t emulated what’s made brick-and-mortar shopping successful—until now.”

Location data beyond the marketing department: A look at 3 use cases (October 23, 2017)
Marketing Land: “As mobile location data evolves beyond just ad targeting, new use cases are arising across the entire enterprise.”

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