Daily News: Co-op Ad Funds, Google’s Latest Change, Consumer Comfortability with Data Exchange

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

Regional Newspaper Uncovers $22,000 in Co-op Ad Funds in 1 Day (September 12, 2018)
LSA Insider: “Given the “use it or lose it” nature of most co-op advertising programs, now is the time to take advantage of co-op programs. Since co-op funding is a function of sales, the second half of the calendar year, more specifically Q4, is the best time to go after these co-op dollars.”

Study: 54% of Product Searches Began on Amazon in the Second Quarter of 2018 (September 12, 2018)
LSA Insider: “According to the report, roughly 54% of product searches began on Amazon in the second quarter of 2018, up from 46% in 2015. Google on the other hand has experienced declines in product searches, as more of this search activity shifts to Amazon.”

Google’s latest change has search marketers rethinking keyword match types (September 12, 2018)
Search Engine Land: “Marketer reactions to the news that Google is yet again degrading the original intent (much less meaning) of exact match to include “same meaning” close variants is ranging from pessimism to ho-hum to optimism.”

Not Everyone Wants to Share Their Data in Exchange for Personalization (September 12, 2018)
eMarketer: “Many consumers understand how companies use their personal data, but not everyone is comfortable with it. More specifically, boomers, according to an April 2018 survey of internet users worldwide from Salesforce.”

How Brands Can Create Personalized Experiences for Each Local Market (September 12, 2018)
Street Fight: “Search engine providers have set the standard by fully understanding the importance of delivering content that is personalized based on location and click history. Still, the experience a searcher gets when visiting a website from the search engine results page (SERP), or other referring channels, leaves a lot to be desired.”

Amazon is stuffing its search results pages with ads (September 10, 2018)
Recode: “Amazon-sponsored product ads have been around since 2012. But lately, as the company has invested in growing its advertising business, they’ve become more aggressive.”

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