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Daily News: Location Sharing A Year After GDPR, Mobile Video Ads, Omnichannel or Multichannel

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

A Year After GDPR, User Location Sharing Is Much More Selective (May 23, 2019)
LSA Insider: “This Saturday marks the one-year anniversary of the implementation of Europe’s GDPR data privacy regulations. From an enforcement standpoint, with the exception of a single major fine against Google and a potentially significant new Irish investigation, it has mostly been a non-event.”

Google brings ‘end-to-end’ food ordering to Search, Maps, Google Assistant (May 23, 2019)
Search Engine Land: “Google’s unofficial new mantra is “helping users get things done” (GTD). To that end, Google is making its many channels, properties and ads much more “transactional.” Transaction fees are part of Google’s strategy to monetize the Assistant.”

Report: Mobile to become the preferred platform for video ads by end of 2019 (May 23, 2019)
Marketing Land: “Mobile video consumption is steadily eclipsing TV and desktop screen share into 2019 – and video ad dollars are following suit. Video ads on mobile devices are already expected to exceed $29 billion globally this year. But a new report from PubMatic, a global ad publishing platform, has found that nearly 50% of video ads were viewed on a mobile device – up from 40% in 2018.”

Omnichannel or Multichannel? Which One And Why (May 23, 2019)
Street Fight: “As we move deeper into the computer, internet, and smartphone era, the world of retail feels more complex than ever. But this complexity is all aimed at making the path to purchase easier for the consumer. As many aspects of our lives become more connected, our expectations as consumers are at an all-time high. We’ve come to assume, even subconsciously, that we can engage with businesses in any way we like, no matter where we are.”

Mobile coupons influence over two-thirds of shoppers, study finds (May 22, 2019)
Mobile Marketer: “About two-thirds (67%) of surveyed consumers in the U.S. said they’re likely to shop at a retailer that offers mobile coupons over one that doesn’t, according to consulting firm BRP. Some retailers are responding to that preference, with 40% indicating that offering coupons and discounts is a key feature of their respective mobile apps and websites.”

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