Daily News: ThriveHive Grader Data, Native Advertising Spend, The Role of Location in Attribution

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

ThriveHive Data Suggests Emerging GMB Best Practices, Opportunities (April 16, 2019)
LSA Insider: “Yelp and Google have lots of internal data about what kinds of local business content consumers engage with. The information is not widely circulated, though Yelp has occasionally exposed it and has presented it at LSA’s digital marketing bootcamps for small businesses (SMBs). For its part, Google hasn’t offered much discussion of GMB profile best practices.”

Driven by Social, Native Accounts for Nearly Two-Thirds of Display Ad Spend (April 16, 2019)
eMarketer: “We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. The bulk of native ad spend will go to social network platforms, with most of the money winding up in Facebook’s hands. This year, native will account for 95.6% of social digital display ad spend.”

Facebook gives Ads Manager a design refresh and launches new cost cap bidding strategy (April 16, 2019)
Marketing Land: “Facebook announced on Tuesday it is refreshing its Ads Manager interface to improve navigation and deliver a cleaner design to help advertisers manage campaigns. The company also said it will be updating its Business Manager platform later this year to make it easier for agencies to on-board new clients within the system.”

Smart speakers to top tablet use by 2021, forecast says (April 16, 2019)
Mobile Marketer: “Canalys’ report indicates that the smart speaker space will continue to show explosive growth over the next few years around the globe, increasing the opportunity for brands to reach consumers through an interactive voice channel.”

The Role of Location in Attribution (April 15, 2019)
Street Fight: “Let’s face it—we are a long way from being able to show that digital campaigns, and most other advertising formats, resulted in specific in-store sales. There are simply too many unconnected data silos to stitch together meaningful and statistically relevant results. The ad seen on TV can’t inform your phone or laptop that it’s also been seen, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred.”

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