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Weekly News: Consumers & Voice Services, Store Visits & Ad Impressions, Google’s Outstream Ads

Here is this week’s roundup of the top news items related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Insight & Commentary

Is voice search set to become the next frontier? (April 12, 2018)
The Next Web: “SEO is no longer just about links and keywords and is in need of a dramatic overhaul. In every pocket and even home, more and more people have digital assistants such as Siri, Google, Siri, Alexa, or Cortana.”

Why rewarded video could be the next programmatic frontier (April 13, 2018)
Mobile Marketer: “In mobile advertising, there are two macro trends currently going on — one that’s somewhat developed and the other in its infancy.”

Five Trends Shaping The Future Of Marketing (April 18, 2018)
Forbes: “Marketing is in a transitional era. New technologies have changed so much about how marketers work — from the responsibilities of the chief marketing officer, to what content is created, and why.”

Strategy & Tactics

Voice agents and interfaces will require many new marketing strategies (April 18, 2018)
MarTech Today: “Marketers are only now getting a glimpse of the many approaches that will be required for the many kinds of voice interactivity.”

So Informative Content Helps. But What Kind of Information? (April 16,2018)
Marketing Charts: “There’s been plenty of research of late indicating that people value informative brand content, and a new report from Meyocks backs that up.”

Consumers Want Voice Services To Go Beyond The Basics (April 17, 2018)
MediaPost: “The emerging popularity voice assistants represents an array of opportunities for advertisers which Publicis Media has spelled out in a new report.”

Stats & Studies

Study: Understanding Today’s ‘Hierarchy of Needs’ Among Consumers (April 16, 2018)
LSA Insider: “Consumer behaviors have shifted greatly over the last few years to an online-to-offline or omni-channel experience, leaving brands in the dark about when, where and how to engage with customers in the most effective manner.”

Study: 53% More Store Visits from Viewable Ad Impressions Vs. Non-viewable Impressions (April 8, 2018)
LSA Insider: “Viewability has shifted how marketers assess digital ad campaign success and many advertisers are shifting focus away from impression-served to impression-viewed models.”

A 1.5 Star-Review Improvement Equals 13K More Leads in Study (April 18, 2018)
LSA Insider: “Reviews used to be a “nice to have.” But that was years ago when people assumed they only applied to a few local categories, like restaurants or hotels. Now they’re mandatory for everyone.”

Industry News

LSA18: The Starbucks Snafu & the Art of Local Conversation Management (April 17, 2018)
LSA Insider: “One of the hallmarks of the post-2016 election marketing environment is the polarization and politicization of everything.”

Google launches Outstream Ads to boost video reach beyond YouTube (April 18, 2018)
Search Engine Land: “A new video ad format brings video to mobile devices, in locations where no YouTube videos currently exist.”

Facebook’s secret ‘Loyalty Prediction’ ad tool anticipates future user behavior & purchases (April 17, 2018)
Marketing Land: “Powered by artificial intelligence, the Facebook ad service lets advertisers target users based on predicted behavior.”

Member News

Jonathan Ball Named Chief Marketing Officer of Advice Local (April 16, 2018)
Business Wire: “Advice Local, a leader in local search and digital marketing technologies, announced today that Jonathan Ball has joined the company as chief marketing officer.”

PlaceIQ And IRI Show How CPG Brands Can Connect Sports Stadiums To Store Aisles (April 17, 2018)
GeoMarketing: “In a national ad campaign for a beverage brand that began in Baltimore involving several stadiums, PlaceIQ and IRI are claiming have shown how a sponsorship drove $3 million in store sales.”

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