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»location-based advertising

Brands Think Outside The Box With OOH-Triggered Retargeting

Billboards aren’t a one-to-one media, unless we’re talking about “Three Billboards Outside of Ebbing, Missouri.” But advertisers are starting to inform their online retargeting efforts with offline exposure data. Established out-of-home media companies, like Clear Channel Outdoor and Outfront Media, geofence their billboards to retarget consumers online, while platforms like Facebook let retailers use offline... Continue reading »
by Allison Schiff // April 17th, 2018 //
»
ProYo Scoops Up Market Share With Location Data-Infused Marketing Strategy

“The frozen dessert area is one of the most cutthroat spots in the whole store,” according to Mike Fransz, ProYo’s VP of marketing. ProYo, a challenger brand that sells high-protein ice cream, faces three primary marketing challenges: generating awareness in a crowded market, driving foot traffic to the aisle and standing out from a growing... Continue reading »
by Allison Schiff // November 27th, 2017 //
»
Inc. Mag’s Revenue Survey Points To The Maturing Of The Programmatic Market

Inc. Magazine released its annual 500/5000 revenue survey on Wednesday and the theme is: There is no theme. At least not from an ad tech perspective in the Advertising & Marketing category. (Click here to read coverage of last year’s list.) “The list does feel a little random,” said Melissa Parrish, VP and research director... Continue reading »
by Allison Schiff // August 16th, 2017 //
»
InMobi’s Illegal Location Tracking Debacle Is Just The Tip Of The Iceberg And Regulators Are Chomping At The Bit

InMobi was the first mobile ad network to get whipped by the Federal Trade Commission under the Children’s Online Privacy Protection Act (COPPA) for tracking geolocation without parental consent – and it’s not going to be the last. “What happened here is a wake-up call for regulators,” said Allison Fitzpatrick, a partner in the advertising,... Continue reading »
by Allison Schiff // June 27th, 2016 //
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Using Location To Turn A Browser Into A Buyer

Driving foot traffic is retail vet Julie Bernard’s passion. “That’s what converts the casual window shopper into a loyal customer,” said Bernard, who took the reins as CMO of location-based mobile ad platform Verve Mobile on Monday after more than seven years at Macy’s in several exec roles, most recently as SVP of customer strategy,... Continue reading »
by Allison Schiff // June 24th, 2015 //
»
Location Spurs Innovation At GameStop

GameStop isn’t playing around when it comes to omnichannel, and here’s why. Roughly 60% of GameStop’s customers first engage with the video game retailer online. Of that number, 26% show up at one of its more than 6,600 brick-and-mortar stores within 48 hours and make a purchase. About 40% of its traffic comes from mobile.... Continue reading »
by Allison Schiff // June 10th, 2015 //
»
Verve’s New CEO: ‘Location Is The Sweet Spot Of Mobile Advertising’

Acxiom vet Nada Stirratt is looking to spread the good word about location-based advertising in her new role as CEO of Verve Mobile, announced Monday. “The last few years have been about Angry Birds and app downloads, but now the market is finally talking about reaching consumers in particular locations,” said Stirratt, who comes to... Continue reading »
by Allison Schiff // April 21st, 2015 //
»
Location Panel Company Placed Is Racking Up The Partnerships

Placed “isn’t looking for one-off deals – we’re looking for scale,” company CEO David Shim told AdExchanger. The location analytics player, which uses an opt-in mobile panel to track offline behavior, announced a flurry of partnerships on Tuesday, including with cross-device solution provider Drawbridge, app monetization platform TapJoy, digital out-of-home company Vistar Media and demand-side platforms... Continue reading »
by Allison Schiff // April 21st, 2015 //
»
Go Local Or Go Home: Meredith Corporation Gets Serious About Location

Mobile isn’t desktop. That might seem like an obvious statement – but just because something’s obvious, doesn’t mean it’s being put into practice. “Some people don’t get it, and for a time, that was us,” said Michael Cukyne, SVP of digital media at Meredith Corporation, where he and his team focus on broadcast stations in local... Continue reading »
by Allison Schiff // January 6th, 2015 //
»
Want To Target Consumers In-Aisle? There’s A Programmatic Beacon Ad Exchange For That

You’re walking down the shoe aisle of your favorite department store. You’re browsing. You’re probably thinking to yourself, "Do I really need another pair of shoes?" Your phone buzzes. You take it out of your pocket to find a push notification from a shoe brand with a discount offer. It’s a brand you like. You... Continue reading »
by Allison Schiff // October 20th, 2014 //
»
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