National or Local, Websites Are the New Marketing Hub

June 29, 2015

National or Local, Websites Are the New Marketing Hub

Both national and local merchant advertisers clearly understand that their audiences have moved online and are searching for their locations on the go, on mobile, and tablets. Recently released Thrive Analytics data reveals consumers are accessing local information increasingly on the go with seventeen percent in the car and thirty-five percent on the go. BIA/Kelsey goes a step further reporting, ninety-seven percent of consumers use internet when researching local products/services. Gone are the ...

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Agencies and Franchisors Seeking the Local Path to Purchase

June 24, 2015

Agencies and Franchisors Seeking the Local Path to Purchase

Retailers, franchise organizations and multi-location brand advertisers continue to struggle with the multitude of online marketing options, keeping their location data accurate, and understanding what online media elements drive their customers from looking online to purchasing in their stores. A recent survey from Streetfight and Thrive Analytics showed the key issues impacting the use of customer and marketing data include, “not enough knowledge or expertise, not enough resources, or not enough time.” The complication stems ...

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Programmatic Media Buying Only Offers Brands Half The Value

June 17, 2015

Programmatic Media Buying Only Offers Brands Half The Value

The push for adopting programmatic and Real Time Bidding (RTB) continues to move forward at an incredible pace. Magna Global reports “programmatic buying of digital media inventory will reach $7.4 billion this year in the US, of which $3.9bn will be transacted through Real-Time Bidding (RTB), and another $3.5bn will be transacted through other programmatic/automated platforms (including social media).” Brands, agencies and media companies are quickly adopting programmatic and RTB platforms ...

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The Yin and Yang of Creativity and Ad Technology

June 4, 2015

The Yin and Yang of Creativity and Ad Technology

Advertising agencies have always made use of technology to support creative messages on behalf of its clients. However, the blistering pace of new media coming onto the market, the need for more immediate message development and deployment, and the pace of digital adoption has created a rift between fast developing ad technology and the creative development process of advertising agencies. Over the last 20 years, advertising agency income “per unit of work has fallen 40 ...

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