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Intelligent App Pretzel Acts As A Universal Catalog, Facilitates Purchases & Returns https://ift.tt/1Svlo5j Pretzel is an online shopping assistant designed explicitly for best-in-class post-purchase experiences, working on behalf of shoppers to fill needs and keep track of everything from item sizes to return windows, all in one platform. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 24, 2022 at 10:57AM
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Roku's Vision Of Personalization And The Future Of First-Party Data https://ift.tt/6dMkvnC Brad Murphy, head of performance advertising at Roku, found a service where he could submit personal information about experiences with his wife that the marketplace uses to create a custom song, which he presented to his wife as birthday present. "It’s an example of personalization," he says. “I was willing to make the exchange of personal data for something personalized to make her feel really special." It might be a strange parallel to Roku, the cookieless future, and the changing data landscape, but it demonstrates the opportunity for advertisers to achieve relevance through first-party data, he says. Roku gains insight into consumers' streaming based on user logins through OneView, Roku’s ad streaming platform, which aims to make it easy to upload, activate and reach viewers beyond the company’s audiences. Supporting the shift to first-party data and its partnership with Microsoft announced in May, the Roku Core 6 framework provides better first-party data opportunities for advertisers, according to Murphy. Roku’s first-party data based on user logins means the company can reach the customers without relying on IP addresses, Murphy says. “Consumers spend more time streaming then on any social platform,” he said. “Advertisers are looking for the third leg in the stool that predominantly has been search and social. When we talk about building TV streaming into the advertisers’ marketing mix, it’s about finding and engaging Roku customers across the 60 million accounts and the ability to reach the four in five homes.” Roku Core 6 starts with advertisers uploading first-party data using customer lists directly into Roku to reach key audiences across TV streaming channels, as well as web and mobile. They place onsite pixels to retarget customers and prospects, and then create cross-device campaigns. Discovery commerce is the second part of this strategy. TV is the way that consumers discover products and services, and from there they go on to search engines for more information. “About 39% of Roku streamers get product ideas from TV streaming, and 32% discover new brands,” Murphy says. Roku has made major changes and formed strategic partnerships to support this shift. In May, the company announced a partnership with Microsoft to use search data. Roku will match data on its OneView streaming advertising platform, which supports multiple media channels, with Microsoft Audience Intelligence using data from more than 7 billion Bing searches monthly. Murphy says the future of first-party targeting is having a direct relationship with consumers and having the opportunity to leverage the data to create personalized experiences. Roku also licenses its operating system to television manufacturers to power the TV experience for streamers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/5yD8qVF July 24, 2022 at 07:17AM
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Lawmakers Question Oracle, Amazon And Others Over Location Data https://ift.tt/at8NsxC House Democrats are questioning four data brokers about their policies regarding the sale of location information that could be used to identify women seeking abortions. “Mobile phone location data can be used to track individuals who have visited abortion clinics or have left the state to seek care,” Representative Lori Trahan (D-Massachusetts) and five other House Democrats say in letters sent Wednesday to Oracle, Amazon's AWS Data Exchange, Mobilewalla and Near Intelligence Holdings. “Even in the case that this data is stripped of personally identifiable information, it can often be de-anonymized,” the lawmakers added. The letters reference a November 2021 report in The Markup about the sale of mobile location data. The four companies questioned this week are not the only ones to face new scrutiny over location data since the Supreme Court overturned Roe v. Wade last month, paving the way for states to impose criminal sanctions on women seeking abortions. advertisement advertisement Last week, House Democrats also demanded answers about location privacy from data brokers including SafeGraph, Digital Envoy, Placer.ai, Gravy Analytics and Babel Street. Lawmakers and privacy advocates have also pressed Google to stop storing location information from smartphone users. Google recently said it would delete data showing that people visited abortion clinics or other “particularly personal” locations, but has so far refused to promise to stop collecting geolocation data. Trahan and the others are posing a host of questions to Oracle, AWS Data Exchange, Mobilewalla and Near Intelligence Holdings, including whether they have assessed “human rights associated with collecting data that can be used to prosecute people seeking to exercise their reproductive rights.” Additional questions include whether the companies have taken steps to protect the privacy of people seeking abortions, and whether there are limits on how can access data that could be used to prosecute people over reproductive decisions. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tj7AYZw July 21, 2022 at 09:09PM
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Trends: City Planners Are Redesigning The Way We’ll Live https://ift.tt/FlUfcQR One of the major macro-drivers for consumer change is their living environment - and the city, in particular is being replanned and reworked to create zones of interaction and engagement. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 21, 2022 at 01:31PM
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Meta Launches New Small Business Support Program https://ift.tt/QhG1LBS On Wednesday, Meta announced the launch of its Small Business Studios, a new project that aims to help small businesses optimize their marketing efforts on Facebook and Instagram via virtual and in-person trainings, workshops, and a U.S. tour of five major cities. In a blog post, Meta says this new program was born out of the Good Ideas Exchange, an event it hosted alongside executive partners like Adobe and Vimeo in which small businesses named major challenges in their industries. “We discovered that content creation and creative strategy are among the top pain points for entrepreneurs when growing their business,” Meta stated. The Small Business Studio has an online hub with preloaded creative resources and training, including: advertisement advertisement - Build Your Brand workshop, an online workshop that “champions a customer mindset” and focuses on business branding, and how to build copy and creative in a post. - Reels School, a course designed to help small businesses to utilize the Reels feature to expand their audiences and attract business. - A virtual photography workshop that pairs small businesses with an expert to guide low-cost and low-lift images made for mobile. - Live one-on-one, 30-minute virtual support sessions with experts to troubleshoot technical issues, help develop effective creative and digital marketing strategies. In addition, there will be in-person training and peer networking as part of the U.S. tour, which kicked off in Detroit on July 20. The tour will run through September 15 across Columbus, Kansas City, Austin, and San Diego. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tj7AYZw July 21, 2022 at 01:09PM
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Trends: How Old School Classics Can Tweak The Formula To Reach Younger Consumers https://ift.tt/x8i3HAY With all the buzz around DTC and social commerce, legacy brand owners must be left wondering if there's a future for their business. But some classics are learning to evolve their offerings to better cater to the unique sensibilities of new consumer audiences. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 21, 2022 at 01:05PM
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Retail Trends: Multi-Retailer Collaboration Extends In-Store Product Offering https://ift.tt/Ux6Biz4 Retailers are increasingly partnering for shop-in-shop offerings that broaden their own range of product offerings and help them engage new shoppers. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 21, 2022 at 12:57PM
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Retail Trends: Hype Brands Learn To Get Retail Real https://ift.tt/mMw9rsA A perfect platform for identity-shaping self-expression and building communal fervor around shared interests, the internet forever changed the way brands and retailers generate hype and buzz around their products.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 21, 2022 at 12:39PM
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Trends: Engaging Gen-A To Design The Future of Experience https://ift.tt/sJ0fI5t New PSFK iQ research shows how, informed by the control and convenience of a digital- first mindset, Gen A is helping to co-create worlds online and offline today that help us understand the future of how companies can engage with this cohort. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 21, 2022 at 12:29PM
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Place Exchange Expands Into Latin America To Support Thousands Of Screens https://ift.tt/KM2CspO Place Exchange has expanded into Latin America, giving marketers access to more than 9,000 premium digital out-of-home (OOH) screens. “Latin America represents a major market opportunity for programmatic OOH,” says Nick Bennett, senior vice president of partnerships at Place Exchange. “Just as programmatic buying has dominated every category of digital advertising including display, mobile, and connected television, the same transformation is taking place in OOH. Marketers are shifting from disjointed media buys through siloed channels, to larger omnichannel programmatic buys coordinated through their DSPs.” OOH ad spending in Latin America will grow from $960 million in 2021 to $1.47 billion by 2024, Bennett says, citing data from Statista. DSP and agency partners want to replicate U.S. success in Latin America, he says. “We have built-in demand from U.S. buyers interested in executions across multiple regions, including LATAM,” he adds. advertisement advertisement Place Exchange also continues to experience a “pull” from LATAM media owners and agencies looking to leverage programmatic. They are investing heavily in expanding digital footprints of existing and new networks. The move enables Place Exchange to support programmatic OOH media in Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Panama, Paraguay, and Peru. Participating media companies include Billboard Planet; Brapex; Doohmain; eme.pe; LatinAD, OLA Media; OOHTV, and Winkel Media, a joint venture with VSBLTY, Retailigent Media, and ABInBev. The move will help companies integrate directly in demand-side platforms (DSP) such as MediaMath, Roku, Yahoo DSP, and others. The expansive network includes billboards, malls, mobility, point of care, street furniture, retail locations, transit hubs, and more. The operation is based from the U.S., including multilingual team members who support the Latin American region, and resources dedicated to regional supply and demand partners. Bennett manages the partnerships, and Place Exchange CCO Dave Etherington will oversee LATAM. “While programmatic OOH is newer to the LATAM market, there is a large appetite for innovation among Latin America media owners and buyers, and partners have expressed a strong interest in replicating the learnings and the positive impact of programmatic OOH from the US to Latin America,” Bennett said. “We expect to be able to leapfrog some of the growing pains it took to scale programmatic OOH in the U.S., as omnichannel DSPs have now invested in understanding the channel, and developed tools for planning, targeting, and measurement.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tj7AYZw July 21, 2022 at 11:04AM |
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