Borrell Research on Wednesday released data projecting that local advertising will experience growth of a mere 0.6% next year.
OTT spending is forecast to exceed $2 billion -- drawing strength from multiple business verticals, including political advertising. From 2022-2026, OTT will grow at a 14.3% compounded annual growth
rate, second to digital TV owned-and-operated streaming and website advertisements sold by local broadcast stations.
IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on the Amazon Web Services (AWS) Data Exchange.
Changes in consumer behavior and attitude will drive shifts in media buying, from location-based targeting and search to out-of-home electronic billboards and fueling stations.
Data from the Nextdoor app has become a valuable tool for marketers looking to track real-time, local changes in consumer behavior. The data reveals consumers' spending habits and media consumption
preferences as well as environmental issues.
Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent
work-from-home agreements becomes more likely.
At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
Local ad agencies typically work with larger and more sophisticated buyers that historically place their money with brand-building media. In 2020, that changed.
Brands find it hard to scale multilocation marketing and maintain brand consistency, Forrester reports.
Search volume is a strong indicator of what people think and do, and several companies are tracking progress through Google Search. Volume is leaning toward out-of-home activities, although many
keywords are trending down from the prior week, according to Robert W. Baird Analyst Colin Sebastian, who has been keeping an eye on trending keywords in Google search.
Three in four hyper-local, independent news sites fear they are at risk of having to close down over COVID-19, "Press Gazette" reports.
The channel partner program allows marketers to manage interactions per location in real-time on all digital platforms such as websites, mobile apps, store locators, search engines, maps, social
media, and voice assistants. The expansion aims to grow the U.S. portion of Uberall's business.
Emily Randall, interactive digital media, Chick-fil-A, says her team has rallied around this: When you know someone's story, you can care for them personally.
Users could learn about a variety of Walgreens "Find Care Now" services, showing off its relevance to a broad demographic of users. Those who clicked through were directed to an information page.