Placecast's Partner, Mobsta, Named Leading Geolocation Provider in U.K.

[fa icon="calendar'] 2/10/17 11:05 AM / by Sarah Din

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Independent test of providers by MediaCom puts Mobsta firmly at the forefront

Mobsta, a location targeting and data specialist in the UK, just announced that it has been ranked number one in an independent ranking of geolocation providers in the UK. The test, run by MediaCom, was designed to determine the validity of the claims of many of the companies, that they offer the best reach and accuracy, so that the agency could partner with the right provider. Mobsta’s first place ranking makes it the most accurate geolocation partner for brands today. 

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QSR Vs. Retail: Battle of the Mobile Marketing Strategies

[fa icon="calendar'] 1/27/17 11:11 AM / by Sarah Din

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If comparing the mobile marketing universe to high school, millennials are the “cool kids”—a group whose attention is highly sought after, whose preferences and behaviors are closely observed, and whose approval can mark the difference between popularity and obscurity. As millennial spending power grows, Quick Service Restaurants (QSRs) and retailers alike are scrambling to make their marketing strategies relevant to this demographic.

And rightfully so--the Restaurant Marketing Labs reports that millennials spend more money on eating out than any other generation. Plus, Accenture predicts that millennial retail spending will grow to $1.4 trillion annually to account for 30 percent of total retail sales by 2020. It’s no secret that surviving in today’s market requires appealing to the millennial consumer, 86 percent of whom own smartphones.

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The Mobile-Centric Shopper: Understanding Black Friday Retail Behavior

[fa icon="calendar'] 11/22/16 10:37 AM / by Sarah Din

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With Black Friday looming, marketers are working to reach their target audience with a last minute push. With smartphone usage exploding, marketers can no longer rely on one channel, medium or device to help reach their audience. This year, it’s more important than ever to connect online to offline--across all devices.

Analyzing past online and offline behavioral data is a critical step in creating a marketing plan, which is why we recently joined forces with Research Now to create a new methodology to integrate cross-device data collection and understand a shopper’s path to purchase.

A Black Friday study was conducted using this new methodology with Research Now and ID graph panel (detailed below). We selected a sample size of 40,000 panelists and opened a new range of insight opportunities during the biggest sale of the year.

 

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Native Ads: What Works & How to Make Sure They Reach Your Target Audience

[fa icon="calendar'] 11/3/16 9:12 AM / by Sarah Din

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Spending in traditional advertising is rapidly declining due to an increased shift towards digital. According to eMarketer’s latest ad spending forecast, digital will overtake TV ad spending this year for the first time. Additionally, the latest forecast from BIA/Kelsey states that while digital is surpassing traditional ad spending, the shift within digital seems to be towards local ad revenue. This shouldn’t come as a great surprise--looking back, advertisers have always had to adapt to new trends and technologies. In the end, these growing pains ultimately gives way to an advertising landscape that is more meaningful for consumers and brands alike.

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Moving Towards 100% Ad Viewability

[fa icon="calendar'] 10/26/16 12:27 PM / by Sarah Din

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Ad viewability reminds me of the old question about a tree falling in the forest. If no-one sees the ad, it cannot make an impression.

Viewability is defined by the Media Ratings Council (MRC) as “the opportunity to see.” It has emerged as a key concern for advertisers over the past few years as they have realized that a majority of their ads remain unseen. A study from Google in December 2014 found that 56% of ads are not viewed, making it clear that “an ad served doesn’t necessarily equal an ad viewed.” A similar study by comScore yielded same results. Viewability, or rather lack thereof, meant that millions of dollars in ad spend were essentially going down the drain.

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