People who pull off the road to a gas station are an audience both waiting and on the go. Someone fueling up provides a good opportunity to serve video ads at the pump for candy and soda brands available at the convenience store invariably located a few steps away. But gas stations are also one […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Darren Goldie, CEO/Founder, Locationify. Prior to the digital revolution, location data was explicit – it referred to fixed physical stores. Today, location data matters because people check their phones before […]
IP addresses – internet protocol, for the uninitiated – have been used as a mechanism for location targeting and cross-device measurement almost since the day digital advertising was born. But it’s always been a dicey proposition from a privacy perspective – and now the writing’s on the wall with Apple’s plans to remove IP addresses from […]
Union Bank is a small bank that wanted its new branding campaign to make a big impact. So the West Coast-based regional bank will test new messaging in a single market – San Diego – where it can buy enough advertising to match bigger banks. “The four large banks dwarf everyone else in terms of […]
Can hyper-localized marketing really drive interaction and sales? For made-to-measure men’s suit brand Indochino and healthy foods manufacturer Daiya Foods, the answer seems to be yes. Indochino gained fame as an online suit service, wherein consumers would send their measurements to Indochino via a web portal and have a custom suit made. But in recent […]
