, 17 Apr 2014

The Finalists for BIA/Kelsey’s GOLOCAL Awards have been announced. The winner of the final stage will be announced at LEADING IN LOCAL: The National Impact during a special session on May 8 highlighting finalists.(The conference runs May 7-9 and takes place in Atlanta).

The Awards were the result of a brainstorm with our friends at Balihoo, who agreed to sponsor them. We wanted to showcase the Best in Local online and mobile campaigns by national and regional players in the U.S. and Canada . The results are totally objective – we recruited an ace group of independent “national local” experts. The judges include Dave Walker, Rhonda Hills, Kerry Hatch, Brian Costello, Matt Booth and Tom Bates.

In the end, we had 36 finalists. The quality was phenomenal from everyone. It ended up being quite a learning experience.

The Finalists (in alpha):

1. Eventful/Fox Broadcasting: Fox worked with Eventful to run an integrated digital marketing campaign for Sleepy Hollow fans. It got 30,000+ fans in 2,972 cities to participate (and 1.04 million trailer views).
2. Eyeview/Lowe’s : Lowe’s developed a campaign to target local consumers via Big Data and geotargeted videos that customized pricing and product information from its closest stores.
3. Placeable/AAA Carolinas: AAA Carolinas launched a flexible, scaleable solution to manage and normalize location data and deploy it across its own website, search engines and social nets.
4. Tribune Broadcasting/Walmart. To promote Walmart’s last-minute holiday gift alerts, Tribune replicated the look and feel of a a TV “live shot” news report, customizing it for specific DMAs.
5. Vicinity: One of Canada’s fastest growing loyalty networks ran a digital and print campaign across a variety of targeted channels products over 136 businesses and 25,000+ new cardholders.
6. YP/Quiznos: Quiznos used mobile ads in three markets to target their competitors’ customers, boosting sales 6 percent over national average.
7. YP: YP created a bundled package for advertisers consisting of search, online listings management and mobile display. The program drove $1.2 million YP revenues and reduced lead costs for its advertisers.
8. xAd/Situation Interactive/MAMMA MIA: MAMMA MIA targeted New York tourists and area residents at key points of interest. The effort matched place-based targeting with real-world mobile behavioral data.




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, 17 Apr 2014

CCM Logo

Baby boomers — those aged 55 plus — are often stigmatized for being behind the times when it comes to technology and the digital world. According to the results of a new survey conducted by Thrive Analytics and released by the Local Search Association, this generation — including Boomers and Seniors — are embracing mobile as a local shopping companion.

Our Consumer Commerce Monitor? survey data supports many of the results highlighted in that study. When it comes to smartphone use, according to the Local Search Association’s study, 69 percent of baby boomers and seniors use their smartphone at in-store locations for local shopping. Our CCM data supports their find with 61 percent of our respondents using smartphone for local shopping at in-store locations.

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Our CCM results also showed that 47 percent of baby boomers and seniors use their smartphones at least once a week for local shopping. The Local Search Association’s study outlined that baby boomer and senior smartphone users said that price comparisons and discounts were their top reasons for searching via their mobile devices while shopping in-store (50 percent of baby boomers & seniors).

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According to CCM, Baby boomers are also far more likely to use mostly search engines on smartphones or tablets when compared to mobile apps for local shopping (66 percent vs. 4 percent). They’re also more likely than other age groups to shop in-person.

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SMBs and national brands need to retire the notion that baby boomers are not a “connected“demographic. Our data shows that advertisers need to learn how best to adapt their mobile strategies to reach this older and more experienced demographic. Mobile continues to shake up the local shopping chain but and leaves opportunities for SMBs to engage with their customers in a new innovative ways.

Learn more about Consumer Commerce Monitor here.

 




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, 16 Apr 2014

In prepping for our Leading in Local conference in Atlanta in three weeks, I’m revisiting the ways that large national advertisers are localizing their mobile campaigns. As we discussed in our fresh forecast release, large brand advertisers comprise the majority of U.S. mobile ad spend (for now…).

Another preview of Atlanta sessions comes from the “National-Local” session we did at our last conference in San Francisco in December. There I interviewed the Weather Company and Wanderful Media about their strategies to help large brand advertisers localize mobile efforts.

A few weeks ago, I wrote about the Weather Company session (formerly The Weather Channel), including the full session video. Now it’s time to spotlight the Wanderful media segment. CEO Ben Smith and I drilled down into mobile local shopping and the app strategies behind Find & Save.

The video is below, and we’ll carry on the discussion in Atlanta in three weeks. Email me for a discount code to register (mbolandATbiakelsey). I’ll also be doing a webinar with Mobile Marketer next week that hits on the Push Alert topic that Ben Smith and I discuss around the 15 minute mark.




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, 16 Apr 2014

Sparkfly

Many in the advertising world can relate to the infamous quote by John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Advertisers are trying to combat this issue every day but now it appears that Sparkfly may have some answers to this age old struggle.

Sparkfly was founded by Catherine Tabor in 2001 in Atlanta, Georgia. She started in the online promotions business where she ran solutions with online coupon codes. “It was here that I recognized merchant’s desire to put a promotion out into the world digitally but then track the performance of that promotion in real time if possible through their physical point of sales system,” says Tabor. “So I embarked on developing a platform that would do that.”

She then explained that “the Sparkfly solution interfaces directly with a merchant’s point of sale system, and this enables the real time redemption of a SKU level promotion at the physical point of sale.”

So how does this platform work? It starts with a consumer on a mobile Web page; the user then clicks on an ad which takes them to a landing page powered by Sparkfly. The consumer is then provided with an on-demand code that times out in 20 minutes. The consumer can either scan the bar code that is provided or have the employee at the designated retail location enter the code at the register. As soon as that is done, the code goes to the system and is verified in real time providing immediate analytics, which enables brands to instantly recognize effective campaigns.

The Sparkfly platform can be integrated with over 20 different POS systems, which is a major benefit for companies with large franchise networks.

“We recently launched a program with a major restaurant chain and the interesting part about that program is that as a franchise network they actually run four different point of sales systems,” Tabor says. “Because our platform can very easily interface with any point of sales system we were able to interface with all of the systems they had and pull of those systems together so they could run one loyalty program as an organization.”

As noted in my recent blog post Franchisees See Mobile as the Future for Reaching Local Customers, mobile is on the rise in the national to local world and Sparkfly appears be consistent with that theme in their ability to bring national campaigns down to consumer’s personal mobile devices.




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, 15 Apr 2014

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On the latest installment of BIA/Kelsey’s analyst roundtable series, analyst Mike Boland explained why he is even more bullish on mobile ad revenue with his latest forecast and Managing Editor Charles Laughlin assessed recent actions of Hibu’s new CEO aimed at cutting costs and rationalizing the product set.

Boland outlined his 2013-18 mobile advertising forecast, which was published last week for BIA/Kelsey clients. Boland also provided a detailed forecast summary in a blog post last week.

One of the notable elements of the new mobile forecast is the projected growth in the share of total mobile ad revenue generated by location-targeted mobile ad campaigns, roughly from 40 percent to 51 percent over the forecast period.

“What is driving that growth is a lot more adoption from national advertisers to localize their campaigns in various ways,” Boland said.

Notably, this movement of greater local targeting by national advertisers is the central them of BIA/Kelsey’s upcoming Leading in Local: The National Impact conference, May 7-9 in Atlanta.

Laughlin then examined the flurry of recent developments at the global directory company Hibu under its new CEO (since March) David Eckert.

Eckert has imposed some heavy cost cutting, with hundreds of jobs eliminated and production sent offshore. In addition, Hibu will shut down its U.S. hyperlocal magazine initiative, citing no clear path to profitability. Laughlin detailed these developments in a blog post last week.

On the roundtable, Laughlin summed up Hibu’s recent actions this way, “Actions [Eckert] has taken in the short time he has been there suggest that he is going to be very aggressive not only in cutting costs but in making tough decisions about which products they are going to keep and which products they are not going to keep.”

Check out this video to listen to the full roundtable discussion, recorded on April 11.




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