Blog
Miele chooses Locala and PHD for their drive-to-store campaign “For a Better Future”
Translated from Italian. Original version available here. “You have chosen to be sustainable. Now keep doing it” – In February this year, Miele was at the center of an omnichannel advertising project dedicated to laundry line products (washing machines, dryers, and/or washer-dryers) and a promo created in collaboration with DaunenStep. From February 16 to 28, by purchasing a Miele low-impact appliance, customers could obtain a quilt or a gift card from the famous household linen brand. In addition to the drive-to-store campaign, Miele chose to activate digital and radio ads, from January 30. Locala put its 360° expertise at the service of the …
Introducing the Click-to-Text
April 27th, 2023 – Article by Mary Layden Locala is very excited to release our latest innovative mobile ad format called the Click-to-Text. The Click-to-Text is designed to assist advertisers in increasing brand awareness while enabling users to easily initiate contact in an automated environment that encourages long-term brand engagement at scale. This feature also allows customers to communicate with brands effortlessly through an application they’re already using, as opposed to filling out a traditional contact form. How it Works With the Click-to-Text format, users are prompted with an ad that features a call to action. When clicked on, users …
Cracking the Code: Why Cost Per Visit is the Ultimate Metric to Optimize Your Media Campaigns
April 24th, 2023 – Article by Mary Layden Determining the best metrics to effectively optimize your media investments can be a daunting task. Between the fragmented media landscape, ever-changing consumer behaviors, and the increasing need for updated and customized attribution methodologies, it’s become increasingly difficult to pinpoint the right metrics that will help deliver the best results for your campaign. Defining the Right KPIs As we know, media performance is linked to Key Performance Indicators (or KPIs). As a best practice, marketers and agencies always define their objectives depending on the business outcomes they’d like to achieve. E-commerce brands, for …
Mastering the Art of DOOH: How Effective Planning Can Supercharge Your Campaign
April 18th, 2023 – Article by Mary Layden Over the past few years, there has been a significant shift in the advertising industry towards digital out-of-home (DOOH) advertising. With the rise of digital technologies, DOOH has become an increasingly popular way for brands to reach and engage with their target audience. As DOOH has become more popular, it has also become more accessible with more and more leading OOH publishers providing access to their inventory through various Demand Side Platforms. As this trend continues, we’re seeing DOOH capturing a bigger share of the total media ad spend. DOOH Inventory …
Google vs. Locala | Measuring Store Visits with Mobility Data & Location Intelligence
April 13th, 2023 – Article by Pierre-Emmanuel Padiou Online conversion metrics have been around for a long time. For the past 20 years, marketers have been measuring things like bounce rates, conversion rates, and multi-touch attribution in order to determine the success of their campaigns. However, when it comes to measuring foot traffic that’s tied to a physical brick & mortar location, it’s not that simple. As a result, brands have been turning to new types of data and attribution methodologies to accurately measure the success of their drive-to-store campaigns. The Rise of Mobility Data More and more, advertisers are …
Increasing Foot Traffic to Luxury Automotive Dealerships
In 2022, the automotive industry faced a number of challenges – from increasing economic concerns to rising inflation and supply chain disruptions. In order to stay competitive, many brands have relied on their marketing strategies to help drive sales in what is an unusually tough market. In fact, this year, the automotive industry is expected to spend over $18 billion on digital advertising in the US alone, a 10% increase from the previous year. At Locala, we’ve seen similar trends among our automotive customers. Our Commerce Media Platform has helped brands like Audi and Volkswagen leverage consumer insights and location …
Location targeting vs audience segments, what’s better for your brand?
In one of our previous posts we discussed why campaigns with one objective and straightforward targeting perform better, but with so many options, how can you know which is best for your brand? When running drive-to-store campaigns, the main targeting decision you’ll have to make is whether you want to use location-based targeting or use aggregated audience data to find your audience. Although both options can result in a successful campaign, some product categories show more affinity with one or the other. When to use real-time location targeting Real-time location targeting, also called proximity targeting, consists of targeting users who …
Locala Launches New Retail Analytics Features For Smarter Business Outcomes
More and more, marketers are facing challenges when it comes to identifying and reaching the best audiences that will ensure the highest return on investment for their brands. Between new privacy regulations, and a lack of effective attribution and measurement reporting, many are left wondering – are my campaigns actually working? To address those industry challenges, Locala created Retail Analytics – a location intelligence platform that offers detailed insights into consumer shopping behavior at both national and local levels. With Retail Analytics, advertisers can analyze and track store visits, footfall trends, competitor cross-visitation metrics, and more, all while meeting the …
Use one platform to improve your multichannel campaigns
We all know that a well-greased machine is much more than the simple sum of its parts. In the same way, multichannel campaigns are complex machines that work better when treated as one activity instead of multiple single-channel campaigns. And planning your multichannel campaigns doesn’t end just with crafting your strategy, it also includes planning how you’re going to run it. Choosing the right platform or team to run your advertising can really make an impact on the overall performance. The best way to ensure that performance is the best it can be, is to run all or most of …
Say goodbye to radius targeting, and hello to travel time
Article by Pierre-Emmanuel Padiou The topic of geomarketing is steadily gaining traction, especially as advertisers are looking for inexpensive, easy, and reliable targeting solutions. Users are no longer searching for locations based on distance, but on the maximum travel time it will take them to get there. Picture this: You are looking for a place to eat near your office. As a user you want to be able to select one that requires no more than a 15-minute driving distance, instead of knowing that this location is 2.3 miles away. Luckily, at Locala six years ago we developed a core …