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TikTok Announces New Data Partnership with Foursquare to Provide Insights into In-Store Visits

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Connecting the performance of your digital ads to physical, in-store visits has always been a key challenge, with various solutions like beacons, check-ins and proximity tracking all offering some level of insight, but also their own implementation difficulties.

TikTok’s trying out a new option on this front, via a partnership with Foursquare, which will enable TikTok advertisers in the US and Canada to utilize Foursquare Attribution to better quantify the effectiveness of their campaigns in driving people into stores.

Foursquare Attribution is able to connect user activity to a physical location by tracking mobile devices as they move through an area. The system then matches exposed devices with this data, and provides direct feedback on how many people who’ve seen your ad have subsequently visited your store location.

As per TikTok:

“With Foursquare, this integration will focus on the metrics that are critical to advertisers with physical business locations. Advertisers will be able to understand how effective their media plan on TikTok has been and discover new insights to optimize campaigns, ultimately tying their TikTok investment back to real-world visits at their business locations.”

Though there are some limitations with that.

The biggest factor that comes to mind is Apple’s ATT update, which could limit the capacity of Foursquare’s system to be able to track and report on physical visitors based on whether people have opted out of tracking.

But then again, opting out of Foursquare tracking would essentially render the less useful, and with around 55 million active users of its own app, and its location technology powering elements of other platforms including Uber, Twitter, Snapchat, and more, it has a huge database of location insights to tap into, which could make it a good option for gleaning more insight into the effectiveness of your ads, and how they’re generating in-store visits.

Essentially, Foursquare’s data capacity is much broader than its own tools, which could ensure that it’s able to provide accurate, valuable location insights, even with the potential limitations of people switching off data tracking in some apps.

And it could be a great compliment to your TikTok ads, providing more direct attribution between your online campaigns and offline performance.

You can read a case study of how McDonald’s utilized TikTok’s Foursquare attribution here.

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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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Podcast Marketing Statistics for Businesses [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcasts have become an increasingly popular content format, providing on-demand, topical material covering virtually any subject that you can think of.

Indeed, according to estimates, over 130 million people will listen to podcasts monthly in the US this year, which could also provide significant opportunities for marketers to tap into this captive audience, and reach them with relevant ads and offers.

If you’re considering getting into podcasting or podcast advertising, this will help. The team from Spiralytics have put together a collection of podcast consumption stats and notes, which could help guide your thinking around the format.

Check out the full infographic below.

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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