Digital out-of-home advertisers seek hyper-local, contextual targeting

Marketers are expanding their omnichannel playbook to include digital out-of-home (DOOH) and delivering contextually relevant ads to hyperlocal audiences, according to new findings released this week by the DPAA, a global out-of-home trade association.

What they found. Two-thirds of marketers surveyed had activated a new DOOH campaign in the previous 18 months. Now we get some insight into the role this channel played in their strategy. The association shared some initial stats from the study ahead of the DPAA Summit in October.

The top reason (61%) that new DOOH campaigns were introduced over the last year and a half was because of creative flexibility enabled by programmatic. The two next highest reasons appear to flow from these programmatic capabilities as well. Marketers were empowered by schedule flexibility (57%) and newly available inventory they could access through their preferred platform (52%).

Mass reach during Covid-19, a reason for 46% of respondents, speaks to the number of brands and organizations that used DOOH to promote a message of resilience to consumers, or to give thanks to heroic first responders and essential workers.

Free media opportunities, which 29% of DOOH advertisers said they used, were a direct consequence of the decline of out-of-home advertising during pandemic-related lockdowns and general budget and revenue challenges for advertisers.


Why we care. It would be one thing if this was a study of longtime billboard advertisers. Instead, DOOH is proving to be a dynamic part of a broader omnichannel strategy, as shown in the top reasons above.

Because of the digital transformation in the industry, ads on the street and in public venues can be bought programmatically, and they show results through new attribution methods. According to the same study, 44% of omnichannel advertisers chose DOOH because they could geo-target by zip codes, DMA or hyper-locally. Also, 42% said they could do contextually relevant targeting. And 35% said that DOOH complements their digital plan.

Know how your customers interact with your advertising today and into the future. Explore the platforms essential to predictive analytics and marketing attribution in the latest edition of this MarTech Intelligence Report.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Release Notes: Wrike beefs up AI to predict if your project will succeed or fail

Marketing work management platform Wrike on Friday announced several updates, including one that claims to be able to predict a project’s success.

What’s new? Wrike said it has added a new artificial intelligence layer to the platform dubbed AI Project Risk Prediction. The AI portends to be able to gauge success level by comparing projects set up in the platform to the millions of other projects that exist across its pool of customers. Based on things like how complex the project set-up is, or the number of overdue items, and the success of your team’s previous projects, the platform can assess the likelihood of your current project’s success. Wrike also said the AI will make recommendations when it spots red flags in order to help get your projects back on track.

Read next: What is Scrum, the project management framework agile teams rely on?

Anything else? If there’s a theme to this release, it’s all about the machines. Wrike said it is also adding more machine-driven actions like automated @ mention suggestions and assignment tagging in order to reduce human error. The platform also improved its native search to server better, more relevant results based on the queries.

Why we care. Cast aside the knee-jerk “here comes Skynet” reaction to machines being able to do things like predicting a project’s success. If you could compare your project’s setup to millions of others you probably could predict it too. AI and machine learning is transforming so many of the daily tasks we use software for by adding capabilities that go far beyond what marketers can do on their own. These enhancements are just the latest.

Project management tools like Wrike have seen a big uptick since the pandemic began, especially since workforces shifted from being office-based to distributed. But any agile marketer will tell you that just using a tool to track tasks and projects is not enough. You need strategy and you need the discipline to use them correctly otherwise you’re just logging tasks and not truly organizing your work.

Marketing work management: A snapshot

What it is: Marketing work management platforms help marketing leaders and their teams structure their day-to-day work to meet their goals on deadline and within budget constraints, all while managing resources and facilitating communication and collaboration. Functions may include task assignments, time tracking, budgeting, team communication and file sharing, among others.

Why it’s important today. Work environments have changed drastically due to the COVID-19 pandemic. This has heightened the need for work management tools that help marketers navigate these new workflows.

Marketers have been at work developing processes that allow them to work with those outside their own offices since marketing projects—campaigns, websites, white papers, or webinars—frequently involve working with outside sources.

Also, with marketers required to design interfaces, write content, and create engaging visual assets today, more marketers are adopting agile workflow practices, which often have features to support agile practices.

What the tools do. All of these changes have heightened the need for marketing work management software, which optimizes and documents the projects undertaken by digital marketers. They often integrate with other systems like digital asset management platforms and creative suites. But most importantly, these systems improve process clarity, transparency, and accountability, helping marketers keep work on track.

Read next: What is marketing work management and how do these platforms support agile marketing

About The Author

Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.

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Good morning: Pricing is also messaging

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, pricing is also messaging.

I was interviewing an expert in dynamic pricing when I first learned about this. Although pricing sounds like a more sales-driven strategy, it can also be part of that blend of positive impressions that marketers communicate to their customers. It’s new, it’s improved, it’s $3.99.

With prices on the rise for many goods and services, this will likely require additional messaging to cushion the blow. Probably the best approach to take is to be transparent. For instance, music fans might complain about the fees added by ticket services, but they are all listed in the order (venue fee, service fee, shipping and processing), and customers still go to the shows.

Or you can introduce a wider range of price options, and put your customer in the driver’s seat. Some budget airlines took this approach by allowing customers to choose the in-air comforts they’d like to have, which they can buy a la carte.

Of course, live entertainment and air travel are two industries closely watching the latest news on the Omicron variant. We’ve also kept a close watch on how marketers are responding in our Events Participation Index.

Chris Wood,


Quote of the Day. “Virtual conferencing is a sea change and a lifestyle change. It provides many of the benefits but significantly saves time and capital. Simply mail the SWAG (and spend less because the tire-kickers won’t be grabbing handfuls of your pens!) and use a solid marketing agency to provide killer presos.” – Respondent to the Events Participation Index

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Australian Crypto Regulations Will Usher in Financial Overhaul

By Mark Hunter

20 hours agoFri Dec 17 2021 12:08:24


Reading Time: < 1 minute

  • A radical plan to implement cryptocurrency regulations in Australia was announced yesterday
  • The plan is being seen as the biggest shakeup to the country’s financial system in 25 years
  • A number of government departments are involved, with the Treasury heading up the plans

Australian cryptocurrency regulations currently under discussion would represent the biggest financial policy shift in 25 years, according to reports from the country. Treasurer Josh Frydenberg’s plan for new crypto regulations has been touted as the biggest overhaul of the country’s payments system in over two decades, and will include a licensing regime and new custody rules for assets, showcasing the growth of cryptocurrency in Australia.

Treasury Takes Control of Crypto Regulations

News of the planned crypto regulations came yesterday when the quarterly Council of Financial Regulators’ report included a statement that endorsed the treasurer’s plans to create a regulatory framework for digital assets and map out next steps.

The Council of Financial Regulators comprises the Australian Reserve Bank, the Australian Prudential Regulation Authority, the Australian Securities and Investments Commission, and the Treasury, which will create and enforce the new laws.

Working Group Comprised of Several Government Departments

A new Working Group on the Regulation of the Crypto-Ecosystem will be tasked with implementing the crypto-asset reforms and making any changes along the road, while a separate working group will focus on de-banking in the fintech, crypto-asset and remittance sectors, as well as the government’s request for advice on policy responses. This group also includes the council members, along with the Australian Competition and Consumer Commission, the Australian Transaction Reports and Analysis Centre and the Department of Home Affairs.

Australia announced a national blockchain roadmap in 2018, which saw Australian blockchain projects awarded $100,000 AUD for development of the nascent sector.

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3 ways marketers can increase email engagement

Email engagement can be a major problem for brands in an oversaturated digital world. So, it’s no surprise that less than 60% of marketers believe their campaigns are successful, according to Smart Insights. But the main issue doesn’t appear to be the content of their emails. Instead, it seems to stem from outdated email frameworks and communication tactics.

“Part of the problem is that inboxes are overflowing,” said Matt Harris, co-founder, and CEO of email builder Dyspatch, in his session at our MarTech conference. “People are getting more emails than ever before, so it’s an increasing challenge for you to compete in the inbox, let alone get that engagement you need.”

Full inboxes only account for one aspect of poor engagement; the other element is non-interactive media.

“The other part of the problem has to do with the evolution of technology,” he said.

Image: Dyspatch

Harris asked viewers to consider how people use phones today, highlighting how they differ from traditional email formats. “We’ve evolved to a point where people use their phones more than a desktop computer. We use apps, we use gestures like swiping — clicking to expand and zoom in — which is an active, engaging experience. In contrast, email is still a static medium and hasn’t evolved much since the introduction of HTML.”

“You have to change the email experience; make it un-static and app-like by bringing the same kind of interactivity people are used to into the inbox,” he added.

To that end, Harris provided some helpful ways marketers can transform their customers’ inbox experiences using the latest email technologies.

Interactive loan sliders, mortgage calculators, or quizzes

One of the most important things modern email lacks is interactive elements. These features can help brands introduce that app-like quality to their communications, fostering deeper engagement.

Online lending marketplace LendingTree introduced interactive sliders into their email campaign; Harris pointed out how this changed revolutionized their customer experience: “They use AMP to share an interactive personal loan slider right in an email. This is a next-level engagement technique — it’s hard to resist trying this out in the email. The users can see exactly what their loan would look like without ever leaving the inbox.”

interactive email slider
Image: Dyspatch

He added, “With that experience, they [LendingTree] saw an 86% increase in click-through rate, so we know that using AMP delivered results for them.

Harris recommends marketers apply this interactivity principle to a variety of email applications, whether they use AMP or another technology.

Personalized upsells

New email technologies can help marketers sell more products to customers by recommending similar items to those they’ve viewed. When applied to email, brands have the opportunity to add a personalized touch to consumer messages.

“You could apply it to your emails today by sharing personalized suggestions based on what’s in their cart right at that moment,” said Harris.

Existing customers are 50% more likely to try new products on average, so it would be unwise to neglect these upsell opportunities. Email can help brands work to generate personalized upsells before, during, and after purchasing.

Live shipping notification emails

Instead of sending a slew up shipping update emails — which could lead to customer disengagement — new technologies allow marketers to update these messages in real time, in one email.

“You wouldn’t have to send multiple shipping notification emails anymore,” Harris said. “You can send just one and it would update to show the latest status of a parcel. Every time a user opens the email, they wouldn’t have to click through multiple pages to see an update.”

“Email engagement has been steadily declining the past few years,” he added. “To remain relevant in the inbox and continue to see high ROI, brands need to reimagine email as an interactive app-like experience.”

He added, “Implementing these emails will help your brand stand out in these saturated inboxes and increase engagement.”

Watch the rest of this presentation at the MarTech conference here (free registration required).

About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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Top Commercial Cleaning Supplies for Your Business

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If you are starting a commercial cleaning business or you are already running one, finding the right commercial cleaning supplies is just as important as your marketing and bookkeeping. The right commercial cleaning products will help you make money faster as you are able to clean more commercial spaces in less time.

Commercial cleaning is a rewarding industry with a huge potential for growth. New commercial buildings keep coming up by the day, and as long as these buildings exist, there will always be a need for cleaning services. Here are some essential cleaning supplies that you need for your cleaning business.

Best Commercial Cleaning Supplies

  • Top Pick: Dryser Commercial Cleaning Cart
  • Runner Up: Rubbermaid Mop Bucket with Wringer
  • Best Value: Veco 16 Oz Spray Bottle

Dryser Commercial Cleaning Cart

Dryser Commercial Janitorial Cleaning Cart on Wheels

Moving your commercial cleaning supplies from one room to another can be a tough feat, but it doesn’t have to be. The Dryser commercial cleaning cart includes multiple carry hooks for your dusters and brooms and 3 sturdy storage shelves allow you to carry everything you need. The cart also uses 3-inch non-marking swivel casters and 8-inch rear wheels that are deceptively quiet, so you can move around healthcare facilities, school buildings, and busy offices without disrupting those around you. An ergonomic easy to grip handle prevents hand fatigue and allows you to easily maneuver even with a full cart.

Dryser Commercial Janitorial Cleaning Cart on Wheels – Housekeeping Caddy

Buy on Amazon

Rubbermaid Mop Bucket with Wringer

Rubbermaid Commercial Products, Mop Bucket with Wringer on Wheels

This commercial mop bucket and wringer from Rubbermaid Commercial Products includes a 31-quart mop bucket and integrated mop wringer that means better mop performance, more effective wringing, and no more lost parts. It also rolls on 4 non-marking casters and the built-in handles make it easier to empty the bucket. This yellow plastic bucket weighs 10.67 Pounds.

Rubbermaid Commercial Products, Mop Bucket with Wringer on Wheels

Buy on Amazon

Veco 16 Oz Spray Bottle – 5 Pack

Veco Spray Bottle (5 Pack,16 Oz) with Measurements and Adjustable Nozzle

You certainly need reliable and durable spray bottles for your cleaning business. The Veco spray bottle uses an adjustable nozzle with three spray modes that range from a steady stream to a fine mist. The extra-long suction tube ensures you get the last liquid sprayed out. The bottles are BPA-free and are made from durable HDPE plastic that’s chemical resistant meaning you can safely use a variety of chemical solutions like rubbing alcohol, bleach, and bleach. The 2-finger trigger design and the ergonomic neck give you a comfortable grip, allowing you to use the spray for extended periods while avoiding hand fatigue.

Veco Spray Bottle (5 Pack,16 Oz) with Measurements and Adjustable Nozzle

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SupplyMaid Waterproof Professional Cleaning Apron and Tool Belt

SupplyMaid Waterproof Professional Cleaning Apron & Tool Belt

This cleaning apron is the perfect companion for your cleaning business. The belt uses a waterproof and stain-proof material that allows you to wipe off any mess and without worrying about staining. The adjustable strap fits a variety of waist sizes from 24″ to 52″ and the special clips allow you to always carry your duster, so it is within reach whenever you need it.

SupplyMaid Waterproof Professional Cleaning Apron & Tool Belt

Buy on Amazon

Tonmp Microfiber Duster

Tonmp 4 Pcs Microfiber Duster, Microfiber Hand Duster Washable Microfibre Cleaning Tool

The Tonmp microfiber duster uses fine microfiber strands that easily hold dust, so you don’t have to keep trying to pick the dust from the surface.  The extendable and bendable head design allows you to easily clean those hard-to-reach spots. This duster uses a non-slip handle and a hanging hole for convenient storage. The pack contains 4 pieces and is also available in 4 colors: green, blue, red, and orange.

Tonmp 4 Pcs Microfiber Duster, Microfiber Hand Duster Washable Microfibre Cleaning Tool Extendable Dusters

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Ettore Professional Window Cleaning Kit

Ettore Professional Window Cleaning Kit with 4' Extension Pole

This is the perfect starter window cleaning kit for your cleaning business. The kit includes three 18,14, and 12-inch stainless steel channels with rubber and you also get an extra set of replacement rubbers. It also comes with a 4-foot extension pole for those hard-to-reach areas, a 6-gallon bucket with an Ettore ProGrip quick release handle, and three microfiber detailing towels to ensure you always end up with a sparkling clean finish.

Ettore Professional Window Cleaning Kit with 4′ Extension Pole

Buy on Amazon

Rubbermaid Reveal Spray Microfiber Floor Mop

Rubbermaid Reveal Spray Microfiber Floor Mop Cleaning Kit for Laminate & Hardwood Floors

Waste less and save more with this Rubbermaid floor mop that uses a washable and reusable microfiber pad, so you don’t need to keep going to the store for refills. This mop is also super easy to use. Simply add hot water and two teaspoons of your preferred cleaning solution to the 22-ounce refillable bottle and you are ready to mop. The mop also uses a non-scratch scrubbing pad that helps loosen stubborn spots.

Rubbermaid Reveal Spray Microfiber Floor Mop Cleaning Kit for Laminate & Hardwood Floors

Buy on Amazon

What to Look for When Buying Commercial Cleaning Supplies 

There are a variety of commercial cleaning supplies out there, but not all of them will be ideal for your commercial cleaning business. Here are a few things that you need to consider when looking for commercial cleaning products.

  • Durability: You need commercial cleaning products like mops and buckets that are made of durable and long-lasting material that can withstand daily use. Durable products might be a bit costly in the short run, but they are reliable and also tend to be more cost-effective in the long run.
  • Size of the area: Consider the size of the areas that you will be cleaning. This will determine the size for the product you will buy. Large surface areas need supplies that come in larger sizes.
  • Environment: The commercial spaces that you are cleaning will also determine the products that you choose. For instance, hospital operating rooms and cares homes for the elderly will need cleaning supplies that provide high hygiene levels. Alternatively, spaces used by people with allergies might benefit from the use of eco-friendly products made from natural ingredients.
  • Stains: Just as important as the environment is understanding the kind of stains that you will be dealing with. Some commercial properties such as stadiums and restaurants will often have tough stains that need to be removed. You need to correctly select the right type of products that can quickly and easily remove the stains without any damage.
  • Time and Weight: Keep in mind the amount of time you spend using your commercial cleaning products. If it is for extended periods of time, ensure your commercial cleaning supplies come with ergonomic handles that help avoid hand fatigue and non-marking casters that make it easy for you to move your products without marking the floor. Consider the weight of the products too. You need products that you can easily move from one floor to another.

Image: amazon

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