A homeowner hears a Spotify ad on the drive to work. At lunch she reads contractor reviews on a laptop. That night she sees a spot on Hulu. Same person, three screens, and in most cases three separate vendors sending three separate invoices for what they each believe was their conversion. That is the actual […]
Search keywords and boosted posts catch people in one spot. The problem is that nobody stays in one spot. The same person streams a show on Roku while dinner is on the stove, listens to a podcast on the drive in, and scrolls the news on a phone during lunch. Three different screens, one buyer, […]
Your next customer starts the morning with a podcast on the commute. She checks industry news on her phone over lunch. That evening she watches an episode on Hulu through the Roku box in her living room. Before bed she reads a couple of design blogs on a tablet. Four devices. Four completely different contexts. […]
A shop on a commercial avenue puts you in front of buyers every day. People walk in, touch the fabric, and buy on the spot. Then you lock up at six and all of it stops. The couple who admired your window at nine on a Saturday keeps walking. The customer who bought a dress […]
Your buyers watch Hulu after dinner, stream Spotify on the drive in, and read the local news site at their desk. A radio buy catches maybe one of those. Search catches them only after they have already decided to go looking. And when the rest gets split across four vendors, you pay twice for the […]
A homeowner's AC quits at four on a July afternoon. A supply line lets go under the kitchen sink. Hail takes out half a roof. In all three cases the homeowner does the same thing, which is pick up the phone and start searching. For years the only way to be in that moment was […]
How search retargeting actually works Search retargeting gets around the cost problem by pulling intent data away from the search engine itself. Instead of paying $20 a click to sit as a text link on a results page, you buy the intent. When someone in the US searches across search engines, review portals, and shopping […]
Food is serious business in the Pacific Northwest. Seafood counters along Elliott Bay, dining rooms in Bellevue, farm-to-table spots outside Spokane, neighborhood kitchens in Tacoma. Washington has one of the better restaurant scenes in the country, and everybody in it knows it. Behind the pass, the math keeps getting harder. Food costs are up, staffing […]
A prospect checks their phone before they get out of bed, streams the news over breakfast, listens to a podcast on the drive in, reads a trade site at their desk, and finishes the day on Hulu. If your advertising lives on one of those five surfaces, you reach that person once and hope it […]
Consumer attention is scattered across more screens than at any point before, and that changes what advertising has to do. A single billboard, one radio spot, or a lone search campaign used to be enough to carry a company's revenue goals. Not anymore. The same person streams a show on Hulu before work, catches a […]
