June 2013 – Street Fight

SMG’s Thompson: ‘Not One Client’ is Not Interested in Hyperlocal

Steven Jacobs

SMG’s Thompson: ‘Not One Client’ is Not Interested in Hyperlocal

“Across Starcom MediaVest’s portfolio, I cannot think of one client that is not interested in this space. You have consumer-packaged-goods (CPG) brands that are asking how location can help them best reach their audiences; you have auto manufacturers who want to reach people in real time at a given place; and you have travel companies that want to understand those audiences. Across the board, brands are curious about location. … They just don’t understand which technologies are out there, and how they can harness these signals and make sense out of them.”…

Non-Profit Indies, One-Time Successors to Local Media, Face Funding Woes

Patrick Kitano

Non-Profit Indies, One-Time Successors to Local Media, Face Funding Woes

You think traditional broadcast media like TV and radio are struggling with depleted revenue models as audiences move to online screens? Consider those who were already depleted: Community broadcasters on cable access TV and local radio. These folks face even greater challenges with sparse audiences, a limited to non-existent revenue model, and funding from foundations drying up faster than fresh rain in the Mojave Desert.

LBMA Podcast: ‘Connected’ Cars and ‘Connected’ Homes

Asif Khan

LBMA Podcast: ‘Connected’ Cars and ‘Connected’ Homes

In this week’s episode, Asif’s take on location in Singapore; SingleTouch launches their FollowMe service; uKnow partners with ESRI to help track your family; Gannett acquires Belo’s television stations and tries to go hyperlocal; Tred delivers your next new car test drive; Google’s Project Loon soars; The connected car is going to be big; Special guest Mike Soucie of Revolv on the connected home.

Nextdoor: Where Privacy Is a Double-Edged Sword

Tom Grubisich

Nextdoor: Where Privacy Is a Double-Edged Sword

Nextdoor has some issues to sort out in whether and how much neighbors want to be walled in from adjacent, or even non-adjacent, communities. In researching this story, I signed up for the service and discovered firsthand its power of engagement — but found its walls dampened the enthusiasm it had engendered in me, and I wondered if the latter will impact the potential of the former to make good on the company’s $100 million valuation…

The Good and Bad of Local Discovery on Our Summer Road Trip

Damian Rollison

The Good and Bad of Local Discovery on Our Summer Road Trip

Greetings from a summer road trip in the Pacific Northwest. Amid games of twenty questions and alphabet animals, we have faced the typical needs of the traveler: shelter, food, gas, and fun. Naturally, we’ve turned to local search, just like the other 31% of leisure travelers (up from 18% in 2010). I’ve written mainly about local search on the homefront and travel is another kind of use case entirely, one that in many ways has been “solved” by existing services — but has it? In our experience, you often have to be creative to get what you need…

Street Fight Daily: Revel Raises $10M; LevelUp: We’re ‘Android,’ Square is ‘Apple’

The Editors

Street Fight Daily: Revel Raises $10M; LevelUp: We’re ‘Android,’ Square is ‘Apple’

A roundup of today’s big stories in hyperlocal content, commerce, and technologyRevel Systems Raises $10.1M To Help It Grow iPad Point-Of-Sale Business (TechCrunch)… LevelUp: We’re ‘Android,’ Square is ‘Apple’ (Local Onliner)… Why Angie’s List Hires an Auditor to Read its Business Reviews (Bloomberg)…

Everybody Is a Media Company, So Now What?

Terry Heaton

Everybody Is a Media Company, So Now What?

The explosive growth of personal media has disrupted everything it touches. The same inexpensive tools that consumers are now using are also available to any-sized businesses, which has the potential of entirely leveling the playing field in consumer goods and services by driving down the cost of marketing. The neighborhood doughnut shop can just as easily make and distribute media as the Kroger Bakery up the street or, by God, even Walmart. We may chuckle today but just wait…

Do Hipsters Do Hyperlocal?: Bedford + Bowery Editor on Communities and Culture

Noah Davis

Do Hipsters Do Hyperlocal?: Bedford + Bowery Editor on Communities and Culture

NYU’s hyperlocal East Village blog is growing up and adding a few new ‘hoods. The Local, which had covered New York’s East Village and the Lower East Side, has become Bedford + Bowery, a site that now also covers the Brooklyn neighborhoods of Williamsburg, Greenpoint, and Bushwick. So what makes these neighborhoods — hipster havens of the highest order — a fertile proving ground for hyperlocal? We spoke with Daniel Maurer, the NYU professor who oversees the venture to talk a bit about how the project has evolved…

Street Fight Daily: Zagat’s Workplace ‘Nightmare,’ Square Launches Marketplace

The Editors

Street Fight Daily: Zagat’s Workplace ‘Nightmare,’ Square Launches Marketplace

A roundup of today’s big stories in hyperlocal content, commerce, and technologyHow Zagat’s Workplace Turned Into A ‘Nightmare’ (Business Insider)… New Square Service Targets Local Merchants’ Market (USA Today)… Microsoft Partners With Deem To Expand Its Ad Inventory With More Local Offers And Deals(TechCrunch)…

Twitter Looks to Monetize Location, But Is It Cart-Before-Horse?

Steven Jacobs

Twitter Looks to Monetize Location, But Is It Cart-Before-Horse?

A few days after Twitter acquired local discovery app, Spindle, last week, news surfaced that the microblogging service was developing a long-awaited geo-targeting product for brands. The developments mark the latest episode in an ongoing saga, in which the two largest social networks — Twitter and Facebook — have briefly flirted with local before pulling back to recalibrate. A hyperlocal ad product is welcome news to advertisers, but Twitter needs to sure it does not neglect the users’ side of the equation…

6 Ad Networks With Targeting Capabilities

Stephanie Miles

6 Ad Networks With Targeting Capabilities

Ad networks with advanced targeting capabilities are giving national brands and smaller advertisers a way to drive conversion rates and boost sales. By narrowing their focus and targeting specific audiences based on location, demographics, or interests, advertisers can increase the relevancy of their ads and improve click-through rates (CTRs) by a factor of 2x. Here are six ad networks that offer these targeting capabilities…

VIDEO: Making the Economics of Hyperlocal Publishing Work

Steven Jacobs

VIDEO: Making the Economics of Hyperlocal Publishing Work

The once-bright prospects for hyperlocal publishing have dimmed somewhat in recent months, leaving some of the most promising ventures shuttered, bankrupt, or scrambling to save face. During a conversation on stage at Street Fight Summit West in San Francisco earlier this month, Chris Tolles, chief executive of hyperlocal news aggregator Topix, and Sacramento Press co-founder and AdGlue CEO Ben Ilfeld discussed the future of Patch and the long-term sustainability of hyperlocal media at scale…

Street Fight Daily: ZocDoc Opens $55M In Debt, Centro Expands To Mobile

The Editors

Street Fight Daily: ZocDoc Opens $55M In Debt, Centro Expands To Mobile

A roundup of today’s big stories in hyperlocal content, commerce, and technology

Doctor Appointment Booking Site ZocDoc Opens Up $55 Million In New Convertible Debt (GigaOm)… Centro Expands Locally Focused ‘Brand Exchange’ To Mobile, Tablet Inventory (AdExchanger)… Report: Hyperlocals Can Bridge Gap Between Larger Organizations And Public (Journalism.co.uk)…

6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’

Stephanie Miles

6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’

Targeting consumers at the “zero moment of purchase” — that is, while they’re shopping inside a store where a brand’s product are sold — is a proven way to increase conversion rates on mobile coupons and other discounted offers. Unfortunately, getting this type of high-impact marketing program off the ground can involve much more than a typical offline campaign. To find out more about what marketers should know, we consulted with experts in the field of purchase-based ad targeting…

VIDEO: Local News as a Loss Leader?

Max Antonucci

VIDEO: Local News as a Loss Leader?

As local businesses shift marketing spending away from advertising, local media companies are scrambling to subsidize their news operations. During a panel at Street Fight Summit West earlier this month, Eric Bright, VP of Ecommerce at Deseret Digital Media; Mike Orren, President at Speakeasy; and Sean McDonnell, SVP of Sales at Propel Marketing discussed an emerging agency model, and debated whether digital marketing services like SEO and website building could help make up for lost revenue…

Openings & New Hires at Square, Patch, LocalVox, Facebook and More

Kelly Benish

Openings & New Hires at Square, Patch, LocalVox, Facebook and More

Every two weeks, Search Influence’s Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. Moves this edition include the closing of LivingSocial’s office in Seattle, a and exiting CTO at AOL’s Patch, and job openings at Yelp, Appstack, Google, and more.

VIDEO: Why Brands Are Warming to Hyperlocal

Steven Jacobs

VIDEO: Why Brands Are Warming to Hyperlocal

For large brands, the upside of local is often shrouded in operational headaches, and overshadowed by the complexities of coordinating a decentralized, and often chaotic, campaign. Thanks to the rapid adoption of mobile devices and new innovations among vendors however, brands’ attitude to local are starting to change…