Street Fight Daily: Facebook Helps Brands on Mobile Video, Snap Gets a Boost from Big Ad Buyer

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Facebook Wants to Help Brands Tailor Their TV Ads for Mobile (AdWeek)
After quietly piloting a video program with brands called PockeTVC (short for pocket television commercials) for more than a year that takes existing TV assets and fits them for mobile, Facebook Creative Shop is releasing a handful of studies suggesting that ad recall is stronger when the creative is tailored specifically for mobile.

How LiftMaster Leverages Digital Solutions to Market Locally at Scale (Street Fight)
Street Fight recently caught up with Mike Bevan, director of digital marketing and e-commerce at LiftMaster, to discuss the digital marketing tactics his company employs, the technologies making those strategies possible, and the solutions he’s still on the lookout for.

Snap’s Fortunes Rise As World’s Biggest Ad Buyer Announces Plans to Double Spending on the Platform (Recode)
Snap investors received some good news on Friday courtesy of one of the world’s biggest ad buyers. WPP CEO Martin Sorrell, whose firm manages billions of dollars in advertising budgets, told CNBC that WPP plans to double its spending on Snapchat ads this year.

5 Ways Retail Brands Are Using Mobile Tech to Assist In-Store Shoppers (Street Fight)
Consumers are doing more of their shopping online, and when they do come inside physical stores, they expect to be wowed. Here are five examples of ways that major retailers like Lowe’s, Nordstrom, and Bonobos are implementing mobile technology platforms inside their physical stores.

Amazon Owns a Whole Collection of Secret Brands (Quartz)
After decades of selling products — and knowing exactly what people are buying, and when they are buying it — Amazon has started cutting out the middle-man by selling self-produced items.

Google Is Developing Tech for Snapchat-Like Media Content (WSJ)
Google is developing technology to let publishers create visual-oriented media content along the lines of Snapchat’s “Discover,” according to people familiar with the situation, upping the ante in a race among tech giants to dominate news dissemination on smartphones.

Travis Kalanick Repeatedly Sought to Reassert Control at Uber After Ouster (TechCrunch)
Just under two months after resigning from Uber, former CEO Travis Kalanick has reportedly asked some former colleagues if they would support him in a potential shareholder battle.

The Art of Storytelling Meets the Science of Data Analysis (eMarketer)
All brands have a story to tell consumers, but telling it in a way consumers want to hear can be challenging. Marketers are taking advantage of their ability to use content and ad creative sequentially to present longer, more compelling messages to consumers.

The Publisher’s New Role in Advertising (AdExchanger)
Jarrod Dicker: When balancing both proactive and reactive strategies, it’s a continuous battle for publishers to decide when to push and when to pull when it comes to product innovation. With the right investment and understanding of the value it plays for agencies and clients, publishers now have a chance to help drive change in the industry.

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