Street Fight Daily: Walmart Tests Grocery Delivery, YouTube Rolls Out Marketing Tool

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

Walmart Partners with Deliv to Test Grocery Delivery Direct to Fridge (RetailDive)
Walmart is partnering with Deliv and a “smart locks” company to test a new service that would deliver food products inside customers’ homes and refrigerators even when they are not home, the retail giant said.

Understanding How Google Measures Store Visits (Street Fight)
Damian Rollison: Even though ecommerce is growing and brick-and-mortar retail is arguably in the midst of a slow decline, 90% of consumer dollars are still spent in physical stores, and the intent of Google’s store visits data is to help demonstrate the efficacy of multiple online touch points that might drive consumers into a store.

YouTube Uses Data to Create Thousands of Ads from Assets in One Video Campaign (MediaPost)
YouTube announced on Monday new ways to help marketers target ads, measure success and make hundreds or thousands of different creatives from one video source.

Where Will VR Fit Into Local Advertising? Part II (Street Fight)
Michael Boland: It’s important to step back and look at the reality of consumer adoption of VR. The technology is pretty nascent and future-looking — but to what degree? That question can partly be answered by original data on consumer VR behavior and sentiments.

Why Brands Continue to Invest in Digital Advertising Despite Industry Roadblocks (AdWeek)
“Ultimately, advertisers need to be where consumers are — and they are on digital,” said Scott Knoll, CEO and president of Integral Ad Science. “We, as a society, need to figure out how to advertise digitally.”

Target Embedding Pinterest Camera Search Tool in Its App (WSJ)
Pinterest has long sought to support its lofty valuation by wooing advertisers to its image-search platform. Now it is bringing its technology to them.

Uber CEO, Reacting to London Ban, Apologizes for ‘Mistakes’ (NYT)
“While Uber has revolutionized the way people move in cities around the world, it’s equally true that we’ve got things wrong along the way,” Mr. Khosrowshahi wrote. “On behalf of everyone at Uber globally, I apologize for the mistakes we’ve made.”

BuzzFeed’s Research and Insights VP on the Company’s Switch to Programmatic (Digiday)
“In the past year or two, we’ve seen that kind of advertising get a lot better. When we think about programmatic, it’s not a standalone product. It’s targeted. It helps an advertiser reach a consumer better. We’re learning along this journey to see how those two can work together.”

Which Social Trends are Marketers Paying Attention to? (eMarketer)
One-third of ad and marketing execs said social messaging would sway their efforts in 2018, making it the top choice among survey respondents. Video was another trend that topped the list.

Britain’s Deliveroo Raises $385 Million for Food Fight (Reuters)
British food delivery company Deliveroo has raised $385 million in private funding, it said on Sunday, as it prepares for expansion to help it compete with publicly traded rivals such as Delivery Hero and Just Eat.

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