Commentary | Street Fight - Part 3

National Brands Must Take Advantage of Tech and Reap Benefits of Going Local

Jackie Graziano

National Brands Must Take Advantage of Tech and Reap Benefits of Going Local

The marketplace is now offering media inventory that can be localized even in channels like national magazine titles. Advances in data management platforms, programmatic exchanges, and ad operations workflows allow national brands to go local at scale in order to reach customized audience segments.

LBMA Podcast: GroundTruth, SOCi, Uber, Walmart

Asif Khan

LBMA Podcast: GroundTruth, SOCi, Uber, Walmart

This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Walmart acquires Spatialand, Indola, Quebec City Magic Festival, and Coke.

From DNAinfo’s Ashes, Three News Vets Are Launching Their Phoenix in Chicago

Tom Grubisich

From DNAinfo’s Ashes, Three News Vets Are Launching Their Phoenix in Chicago

The site’s non-billionaire founders aim to succeed with a radically different revenue strategy from their DNAinfo alma mater — their plan for domination does not include advertising. In this Q & A, director of strategy Jen Sabella tells how she and her partners are mapping a new way to make local news work.

State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon

David Card

State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon

Location data and analytics are a key R&D priority both now and in the longer term for companies supplying technologies and services to the connected local economy, according to Street Fight’s latest reader survey. Those companies deem AI and voice technology as two areas that require investment now, with an eye on a later payoff.

Dr. Soon-Shiong and His New ‘Patient,’ the L.A. Times: Will His Rx Be ‘Local’?

Tom Grubisich

Dr. Soon-Shiong and His New ‘Patient,’ the L.A. Times: Will His Rx Be ‘Local’?

My hunch is that Patrick Soon-Shiong will find that applying advanced technology to local news is not as challenging as conquering cancer, especially if he listens to what Angelinos say is their biggest concern by a wide margin – getting from their home to work or other day-to-day destinations.

SMB Ecosystems vs Universes: What’s the Difference and What Do They Tell Us?

Lorren Elkins

SMB Ecosystems vs Universes: What’s the Difference and What Do They Tell Us?

From analyzing the companies that specifically target the SMBs, this space is better depicted by a series of galaxies that swirl independently of each other and offer the SMB a myriad of choice. The upshot of all this work is that some stars are shrinking and others are growing. Bigger companies are actively acquiring and consolidation is increasing.

Cost-Per-Visit and Bad Location Data: Are You Really Getting What You Pay For?

Alistair Goodman

Cost-Per-Visit and Bad Location Data: Are You Really Getting What You Pay For?

CPV is generating a welcome dialogue in the ad industry as it wrestles with questions such as how to value repeat customer visits and how much is a visit worth. Key to answering all these questions, though, is clearly understanding the accuracy of the underlying location data being used to score the visit.

The ABC’s of AR: Always Be Closing

Mike Boland

The ABC’s of AR: Always Be Closing

In these early days of augmented reality (AR), we’re learning a lot about consumer behavior and preferences — the same learning curve defined the early days of smartphone apps. One lesson so far is that consumer AR use cases will be fairly limited. It’s not a silver bullet and it’s not for everyone.

State of Hyperlocal: Attribution Is Top Industry Challenge and R&D Priority

David Card

State of Hyperlocal: Attribution Is Top Industry Challenge and R&D Priority

Companies selling local marketing and technology and services continue to believe that online-to-offline attribution is the toughest challenge facing the industry, and it’s now their top near-term R&D priority. That’s what we’re hearing from a preliminary analysis of our annual State of Hyperlocal survey of Street Fight readers.