Report: Local Mobile Ad Revenue to Hit $9 Billion by 2017
Local mobile advertising is set to generate $9 billion in revenue by 2017, but it will take a smaller portion of total mobile ad spend than previously expected, according to a new study by BIA/Kelsey. The research firm revised its earlier estimates for local-mobile spends share from 44% to 38% of total mobile ad dollars in 2012 to account for slower than expected adoption of local strategies among national advertisers and an increase in mobile advertising as a whole.
Case Study: Walmart Expands Mobile Efforts With Scan & Go App
The retail giant isn’t trying to dissuade customers from using their smartphones while they shop. In fact, the retailer is beefing up the carrier signals inside its stores to make it easier for customers to get online. Instead, the company is combating the threat of showrooming by encouraging customers to fill their screens with its own mobile application.
A Quick Guide to SMB Success on Mobile
Less than 5 percent of local businesses have a website optimized for mobile devices. In some cases, a company’s site isn’t even “findable” through searches on mobile devices. Worse, consumers, when they do find the local business’s website, can only see a desktop-specific version. Here are a few tips to help demystify mobile for business owners and help them get started right away…
xAd Expands Mobile Ad Targeting, Launches New Location, Fencing Tech
Mobile ad network xAd has released new proprietary technologies to expand location analytics and geo-fencing, helping its local and national advertisers further narrow their campaigns based on intensive geographic and behavioral data. The new products, SmartLocation and SmartFencing, are a direct reaction to what xAd sees as a lack of precise, real-time location data in the mobile advertising space…
Pirq Closes $1.2 Million Funding Round, Launches New Version of App
Instant-deals and loyalty provider Pirq released version 2.0 of its mobile real-time deals app this morning, offering consumers digital punch cards to accumulate rewards in four new verticals. The Washington-based company also announced it’s closed a $1.2 million round in venture financing…
Street Fight Daily: Seattle PD Tap Hyperlocal Tweets, Armstrong Talks Patch
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Hey, @SeattlePD: What’s the Latest? (New York Times)… AOL’s Tim Armstrong Talks Ads, Patch, and HuffPost Live (AdWeek)… The Future of Mobile News (Project for Excellence in Journalism)…
Poll: For Mobile Payments, Adoption Low But Future Promising
PollA new Street Fight poll of 513 U.S. consumers says close to 77% of respondents do not rely on their mobile phones to pay for goods and services. But our results also illustrate a strong rate of adoption for the key 18-34 demographic that may indicate future growth as the group ages and others move into the demographic…
Report: 72% of SMBs Plan to Increase Mobile Spend in Next 12 Months
Much of the survey reinforces what we already know – namely, that location targeting is a big value driver for SMBs and web sales models like cost-per-click and cost per impression will not fly in a mobile environment. The survey conducted by Borrell Associates on behalf of Pontiflex also found that 46% of SMBs would be interested in a self-serve option for mobile advertising, which is good sign for the entire local marketing space…
Street Fight Daily: Trulia Files for IPO, Groupon Investors Exit
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Trulia Files to Go Public (New York Times)… Groupon Investors Give Up (Wall Street Journal)… Layoffs At Plum District Point To Changes In Hyperlocal Deals Market (TechCrunch)…
Getting Location Analytics Up to Speed for the Mobile Ad Revolution
The inability to apply value to the key differentiator of mobile (location) is part of the reason why mobile CPMs are still at 20% of desktop CPMs. It’s critical that media buyers push mobile inventory sources to provide location analytics that enable them to make buying decisions based on the unique features associated with mobile…
New Pontiflex Tool Uses Social Content to Generate Email Follow-Ups for SMBs
Mobile advertising company Pontiflex has launched a new Social FollowUp tool aimed at helping small businesses engage with new leads generated through its AdLeads platform. Social FollowUp pings newly acquired consumers with an auto-generated email that pulls recent content from a business’ existing social media accounts…
Pandora Partners With Local Media Companies to Expand Mobile Reach
“[Mobile advertising] is definitely a significant part of our strategy, a significant part of our DNA,” John Hilton, director of the company’s sales strategy told Street Fight. “So there’s going to be a lot of emphasis and focus on the mobile advertising dollar for us. In terms of revenue generation, we’ve done a significant job, and that’s just going to go up and to the right.”
Why Location Is Key to Mobile Monetization
As location becomes an ever bigger opportunity in mobile, a few questions are worth digging into further. One of those is how precise that location data is. Another important topic is the way success is measured in a local campaign aimed at driving offline actions, whether a call or an in-store visit…