Street Fight Daily: Instagram’s Location Search, YP Spins Off Print

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

Instagram Update Adds Search By Location, Revamped Explore Section For Trending Photos (The Next Web)
You can now search images on Instagram by their location, as well as by people and tags. Users in the U.S. get an “Explore” page that will showcase trending tags and places. The new section will also feature a curated selection of accounts, places and topics, which are organized into collections, meaning you could easily find images centered around a specific location and event.

YP To Spin Off Print Yellow Pages Business, Stay Focused On Digital (Marketing Land)
The new Print Media company will continue to distribute 90 million YP-branded yellow pages in the United States. YP will continue to sell online business listings and online marketing services. In addition, the two companies will continue to work closely together and share a YP-led sales team, which will sell for the print business.

Survey: Consumers Want More Online, Mobile Interaction With SMBs (Street Fight)
A new survey from local online marketing company Yodle finds that customers gravitate toward local businesses for better-quality service and are increasingly open to interactivity with them, a combination that provides opportunities for growth — if only those businesses will take the leap and embrace the technology necessary to facilitate that communication.

Here’s What Facebook Wants Mobile Ads to Look Like (Recode)
Imagine a mashup of all Facebook’s current ad products rolled into one: A post that opens into full screen images, videos and even product shots that rotate 360 degrees as you move your finger across the screen. The ads would essentially give marketers a mini-version of their own website on Facebook’s app.

What Questions Do You Have About the State of Local Marketing? (Street Fight)
Earlier this month we released the third edition of The Local Merchant Report. With expert analysis of survey responses from over 500 local merchants highlighted in charts and graphs, it’s a really deep dive. Here are some of the questions we asked.

Ford Debuts Car-Share Pilot in 6 U.S. Cities and London (Mashable)
The program, called “Peer-2-Peer Car Sharing,” will run through November and allow 14,000 people in Berkeley, Oakland, San Francisco, Portland, Oregon, Chicago and Washington, D.C to rent out their Ford vehicles to pre-screened drivers. The company also announced 12,000 Londoners will also be able to use the program.

Snapchat, WPP and Daily Mail Create an Agency for Vertical Mobile Video (Adweek)
Snapchat, The Daily Mail and WPP have formed an ad agency, for an increasingly mobile era, one that appears to be shifting dramatically toward content creation for vertical screens. The venture, called Truffle Pig, will help brands develop and shoot videos for Snapchat and other platforms.

Placed Expands Partnerships in Attribution Network (Street Fight)
Placed, which connects ads to in-store visits, has announced the addition of eight new partners to its network of over 80 companies that use the service to measure the impact of advertising on offline store visits.

The State of Mobile Ad Spending in 5 Charts (Digiday)
Americans spend an average of two hours and 57 minutes a day on mobile devices. EMarketer expects the global number of smartphone owners to surpass 2 billion by 2016, which represents half of mobile phone owners overall. With those kinds of penetration and usage numbers, ad spending is also on the rise.

Mapping Tool Mapme Finds $1M to Expand Globally (Venture Beat)
Mapme is a user-generated maps tool targeted at companies and organizations. An organization can create a map based on an interest or topic and share it with customers, who can then add new locations. It’s like Foursquare, in the sense that maps can be sorted by activity. But unlike Foursquare, Mapme isn’t limited to lifestyle events like shopping and dining.

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