Street Fight Daily: Bing, Yahoo Take Bite of Google’s Search Share, Native Ads Get FTC Guidelines

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

Microsoft and Yahoo Search Share Grows, Still Trails Google by Miles (Ad Age)
Both Yahoo and Microsoft are continuing to nibble away at Google’s massive search market share, aided by millions of dollars in spending and growing digital footprints. But it’s questionable whether or not the great lengths taken by Yahoo and Bing to knock Google down even a tiny bit will translate to long-term success in an increasingly mobile future.

Company Culture Priorities for 2016 (Street Fight)
In the Street Culture column we launched this year, Street Fight began looking more closely at the ways startups in the hyperlocal industry are building culture into their organizations as they scale. No two companies we spoke with were the same, but many are driving along the same tracks. Based on our interviews, here are the top culture-focused priorities for startups to address in 2016.

The FTC Is Cracking Down on Native Advertising (Fortune)
The Federal Trade Commission has distributed a policy statement about native ads, as well as a guide for businesses that spells out its rules for what’s acceptable and what isn’t. The FTC suggested that it’s concerned about the potential for readers to be misled or tricked into thinking that something isn’t advertising when it is.

A Former Topsy Employee Has an Interesting Theory on Why Apple Shut Down This $200 Million Acquisition (Business Insider)
Aaron Hayes-Roth: What many people inside the industry (and almost everyone outside of it) didn’t understand in 2013 is that Apple didn’t buy Topsy for its Twitter data; what it bought was an architecture and framework for extremely fast, eminently scalable search and indexing functionality. The Topsy deal was never about Twitter — it was about Google all along.

60% of Mobile Shoppers Use a Store App at Least Once a Week (GeoMarketing)
Retailers appear to have largely conquered the issue of “app abandonment” in 2015, as roughly two out of three consumers say they keep their branded store apps for at least six months. Within these apps, mobile coupons are easily the most used feature, and loyalty accounts/rewards programs and store locators are the other big categories.

Gimbal and NanoLumens Bring ‘Minority Report’ Potential to Digital Out-of-Home (Marketing Land)
A partnership between beacon-maker Gimbal and digital signage provider NanoLumens brings “Minority Report”-style personalized advertising closer to reality. In the 2002 film, the main character walks through a shopping mall and sees that all the digital signage is personalized, mentioning him by name. Gimbal and NanoLumens believe their partnership will enable more relevant digital display/out-of-home (OOH) advertising and better attribution.

How Retailers Are Marketing via Influencers (eMarketer)
Most people don’t shop in isolation. They are inspired, informed, and assured by others. A slew of marketing approaches have developed to identify, activate, or enable key individuals who can sway brand preferences, buying decisions, and loyalty. Together, they make up the influencer marketing ecosystem, and the retail industry uses them throughout the path to purchase.

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