Street Fight Daily: Facebook Launches Tool for App Engagement, SMBs Draw Non-Local Searches

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

Facebook Launches Dev Tool Focused on Mobile App Engagement (AdExchanger)
App users that don’t convert or engage in some way are not healthy for a developer’s bottom line. On Monday, Facebook rolled out a product to help publishers attract users that are most likely to keep using an app after they download it. Facebook also expanded dynamic product ads and its full-screen mobile ad unit, Cavas, to make them available to publishers looking to drive app installs and engagement.

Case Study: 33% of Local Search Business is from Non-Locals (Search Engine Land)
Non-locals make up a significant percentage of local search business. Columnist Wesley Young looks at the importance of this audience and provides seven marketing tips to help you maximize its potential.

TRAY Cooks Up Ways to Make Restaurant Checkout More Mobile and Social (Street Fight)
Rick Robinson: The startup is seeking to reinvent service businesses for both customers and proprietors by bringing a different experience to the table with cloud-based “self-service checkout made easy.”

Yahoo Reveals Testing of Conversational Search, Virtual Assistance (MediaPost)
While Mayer did not delve into Yahoo’s forthcoming sale, she did confirm search partnerships with Apple, Bing, Google, Mozilla, and Oracle, among others. “We anticipate that much of the innovation in search will occur in what we call mobile assistance,” she said, adding that Yahoo this quarter launched early tests of “conversational interfaces, personal assistance and real-time answers.”

How Pokémon Go Did What These 3 Hype-Heavy Startups Couldn’t (TechCrunch)
Darrell Etherington: In the course of winning so winningly, Pokémon Go has also achieved – almost as a side-effect – the kind of success some celebrated (but ultimately shuttered) startups have pursued in the past. Highlight, Color, and Sonar are among the less successful erstwhile rivals.

Placed’s Attribution Platform Expands as More Partners Demand Proof of ROI (Street Fight)
“Based on the growth and adoption that Placed is seeing across its clients, we’d expect that by the end of 2016, attribution will be a default on status for the majority of advertisers where they have an offline conversion event,” said the company’s CEO David Shim.

Deliveroo Expands Into 20-Minute Booze Deliveries (VentureBeat)
European food delivery startup Deliveroo is doubling down in its attempt to corner the lucrative food and beverage market in Europe with the news that it’s branching out into booze deliveries. Though Deliveroo already offers alcohol as part of a restaurant’s normal delivery menu, the company is now moving to offer a dedicated booze service that promises to have a customer’s order at their door within 20 minutes.

It’s Time for Retailers and Brands to Design a Better Mobile Shopping Experience (LinkedIn)
Brian Solis: Now more than ever, shoppers are turning to their smartphones to research potential purchases. However, in micro-moments, consumers are not met with frictionless, mobile-optimized shopping journeys. They’re forced to multi-screen from mobile to desktop because retailers have not fully embraced a mobile-first or mobile-only approach to UX.

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