A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Foursquare Debuts a Dashboard for its Foot Traffic Measurement System (AdWeek)
Five months after Foursquare debuted Attribution Powered by Foursquare, the company is adding a dashboard to the system to give brands real-time insights to campaigns. The social/location discovery platform is going after retail marketing budgets and promising to measure digital ads with actual visits to physical stores.
The New Proximity: A Second Phase in Mobile Brings Here and Now to Life (Street Fight)
Damian Rollison: The first phase of mobile software relied on us to express a desire and thereby to enable a service. Our actions initiated services that capitalized on the phone’s ability to maximize proximity. Now we’re entering a second phase where, for many of us, connectivity and location awareness will be active for longer stretches of our days.
MyTaxi Reportedly to Merge with Hailo in Bid to Compete with Uber (VentureBeat)
Daimler will deepen its European footprint in the ride-hailing business when its MyTaxi smartphone app unveils an all-share merger deal with U.K. rival Hailo as soon as Tuesday, three sources briefed on the matter told Reuters. It is the latest push by traditional carmakers to enter the taxi ride hailing services market dominated by technology companies like Uber.
YP Announces New ‘Audience Cartography’ Platform for Targeting and Attribution (Street Fight)
YP has announced the release of its new location data visualization methodology, Audience Cartography, which allows multi-location businesses such as restaurants, retailers, and auto dealers to refine advertising campaign targeting and establish attribution.
Verizon-Yahoo Deal is the Best Possible Outcome for Consumers and Marketers (AdAge)
David Cohen: Both Verizon-AOL and Yahoo come to the table with impressive tech stacks, DSPs, data solutions, cross-device expertise and significant original content. Both have extensive sales teams and industry-vertical expertise. Both have scaled audiences that when aggregated can give Google and Facebook a run for their money.
What Do Shoppers Search for on Mobile? (MediaPost)
Retail-related mobile searches continue even after customers enter a store. Roughly 77% of retail searches that mention “coupon” are initiated on a smartphone or tablet — as are 73% of searches seeking a “sale” and 68% of “discount” searches. Likewise, comparison searches that have the potential to close a sale were initiated on a mobile device at least 77% of the time.
For Local Businesses, On-Site SEO is Key, Professionals Say (Search Engine Land)
Myles Anderson: The findings are clear — 93 percent of local SEOs think on-page SEO is effective to some extent. In the Local SEO Industry survey, on-site SEO was rated as the most in-demand service from customers and one of the top two services offered by SEOs.
Blocked at Home, Amazon Proceeds on Drone Delivery Overseas (Recode)
Amazon has said it would pioneer package delivery by drone overseas if the U.S. continues to block its methods stateside. Now it’s taking another step down that path. The online retail giant announced Monday evening that it had reached an agreement with the U.K. government to expand the types of drone tests it is conducting in the region.
Publishers Drive Early Wins with Facebook Live (AdExchanger)
Publisher partners are finding value when they augment Facebook Live within a larger content distribution strategy, even if monetization as a whole remains in test mode. “Facebook Live is a form of branded content for us, and in many ways, we’re leading with it because it’s new and interesting,” said Matt Minoff, SVP of digital platforms and strategy for Meredith Corp.