A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Lyft Revs Up Its Local Marketing Efforts (AdExchanger)
Lyft’s San Francisco headquarters is still its nerve center, but about a year and a half ago Lyft started ramping up its regional marketing efforts with the hire of former Foursquare exec Evan Cohen as head of East Coast operations.
Mobile 1.0 Had Its Own Uber: Recalling the Birth of the Future (Street Fight)
Rick Robinson: Somewhere in the nascent days of flip-phones, when I headed up AOL’s mobile products division, we came across a little company with an ambitious goal: let people hail a cab or black car virtually using their cellphones. The company, Qsent, had been working on a mobile-phone version of a service called iQtaxi.
Pinterest Adds 15 Ad Tech Companies to Beef Up Its Data and Measurement Game (AdWeek)
Pinterest has long claimed it moves the needle for brands in terms of sales and conversions, and now the company is inviting more ad-tech partners to its platform to prove it. Today, the visual-sharing site is revamping its 16-month-old advertising program that gives tech companies access to its API to include 15 new players.
How Retailers Are Personalizing the Shopping Experience This Holiday Season (Street Fight)
The biggest story this holiday shopping season isn’t expected to be any specific toy or garment that’s flying off the shelves, but the way consumers are being recognized and how they’re finding the products they ultimately purchase when they shop inside physical stores. With holiday retail sales expected to increase just 1.8% this year, retailers […]
T-Mobile Launching Device to Make Most Any Car ‘Connected’ (MediaPost)
Connected cars might not have to be newly manufactured vehicles, with a major carrier now launching a device that brings connectivity to nearly any vehicle. T-Mobile plans to launch a new device and service later this month that will bring Wi-Fi and remote monitoring capabilities to many vehicles already on the road today.
Data Can Help Publishers Strike Back (AdExchanger)
Paul Cimino: Publishers need to capitalize on the fact that they – and not ad tech companies – emotionally touch their audiences and have valuable first-party data as a result of their audience relationships. This could vastly improve their future.
Viber Follows Messenger, Launches Public Accounts for Businesses and Brands (TechCrunch)
Viber, the messaging app with 800 million users owned by Japan’s Rakuten, is today taking the next step in expanding its platform as it seeks to compete against the likes of Facebook’s Messenger and WhatsApp not just for audience — but revenues. Today, Viber is launching a new account format for businesses and brands who want to communicate with Viber users for marketing, customer service — or a bit of both.
How a Family-Owned Pizza Business Boosted Search Volume, Foot Traffic (GeoMarketing)
Family-friendly pizza buffet chain Cicis has been around since 1985. But while having those decades of history was great for brand building, it also meant that some of the restaurant’s listings were still stuck in the Reagan era — and, so, in 2015, Cicis embarked on a comprehensive redesign aimed at correcting its outdated location data and revitalizing its digital presence.