Street Fight Daily: Mobile Ad Spend Could Double by 2021, Snap Courts Big Advertisers

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

U.S. Mobile Ad Spend Will More Than Double by 2021 (MediaPost)
By 2021, U.S. annual mobile ad spending will reach $72 billion, according to a fresh forecast. That’s up from $33 billion last year, by the research firm’s reckoning. If accurate, mobile ad spending will see a 17% compound annual growth rate through 2021.  

Snapchat Is In Talks for Big Ad Deals Ahead of IPO (Wall Street Journal)
The messaging service wants $100 million to $200 million in 2017 commitments from WPP, Omnicon, and other ad companies. eMarketer estimates Snap generated $367 million in ad revenue last year, compared to Google’s $63 billion and Twitter’s $2.26 billion. 

Why Developing a ‘Near Me’ Strategy Has Become Critical for Local Marketers (Street Fight)
Brendan Morrissey: Mobile is no longer just an important or necessary element of a marketing strategy — it’s vital for the livelihood and existence of a brand. And it has led to a critical shift in shopper behavior that brand marketers are rushing to understand and adapt their digital marketing strategies to.

Big Data Adoption is Slow, But Benefits Are Beginning to Show (eMarketer)
Big data is gradually becoming a part of US business, and companies that are able to take advantage of its scope and complexity appear to be seeing benefits. Recent research from NewVantage Partners revealed that at least half of organizations are incorporating some type of big data initiative. 

The Future Belongs to Brands That Give Consumers Instant Gratification (AdWeek)
Simon Pugh: Marketers will need to react with the pace of consumers. The point of engagement and the point of transaction are converging, meaning brands that can offer immediacy, personalization, authenticity, and accessibility will win out.

Why Mobile Adoption is Punishing the Biggest Department Stores (AdExchanger)
Bellwether retailers like Macy’s, Sears and Nordstrom that once anchored US malls never fully recovered from the onset of web-driven e-commerce. Now they’re facing something new that could either be an opportunity to get back in the game or another threat entirely: mobile commerce.

With Newsletters Hot, Monetization Strategies for Publishers Bloom (Digiday)
Over the past year, publishers across the country have all beefed up their investment in newsletters, focusing not just on growing their audiences but on improving their design, making them more technologically sophisticated, visually rich and engaging.

Target Plans to Introduce Its Own Smartphone Payment Service (Recode)
Target will be following in the footsteps of other big retailers like Walmart and Kohl’s who have added mobile payment features to their own apps over the last year, in the wake of offerings from Apple, Google and Samsung. 

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Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]