Street Fight Daily: Snap’s Location Partnerships Yield Fruit, Paid Search Outperforms Social

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

Snapchat’s Foursquare and Factual Partnerships Double Geofilter Usage (TechCrunch)
Making geofilters scalable so even people in small towns can use them has massively boosted viewership. Today on the third anniversary of the launch of geofilters, Snap claims that every minute, geofilters are viewed over 1.5 million times by message and Story viewers. That equals 2.16 billion views per day.

Three Lessons from the Dex Media/YP Merger (Street Fight)
Manpreet Singh: For Dex Media and YP to become DexYP, they had to teach one another three lessons that every business in the local space should know: the primacy of distribution, the fallacy of stagnation, and the inevitability of market consolidation.

Paid Search Advertising Still Outranks Social in Performance (MediaPost)
Despite struggling to keep up with new tech, marketers repeatedly test campaigns to find the media returning the highest profit on investments. When it comes to pay-per-click advertising, paid search text ads remain the best performer for marketers.

Google’s Product Bid for DIY Wallet Share (Street Fight)
“Google has been on a tear this past month in the DIY realm,” notes Mike Blumenthal in his bi-monthly conversation with David Mihm. “Three major product rollouts in a 30-day span; Websites, Posts and now SMS messaging. And Google only needs uptake on one of them to get a chance to sell Adwords Express.”

Amazon Might Launch Its Own Messaging App That Would Allow Users to Order Food (Business Insider)
Amazon has reportedly started surveying users about a new messaging service called Anytime, which offers the same functionality as WhatsApp but with added extras like the ability to order food in a group chat, split bills, and make video calls with masks and filters.

Facebook Is Putting Ads Everywhere in Hopes of Finding the Next News Feed (Recode)
Kurt Wagner: If Facebook can’t show people more ads in News Feed and can’t get unblocked in China, it needs to show them ads somewhere else. And that explains why, in the past six months, we’ve seen Facebook start to put ads in a lot more places.

Apple’s iOS Blue Bar for Location Will Curb Unnecessary Data Collection (AdExchanger)
Brian Crook: The location-powered mobile marketing industry might see Apple’s upcoming iOS 11 blue bar for location as a privacy-first development. But what Cupertino really gives us this fall is a battery-life spotlight meant to drive positive consumer experiences.

How Santander Uses First-Party Data to Increase Loyalty (Digiday)
Security concerns have shackled the use of customer data at banks. At Santander UK, however, restrictions are loosening after its marketing team proved that being adventurous with people’s data can deliver value.

Uber’s Setbacks Mount As It Exits Macau (WSJ)
Uber Technologies Inc. said it is suspending its operations in the Chinese gambling hub of Macau, the latest retreat for the ride-sharing giant as it continues to face regulatory pressure from many overseas markets.

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