A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Facebook Defies Expectations, Posting Big Growth Despite Warnings That Revenue Will Slow (Quartz)
It beat analyst expectations by generating $9.32 billion in revenue, up about 45% from the same quarter a year earlier. Facebook’s net income for the quarter was $3.89 billion—up a massive 71% from a year earlier. Recode: Zuck says Messenger ads coming soon, and Wall Street gets too excited.
Twitter User Growth Stalls, and Investors Respond in Kind (VentureBeat)
Twitter reported today that it failed to increase the number of users during the second quarter and revenue slid as the company’s attempt at a reboot seemed to hit a wall.
Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company (Street Fight)
At a time when customers are accustomed to looking up insurance quotes on the Web or through an app, Edward Gold, advertising director at State Farm, says his company thrives off of its local interactions. He spoke with Street Fight about the approach the insurer takes with marketing at the local level.
Here’s How Snap’s Placed-Assisted Attribution Abilities Will Garner Revenue (AdWeek)
In June, Snapchat acquired Placed to beef up its measurement tools that help advertisers know if their digital ads actually persuaded someone to a store. Now, a new campaign for STX Entertainment gives a peek at how Placed will become a revenue opportunity for Snap.
How Local News Publishers Can Score With Proximity Marketing (Street Fight)
Tom Grubisich: Proximity marketing is becoming increasingly popular as brands and local merchants try to reach consumers on the go. In this Q & A, James Ewen, marketing manager at UK-based proximity-marketer Tamoco talks about how local news publishers can benefit from this trend.
Artificial Intelligence Infiltrates Ad Tech (Digiday)
Programmatic platforms like Rocket Fuel and Huddled Masses are increasing their use of AI and machine learning to determine which impressions they’re unlikely to win. Last week, Rubicon Project agreed to pay nearly $40 million to acquire nToggle to solve this very problem. Media agencies like Maxus are also using AI to rearrange their data more efficiently.
Consumers Spent 19% More Time Watching Video Ads in Q2 (MediaPost)
The average amount of time viewers spent watching video ads has increased by 19%, viewability saw an increase of 20% over Q2 2016, and completion rates spiked 20%, with a 36% increase for premium publishers since the same period last year.
The Right Social Marketing Metrics Differ for Every Business (AdExchanger)
Amber Naslund: Companies must ensure they have people they can dedicate to set up and regularly assess measurement frameworks and stay on top of changes to social network data, technology integrations and infrastructure that may impact their measurement capabilities, such as security and data privacy requirements.
Rent the Runway Is Launching Same-Day Delivery (TechCrunch)
Rent the Runway customers can now be one step closer to actually not having a closet. The company just announced they are launching same-day delivery in NYC, with plans to expand to other markets soon.