A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
How Brands Are Using AR to Engage Consumers and Measure Results (AdWeek)
As platforms like Apple, Facebook and Snapchat open AR to the masses, Patrón isn’t the only brand betting on the technology. Ikea, MTV and Kate Spade New York are cashing in on AR and analyzing new sets of data to gauge their success.
Yelp Analysis Finds Bright Spots for Business Growth (Street Fight)
A new economic outlook report released by Yelp this morning finds ample opportunity for growth for small businesses throughout the country, and particularly those located in Southeastern states. “The markets we often think of as being on the forefront of trends in food, retail and other sectors can also be the toughest for small-business success,” explains data editor Carl Bialik.
Facebook Lets Brands Dive Into People’s Posts (AdAge)
Facebook is experimenting with letting brands study people’s posts and comments on the network in an effort to better inform their marketing. The beta test, an extension of Facebook’s Audience Insights API marketing tech platform, isn’t expected to be widely available until next year.
Cultural Shift Underlines Google’s Local Enterprise Play (Street Fight)
“Google at one time talked about a suite of GMB products called the Business Builder but it got left on the cutting room floor of the forced march to Google Plus and the subsequent ugly separation,” Mike Blumenthal tells David Mihm. “It’s refreshing to see a similar strategy finally coming to fruition. I think we are seeing them being slowly tied together.”
Yext for Food Makes Menus Visible in Searches on Google, Facebook, Bing (MediaPost)
While Facebook on Friday launched the ability to order food for pickup or delivery directly on the social network, Yext introduced the service Yext for Food, which pulls in the data and serves it on sites like Facebook.
Uber Likely to Reach a Deal with SoftBank in One Week (WSJ)
Uber is likely to reach a resolution within a week in talks with SoftBank Group Corp. over pricing for a complicated investment deal that could give the Japanese firm a sizable stake in the U.S. ride-hailing company, Uber board member Arianna Huffington said.
Beacons Are Still Trying to Find Their Place (AdExchanger)
Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic.
Time-Based Ad Sales Hit a Wall (Digiday)
The brand-safety crisis this year has had a number of casualties, from news publishers to content creators who tackle delicate subjects. It may be time to add time-based sales to that list.
These Are the Businesses Still Immune to Amazon (Quartz)
Groceries are nervously eyeing Amazon’s recent $13.4 billion purchase of Whole Foods. But there are still some businesses Amazon will find difficult to disrupt.
Meet the Startup That Wants to Build You a Subscription Newsletter Business Overnight (Recode)
Here’s a deceptively simple way to make it in the media business: Write a newsletter and convince thousands of people to pay you for it. Boom! Instant, one-man success.