Street Fight Daily: 2018 Local Ad Spend Projections, Mashable Pivots Away from Video

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

2018 Local Ad Spend to Top $151 Billion (MediaPost)
Mobile, which is becoming a $19 billion market, will move into the No. 3 position in terms of generating revenue. This channel will account for 12.6% of the local ad spend in 2018, reaching 19.2% by 2022.

Adthena Giving Culture the Credit It Deserves (Street Fight)
“It’s really important that [staff] understand how their work contributes to the company objective, rather than just being busy and doing things and not knowing whether it has an impact on the company goals and outcomes,” says the company’s CEO, Ian O’Rourke.

Mashable Is Reeling in Its Video Ambitions After Ziff Davis Sale (Digiday)
Mashable became a poster child for the “pivot to video.” Now, in the wake of its sale to Ziff Davis for $50 million, the digital publisher is beating a retreat from those ambitions.

SoftBank Is Negotiating a DoorDash Investment Up to $300 Million (Recode)
The investment would be the latest big bet from SoftBank’s Vision Fund, a $98 billion pool of cash that is striking massive deals in some of Silicon Valley’s flashiest companies.

How Hearst Went From Legacy Brand to Digital Powerhouse (AdWeek)
Hearst recently opened a new 26,000-square-foot studio to ramp up its video production, a move that emphasizes the commitment the media giant has to becoming a digital-first company.

In Seattle, Geek Wire Is Building an International Audience Atop Local Coverage (Nieman Lab)
In October, a month after Amazon said that it was on the hunt for a new city to launch its second headquarters, tech site GeekWire, also born in Seattle, announced some expansion plans of its own.

Instagram Is Testing a Standalone App for Direct Messaging (TechCrunch)
Once so simple, Instagram now has videos and gifs (Boomerang). It has its own set of superstars and an algorithmic feed that helps those superstars dominate users’ feeds, including mine. And it has a direct messaging system.

Barkbox Experiments with Offline and TV as It Expands Beyond E-Commerce (AdExchanger)
Since 2011, ecommerce startup BarkBox has been delivering boxes of toys and treats to dogs and their owners. Now, the company is pushing its products into brick-and-mortar retail through Bark-branded toys at Target.

The FCC Says Net Neutrality Cripples Investment. That’s Not True (Wired)
Ajit Pai says the agency’s net-neutrality rules are discouraging investment, leaving consumers with fewer, and less robust, choices for internet service, and potentially widening the digital divide. Broadband providers’ own financial reports tell a different story.

LBMA Podcast: Microsoft Azure + TomTom, Snapchat Object Filters (Street Fight)
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Sports Experts, Blulog’s Cool&Go, JCDecaux + Neustar, Bluedot signs Transurban. Correction: Waze+AllState. Special mention: Radio.Garden

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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]