Street Fight Daily: Investments in Search Will Diversify, Inside Uber’s Social Strategy

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

Search Spend to Diversify, Spreading Among Platforms Beyond Google (MediaPost)
Findings in a new Forrester report suggest that retail brands will invest 55% more in online marketing and advertising by 2023, but fewer dollars will go toward traditional search channels like Google.

Openings and New Hires at Pinterest, DialogTech, FitSmallBusiness (Street Fight)
Every two weeks, Geoff Michener covers some of the latest openings and new hires in this dynamic industry. This week’s edition includes moves and new openings at SITO, AccuWeather, and AdRoll.

Uber Relies on Automation to Keep Its Paid Social Strategy Humming (AdExchanger)
The ride-sharing app embeds performance marketing and paid social teams in every region where it does business. Four channel managers on each team make sure campaigns meet their objectives. Recode: Uber hired a top Amazon voice exec.

Raise Report: New Funding for DoorDash, ZenBusiness, Tinyclues (Street Fight)
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Intello, Industrious, Justworks, and Virtualitics.

Getting Detailed Insights Is Top Challenge for Programmatic Marketers (eMarketer)
Marketers are always on the hunt for data that can improve their audience-buying strategies, but many find their campaign reports to be wanting.

Unilever Cuts Marketing Spend By 30% After Taking Production Work In-House (AdWeek)
Unilever, which has taken repeated steps to combat increasing pressure on the consumer-products space, announced in its 2017 annual report last month that it had cut marketing expenses by about 30 percent after taking more of its ad work in-house and reducing the roles of its external agencies.

Inside BuzzFeed’s Pivot to Programmatic (Digiday)
Once one of the most high-profile programmatic holdouts, BuzzFeed has embraced the automated ad business to the point that last week it opened its programmatic inventory to its entire sales team.

Amazon Is Playing the Long Game with Low-Income Americans (Quartz)
Amazon announced an expansion of its discounted Prime membership for low-income Americans earlier this week, saying its $5.99-a-month program would now also be offered to qualifying recipients of Medicaid.

LBMA Podcast: Zara, Caliburger, Cab Digital Media & Telestra (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: Zara deploys robots, Cab Digital Media + Telestra, Caliburger goes with facial recognition.

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