Image above courtesy of quotecatalog.com.
TODAY IN LOCAL & DIGITAL MARKETING
As Local Search Enters the Voice Era, Three Content Channels Dominate (Street Fight)
Damian Rollison: You’re well covered today on the three top voice platforms if you have strong listings on Google, Apple, and Yelp. If you want to do even more, make sure your Bing listings are up to date for Cortana (note that Yelp reviews show up here as well), and submit your listing info to Here and Foursquare in order to be found in Samsung’s Bixby interface.
Google’s Targeted Ads Are Coming to a Billboard Near You (Bloomberg)
Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards. Creepy? Maybe. Inevitable? Almost certainly.
DexYP (and Other Publishers) Transition to Digital, But Limited Revenue Suggests Bleak Long-Term Prospects (Street Fight)
“DexYP seems to be doing as many things right as one can expect from a huge Yellow Pages entity. But somehow they, and other publishers, need to transition to a more consultative higher-price point position,” David Mihm tells Mike Blumenthal in this edition of their biweekly column.
The Trade Desk Surges on Record Revenue, Showing No Signs of Slowing Post-GDPR (AdExchanger)
On the company’s earnings call, CEO Jeff Green chalked up the sustained momentum to advertisers’ ongoing hunger for alternatives to large platform companies, as well as emerging channels.
Marketing Data Isn’t Just for Ads Anymore (eMarketer)
Digital transformation has had a significant effect on nearly all companies over the past couple of years. For advanced companies, it’s brought about an understanding that digital initiatives are not marketing-specific but are rather part of a companywide mandate, one that affects the company’s ability to keep and attract new customers.
ON THE EDGE
Apple to Brand iPhone As Digital Wallet (MediaPost)
Worldwide, only about one in five consumers currently use their smartphones as a “wallet,” according to a new report from Loup Ventures. Yet Gene Munster’s VC firm believes that four in five people will eventually use their phones to make real-world purchases.
WeWork Is Still Growing Phenomenally—And Losing Loads of Money (Recode)
WeWork’s growth is accelerating as the office-rental firm adds more locations and tenants. But the company is still spending a lot to achieve that growth.
With News Feed User Growth Slowing, Facebook Revs Up Pitch for Instagram Stories (Digiday)
Facebook has shifted gears with brand advertisers. After years of trying to sell them on the news feed, it’s changing the pitch to Instagram.
The Local TV Consolidation Race Is Here (Axios)
Changes in decades-old broadcasting rules, combined with new types of competition in news and entertainment, are creating a drama-filled free-for-all as local U.S. broadcasters consolidate.