Heard on the Street, Episode 21: Lowering Friction for Video Ads, with Waymark

Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads. Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast.

AR in Local Commerce: Google Shows the Way

Mike Boland: A recent and relatively understated development from Google could portend the future of augmented reality. Its previously teased “VPS” was released into the wild for a small set of users. For those unfamiliar, VPS (visual positioning service) guides users with 3D overlays on upheld smartphone screens. Sort of a cousin of AR, this type of experience could represent the sector’s eventual killer apps. Though we’ve seen the most AR success so far in gaming (Pokemon Go) and social (Snapchat AR lenses), it could be more mundane utilities like navigation that engender high-frequency use cases.

Heard on the Street, Episode 20: Local Reviews Tactics from a Travel Giant

Even in a hyper technology-driven world, one of the most influential forms of local marketing remains word of mouth. But of course that universal principle has taken on new digital formats, including social influence and good-old local business reviews. Reviews optimization is the name of today’s game. We spoke to TripAdvisor Restaurant Division Lead Mark Goloboy on the latest episode of Street Fight’s Heard on the Street podcast to find out how his company is innovating in reputation and identify best practices for businesses.

Superbowl Ad Roundup: The Local Edition

Several Superbowl ads touched on key themes in local such as multi-location brand advertisers (Burger King) and locally relevant technology like voice search (Amazon Alexa). And of course, there were lots of car commercials—an inherently local product category given the offline shopping component. 

Building the Location Layer: A Conversation with Foursquare

Last week, location technology company Foursquare announced its new Pinpoint audience segments product. Building from its large corpus of data on places, spatial movements and behavioral patterns, Pinpoint represents the latest in Foursquare’s evolution as the “location layer,” for the internet. We got the chance to sit down with Foursquare CEO Jeff Glueck in San Francisco to find out more. Here is the full interview. 

Heard on the Street, Episode 19: Fusing the Best of Online and Offline Shopping, with Trevor Sumner

We’ve been hearing a lot about “retailpocolypse,” which raises the question of what 2019 has in store for retail (excuse the pun). This question threaded the many topics we batted around with Perch Interactive CEO Trevor Sumner on the latest episode of Street Fight’s Heard on the Street podcast.

Google and Amazon Escalate Voice ‘Platform Wars’

Mike Boland: Any entity competing for local commerce—publishers, brands, ad-tech players—has a looming platform choice for voice. Like the platform wars between iOS and Android, it’s a matter of deciding where to apply finite resources and development muscle. Maybe the answer is “both” Google and Amazon. But for now, Google appears to have the lead.

Will Audio AR Drive Local Commerce?

Mike Boland: AR may not play out in the way you think, at least in the near term. Though it’s generally thought of as graphical overlays on your field of view, another “overlay” could be more viable in the near term: sound. This “audio AR” modality could come sooner than—and eventually coexist with—its graphical cousin.  

Heard on the Street, Episode 18: Local Marketing is All About Content, with Andrew Beckman

What are the latest developments in location-based advertising and marketing for large national brands? This question anchored the many topics we batted around with Location3 chairman Andrew Beckman on the latest episode of Street Fight’s Heard on the Street podcast.

Local Advertising’s Next Sleeping Giant: Uber

Mike Boland: Given the attribution possibilities, its scale, recent delivery partnership with Starbucks, and existing Uber Eats infrastructure, Uber’s move into advertising looks pretty inevitable. Of course, it would have to gain internal competency as an ad company, so look for acquisitions or talent hires (or both) in 2019. And look for more rhetoric about the latest company to challenge the duopoly, this time in a very local way. 

Retail as a Service: Amazon will Create (and Destroy) with Cashierless Checkout Solution

Mike Boland: The innovation including and surrounding cashierless checkout goes beyond payments to affect a broader set of functions like supply chain, inventory management, and store layouts. It’s like a retail toolkit in a box, with cash-flow friendly pricing, à la SaaS. You may have heard of it: It’s called retail as a service (RaaS), and it could transform the next decade of retail. Amazon will lead the way.

Heard on the Street, Episode 17: Local SEO and Seeing the Matrix, with Andrew Shotland

What are the latest developments in local search ranking factors and SEO? These were a few topics we batted around with Local SEO Guide CEO Andrew Shotland on the latest episode of Street Fight’s Heard on the Street podcast.

What Will AR Mean for Consumer Brands?

What’s driving AR today? And what does it mean for big consumer brands? Our lead analyst Mike Boland tackles these questions in this week’s Road Map column, which delves into the tech giants’ investments in AR and what they mean for the future of XR-driven brand advertising.

Heard on the Street, Episode 16: Holiday Shopping Roundtable

What are the latest tactics in localized marketing, and how do they map to retail strategies as we enter the holiday season? This was the topic we batted around in a Street Fight roundtable for the latest episode of the Heard on the Street podcast.

Will AR Bring Together the Best of Online and Offline Shopping?

Mike Boland: We know about the advantages of e-commerce. There’s more supply, transparency, cost efficiency, inventory (a.k.a “endless aisle”), and the ability to dynamically search and filter product attributes. AR can engender a sort of hybrid UX that brings these features to store aisles. The losers in the next era of retail will be those who try to fight this experiential innovation.

Heard On the Street, Episode 15: Expanding the Local Marketing Suite, with David Mihm

As the media world continues to expand and fragment, services targeted at local businesses are likewise evolving into a more holistic set of marketing channels. A good example of that evolution can be seen at ThriveHive, as we discussed with the company’s newest member and longtime Street Fight contributor, David Mihm, on the latest episode of Heard on the Street.

Heard on the Street, Episode 14: Boosting Sales with Google My Business

During September’s Brandify Summit, we listened to an in-depth case study from Dick’s Sporting Goods on sharpening a localized search marketing strategy for multilocation brands around things like Google Posts. We feature that talk in the latest episode of Heard on the Street (see above).

Not All Voice Assistants are Created Equal

Several tech giants are chasing voice search and assistant apps. They’re motivated by different factors—each seeing voice as a way to support, grow, and protect their unique core businesses.

Heard on The Street, Episode 13: Location Intelligence and Brewing Beer With Harry Dewhirst

Harry Dewhirst may be the real-life version of Dos Equis’ “Most Interesting Man In the World.” President of location intelligence company Blis, he holds no permanent residence, dynamically bouncing among Airbnbs and hotels, including the undisclosed location in Singapore where we reached him for the latest episode of Heard on the Street.

Heard on the Street, Episode 12: How Important Are Online Reviews?

Considering the level of influence that online reviews can have on any given business, it’s become increasingly important to optimize them in various ways. How is that done? There are lots of tactical ins and outs we highlight on this episode of the Heard on the Street Podcast.