Six Months After Spin-Off, Gimbal Continues to Grow

It’s been a busy few months for Gimbal, the beacon company formerly owned by Qualcomm. After being spun off from the tech giant in May, the company went on a hiring spree, bringing its team to more than 30 employees. Then earlier this month, the company entered into its first big partnership with push notification company Urban Airship…

A Local Social Network That Stays Indoors

New York-based MyCoop has created an online platform for neighbors to chat and broadcast messages. Each building can create a multipurpose chatroom that can be used to sell a couch before moving out or to announce a social event or to broadcast a safety alert…

Poncho, a Weather App That Speaks for Itself

The year-old company only has six full-time employees, but it has accrued “tens of thousands of subscribers” due in part to word of mouth and an effective referral program. And according to the founder of Poncho, Kuan Huang, that user base is engaged, with an email open rate of 50%…

Former Visa Exec Wants Mobile Shoppers to Make the First Move

In the marketing industry, startup types wax poetic about the the power of bluetooth beacons to revolutionize the way we shop. But Dave Wentker, the former director of Visa’s emerging technology division, is questioning whether beacons are truly enough to really change consumers’ shopping habits. Wentker’s company, Tapcentive, has developed a system that lets consumers choose when to receive messaging, content, and deals…

Conference Notebook: Location Is an Obvious Asset for Trulia

At the Mobile Marketing Association’s 2014 SM2 Conference Wednesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix and the challenges in balancing an appetite for new technologies with the needs of an existing brand…

Conference Notebook: Toyota Motors Turns to Location Targeting on Mobile

It’s Advertising Week in New York, and that means the marketers from around the world come together to talk shop, make deals, and blow off some steam. At the Mobile Marketing Association’s 2014 SM2 Conference Tuesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix…

Millennial SVP: A ‘Broad Evolution’ Beyond Geo-Fencing Coming in Mobile

Street Fight recently caught up with Matt Tengler, SVP of product at Millennial Media, to talk about the way in which location figured into the company’s strategy, the impact location data could have on the broader digital advertising marketplace, and whether small business matters (yet) in mobile advertising.

Eaze Sees Local Opportunity in Medical Marijuana On-Demand

Like other on-demand services, Eaze lets users easily order a specific strain and quantity of marijuana, finds the nearest deliveryperson with that specific strain in stock, and then tracks the delivery in real-time to get an accurate ETA. Eaze says it can deliver marijuana in San Francisco in roughly 10 minutes….

Washio Discovers a Hidden Local Market in Dirty Laundry

The astronomical ascent of Uber has spawned a deluge of copycats, appropriating the taxi company’s on-demand model for other industries. In Washington D.C., a small startup called Washio has built a thriving business in one of the most unlikely verticals of all: laundry.

Forrester: Attribution Still Holding Back Spending in Mobile Advertising

A new report from 4INFO, Acxiom and Forrester says that a lack of confidence among marketers in the ability to measure effectiveness and return on investment might be holding back the growth of cross-channel advertising…

Hyperlocal Chat App Yik Yak Bets Big On Anonymity

Atlanta-based Yik Yak finds itself at the center of one of the quickest growing and most divisive trends in social media: anonymity. The company, which raised $10 million in June, has developed an app that serves as a local chat room where users can post whatever they want anonymously…

How Marketers Can Use Mobile to Shape a Back-to-School Strategy

It’s that time of year again — time to get ready for school. This presents marketers with a huge opportunity to implement a back-to-school strategy, especially when it comes to mobile. According to a new report from Thinknear, 40% of customers spend at least an hour planning for back-to-school shopping on mobile…

Report: Mobile Context and Location Services Market to Reach $43.3 Billion by 2019

The mobile context and location services market is set to reach $43.3 billion by 2019, according to a new report. That’s up from an estimated $12.2 billion in 2014. The report also found that by 2019, more than two-thirds of revenues will be driven through highly targeted and contextually aware ad-supported apps…