News and Analysis
Yelp Launches Request a Call to Connect Local Service Providers and Customers
Yelp announced this morning Request a Call, a feature that will allow customers to easily submit a request for a call to local service providers. The feature represents Yelp’s acknowledgement that there is still too much friction in the local services customer experience and that listings and review sites can help.
Aircam Pioneers Local Solution for Visual Search
The Rifkin brothers, who also co-founded Burstly, the company behind the mobile app-testing service TestFlight, found a way to pivot by turning their live event marketplace into a geofenced event photography business that offers local semantic photography solutions at scale.
Integral Ad Science Brings Together Contextual Targeting and Measurement
Integral Ad Science announced this morning its Control Panel, a new product that will allow advertisers to plan, measure, and optimize contextual targeting campaigns in one place.
Commentary
LBMA Vidcast: Walmart Launches Alcohol Pick-Up; Salesforce Teams with Neura
On this week’s Location-Based Marketing Association podcast: Neura + Salesforce, do it outdoors media partners with BlueBite, NinthDecimal adds Inscape TV data, Eatigo (Thailand) matches restaurant deals with customers, Yoplait using facial detection for free offers with JCDecaux, Walmart launches alcohol pick-up in 2,000 US locations.
How CPGs Can Score a Touchdown This Fall by Emulating Spiked Seltzer’s 2019 Summer Splash
In a way, local football fandoms are microcosms for the communities they represent. Each franchise fandom possesses a deeply rooted culture — the kind of loyalty and camaraderie marketers strive to inspire among their own consumers. From high school matchups and college games to the national stage and beyond, the opportunity to tap into local sports to forge meaningful connections with consumers is conspicuous. The strategies and tactics to go about creating those connections, though, is far from obvious.
To home in on a seasonally relevant, hyperlocal strategy for tailgating and football, brand marketers can look to the strategies hard seltzer brands implemented that resulted in the overwhelming successes of the past summer.
Google’s Fitbit Purchase: Peek into Next-Level Local Dominance and Healthcare Hacking
Prescriptions by Google, then? The company indeed lacks Amazon’s delivery capabilities but has a stranglehold on search and therefore on consumers’ connections to local businesses. It is not hard to imagine a world in which Google appears to keep its privacy promise by refusing to sell ads directly based on Fitbit user data but still capitalizes on the data by using it to connect Fitbit users with local health care service providers, pharmacists, and even gyms. That would just constitute one more way Google is edging out the digital middlemen that once closed the loop from Google search to a local service provider.
Latest Posts
How Local News Publishers Can Win SMB Ads Against Facebook: A Case Study
We know that local news providers can compete with Facebook for brand advertisers. But what about publishers also capturing SMBs—is that too much of a stretch? Michael Dinan, editor of the profitable local news site New Canaanite in suburban Connecticut, has some answers.
Street Fight Daily: Amazon and Google Announce New Initiatives Focused on SMBs
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Introduces Startup Campaigns for Small Businesses… Amazon Plans Startup SMB Delivery Services for Its Own Packages… How a Proposed California Privacy Regulation Could Impact User Data-Driven Business…
With GDPR In Place, Will Push Marketing Recede?
Retailers love push marketing. But the practice relies on consumer data in order to work, and that’s becoming a major problem with the European Union’s new General Data Protection Regulation firmly in effect.
Study: Challenges Persist with One-Partner Programmatic Strategy
84% of brands want to bring their programmatic ad spending in-house as a way to gain more control over what’s become an opaque process. The problem? A study by Visto shows that advertisers who use just one platform are losing out on opportunities to lower inventory costs and efficiently delivery on KPIs.
Heard on the Street, Episode 6: Engineering, Surfing, and Acting with Frost Prioleau
How do you bring brand-like programmatic advertising to local advertisers who spend less than $4 per day? It takes good software and partnerships to hit the sweet spots of automation and customization, according to Simpli.fi co-founder and CEO Frost Prioleau, our latest guest on Heard on the Street.
Street Fight Daily: Google Retires AdWords & DoubleClick Brands; GDPR Threatens Push Marketing
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Is Killing Off DoubleClick Branding… With GDPR In Place, Will Push Marketing Recede?… Study: Challenges Persist with One-Partner Programmatic Strategy…
Street Fight Daily: AT&T Buys AppNexus, Programmatic Recovering Post-GDPR
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AT&T Is Buying Ad Platform AppNexus, Reportedly for $1.6 Billion or More… A Month After GDPR Took Effect, Programmatic Ad Spend Is Starting to Recover… App Publishers Must Avoid the Audience Circulation Trap..
Using Location Data to Gauge the Efficacy of MLB Stadium Sponsorships
With baseball season in full swing, and marketers beginning to demand more from their sponsorships of sports teams, Gravy Analytics leveraged foot traffic to examine whether the sponsorship investments made by brands at popular baseball stadiums around the U.S. are worth it.
Home Services Platform Porch to Partner with Overstock.com
Porch’s partnership with Overstock—an e-commerce platform that sells primarily home goods— will allow customers to arrange set-up and installation for their purchases.
Survey: Social Advertisers Missing Critical Components in Data Ownership
Unified’s report found significant confusion on the topic of social advertising data ownership, with most marketers not knowing what happens to their data if they switch agencies or whether there is a way to independently verify the information in their wrap-up reports.
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