News and Analysis
Long Pandemic and Local Commerce: Expert Roundup
Street Fight’s core focus is localized commerce and marketing: how brick-and-mortar businesses use technology to connect with customers. This month, we’re covering the continued impact of the pandemic on that space. To that end, three martech and retail tech leaders from VDX.tv, CatapultX, and VAI expound on the pandemic and local commerce in this expert roundup.
How QR Codes Are Advancing Adtech
QR codes’ influence on adtech will not end with Coinbase’s Super Bowl campaign. I checked in with Frank Maguire, VP of insights and strategy at programmatic adtech company Sharethrough, to discuss the benefits and future of QR codes in adtech.
Simpli.fi’s Political Ad Tool Mixes Data Sets for Improved Match Rates
While politicians and PACs compete for contributions, agencies are working behind the scenes to help their clients’ ad dollars go further. A political advertising tool recently unveiled by Simpli.fi claims to do just that, mixing address lists from data providers and first-party databases to increase match rates.
Commentary
3 Reasons Facebook CPMs are Exploding
There are many issues that are causing the cost of advertising on Facebook to go up, but the benefits of Facebook advertising — reaching a logged-in audience with highly targeted and measurable campaigns — isn’t restricted to just Facebook. It’s time for marketers to diversify their ad spend and turn elsewhere to reach new audiences with a high return.
Connected Vehicle Data Will Revolutionize Audio Industry
Automotive OEMs have bulk data plans with cellular carriers primarily for collecting vehicle diagnostic data (e.g. mileage, engine warnings, etc.). As a result, it is now possible to capture data from millions of vehicles. This presents an opportunity to capture exponentially larger audio data sample sizes, especially for AM/FM radio, which will fundamentally change audience measurement, ad attribution, and program insights. While data today is primarily audio listening, the introduction of autonomous vehicles will result in significant consumption of video that can be measured in a similar way to audio.
The Hidden Opportunity Cost of Google Plus: Review Volume
Blumenthal: I was able to look at reviews per month since 2015 for a large number of restaurant locations across the sites that are now common in the restaurant industry. Interestingly, Yelp’s and TripAdvisor’s review volume is roughly the same now as it was in January 2015, while you can see that Google’s review volume is now roughly 10x that of either of those two sites. And Google was receiving fewer reviews per location per month than either Yelp or TA in early 2015.
There is an interesting but not totally obvious point on the slide where Google’s review volume starts to take off and that is April 2016. For those of you who don’t track Google minutiae quite the way that I do, that was the month when Google finally separated reviews from Google Plus and no longer required a Plus profile to leave a review.
Latest Posts
LBMA Podcast: Alexa, Urgent.ly, Uber
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan & Aubriana Lopez. On the show this week: Digital Locations + Ampsy, Fullscreen Digital, Puig, Kedy AR, Diageo goes Alexa.
Street Fight Daily: Foursquare Debuts API for SMBs/Startups, Google to Survive Antitrust Challenge
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… With New Solution, Foursquare Targets SMB and Startup Markets… Google Poised to Emerge Unscathed from European Antitrust Crackdown… 5 Ways to Make Your Startup Culture Stand Out…
With New Solution, Foursquare Targets SMB and Startup Markets
Riding high off the success of its Places database and Pilgrim SDK, the location intelligence company Foursquare is opening up its location data to the small and mid-size business market.
FreshLime CEO Talks Data-Powered Marketing for Local Businesses
FreshLime founder and CEO Jay Bean recently reconnected with us to discuss ways small, local, service-oriented businesses can use automation to see better returns on campaigns—even with limited resources.
Denver and Other Communities Get the News Providers They Deserve
Communities, from activist citizens on up to major civic and other nonprofit institutions, will have to step forward to prevent local news organizations from being gutted by owners without roots in the communities those organizations service.
Street Fight Daily: Mixed Numbers on Future of M-Commerce, Uber Expands Its Vision
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Fewer Surveyed Consumers Indicate Buying on Mobile Phones in 2017 than in 2016… Uber CEO Outlines Expanded Mobility Plans… Walmart Joins Forces With Postmates to Combat Amazon…
A Major Domain Sale Suggests Primacy of Search in Future of MarTech
With search now driving more website traffic than social, John Pollard of Donuts Inc. believes the acquisition of Vacation.Rentals is representative of the importance of not only keywords but also domain names for businesses hoping to capture customers’ attention via SEO.
Placed Study Outlines Viewability’s Impact on Store Visitation
A new study measuring the impact of ad viewability, released just this morning, provides hard numbers confirming that viewable ads perform better than non-viewable ads and can boost the bottom line for brands.
Street Fight Daily: How Much Ad Viewability Matters, IAB Eases In-App Measurement
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Placed Study Outlines Viewability’s Impact on Store Visitation… IAB Releases Tool to Ease In-App Ad Measurement… Snap Is Testing Commerce with Discover Publishers…
Heard on the Street, Episode 1: Career Wisdom from Randy Parker
We talk to Brevi CEO Randy Parker in Episode 1 of our new podcast series about SMB-oriented marketing tech and several other matters—everything from company culture to what it’s like to operate a business and live in Boston.
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