News and Analysis
Street Fight’s February Theme: Beyond the Screen
Consumer touchpoints continue to fragment and atomize, disrupting conventional approaches to media and tech. Drivers of this trend include devices from smart speakers to cars. Accordingly, as we roll into February, the Street Fight editorial team is thinking outside the box — that is, beyond the rectangles that frame our typical screen interfaces.
We will provide deep coverage of emerging technologies including voice search, visual search, augmented reality, and 5G. How are tech providers innovating with these modalities? How are users adopting them? And how are local marketers tackling the opportunity?
As Privacy Regulations Shake Out, New Winners Emerge
Not even one month has passed since the implementation of California’s newest data privacy regulations, and some winners and losers are already beginning to emerge. As companies across the country work to comply with this new state law, fundamental shifts are happening and some brands are going back to an older style of data collection and usage.
How this retreat is viewed depends on who you’re talking to. Industry veterans like Dawn Colossi, chief marketing officer at FocusVision, see the return to more traditional forms of data collection as a good thing. Others in the industry have a different view on what returning to older forms of data collection will ultimately mean for technology and marketing firms.
How Viewers Watch the Super Bowl—And Its Ads
Even the Super Bowl does not make for entertaining enough television to get today’s fickle viewers to glue their eyes on the big screen and set cellphones aside. During the game, viewers also text (29%), play mobile games (28%), and browse social media apps (27%), mobile firm AdColony found in a global survey.
The numbers may even seem low; it seems fair to bet more than one in three viewers takes an eye off the game to text a friend. But AdColony manager of strategy and planning Gabriella Stano Aversa said marketers should not treat the multiscreen environment as a dilemma, seeing it rather as an opportunity.
Commentary
Foursquare Data Shows Up Today in More Places Than You’d Think
It’s remarkable to see how often Foursquare data is popping up today in the apps that garner the most consumer traffic and press attention. These votes of confidence would seem to solidify Foursquare’s position as the forefather of natively digital location data.
Report: Matching Up With Local Merchants’ Marketing Objectives
Our analysis of local merchants shows that SMBs are spending more money on digital marketing — particularly social media and email — because they find those channels most effective. But there appears to be some missing links between new customer acquisition and their favorite tactics.
Is Your Local Dealership Prepared for a New Era of Car Buying?
The automotive space is extremely competitive and with automotive sales down 13.2 percent, the competition could not be fiercer. In order to remain afloat in today’s challenging sales environment, auto marketers need to rethink how they get high-intent buyers to their stores.
Latest Posts
Street Fight Daily: The Location Data Sharing Boom, Google Enables Call Campaign Attribution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Marketers Don’t Need Pokémon Go to Track You: Inside The Location Data Sharing Boom… Google Empowers Businesses to Establish Attribution for Call Campaigns… Uber Rival Gett Enjoys a Lift from Brand Filter on Hot App, Prisma…
5 Self-Serve Platforms for Location-Based Mobile Campaigns
Although there’s still debate within the ad tech community over whether SMBs are best served by self-serve platforms, the demand is certainly there. With limited budgets and a strong desire to get the most bang for their buck, local business owners are searching for self-managed advertising and marketing solutions.
Telmetrics CEO: A Phone Call to a Business Is Really a ‘Data Call’
Andrew Osmak talks with us about how the company has been evolving under his leadership over the past six months, where he sees the white spaces in call and data analytics, and why a tracked phone number can be a more valuable data point than a form-fill on a website.
Street Fight Daily: Zenreach Emerges from Stealth with $50M, Uber Partners with DigitalGlobe
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… WiFi Startup Zenreach Emerges from Stealth with $50 Million and Peter Thiel on its Board… Uber is Partnering with a Satellite Imaging Company to Help Drivers Find You… IBM’s Watson and Macy’s Team Up to Make In-Store Shopping Assistant…
TRAY Cooks Up Ways to Make Restaurant Checkout More Mobile and Social
The startup is seeking to reinvent service businesses for both customers and proprietors by bringing a different experience to the table with cloud-based “self-service checkout made easy.” The company’s beta launched at the beginning of the year.
Placed’s Attribution Platform Expands as More Partners Demand Proof of ROI
“Based on the growth and adoption that Placed is seeing across its clients, we’d expect that by the end of 2016, attribution will be a default on status for the majority of advertisers where they have an offline conversion event,” said the company’s CEO David Shim.
Street Fight Daily: Facebook Launches Tool for App Engagement, SMBs Draw Non-Local Searches
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Launches Dev Tool Focused on Mobile App Engagement… Case Study: 33% of Local Search Business is from Non-Locals… Yahoo Reveals Testing of Conversational Search, Virtual Assistance…
Survey: Many Opportunities to Connect Local Media With National-to-Local Marketers
National brands and retailers remain wedded to traditional media and marketing for their local branches, franchises, and resellers. However, they are increasing their spending on digital channels, and over half of them feel it’s important to associate their campaigns with local media and content.
Pokémon Go and Local: Why Now?
The lesson from the phenomenon isn’t for local tech companies to try and build the next Pokémon Go — but rather to build a similarly justifiable value exchange for sharing location. Advertisers and ad networks should likewise work with apps that have that higher likelihood of user opt-in.
Street Fight Daily: Yahoo Hits Major Roadblock, Amazon Eyes Food Delivery in London
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yahoo’s Recent Revenue Driver, Mavens, Hits Major Growth Roadblock… Amazon Eyeing Up London Restaurant Delivery Launch… Facebook Woos Publishers Back with Instant Articles Feature…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem