News and Analysis
Digital Advertisers Look to Connected Cars to Push Industry Forward
As the industry continues to evolve, Geopath’s Kym Frank predicts that two-way communication between cars and advertisers will become even more commonplace and OOH strategies that involve connected vehicle data will be the norm among major brand advertisers.
“The car itself can communicate with digital displays to trigger optimal creative, and the billboard can communicate with the dash to trigger in-app ads,” Frank says. “We are at the very beginning of seeing what is possible and measuring those impacts.”
Report: Location Targeting Ecosystem Suffers from Inaccuracy
Location Sciences analyzed 500 million digital location-targeted impressions in the US and UK in the first half of 2019. It concluded that for every $100,000 spent on location targeting, $29,000 fuels targeting outside the desired geographic range, and $36,000 in targeting does not produce strong enough signals to ensure accuracy.
Commentary
SMB Content Marketing: Avoid the Backward Approach
Whether a business is local or not, content drives the bulk of digital marketing. A successful content marketing campaign involves topics that resonate with the intended audience, creates buzz on social media and attracts high quality links. Yet, the approach that many people take to content marketing is backward.
Get Ready for The New SMB Software Market
The SMB market is less homogenous than the consumer market, which makes it difficult to reach and serve the majority of customers with a single software product. Luckily for SMB, that won’t always be the case. Now is the time to get ready for a new SMB software market that will experience more growth than enterprise or consumer.
Charting Google’s Shifting Priorities in the New Local Search Survey
For many years, Physical Address in City of Search was the most important ranking factor, but it has now been overtaken by Proximity of Address to the Point of Search (Searcher-Business Distance). As such, the canonical local search use case has become a mobile user searching for a business nearby his or her current location.
Latest Posts
Street Fight Daily: Uber and Foursquare Join Forces, Twitter Disbands Commerce Team
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber and Foursquare Team Up to Make It Easier to Find Your Destination… Heavy-Hitter Investors Plan a For-Profit Launch Next Month in Denver… Twitter Disbands Commerce Team, Ceases Product Development on ‘Buy’ Button…
PlaceIQ Releases Location Data Accuracy Study, Debuts ‘Dynamic Distancing’ Tech
The company has released the results of an independent, third-party analysis of location data accuracy in 150 locations across five U.S. cities and also announced the launch of its Dynamic Distancing technology, which it says offers comprehensive, “reality-based” data for use by brands and marketers.
Street Fight Daily: Google Maps to Feature Local Ads, Foursquare’s Restaurants Bot
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Will Feature Local Search Ads for Businesses… PlaceIQ Releases Location Data Accuracy Study, Debuts ‘Dynamic Distancing’ Tech… Foursquare Just Quietly Released a Bot for Finding Restaurants…
Sponsored Post: 8 Awesome Content Marketing Ideas that Deliver Local Marketing Results
Sometimes making a small adjustment and re-posting a piece can help you extend your reach to a new audience, build a loyal following and even have a direct impact on converting viewers into customers. Seize the opportunity to repurpose, reuse and recycle already-created content in a new way…
Case Study: Hardware Store Shifts Marketing Mix, Joins the ‘Buy Local’ Movement
Taylor’s Do it Center is never going to be able to compete with corporate heavyweights like Home Depot and Lowe’s. But the company is hoping to turn its locally owned status into an asset, rather than a liability, by partnering with other small businesses and educating consumers on the benefits of buying local.
Street Fight Daily: AmazonFresh to See Major Expansion, Tribune Rejects Second Gannett Offer
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon to Launch Fresh Grocery Delivery Service in New Markets Including U.K. and Boston… Tribune Rejects Gannett’s Second Offer, Talks May Be Ahead… Why Buy Buttons on Pinterest and Instagram Still Haven’t Taken Off for Retailers…
VCs Share 7 Strategies for Hyperlocal Startups Looking to Raise Money
As access to venture capital funding softens within the startup community, it’s becoming even more important for hyperlocal firms to think more strategically about how they’ll fund their great ideas. Here, several top VCs talk about the groundwork that founders need to do to make their funding goals a reality in 2016.
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