News and Analysis
Zenreach Attract Connects Online Ads to In-Store Results
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
San Francisco Partially Bans Facial Recognition, Putting Technology’s Future in Doubt
Civil rights and privacy activists asked, and the San Francisco Board of Supervisors delivered.
The city banned the use of facial recognition technology by law enforcement and other municipal agencies on Tuesday, becoming the first in the country to do so. Other bills in the works in Massachusetts and even on Capitol Hill suggest that additional restrictions on the technology may be forthcoming.
Local Social Network Nextdoor Raises $123 Million
The digital advertising proposition for Nextdoor is obvious—what better way to drive customers into nearby brick-and-mortar stores than to generate buzz on a social platform centered on users’ physical location? Venture capitalists see the value proposition, as Chris Varelas, co-founder and managing partner at Riverwood, proclaimed Nextdoor as the “future of local community and commerce.”
Commentary
Just How Big a Deal Are Voice Search and Chatbots for Local?
At Street Fight Summit we raised a little controversy around the potential disruptiveness of voice search to the hyperlocal economy. Street Fight believes voice search is a critical emerging technology, a view that seemingly contrasts with that of many companies on the supply side of hyperlocal.
Reimagining the Mobile Banner: In-App Ad Innovation Spares Brands from Google’s Interstitial Pinch
The future of our work is about designing smarter ways to reach users, so we need to focus on ways to drive engagement, not distraction. And that means finding subtle things that trigger the meaningful interactions. This isn’t 1999; we’re not building banners for last century’s desktop.
So, as January 10 approaches, let’s look at some creative models from the app side of the table
Latest Posts
New President’s Focus at Hearst Digital: ‘News Users Can’t Get Anywhere Else’
“Many quality news sites with paywalls equate ‘premium’ with ‘quality journalism,’ where the paywall encircles the most expensive, ambitious and time-consuming public-service journalism,” says Rob Barrett, who recently took over as president of Hearst Newspapers Digital. “That’s not how the minds of consumers necessarily work.”
As Mobile Ordering Platforms Evolve, Expect More Personalization and Integration
Consumers are more likely to seek out restaurants that accept mobile orders, with 34% saying that technology is the reason why they’re ordering takeout more frequently. To keep these customers excited and engaged, vendors have to keep innovating and improving. Here are some predictions from top executives about where things are headed.
Street Fight Daily: Geofeedia to Expand After $17M Series B, How Patch Succeeds Post-AOL
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Geofeedia Raises $17M to Help Businesses Tap Into Social Location Data (TechCrunch)… Patch Rebounds After Split From AOL (Wall Street Journal)… Why Would Amazon Want To Be the New Barnes & Noble? (New Yorker)…
Street Fight Daily: Uber Rebrands, Amazon Rumored to be Opening Hundreds of Physical Bookstores
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Inside Story of Uber’s Radical Rebranding (Wired)… Amazon Is Said to Be Planning an Expansion Into Retail Bookstores (New York Times)… Yahoo to Cut 15% of Workforce, Explore Strategic Options (Wall Street Journal)…
Understanding the Context of Local Advertising’s Supply and Demand
The current election cycle, if nothing else, has demonstrated the importance of context in the supply and demand of local media. In this type of market, the early bird gets the worm. Consumer brands are learning this lesson the hard way and getting shut out of local opportunities that otherwise might have been available.
Street Fight Daily: Alphabet Earnings Show Google Search Still On Top, Local Advertising’s ‘Context’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Search Leads the Way as Alphabet Beats Earnings Expectations (Adweek)… Placed’s Shim: Location-Based Optimization Is the ‘SEO of 2016’ (GeoMarketing)… Yahoo Takes Declining Share of Worldwide Ad Revenues (eMarketer)…
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