News and Analysis
These 6 Location Data Providers Are Changing the Way Brands Target Consumers
Location data providers power the vast majority of mobile targeting strategies we’re seeing brand marketers implement today. An incredible 80% of marketers say they plan to boost their use of location data over the next two years, and in the U.S. alone, it’s expected that location-based advertising spend will reach $38.7BN by 2022. In order to achieve those goals, marketers will have to work closely with top location data providers. Here are six companies they’ll be working with.
At Retail Conference, Google Dangles Shiny New Visual Ad Format
The visual-first ads are here. Google announced at the retail conference Shoptalk on Wednesday that it is launching shoppable ads in image search, propelling the search giant into the center of the visual zeitgeist that has made Pinterest, Instagram, and Snapchat hot targets for advertisers.
Commentary
Survey: Demand for Multichannel Programmatic Is Promising
Nearly one-third of the respondents in Street Fight’s survey who also said that local media and content was important for their marketing were thinking about such cross-channel programmatic. Interest appeared highest for marketers who found local TV effective, but also played strongly with radio and print fans.
The New Proximity: A Second Phase in Mobile Brings Here and Now to Life
The first phase of mobile software relied on us to express a desire and thereby to enable a service. Our actions initiated services that capitalized on the phone’s ability to maximize proximity. Now we’re entering a second phase where, for many of us, connectivity and location awareness will be active for longer stretches of our days.
Latest Posts
Swiftype’s Riley: Site Search Can Make News More Compelling
The importance of relevant searches extends beyond search engines. For publishers, custom site search that helps make better decisions about how to maximize the impact of their content, know and understand the likes of their users, and increase their level of engagement can make a material difference in their business. “The key to building a relevant search experience is blending complex signals together and ensuring your site search algorithm is always improving,” said Swiftype co-founder Matt Riley.
Street Fight Daily: Gawker Media’s Ecommerce Success, Amazon Will Have Its Own Fleet of Shipping Trucks
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Gawker Turned into Groupon (Motherboard)… Amazon Buys Thousands of Truck Trailers as Its Transportation Ambitions Grow (Recode)… Waze’s Growth Chief: Even Driverless Cars Need a Better Route (USA Today)…
Why a Remote Work Policy Is Worth Considering
More than 3.5 million employees work remotely at least half the time, a technology-enabled trend that’s on the rise. Many employers claim that workers are more productive when they work remotely, but some technology companies are not considering remote workers or don’t allow telecommuting at all.
LBMA Podcast: Kantar Shopcom and 4INFO Team Up, Tapad Partners with VisualDNA
On the show: Kantar Shopcom and 4INFO team up; Tapad partners with VisualDNA; JCDecaux Star Wars OOH campaign; Placester raises $27 million; Beretta showcases its new i-Protect bluetooth gun; Brazil’s L&PM Editores prints books that double as subway tickets. Plus, news from Airbnb and MLSE; Royal Caribbean; TCS and Loctronix; and Loblaws.
Openings and New Hires at Sears, Uber, and Yext
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Sears snags the former CMO of Restaurant.com, Uber lands a Google product veteran, and Yext hires a sales executive for small business and partner channels.
Street Fight Daily: Uber’s $62B Valuation, Nextdoor’s New On-Demand ‘Casual Labor Exchange’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Valuation Put at $62.5 Billion After New Investment Round (New York Times)… Nextdoor Is the Lastest Company to Enter On-Demand Services (BuzzFeed)… Why a Remote Work Policy Is Worth Considering (Street Fight)…
5 Geofencing Tools for Customer Acquisition
Marketers increasingly are using geofencing and proximity marketing to send push notifications to existing customers located at specific events or landmarks. However, this technology still isn’t being used to its full potential as a new customer acquisition tool. Here are five examples of platforms that marketers can use to deliver offers to nearby mobile users, with the ultimate goal of promoting new customer acquisition.
On-Demand and Deep Linking Becoming More Deeply Linked
The worlds of on-demand and deep-linking took another step closer when ride-sharing giant Uber announced a new mechanism for app developers to incorporate a button for users to request an Uber driver. Expect to see more of this kind of app integration among on-demand services, giving the market leaders greater scale and distribution.
Street Fight Daily: Yahoo’s Advertising Woes, Starbucks Launches Delivery Service with Postmates
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yahoo Struggles as an Afterthought to Advertisers (New York Times)… Starbucks Launches Delivery Service in Partnership with Postmates (TechCrunch)… On-Demand and Deep Linking Becoming More Deeply Linked (Street Fight)…
How Multi-location Brands Can Keep Up with the Push for On-Demand
In the era of UberRUSH, Postmates, DoorDash, and others, every business with an in-house delivery fleet is feeling the pressure to provide the same kind of on-demand delivery experience. The driving force behind the demand for on-demand is time, or the perceived lack thereof. Consumers have shown they will pay a premium to save it.
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