News and Analysis
Mobile Video Struggles Persist While Tolerance for Them Decreases
It looks like the quality mobile content experts say we can expect from 5G will be much appreciated by consumers. Mobile video is more popular than ever, among both consumers and digital advertisers, but the medium is plagued by slow load times and suboptimal ads. That’s per a new report out from mobile video vendor Panthera.
6 Pure-Play Online-to-Offline Attribution Platforms
In a pure-play model, vendors focus exclusively on a certain number of core competencies. Not only does this help those companies to differentiate themselves from firms with broader offerings, but it also gives brands confidence that the vendor is an expert in the market. As online-to-offline attribution takes off, pure-play vendors are taking the lead in innovation, finding new ways to connect digital campaigns to foot traffic and in-store sales. Here are six vendors making a difference in the space right now.
5 Self-Serve Online-to-Offline Attribution Platforms
Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.
Commentary
How Businesses Can Take Advantage of the Massive Opportunity in Local Data
The difficulty of accessing local data has been changing with the rise of smartphones. We no longer have to guess and approximate where consumers go, because mobile phones can provide data that paints a much richer picture of where, when, and why users visit the world around them.
Online-to-Offline: Is Local’s Holy Grail Within Reach?
The outcome could be the biggest step towards local ad attribution we’ve seen yet. And Facebook’s sheer scale will force more advertisers’ hands — especially those still not doing more to measure activity where $7 trillion in U.S. consumer spending happens.
How Local Publishers Can Make the Most of Non-Local Traffic Surges
When local stories go viral, the often do so at the expense of local advertisers who see no added value in this influx of poorly targeted leads. So how do local publishers benefit from the periodic bonanza of visiting traffic without alienating their base?
Latest Posts
Case Study: Restaurant Group Takes a Data-Driven Approach to Email Marketing
Data is changing the way large restaurant groups cater to their highest-value customers. Richard Sandoval Restaurants, the upmarket restaurant group with more than 35 locations worldwide, is looking for more strategic ways to use data for customer retention and acquisition. It has started harnessing its email database to make more data-driven decisions using tools like customer analytics and marketing platform Venga.
Constant Contact CEO Touts ‘Distribution Benefits’ After $1.1 Billion Acquisition by Endurance
Endurance International Group, which operates a stable of small business-oriented services, has acquired email marketing giant Constant Contact, in a transaction valued at $1.1. billion. Constant Contact will become the largest brand under the Endurance umbrella. “It’s taking our mission further by getting broader distribution. That’s the number-one rationale for the acquisition,” said Constant Contact CEO Gail Goodman.
Street Fight Daily: Google’s Drones to Hit Skies by 2017, Apple’s New Indoor Mapping App
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Plans to Deliver Packages with Drones by 2017 (Business Insider)… Apple’s ‘Indoor Survey’ App Maps Venues Using Radio Frequencies (The Next Web)… Amazon to Open First Brick-and-Mortar Bookstore (Wall Street Journal)…
#SFSNYC VIDEO: Booker CEO on the Tricky Process of Expanding into New Local Verticals
Booker CEO Josh McCarter opened his Street Fight Summit keynote address with a question that’s on the minds of many small business solutions providers: “How do you take a system that’s designed for one vertical and take it across more categories?” Factoring in the differing needs of various service-based businesses makes that question even more complex. But given the size of what McCarter termed the “local service commerce” opportunity, answering it could be tremendously lucrative.
How Milwaukee Journal Sentinel Uses Quality Journalism to Pay the Bills
Like other dailies, the Milwaukee Journal Sentinel has taken big hits in advertising and distribution revenue on the print side, but it’s still profitable. To find out how the Journal Sentinel uses quality journalism to stay in the black, Street Fight spoke with editor and senior vice president George Stanley.
#SFSNYC VIDEO: How the World’s Largest Advertiser, P&G, Targets Consumers on a Local Level
In a wide-ranging Street Fight Summit fireside chat, Ajay Kapoor, who oversees global business solutions for Procter & Gamble, covered everything from the wealth of market research sources P&G has at its disposal to channel marketing strategies to on-the-ground local initiatives in emerging markets like India.
Street Fight Daily: Amazon Kills Its Groupon and Square Competitors, the Rise of Hypertargeted Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Kills Two Businesses: Local Daily Deals and Its Square Competitor (Recode)… The $21.8 Billion Reason Ultra-Personal Online Ads Are Coming (Fast Company)… Pondering Homejoy’s Failure (Medium)…
LBMA Podcast: Google Unveils Shopping Insights, Uniqlo Monitors Shoppers’ Brainwaves with UMood
On the show: Google unveils Shopping Insights tool; Uniqlo’s UMood monitors shoppers’ brainwaves to help them pick the perfect t-shirt; Zikit’s “Now or Never” coupons; paying with sounds; Short Edition short story vending machine; Unmapped; Pixie tags; GPS-based metering in New York City. Plus, news from UNICEF and Target; and MapQuest.
#SFSNYC VIDEO: Where Are Today’s Billion-Dollar Local Opportunities?
In a panel at the annual Street Fight Summit, two experienced venture capitalists active in the local space shared their outlook on funding trends, pitches they frequently hear, and the growing internationalization of startup culture.
Raise Report: Gobble, Bownty, and Clutter Post Strong Series A Rounds
Every two weeks we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. In this edition, new investments include rounds for Gobble, Bownty, and Clutter.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem