News and Analysis

News & Analysis

Placed and Adobe Advertising Cloud Launch TV Attribution Partnership

by Anna Kramer Share this  
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Adobe Advertising Cloud and Placed, an online-to-offline attribution company, have launched a partnership that will measure whether linear television advertising drives in-store visits. Through the partnership, Adobe will provide the data used to place ads, which Placed then examines to connect ads to store visits.

News & Analysis

Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics

by David Card Share this  
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Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective.

News & Analysis

Customer Data Platforms Compete to Define the Evolution of the Category

by Anna Kramer Share this  
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Simon Data President and Co-founder Josh Neckes predicts that the CDP category will split into two groups of winners—companies more like Segment and mParticle, and companies like his own, Action IQ, and Zaius. “There’s probably room for two-to-three winners,” he says.

Commentary

Commentary

Is the On-Demand Economy a Local Media Growth Engine — Or Its Death Knell?

by Mike Boland Share this  
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Local on-demand services continue to dominate press and investor attention. But the elephant in the room is the degree to which on-demand could displace local marketing as we know it.

Commentary

INFOGRAPHIC: A Quick, Deep Dive Into Local Pharmacies

by Neal Polachek Share this  
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Here’s a view of the U.S. pharmacy industry – not the drug makers but the local distribution networks made up of thousands of retail pharmacies. These pharmacies help drive the nearly $260B in “Drug Store Revenue.”

Commentary

On Building Local Products With Merchants in Mind

by David Hirschman Share this  
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In local, particularly, it seems important to underscore something for new startups: to really think about and envision and understand their customer base…

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News & Analysis

Street Fight Daily: Facebook Adds Calls, Macy’s ‘Digical’ Strategy

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… These New Facebook Ads Come With a Call Button to Ring Up Businesses (AdWeek)… Macy’s Embraces a ‘Digical’ World (AdAge)… Google Continues Debranding Local – Google Maps App Becoming Local’s Forward Facing Brand (Blumenthals)…

News & Analysis

GoDaddy Is Changing Its Business — But Investors Worry the Change Isn’t Fast Enough

by Steven Jacobs Share this  
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Five weeks after going public, and Blake Irving’s turnaround at GoDaddy appears to be working. But investors remain worried that the transitions is not happening fast enough.

News & Analysis

Centro Launches Programmatic DSP to Put Mobile and Desktop Inventory in One Place

by Steven Jacobs Share this  
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The veteran media management firm has rolled out a new demand-side platform that brings together its core desktop private exchanges with SiteScout, the mobile DSP that the company acquired in 2013.

News & Analysis

Street Fight Daily: Square Raises $100M, GoDaddy’s Turnaround

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square Raises More Money to Make Small Business Loans (Fortune)… Liquor Distributors Invest in Tech Firm to Boost E-Commerce in Alcohol (Wall Street Journal)… Deal Talks for Here Mapping Service Expose Reliance on Location Data (New York Times)…

News & Analysis

Pinterest SMB Chief: 2 of 3 Businesses on Site Have a Physical Store

by Steven Jacobs Share this  
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We recently caught up with Joel Meek to talk about how Pinterest is connecting consumer behavior form online to offline and why he thinks ecommerce is the next big growth area for small businesses on social media…

Commentary

Why Is the Local Market So Elusive for Tech Companies?

by Nick Hughes Share this  
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The constraints of cost, critical mass, and time spawn a vicious cycle that hinders innovative new technology adoption in the local market. The promise of hyperlocal technology is alive and well, but any new startup aiming to crack the hyperlocal code needs to keep these things in mind…

News & Analysis

Street Fight Daily: Verizon Buys AOL, Facebook Tests Search

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Verizon to Buy AOL for $4.4 Billion (New York Times)… In Hint of Ambition, Facebook Tests Search Engine to Share Links (Wall Street Journal)… After Several Public Google Maps Hacks, Google Forced To Suspend Map Maker To Prevent More Fake Edits (Search Engine Land)…

News & Analysis

5 Analytics Platforms That Can Help Brands Understand Mobile Advertising

by Stephanie Miles Share this  
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Mobile advertising analytics platforms are helping brands and agencies make better sense of the streams of data flowing in from their hyperlocal campaigns. More than half of marketing executives surveyed by Forbes Insights said they’re already using analytics to measure marketing campaign returns, and more than seven-in-10 expect to increase their reliance on data analytics […]

Commentary

Why Brands and SMBs Need Each Other for Success in Local

by Brendan Morrissey Share this  
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Product brands commit more than $22 billion in online co-op advertising funds each year, but local businesses leave approximately $1 billion of these funds untouched. That’s a lot of money. The revenue brands stand to earn by introducing local businesses to the digital age is remarkable…

News & Analysis

Street Fight Daily: Uber Eyes $50B Valuation, Google’s Mobile Search Strategy

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Fund-Raising Points to $50 Billion Valuation (New York Times)… Google’s Mobile Search Strategy: Bake In and Take Out (Recode)… Yelp Sale Rumor Reminds Us that Social is Terrible as a Business Even If It Did Change the Web (VentureBeat)…

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