News and Analysis
As Brands Move Marketing In-House, Agencies Push Back
The number of big brands moving their marketing in-house is growing, but whether that decision actually leads to lower costs and faster turnaround times is still a hotly debated topic. Holly Robowski, associate director of paid media at Cardinal Marketing, offers a perspective contradicting the pro-in-house zeitgeist.
ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT
For local advertisers looking to access cutting-edge marketing technology, programmatic advertising company ZypMedia promises the full package. Over the last year, the company has set its sights on OTT, which has garnered strong interest from both local advertisers and publishers hoping to capture the attention of streamers.
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Street Fight Daily: Google Plans ‘Android Pay,’ Drones Hit Ad Tech
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Google Will Launch Android Pay At I/O In May (Ars Technica)… Drones Overhead In L.A.’s Valley Are Tracking Mobile Devices’ Locations (VentureBeat)… Bigcommerce, Square Partnership Offers Omnichannel To SMBs (ZDNet)…
Location3 CEO: User Profiles From Web Giants Will Refine Ad Targeting
While programmatic advertising is still in its infancy, location targeting on these new platforms is really heating up, says Andrew Beckman. Street Fight recently caught up with Beckman to talk about the value of proximity, the problem of “dirty data” and why leveraging user profiles from Web giants could be the key to attribution…
Street Fight Daily: Facebook Gaining With Small Biz, Google Tests ‘Local Chat ‘
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Now With 2 Million Advertisers, Facebook Is Gaining a Foothold With Small Businesses (AdWeek)… Google Search Tests “Chat” Button In Local Business Box (TechCrunch)… GoDaddy Takes Another Step To IPO (USA Today)…
Amazon and Yelp Want a Piece of Online Ordering — Here’s Why There’s Still Hope for Startups
A wave of consolidation in the food ordering industry has reignited the race to capture a $70 billion sector. But as market leaders go public and other firms barrel in on the industry, is there still room for younger companies to grow? CEO Matt Howard at EatStreet, one of the largest remaining independent ordering firms, thinks so.
5 Tools for Generating Personalized Video Ads
Hyperlocal technology is enabling businesses to go beyond the 30-second television spots most consumers are used to seeing, with personalized online videos ads that can be targeted by customer location and demographic to drive conversions and new acquisitions. Here are five online video advertising platforms that businesses of all sizes can try…
Street Fight Daily: Google Buys Softcard, GrubHub President To Exit
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Google Strikes Mobile Payments Deal With Big Wireless Carriers, Buys Softcard Technology (Recode)… GrubHub’s No. 2 Heading For The Exit (Crain’s Chicago Business)… Thumbtack Adds Big Name Design And Engineering Execs To Oversee Big Growth (TechCrunch)…
How Local Found Itself on a Mound of Big Data
There is no question the hyperlocal era has brought with it a heady onslaught of data about consumer behavior and the way local businesses interact with their customers. But it’s not an easy road. There are real issues around sourcing and parsing the data; around finding the best strategies to put it to use…
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