News and Analysis
Commentary
Focus Turns to Attribution in Mobile Local Ad Tech
The promise of mobile local advertising continues to invoke the “closed loop” idea. The device’s portability and location awareness means that it goes to the store with you – enabling all new ad performance tracking opportunities. Nothing terribly new there. But it seems like the tech and media worlds are finally acknowledging that 93% U.S. retail spending happens offline. And an increasing share of that — to the tune of about $1.5 trillion — is influenced online and on mobile. So connecting those dots is the name of the game…
Why Attribution Is the ‘New Black’ in Local Marketing
Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. The next generation of proper attribution has become essential for the ad tech industry and marketers looking to make ROI-driven advertising decisions…
What Legacy Local Media Can Learn From the Red Sox
In advance of 2013, the Red Sox again fired the team’s manager, changed the executive suite, and reinvented the workforce. The new goal: replace high-cost and complaining “superstars” with a talented new group who bought into the new model. The organization became more horizontal and the salary of the team dropped by 20%. Meanwhile, over the course of the year, productivity increased by 40%…
Latest Posts
Why comScore Wants to Measure the Real World
Earlier this week, Comscore announced a new partnership with Datalogix, the payment data startup that has already inked deals with Facebook and Twitter. Street Fight caught up with Comscore’s Andrew Lipsman to discuss the developments that opened the door for offline attribution and whether ApplePay will make a difference for the company…
Street Fight Daily: Amazon Opens A Store, Google Rolls Back Pigeon?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon to Open First Physical Store in Manhattan (CNBC)… Pigeon Rolled Back? Law Firm Study Says Yes (SearchEngineLand)… Supply-Side Challenges Of The On-Demand Economy (TechCrunch)…
Street Fight Daily: Square Orders Ahead, StubHub’s Editorial Strategy
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square Rolls Out Order App, Targets Coffee Shops (Bloomberg)… Stubhub Hires Its First Editor-in-Chief, Looks to Become a Destination For Sports and Music Fans (PandoDaily)… Pull Over, Google Maps: Nokia Here Maps Zooms on to Samsung Galaxy Phones (GigaOm)…
Former Visa Exec Wants Mobile Shoppers to Make the First Move
In the marketing industry, startup types wax poetic about the the power of bluetooth beacons to revolutionize the way we shop. But Dave Wentker, the former director of Visa’s emerging technology division, is questioning whether beacons are truly enough to really change consumers’ shopping habits. Wentker’s company, Tapcentive, has developed a system that lets consumers choose when to receive messaging, content, and deals…
The Benefit of Beacons Is in the Past and the Future — Not in the Present
The discussion around bluetooth beacons and other proximity messaging technologies has largely centered on real-time advertising. But the benefit of beacons extends well beyond the “here and now” scenario; the devices create new opportunities for marketers to build deeper audience segmentations and more advanced location targeting that we’ve barely begun to explore…
Street Fight Daily: Facebook’s Hyperlocal Ads, Yext Hires for IPO
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business (TechCrunch)… With This Hire, Yext Seems Poised for IPO (New York Business Journal)… San Francisco Legalizes Airbnb (Recode)…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Authentic Storytelling: Real-Life Scenarios Showcase Brand Values and Build Trust