News and Analysis
Ericsson Emodo Launches Carrier-Verified Audience Solution
In a bid to address quality concerns currently looming over the mobile advertising industry, Ericsson Emodo is launching a product that uses carrier data at scale to pre-verify mobile audiences and inventory, and then makes those audience segments available through any major demand-side platform.
Commentary
Realigning News Sites to Connect ‘Local’ and Interests
When we talk about hyperlocal, it’s usually about taking content and advertising down to the neighborhood (and sub-neighborhood) level. But it’s possible to go a bit deeper than that, and I think there is still a lot of work to be done around combining local content and advertising with people’s interests…
Why Local Media Should Build Search Products to Take on the PurePlays
In order to appear competitive, most local media companies have formed digital divisions that offer services for local businesses that are available only through deals with pure-play companies like Google, Facebook and Yahoo, which guarantees that a certain portion of the business we generate will always end up in their hands. There simply has to be a better way…
5 Ways Brands Can Leverage Place-Based Mobile Targeting
The ability to target consumers based on location is no longer an emerging element of mobile technology — it is the standard on which all other strategies are based. The growing demand for this type of mobile advertising has brought on the development of new and effective location targeting strategies, the most popular being place-based mobile ad targeting. Want in? Here are five place-based mobile targeting strategies to try.
Latest Posts
Street Fight Daily: Investors Cash Out of Payments, Airbnb’s New Logo
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Investors Cash Out Of Payment Technology Startups (TechCrunch)… Airbnb Unveils a Major Rebranding Effort That Paves the Way for Sharing More Homes (FastCompany)… Google AdWords Express App Aims to Boost SMB Self-Service (Screenwerk)…
Meet Cups: Endless Coffee for $45 a Month
The third biggest coffee chain in New York isn’t a chain at all. It’s Cups, an Israeli app that wants to turn the city’s independent coffee shops into Netflix-style subscription service. The app offers subscribers unlimited coffee, tea, or espresso at a growing number of small coffee shops across Manhattan and Brooklyn…
5 Platforms That Connect Online Campaigns to Offline Results
A number of major digital and data players are beginning to realize the importance of making this attribution connection, and they’re snapping up platforms that connect the dots between offline data and online marketing. Here are five examples of offline-to-online data platforms that tie the results of digital marketing campaigns to in-store transactions…
Street Fight Daily: Snapchat Adds Location Filters, Yelp Opens API
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat Adds Location-Based Photo Filters (VentureBeat)… Yelp Liberates Its API To Box Out Foursquare And Google (TechCrunch)… Clear Channel Brings Outdoor Ads to Life On Smartphones (AdAge)…
Order Ahead, Confusion at Counter: Square’s New App, and the Problem of Leading From Behind
A clumsy experience with Square’s new app points to a deeper challenge facing the tech industry as it takes aim at the way we buy and sell goods in the real-world: technology companies, in all their glory, can only lead from behind. As companies like Square look to not only automate existing behaviors, but introduce new ones, the gatekeepers to the future of retail are on the main streets and in the malls across America.
Thinknear Launches Scoring Metric for Location-Based Targeting
Location-based advertising is more popular than ever, but the mobile ecosystem is littered with inaccurate data. That’s why Thinknear, the mobile advertising wing of Telenav, has unveiled Location Score Tags, a new free tool that measures the quality of the location data used in across a campaign.
951% ROI—YogaWorks Reaps Big Rewards with Perkville
YogaWorks was looking for a customer rewards program that would work well with its existing studio management software, MINDBODY Online. They wanted to reward member loyalty, incentivize behaviors that are beneficial to the company, and increase engagement with the brand. They wanted to see real ROI. Perkville delivered dramatic increases in retention, membership tenure, new members, social engagement, all the while narrowing platform costs and the cost of goods for rewards…
Street Fight Daily: Google Maps Eyes Yelp, Nextdoor Adds Business Lead
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Added One Of Yelp’s Best Features (BusinessInsider)… Nextdoor Hires Disney’s Christa Quarles as Chief Business Officer (Recode)… Model Number for Apple’s Mystery iBeacon Device May Hint at Upgrade to Existing Hardware (AppleInsider)…
Why Yelp Is Steadily Becoming a Force in Local Data Aggregation
Unlike traditional aggregators like Infogroup, Acxiom, Neustar Localeze, and Factual, which provide basic listings for a very broad range of something like 20 million businesses in the U.S., Yelp is primarily focused on popular businesses — especially reviews of, and deals at, those businesses…
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