Commentary
Why Leveraging Location Is the Key to Success in Mobile Advertising
Both smartphone and tablet users are searching for locally relevant content at an increasing rate, so much so that mobile user experience as a whole has been affected by the need for location-based information. Mobile networks have seen a massive increase in local search traffic this year, affecting mobile advertising in a big way. Yet the vast majority of mobile advertising doesn’t grasp what it means to be truly local.
Mobile Local Monetization Is Starting to Happen — For Real This Time
Facebook’s mobile Sponsored Story is already showing boosted performance over display ads. For many others, the mobile-first principle will come from location targeting, as its congruence with the use case similarly boosts performance and thus ad rates. For that and other reasons, I’ve forecast location-based ads to lead mobile ad revenues by 2016…
Getting Location Analytics Up to Speed for the Mobile Ad Revolution
The inability to apply value to the key differentiator of mobile (location) is part of the reason why mobile CPMs are still at 20% of desktop CPMs. It’s critical that media buyers push mobile inventory sources to provide location analytics that enable them to make buying decisions based on the unique features associated with mobile…
Latest Posts
Street Fight Daily: LivingSocial Posts $183M Loss, Airbnb Considers Cleaning Service
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… LivingSocial Posts $183M Loss in 2013 (Washington Business Journal)… Airbnb Is Testing Out An Affordable Cleaning Service For Hosts In San Francisco (TechCrunch)… In Defamation Lawsuit Over Yelp Reviews, Neither Side Wins (Washington Post)…
Local Marketing in a Post-Mobile World
An explosion in connected devices is forcing marketers to quickly move beyond mobile and address a new set of multi-device marketing challenges. We recently caught up with Sean Muzzy, chief executive North America at Neo@Ogilvy, to take his pulse on brand marketers’ interest in local, and explore how an explosion in connected devices might shape the way businesses communicate with consumers in the real-world…
LBMA Podcast: Google Glass on the Floor
On the show: soon your food will text you its expiry date; The Wireless Registry launches; Source Metrics connects online ads with offline buys; Nearbytes lets you pay by sound; Banjo 4.0 hits the street; Ricoh plays catch up with Clickable Paper. And our Mobile Minute with Chuck Martin highlights some store traffic research by Euclid…
Street Fight Daily: Foursquare Teams With Seamless, Lawsuit Questions Square Story
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Foursquare Can Now Satisfy Your Appetite At Home With Integrated Seamless And GrubHub Ordering (Pando)… Lawsuit Questions Square’s Start-Up Story (New York Times)… PayPal Wants Role in Apple’s Mobile Payments Dreams (Recode)…
New England-based GoLocal Expands With New Site in Portland, Oregon
Portland will be GoLocal’s third entry into a mid-sized market with a struggling legacy newspaper. Josh Fenton co-founded the first GoLocal in Providence, Rhode Island’s capital, four years ago, and expanded to Worcester in Central Massachusetts two years later. The two sites currently generate 7.5 million pageviews per month…
Sheepshead Bites Founder: If You Meet the Market’s Needs, It’ll Meet Yours
Event sponsorships are becoming a double-digit percentage of revenue among some news sites in local digital. At independent hyperlocal news site Sheepshead Bites in Southern Brooklyn, publisher Ned Berke looks at event sponsorships from a wider perspective as he explains in this Q & A on how his six-year-old site is performing…
5 Tools for Creating Targeted Hyperlocal Lead Lists
Rather than hitting up every business on the block, some hyperlocal sales teams are taking a more strategic approach. By using targeted lead lists from business intelligence companies, startups can pinpoint the specific merchants who are most likely to be receptive to their pitches. Here are five business intelligence tools that hyperlocal vendors can use to create targeted lead lists…
Street Fight Daily: Patch Lays Off Hundreds, Amazon Bets on Real-World Payments
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… New Owner of Patch Lays Off Hundreds (New York Times)… Amazon to Offer Kindle Checkout System to Physical Retailers (Wall Street Journal)… Facebook Officially A Mobile Ad Firm With 53% Of Ad Revenue Now Coming From Its 945M Mobile Users (TechCrunch)…
How the Internet of Things Could Spawn a New Kind of Analytics
A new set of technology companies are working to help transform the way businesses understand consumer behavior in the real world. Powering these new technologies is a burgeoning web of connected devices — from smartphones and thermostats to wireless routers and traffic cameras — that constantly collect a river of information about their surroundings…
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