News and Analysis
Street Fight Daily: Google Positions Itself to Challenge Amazon on Voice, New Directions in Loyalty
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ad Buyers Say Google’s YouTube and YouTube TV Integration Will Help It Rival Amazon on Voice… Waze Ads Head Suzie Reider Sets Her Sights on QSR, Retail, and Fuel… You Don’t Need a Paywall If You Have Cool Ads, Outline CEO Josh Topolsky Says..
Report from RhythmOne Illuminates Efficacy of Influencer Marketing
A recent report aggregating RhythmOne campaign data showed that advertisers who used influencer marketing campaigns in 2017 saw $12.30 in earned media value for every dollar spent.
TripleLift Partners with White Ops to Fight Ad Fraud
Native advertising platform TripleLift announced last week that it is partnering with White Ops to prevent fraudulent traffic on its platform. The move marks the first time a native exchange has offered pre-bid fraud prevention across its entire inventory.
Commentary
Memo to Google: Solve the Local Data Problem With Local Data
I think we can now state definitively that the big upsurge in claimed listings that might have occurred as a result of Google’s choice to embed local listings within its social network, a little over five months ago, will not happen on its own. Rather than achieving Facebook levels of adoption, Google+ Local is still an arena where participation depends heavily on early adopters as well as the assistance of local SEO consultants and companies like mine…
As Paywalls Evolve, So Does the Perception of Paywalls
It’s time to acknowledge that, overall, people are starting to get used to paying for content online — especially on smartphones and tablets. It will be interesting to see how the various paywall models play out over time, but I have become more confident that paywalls (in some form or fashion) are a piece of the puzzle to running a profitable hyperlocal or regional news website…
The Role of Directories in the New Local Ecosystem
Marissa Mayer’s announcement that Yahoo would be moving its focus away from local search, along with some other significant factors in the developing local ecosystem, calls into question the continued viability of a robust marketplace of local directory and search sites. Here are a few harbingers of a potentially more consolidated future…
Latest Posts
Street Fight Daily: Eventbrite Hits $1 Billion, Clinkle’s Clunking Continues
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Eventbrite Tops Billion-Dollar Valuation With New Funding (Wall Street Journal)… Clinkle’s Still a Hot Mess as Its Big Shot COO Departs (Recode)… Israel’s Wix.com Buys Mobile Commerce Firm Appixia (Reuters)…
In ‘Smart Cities,’ A Sea Change for the Web
Over the past decade, a new vision of the future has emerged, in which mobility, and ubiquitous connectivity is actually drawing us back into the physical world. To accommodate the world’s rapid urbanization, a growing sector of tech companies are working to create new ways to make our cities smarter. Anthony Townsend, a senior research scientist at New York University, spoke to Street Fight recently about about the Smart City movement and the changing relationship the physical and digital worlds…
Can New Local Media Consortium Succeed Where Others Have Not?
For two decades, legacy media have tried to pool their threatened resources and capture digital ad revenue to replace the billions of dollars that stopped flowing to their newspapers and TV stations. They have had some successes, but their more ambitious digital partnerships haven’t fared well. Now, a new group of old-media companies have banded together to form the Local Media Consortium in the hopes that it will it be able to succeed where other tie-ups have not…
Street Fight Daily: Yahoo Launches Yelp Help, Retail’s Red Herring
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yahoo Launches Yelp Help in Search to Better Battle Google: Here’s What It Looks Like (Recode)… New Data Suggests “Showrooming” on Amazon Might Not be Killing Physical Retail After All (Pando)… Google Tests Desktop-to-Mobile Retargeting With Brand Data (AdAge)…
Why Mobile Marketing Needs to Evolve Past Physical Location
In order for location targeting to be effective, marketers must think beyond just physical location or proximity to their store. It means moving beyond the traditional mindset of ‘who’ you are trying to reach to include ‘where are they,’ ‘what are they doing,’ ‘what are their interests’ or even ‘what might their intentions be,’ based on past behavior…
Case Study: Hotel Chain’s Hyperlocal ‘Microsites’ Increase Online Bookings
Spurred by industry research showing that today’s travelers are more interested in creating memories than receiving discounts, Red Lion has launched a hyperlocal initiative that involves developing local “microsites” for each of the company’s hotel properties, along with localized menus, new transportation signage, and even employee nametags that offer localized tips for guests…
Street Fight Daily: Apple To Sharpen Maps, Consumer Concern Over Mobile Payments
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology….iOS 8 Said to Focus on Mapping, Transit and Augmented Reality (9to5Mac)… Consumers Wary of In-store Mobile Payments (Fixtera)… Microsoft Researchers Launch New Hyperlocal Project With a Twitter Connection (ZDNet)…
Which Hyperlocal Startup Will Be Next to IPO?
After two years of relative quiet, the hyperlocal industry is once again set to make a splash in the public markets. This year’s class is flush with some of the biggest names in tech, and signals a key shift in the business models that dominate the local technology market today…
5 Tools for Targeting Customers Based On Their Historic Locations
Where consumers have been is just as important as where they’re going. Being able to track the historical — and in some cases, even future — locations of a consumer makes it possible for retailers and brands to strategically target mobile ads to the places where they know their customers are likely to be. Here are five tools that businesses can use to target customers based on where they’ve been…
Street Fight Daily: Twitter Tests Calls, A Deep Look at Uber
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Twitter Tries to Prove Its Ads Drive Sales with Click-to-Call (Digiday)… A Deeper Look at Uber’s Dynamic Pricing Model (Above the Crowd)… EBay Rejects Icahn board Nominees, Asks Investors to do Same (Reuters)…
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