News and Analysis
LeafLink’s Data Indicates How 4/20 Impacts Marijuana Sales
By logging buy/sell transactions between retailers and brands, LeafLink can determine where, when, and how much cannabis is being purchased, by whom, and for what kind of market.
Street Fight Daily: Mobile to Take the Lead in U.S. Ad Spend, GDPR Spooks Location Firms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Mobile Ad Spending to Surpass TV in 2018… The GDPR Is Spooking Location-Targeting Companies… Amazon’s Other Jeff Steps Into the Spotlight…
Raise Report: Zaius, Punchh, Drift Score New Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Instapage, Sensu, PullRequest, and Stord.
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
Placemeter CEO: How ‘Computer Vision’ Is Making Our Cities Smarter
Thanks to rapid developments in “computer vision,” a technology that uses machine learning to identify patterns in video streams, a small team of technologists at Brooklyn-based startup Placemeter have built a system that uses over 500 personal and private video cameras sited throughout Manhattan to measure everything from the crowd in Times Square to the line outside of Shake Shack…
Street Fight Daily: Yahoo Reportedly Eyes Local, Apple CEO Fuels Rumors
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.
… Buy AOL? A More Likely Scenario for Yahoo’s Mayer Is a Big Local Search Acquisition to Spur Growth. (Recode)… CEO Tim Cook Says Touch ID Was Part Of Apple’s Thinking Around Mobile Payments (TechCrunch)… Uber Sued Over Death of 6-Year-Old on San Francisco Street (Businessweek)…
What Obama’s 2012 Election Can Tell Us About Using Data to Build Communities
The campaign’s technology team, comprised mostly of political newcomers, used data analytics to rethink the way television ads were bought, and where its army of volunteers were sent. One of the big breakthroughs, says Carol Davidsen, was in using data to navigate the twisted world of local television, finding audiences in unsuspecting — and often far less expensive — places…
6 Strategies to Encourage SMBs to Offer Same-Day Delivery
Small businesses account for 54% of all sales in the U.S., and unlike their big box competitors, many SMBs don’t already have existing shipping networks or points of distribution. Here are six strategies for how same-day delivery vendors can successfully encourage local merchants to become a part of their programs…
Street Fight Daily: Apple Preps Mobile Payments, Starbucks Readies Order Ahead
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Apple Pushes Deeper Into Mobile Payments (Wall Street Journal)… Starbucks is Getting Ready to Let You Order Coffee Before You Get to the Store (Quartz)… Care.com, The ‘Amazon Of Caregiving Services’ Popped 43% On Its IPO Day (Business Insider)…
How Patch’s New Owners Can Reverse Its Fortunes
Patch doesn’t have to wind up in the “bone yard.” I believe the hyperlocal network recently unloaded by Aol can, within five years, be a seriously profitable venture. It will happen if the company’s new owners, Hale Global, go all out for engagement-worthy community journalism that’s responsibly budgeted. And it will happen if they adopt a revenue strategy that’s responsive to fast-evolving trends in ad spending…
LBMA Podcast: Nest Takes the Cash, WillCall Pays Your Tab
On the show: Juice Mobile acquired Gauge Mobile; WillCall adds your bar tab at the club. Our mobile minute with Chuck Martin highlights the NFC-TV from NRF. And our special guest is Paul Madsen of Ping Identity, talking about the Internet of Things…
Street Fight Daily: Stripe’s Big Round, Rabois Resigns From Yelp’s Board
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Stripe Bolsters its Mobile Payments Cred With $80M Funding Round (GigaOm)… Icahn Says He Is Prepared for eBay Proxy Fight (Wall Street Journal)… Keith Rabois Resigns From Yelp’s Board (Recode)…
Why Ecommerce Companies Are Eyeing Brick-and-Mortar Retail
Over the past year, a string of ecommerce firms have invested in brick-and-mortar locations in an attempt to cash in on local markets that still account for over 90% of retail spending in the U.S. Manish Chandra, the founder the online fashion marketplace Poshmark, says physical locations will play an important part in ecommerce strategies moving forward…
5 Hyperlocal Scheduling Platforms for the Healthcare Industry
Hyperlocal vendors are changing the way consumers navigate the healthcare industry, offering tools for finding local providers who are covered by specific insurance plans. Not only do these platforms benefit patients by providing a streamlined way to secure appointments with qualified local physicians, but they also benefit healthcare professionals by filling empty appointment slots and decreasing the percentage of no-show patients…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem