News and Analysis
Pursuant Health, Vistar Media Look to Change How Brands Connect In-Store
In a move that could impact the way marketers connect with more than 30 million shoppers inside physical stores around the country, Pursuant Health is partnering with the location-based advertising technology firm Vistar Media to provide better access to its digital advertising inventory.
Commentary
Indy Sites, Trusted Vanguards of Local Referral
There is a system in which people discover businesses that they love. It existed way before there was an Internet, and it’s also the foundation of local advertising. Patrons don’t want to go to sources they don’t trust, though — they want an honest and sincere referral because if an authority loves a place, they are more likely to love it too…
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Street Fight Daily: PayPal Nabs Uber Deal, Facebook Revises SMB Count
A roundup of today’s big stories in hyperlocal content, commerce, and technology… PayPal Nabs Uber Partnership in Pursuit of Mobile Marketplaces (Bloomberg Businessweek)… Facebook Expands Its Definition Of Small Business Pages, Says It Now Has 25M Of Them (TechCrunch)… Digital First Media Will Add Paywalls At Most Of Its Daily Newspapers (GigaOm)…
Study: Mobile Revenues Growing Faster Than Expected
A new study from BIA/Kelsey finds that mobile advertising revenues may be picking up more quickly than previously thought. In the fall 2013 update to its Local Media Forecast, the research firm projects that U.S. mobile advertising revenues will jump from $7.03 billion in 2012 to over $20 billion in 2017. Meanwhile, local’s share of mobiles spending continues to grow, with local targeting set to touch one of every two dollars spent on mobile advertising by 2017.
5 On-Demand Fulfillment Platforms For Holiday Shoppers
As the days get shorter and the weather gets cold, shoppers are less likely to venture outside to make purchases from brick-and-mortar stores. But that doesn’t mean community businesses have to admit defeat in their battle for market share against online-only retailers. A number of on-demand fulfillment platforms are providing holiday shoppers with tools to make purchases from local retailers without leaving home…
New Report Examines Effect of Localized Ads On Holiday Sales
A new white paper from Neustar, “Localized Online Ads Mean Stronger Holiday Sales,” takes an in-depth look at the science of local targeting and the effect that it can have on a company’s overall marketing strategy. Although there is no denying that the direct purchase of contextual ads from mammoth publications allows marketers to reach millions of readers at once, these tactics may not work well for marketers with key performance indicators like engagement and sales…
Street Fight Daily: Turnover At Clinkle, Disney Nears Personalization At Parks
A roundup of today’s big stories in hyperlocal content, commerce, and technology… >A Lot Of People Have Already Left Clinkle, A Buzzy Payment App That Still Hasn’t Launched (Business Insider)… Disney World Characters Aren’t Greeting All the Visiting Kids by Name — Yet (AllThingsD)… Can Same-Day Delivery Succeed This Time? (MIT Technology Review)…
What Closed Circuit TV Can Tell Retailers About Customers
Prism Skylabs, a San Francisco-based startup, has built software that analyzes video streams, measuring everything from overall store traffic to heat maps illustrating the way in which customers move through a store. The company, which closed $15 million round in October, also provides retailers with remote access to surveillance feeds, allowing businesses to replace some of the costly quality assurance testing…
#SFSNYC VIDEO: Scale Still Elusive for Hyperlocals, But Hope Springs Eternal
According to BuzzMachine blogger and author Jeff Jarvis, AOL’s Patch did hyperlocal scale all wrong: “What they should have been was a sales network for local sites,” he said during a conversation with CBS Local Digital Media President Ezra Kucharz at Street Fight Summit last month. “If that existed, other local sites would have been able to start. It would have led to mass opportunity…”
Street Fight Daily: eBay Aims at Angie’s List, Isis Expands Nationwide
A roundup of today’s big stories in hyperlocal content, commerce, and technology… eBay Debuts New Angie’s List Competitor And Local Service Provider Marketplace, eBayHire, In The US (TechCrunch)… Carrier-Backed Isis Mobile Payment System Rolls Out Nationwide (Verge)… Flush with Cash, NextDoor Adding 100 Neighborhoods a Day (Screenwerk)…
A Hyperlocal Network Grows in Brooklyn
After leaving Patch, Liena Zagare created a hyperlocal site in her family’s Brooklyn home neighborhood of Ditmas Park a year ago and, through her Corner News Media company, has now expanded to three neighboring communities. Street Fight spoke with Zagare recently about the keys to success for her sites, and what may be next for her fledgling hyperlocal network in New York City’s hottest borough…
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