News and Analysis
Street Fight Daily: How Much Ad Viewability Matters, IAB Eases In-App Measurement
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Placed Study Outlines Viewability’s Impact on Store Visitation… IAB Releases Tool to Ease In-App Ad Measurement… Snap Is Testing Commerce with Discover Publishers…
SMB Index: In a Bad Month for Public Equity Markets, Local Isn’t Spared
March saw big declines in the public equity markets. The SCP SMB Index was the least impacted, retreating 4.1% compared to all other major indices, which declined more than 5% during the month.
Street Fight Daily: Facebook Scandal’s Impact on Local, Retailers Hesitate on Amazon Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Apocalypse? What to Monitor… SMB Index: In a Bad Month for Public Equity Markets, Local Isn’t Spared… Some Retailers Averse to Advertising on Amazon…
Commentary
Is Online Sports Video Content an Ideal Draw for Local Ads?
Local has long been regarded as the sleeping giant of digital advertising; a sector seemingly waiting for someone else to develop the ideal solution to help advertisers capitalize on its massive potential. In recent years, the broader media conversations have moved toward mobile and social — yet video has been proven to have the most upside for both local consumers and brand marketers…
With an Inherently Local Ad Base, Publishers Can Take the Mobile Lead
Local businesses already recognize the need to follow the eyeballs from traditional media to mobile, but they are looking for partners to facilitate the move. Publishers are that partner. They already have the relationships with local advertisers. They already are a trusted guide, their publications a reliable channel, and they’ve already bought into the value of mobile…
Why Don Draper Would Hate Hyperlocal
Many brands are still stuck in the days of Don Draper, failing to see that the potential for a lasting bond is even greater with hyperlocal (and delivers better ROI). Campaigns on services like LevelUp, LivingSocial or Tackable have more resonance precisely because they are tied to where you are. They tap into your good feelings around, say, your favorite pizza place, a connection that doesn’t require the same kind of shaping by big media or advertising mavens.
Latest Posts
Grading Street Fight’s 2013 Predictions
At the end of each year, Street Fight invites staffers, friends, and luminaries from the industry to share their predictions for what’s in store for the coming year. Today, we take a look back at some of the predictions for 2013 to see who nailed it and who missed the boat…
Hyperlocal Publishing: Who Stumbled, Who Was Nimble and What’s Next?
The big story in hyperlocal publishing this year was the fall of corporate hyperlocal pureplays like Patch, and Everyblock — big bets that failed to reach sustainability. And so as we look to the New Year, a persistent question once again emerges for community news: when will publishers find a digital model that works?
LBMA Podcast: Highlight 2.0, and HomeSnap VP Lou Mintzer
On the show: KLM launches LocalEyes; Capital One partners with Push Point Mobile; Apple files patent for restaurant ordering and reservations. Plus, the resource of the week looks at Twitter’s impact on Radio…
Street Fight Staff and Friends Predict 2014’s Top Stories
As 2013 winds down, it’s clear that the landscape in hyperlocal business has shifted significantly. Looking ahead, we’ve asked Street Fight staffers and a few friends who regularly contribute to the site to submit their prognostications for what’s to come in the next 12 months…
What We Learned About Local Merchants in 2013
In Street Fight’s “2013 Report on the State of the Local Merchant,” merchants discussed what they’re looking for from hyperlocal vendors, and outlined the factors they look at when deciding where to spend their local marketing dollars…
Street Fight Daily: Uber CEO Taunts Critics, RetailMeNot’s Simple Success
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Uber CEO Taunts Price Critics, Points to Airline “Surge Pricing” (GigaOm)… RetailMeNot Wins the Holidays by Not Overthinking It (PandoDaily)… Mobile: Preparing for the Third and Final Wave (Wired)…
Lessons Learned From the ‘Daily Deal’
According to a study conducted by Street Fight, the two most important factors for merchants evaluating hyperlocal marketing campaigns are the ability to attract new customers and ensure the right people are being targeted. Since daily deals are falling short in accomplishing this, what hyperlocal marketing avenues should local merchants explore?
Case Study: Tennessee Cafe Fends Off Daily Pitches From Hyperlocal Marketers
“You can buy ads and you can post things on Facebook all day long, but unless somebody actually understands your passion and understands what you’re trying to do for the community, they’re not going to tell their friends,” says Reveille Joe Coffee’s Matthew O’Dell.
Street Fight Daily: Apple Buys Hyperlocal Startups, Booze Brands Align With Taxi Apps
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Apple Acquired Mapping Firm BroadMap, Location-infused Evernote Competitor Catch (9to5 Mac)… Free Rides: Booze Brands Align With Transportation Apps (AdAge)… Foursquare’s New Money Means Facebook Isn’t Everything (Wired)…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem