Commentary
Surveys All Say: Hyperlocal’s Taking Over Ad Spending. Duh.
A new survey released this week by the hyperlocal network Topix says what is increasingly clear in every new data that emerges: ad dollars are shifting to local, and of that, most are going online. The Topix survey of ad agencies found 90% said they are buying more local ads (“geographically-targeted”) than they ever have.
Google Offers: Not a ‘Groupon Killer’ (But Still Pretty Killer)
It’s been widely reported over the past few weeks that Google has launched a deals platform known as Offers. But most of this coverage has missed the point — falling into the tired but pervasive trope of “[insertnamehere] Killer” claims (in this case, Groupon). Offers will be similar to Groupon in some ways, but its economics and mobile integration are quite different. Comparisons aside, the real story is how Offers plugs into Google’s massive distribution network of search, Gmail, mobile and about 26 other products.
Hyperlocal Case Study: Efficiency, Aggregation, and Profit
There’s one thing every publisher of a local news site knows: making enough ad dollars to get paid is hard. In fact it’s really hard. But it’s been my experience that if we look at why the Web is so dang good, we can make the struggle to keep the lights on a stiff hike rather than a mountain climb. At TheDigitel, which I founded in 2008 to offer a central place for hyperlocal coverage in Charleston, S.C., we’ve managed to carve out a niche among a saturated market (we have several conventional media outlets and a vibrant local blog and Twitter community) by taking an evolving approach to creating content and winning advertisers…
Latest Posts
In Race to Go Local, Brands Push Ahead Cautiously
There’s been a quiet emigration in the local technology world away from the mom-and-pop market, with startups and existing players alike moving upstream to bigger brands with more. During a panel at Street Fight Summit in New York Thursday, executives from Groupon, YP, and the well-funded upstart Brand Networks sat down with AdAge’s Michael Learmonth to talk about the growing interest in local among brands, and the limitations that are holding them back…
Who’s The Future Of Local Search? The Consumer.
As more and more consumers look to buy, as well as find and discover local businesses, online, the industry has evolved. During a panel at Street Fight Summit in New York Thursday, panelists from Yelp, Bing, and Yext gathered to discuss the evolving role of commerce in the local search industries, and strategies for the industry to adapt…
What Brands Are Doing Wrong On Mobile
As consumers spend more time using mobile devices than browsing the web and even watching television, a mobile strategy isn’t an opportunity; it’s a matter of survival, says Urban Airship chief marketing officer Brent Hieggelke. During a keynote at Street Fight Summit in New York Thursday, Hieggelke argued that brands need to change the way they approach mobile, shifting from looking at the platform as yet another marketing channel to treating it as a central tool in creating a better consumer experience…
Street Fight Daily: Showrooming’s False Threat, Groupon ‘Designed’ For Mobile
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Showrooming Is Not A Threat To Retailers’ Revenue (eConsultancy)… Groupon CEO: Our Deals Are ‘Designed For Mobile’ (CNBC)… OpenTable Is Hoping For A Second Helping (PandoDaily)…
Why Attribution Is the ‘New Black’ in Local Marketing
Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. The next generation of proper attribution has become essential for the ad tech industry and marketers looking to make ROI-driven advertising decisions…
Why It’s So Hard to Create Marketplaces for Local Commerce
Recognizing the success of Uber, startups and incumbents alike rushed to replicate the company’s model in other verticals, developing new products to help business and consumers buy and sell local services like car repair, house cleaning, and haircuts. MyTime, the 9-month old project launched by RedBeacon founder Ethan Anderson, is one of these and is staying the course. When I spoke with Anderson last week, he outlined a few key strategic decisions and clever hacks, which have helped the company get some early traction for its marketplace..
Case Study: Cosi Drives In-Store Visits With Mobile Campaign
Traditional media buys can generate brand awareness, but when it comes to driving foot traffic, it’s all about mobile. “The most important thing for us is to drive traffic to either increase visits from current customers or to bring new customers in,” says Marc Lapides, director of marketing at Cosi, the fast-casual restaurant chain with more than 100 locations in 16 states and the District of Columbia. “We really wanted to find a way to use mobile technologies to drive people into the store.”
Street Fight Daily: eBay Acquires Shutl, Tracking Companies Set New Rules
A roundup of today’s big stories in hyperlocal content, commerce, and technology… eBay Acquires Shutl, Races Amazon To Your Front Door (ReadWrite)… Tracking Companies Agree to Notify Shoppers, But Retailers Demur (Wall Street Journal)… Why Longtime Netflix CFO Barry McCarthy Just Agreed to Work for Clinkle’s 22-Year-Old CEO (AllThingsD)…
What Legacy Local Media Can Learn From the Red Sox
In advance of 2013, the Red Sox again fired the team’s manager, changed the executive suite, and reinvented the workforce. The new goal: replace high-cost and complaining “superstars” with a talented new group who bought into the new model. The organization became more horizontal and the salary of the team dropped by 20%. Meanwhile, over the course of the year, productivity increased by 40%…
Beyond Search: AI Visibility the New Growth Lever for MULO Brands