News and Analysis
Street Fight Daily: Legacy Retailers Struggle on Social, Insecurity Over Consumer Location Data
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Can Traditional Clothing Retailers Compete with Digital-Native Brands on Instagram?… SweetIQ Report Highlights Influence of Local Tech on Media Mix… Consumers’ Location Data Is Being Sold Without Their Knowledge…
Chatmeter Report Reveals Keys to Dominating Local Ratings
A recent report by reputation management company Chatmeter shows how retailers focused on in-store experiences and customer service managed to come out on top in online reviews over the holiday season.
LBMA Podcast: Amazon Go, Mobiquity Goes Blockchain, Unacast raises $17.5M
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Fazoli’s, Trump gets into food stamps, ESRI buys ClearTerra, and Localz.
Commentary
What’s the Right Ratio of Editors to Contributors in Hyperlocal?
What is the right ratio for the number of editors required to manage a number of contributors? And as the economics of content change and hyperlocal publishers try new models, should that ratio change? Must it change?
How a ‘Geo-Contextual’ Ad Campaign Produces Results
Hyperlocal has become one of the most intriguing new ideas for retailers and national brands looking to reach specific markets. Some people ask what the difference is between “local” and “hyperlocal” from a media perspective. I think the difference is clear. Traditionally, “local” media has meant DMA or metro level content such as major metro newspaper Web sites. But they could cover a pretty vast geography. Conversely, “hyperlocal” means granular, community-based or zip-code-level content…
Healing What Ails Local
Local has always been regarded as the sleeping giant in digital advertising, with so much heavy lifting required and so few solutions available at scale. But, at long last, a solution may be at hand. Local publishers are now participating in centralized, single point-of-entry buying platforms that give national brands the tools and data needed to buy premium local audiences with national scale.
Latest Posts
LBMA Podcast: DoubleDutch, WordLogic Reach, and Gap’s New ‘Three Screen’ Strategy
Welcome to episode #149. On the show: Millennial Media partners with Placed and Neustar and, boom, value is created. Meanwhile, Joingo Places launches (and we wish it would stay just above the stratosphere). Our mobile minute with Chuck Martin focuses on the future of retail search, and our special guest is Cree Lawson, founder and CEO of Arrivalist..
Why Sacramento Press Hit the Wall – And How It Hopes to Survive
“Simply put, we can’t depend on either grants or online advertising to support local news,” says Jared Goyette. “Reader revenue and big sponsors or donors should be part of the picture. I hope we can find a hybrid approach at Sac Press that allows us to keep our client base – we have more than 40 clients and a significant revenue stream – while also finding nonprofit relationships to support our community work. There is no one answer. If I find it, I’ll be sure to let everyone know.”
Street Fight Daily: Facebook Expands Wi-Fi Check-Ins, Angie’s List Cuts Prices
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Why Facebook Is Giving Out Free Wi-Fi For Check-Ins (CNet)… Cheaper Advice: Angie’s List Cuts Prices (Wall Street Journal)… In Test Project, N.S.A. Tracked Cellphone Locations (New York Times)…
JiWire Rolls Out Attribution Product As Mobile Ad Market Zeroes In On ROI
The conversation in the mobile advertising industry has shifted focus in recent months, moving away from targeting toward attribution and measuring return on investment as brands begin to invest meaningful spend in mobile and in turn, expect results. Following a string of product releases from competitors, JiWire, a San Francisco-based mobile-local ad startup, rolled out a new attribution tool called Location Conversion Index this morning, which draws on a similar technique used by competitors to measure in-store visits but allows marketers to normalize those numbers against a wider sample…
Mobile Dominates Local, but Are Wearables the Future?
Confirming a widely held belief, a new study from Yext found that the overwhelming majority of consumers – particularly those in younger generations – prefer accessing local information through a smartphone, even while a desktop computer is within reach. As the mobile market expands beyond smartphones into an array of internet connected devices, the next question for local technology firms is whether a new breed of mobile, and wearable, devices, might generate a similar opportunity…
Street Fight Daily: Google Introduces Offline Metric, McDonald’s Tests Loyalty Program
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Google Introduces Cross-Device and Offline Conversion Tracking (Screenwerk)… McDonald’s Stores Trying Loyalty Program (Bloomberg)… Facebook Says Its Mobile App Ads Work, So It’s Making More of Them (GigaOm)…
PlaceIQ CEO: Our Goal Isn’t to Improve Click-Through Rates — It’s to Understand Consumers
Fresh off of a $6.75 million round of funding earlier this year, targeting firm PlaceIQ is hard at work breaking down the physical world by location in order to analyze data and show the which ads will resonate best with consumers based on where they are at a given time. In a recent interview, the company’s CEO Duncan McCall spoke with Street Fight about where PlaceIQ fits in a crowded mobile advertising industry and how advertisers can use time, location and creative to understand consumer behavior…
8 Strategies for Selling to Local Merchants as an Early Stage Hyperlocal
Selling to local merchants is a challenge in a post-Groupon world, where many small business owners have grown skeptical of the long-term value that digital marketing solutions can provide. Early stage hyperlocals without established track records have additional hurdles to overcome, as they struggle to prove themselves in a crowded marketplace. All these obstacles are forcing hyperlocal vendors to get creative with the way they target local merchants…
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature