News and Analysis
Street Fight Daily: In-House Programmatic Expands, Facebook Demotes Engagement-Baiting Posts
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Transparency and Brand-Safety Concerns Drive Expansion of In-House Programmatic… Facebook Will Soon Demote Posts That Beg for Likes, Comments, and Shares… Refinery29 Lays Off Staff, Citing a ‘Correction in the Digital Media Space’…
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Street Fight Daily: ZocDoc Opens $55M In Debt, Centro Expands To Mobile
A roundup of today’s big stories in hyperlocal content, commerce, and technology
Doctor Appointment Booking Site ZocDoc Opens Up $55 Million In New Convertible Debt (GigaOm)… Centro Expands Locally Focused ‘Brand Exchange’ To Mobile, Tablet Inventory (AdExchanger)… Report: Hyperlocals Can Bridge Gap Between Larger Organizations And Public (Journalism.co.uk)…
6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’
Targeting consumers at the “zero moment of purchase” — that is, while they’re shopping inside a store where a brand’s product are sold — is a proven way to increase conversion rates on mobile coupons and other discounted offers. Unfortunately, getting this type of high-impact marketing program off the ground can involve much more than a typical offline campaign. To find out more about what marketers should know, we consulted with experts in the field of purchase-based ad targeting…
VIDEO: Local News as a Loss Leader?
As local businesses shift marketing spending away from advertising, local media companies are scrambling to subsidize their news operations. During a panel at Street Fight Summit West earlier this month, Eric Bright, VP of Ecommerce at Deseret Digital Media; Mike Orren, President at Speakeasy; and Sean McDonnell, SVP of Sales at Propel Marketing discussed an emerging agency model, and debated whether digital marketing services like SEO and website building could help make up for lost revenue…
Street Fight Daily: FTC Reviews Waze Deal, Twitter Developing Hyperlocal Ads
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Google Confirms Antitrust Review of Waze Deal(Wall Street Journal)… Twitter is Developing Geo-Targeted Ads for Retailers (AdAge)… Paton: ‘Bad CEOs and Worse Editors’ Are Trying To ‘Kill Our Future’()…
How Facebook’s Rumored News Product Could Hurt Local Sites
News websites dodged a bullet when Facebook didn’t announce a rumored RSS or news-in-your-news-feed product yesterday. If Facebook actually got serious about these plans, news websites could expect an even larger portion of their site’s traffic to be directed through the social network — and their brands could be endangered…
Openings & New Hires at Square, Patch, LocalVox, Facebook and More
Every two weeks, Search Influence’s Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. Moves this edition include the closing of LivingSocial’s office in Seattle, a and exiting CTO at AOL’s Patch, and job openings at Yelp, Appstack, Google, and more.
VIDEO: Why Brands Are Warming to Hyperlocal
For large brands, the upside of local is often shrouded in operational headaches, and overshadowed by the complexities of coordinating a decentralized, and often chaotic, campaign. Thanks to the rapid adoption of mobile devices and new innovations among vendors however, brands’ attitude to local are starting to change…
LBMA Podcast: The ‘SoLoMo Movement’ and the Power of Context
In this week’s episode, Google wins the battle for Waze; Pandora thinks like an upstart and buys a radio station; iOS7 gets into location-based app recommendations; Coca-Cola partners with Spotify for PlaceLists. The resource of the week is “Contagious” by Jonah Berger, plus special guest Paul Mabray, founder of VinTank…
Street Fight Daily: Startups Put Feet On The Street, The End of Local Advertising
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Digital Start-Ups Face Unexpected Gauntlet of Door-to-Door Sales (Medium)… Why Advertising Dollars Are Shifting to Online Promotions (Second Street Lab)… Urban Airship’s Wallet Studio Helps Firms Create and Manage Apple Passbook and Google Wallet Cards(TheNextWeb)…
Gannett’s Acquisition of Belo’s TV Stations Puts Focus on Hyperlocal Push
Gannett brags that its acquisition of Belo’s TV stations creates a broadcast “super group.” But perhaps the biggest implication about the merger is not its “super”-ness, but what it will mean in the hyperlocal digital space where both companies, especially Gannett, are trying to build a post-broadcast future…
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