News and Analysis
TripAdvisor Pushes Further Into Restaurant Space with Local Ad Product
Having already tackled travel and hotels, TripAdvisor is continuing to go after the restaurant vertical, today launching a new product aimed at independent restaurants and restaurant groups. TripAdvisor Ads marks the company’s first product designed to allow restaurants to reach customers through cost-per-click sponsored ad placements.
Street Fight Daily: Facebook Feed May Oust Pubs, Google Helps Marketers with Holidays
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Tests Removing Publishers from Newsfeed — Unless They Pay… Google Prepares Advertisers for Holiday Shoppers… How AI Helped Walmart Go from 700,000 to 60 Million Items Online…
Brand-building Expert Norty Cohen to Marketers: Consumer Engagement Is Key
Cohen’s message is that the old ways of trying to connect via TV and other media just aren’t as effective as they used to be. What you need now is to make a connection with the potential consumer of your product or service. And the person who now has a relationship with the brand can then help spread the message via word of mouth.
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Native Advertising Could Spell Trouble for Foursquare With Brands
Given that Foursquare’s user base isn’t going to get as big as Facebook’s or Twitter’s (which is not necessarily a bad thing) and considering the pressure to justify its valuation, putting too much faith in a native ad model could potentially spell trouble for the company…
Mobile Digital Mood Ring? Gravy Targets Hyperlocal Events — All of Them
I recently caught up with Jeff White, the serial entrepreneur behind timeRAZOR’s app. Among other things, Gravy asks users what kinds of events and experiences they are in the mood for — rather than presenting them with a menu of options…
5 Location-Based Marketing Platforms for Brands Without Retail Stores
Figuring out where to purchase products from a brand that doesn’t have its own retail establishment can present a challenge for many consumers. Increasingly, major brands like Vicks and Nestlé are using location-based marketing platforms to help point potential buyers in the right direction. Here are five platforms offering brands a way to take advantage of such technology on their own terms…
Street Fight Daily: VeriFone Kills Square Competitor, FTC Probe Nears End
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… VeriFone Gives Up Competing Head-on with Square (GigaOm)… Deal Near on Google Antitrust Probe? (Politico)… With $8M In Seed Funding From Founders Fund, Goldman Sachs; Urban Compass Wants To Build A Hyper-Local, Human-Powered Database (TechCrunch)…
Openings & New Hires at Locu, Groupon, Patch, Signpost, and More…
There’s lots happening in hyperlocal as the year comes to a close: Locu snags PayPal vet Mok Oh as an adviser, plus lands a hot ex-Googler. Booker brings on a dynamic duo in its hiring spree. Patch sees big moves at the top. And there are some shifts at Groupon and open gigs at Telenav, Signpost, Swipely, Yellowbook, Yelp, and more…
What Kinds of Mobile Ads Are Most Effective?
Mobile advertising works best when it’s not in the form of a banner ad. On a panel at the Mobile Loco conference in San Francisco this week, participants agreed that the most promising approach is serving interesting content formatted to smartphones and tablets as a part of a contextual marketing strategy. The more an advertisement looks like a mobile app, the more consumer acceptance it will garner…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem