Geofencing at Events: How to Reach Potential Customers Live and On-Site

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Businesses have been taking a closer look at the potential for geofencing and proximity marketing for trade shows, events, and festivals. The technology offers some rich opportunities for interactive messages, and can ensure that promotions are especially relevant.

What Local Marketers Can Learn From the Trials of Google Plus

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With Google’s recent announcement that Google Plus will be decoupled from YouTube and other services, industry watchers are predicting that this may be the beginning of the end for the social network. Here are a few lessons a local marketer might learn from the social network’s challenges.

Why Selling to Partners and Resellers Is Never a Straight Path

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Media companies are constantly bombarded by digital product and ad tech platform companies vying for consideration. Getting the attention of reseller and partner decision makers requires a clear understanding of their business challenges.

New Verve CEO: Mobile/Location Combo Will Continue to Increase in Importance

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Last month, Verve Mobile, one of the earliest local-mobile marketing firms, parted ways with its long-time CEO Tom MacIssac. We caught up with the company’s new chief executive, Nada Stirratt, to talk about where she sees the industry headed.

3 Trends Marketers Need to Know About Location-based Advertising

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Location-based advertising has exploded in recent years as brick-and-mortar brands shift digital and traditional budgets to mobile. The result has fueled the growth of one of the quickest moving sectors in an already chaotic ad tech industry…

xAd CEO: Forget Mobile — Location is the New Category for Marketers

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New York-based xAd has doubled its annual revenue in each of the past two years, expanding to London, China and India. We recently caught up with Dipanshu “D” Sharma, chief executive at xAd, to talk about mobile, data and why location is becoming the new category…

How Mobile Data Is Helping to Transform the Television Industry

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When the major television networks come to Madison Avenue for the annual Upfronts in May, expect to hear a word seldom spoken among the TV community: data. That could spell good things for the business of location…

How Programmatic Pioneer RocketFuel Thinks About Location on Mobile

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Rocket Fuel has positioned itself as a leader among programmatic ad firms, but it still finds itself embracing relatively new terrain: mobile. Street Fight caught up with Ian Dailey, the company’s senior product marketing manager for mobile, to talk about bringing the efficiencies and advantages of automation to mobile advertising.

How Google Could Transform the $20 Billion Local Television Market

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The search giant this week announced that local TV ads shown to Google Fiber subscribers in Kansas City, Kansas, and Kansas City, Missouri, will see ads that are delivered in real-time and can be served up based on geography, the type of program being shown or viewing history, though viewers can opt out of the latter.

How Packaged Goods Companies Use Location to Market on Mobile

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The benefits of location data are obvious for retailers with physical storefronts, but can consumer packaged goods (CPG) brands capitalize in similar ways? More and more, the answer is yes, according to SITO’s Adam Meshekow. Some of the largest CPG brands started to ramp up mobile spending last year as they look to influence an increasingly smartphone-wielding shopper…

#LDS15 VIDEO: Payments, Panels, and the Push for Mobile Attribution

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Offline attribution has become one of the defining challenges of the mobile advertising industry. Consumers are often using their devices to purchases in stores — not online — creating a measurement headache for brands and media buyers.

4 Musts for Making Mobile Click-to-Call Work

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In a Street Fight webinar Thursday sponsored by Telmetrics, Jay Weintraub, CEO and founder of grow.co, and CJ Arseneau, VP of marketing for Telmetrics, addressed how companies are moving closer to tracking customer purchase behavior from an online impression to offline action…

#LDS15: Taking Programmatic Advertising Into the Real World

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“Programmatic [advertising] is getting more complex in the ecosphere,” Andrew Beckman, CEO of Location3 Media said. “When you’re able to have the right messaging across all channels, and [the consumer] is moving around with their phone or searching from their desktop, I believe you’ll be able to attract that consumer into your store or purchase something within a specific local area.”

How Brands and Publishers Are Thinking About Beacons

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“The data and analytics is important but in the end, it has to be about improving the customer experience first,” said Jennifer Bordner, marketing manager at Old Navy, during a panel at SXSW Interactive in Austin Tuesday. “What can technology do that feels more natural than an extra burden. In the end, it’s about bridging that gap between the physical and digital [experience] in a way that feels natural.”

What You Need to Know About Google’s New Mobile-friendly Algorithm

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Google recently took to their Webmaster Central Blog to announce an upcoming algorithm change that will take effect on April 21st and affect large brands and small businesses alike. Going forward, mobile-friendly sites will likely rank higher in search results…

What Programmatic Advertising Means for Local Media

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Street Fight caught up with Frost Prioleau, chief executive officer at Simplifi, a Dallas-based programmatic advertising platform that specializes in localized campaigns, to talk about what programmatic advertising means for local marketers…

Location3 CEO: User Profiles From Web Giants Will Refine Ad Targeting

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While programmatic advertising is still in its infancy, location targeting on these new platforms is really heating up, says Andrew Beckman. Street Fight recently caught up with Beckman to talk about the value of proximity, the problem of “dirty data” and why leveraging user profiles from Web giants could be the key to attribution…

How Local Found Itself on a Mound of Big Data

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There is no question the hyperlocal era has brought with it a heady onslaught of data about consumer behavior and the way local businesses interact with their customers. But it’s not an easy road. There are real issues around sourcing and parsing the data; around finding the best strategies to put it to use…

Marchex: Marketers Spent $4B on Mobile Search Ads To Drive Calls In 2014

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Mobile advertising technology company Marchex is trying to close the massive attribution gap for marketers who spent $4 billion in 2014 to drive phone calls through click-to-call ads — yet had no way to know which keywords produced the calls…

Marketers Know Even More About Offline Behavior Than You Think

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An explosion of cloud-connected devices is spawning a new dataset of offline behaviors — what we called local data — that could help local marketers, sellers and economies better compete with the ecommerce industry…