PlaceIQ Releases Location Data Accuracy Study, Debuts ‘Dynamic Distancing’ Tech

The company has released the results of an independent, third-party analysis of location data accuracy in 150 locations across five U.S. cities and also announced the launch of its Dynamic Distancing technology, which it says offers comprehensive, “reality-based” data for use by brands and marketers.

Street Fight Daily: Google Maps to Feature Local Ads, Foursquare’s Restaurants Bot

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Will Feature Local Search Ads for Businesses… PlaceIQ Releases Location Data Accuracy Study, Debuts ‘Dynamic Distancing’ Tech… Foursquare Just Quietly Released a Bot for Finding Restaurants…

Street Fight Daily: Kayak to Debut Restaurant Search, How Brands Can Use Chatbots Effectively

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Kayak to Launch Restaurants, Tours, and Activities Comparison-Shopping Features (Skift)… Can Brands Turn Real-Time Facebook Messenger Chats into Meaningful Engagements? (Mobile Marketer)… Ride-Hailing Start-Ups Compete in ‘Uber for Children’ Niche (New York Times)…

PlaceIQ’s Mandeep Mason on Looking at Location from an International Perspective

PlaceIQ’s EMEA General Manager, Mandeep Mason, discusses international expansion, why this is a good time for local marketing, and why local analytics need to be part of any overall media plan.

LBMA Podcast: LiveNation’s LBM Platform, UPS Invests in Deliv

On the show: Sodimac lets you sleep on the side of the highway; Yahoo! Japan partners with IndoorAtlas; ASDA + Clear Channel UK; xAD launches MarketPlace; PlaceIQ and LiveRamp work together for TV ads; Geofeedia and Dell partner.

Closing the Loop: PlaceIQ, LiveRamp Connect TV Campaigns With Location Visits

PlaceIQ and LiveRamp have announced the results of a new consumer behavior model that connects TV to the real world. The companies conducted a number of campaigns delivering targeted TV ads and then used location data to measure real-world store visitations, resulting in an average lift of 46 percent across three targeted verticals.

PlaceIQ Looking to Build a Role for Location Tech Into TV, OOH, and Even Direct Mail

Brands don’t want only to measure the persuasive powers of their mobile ads. They also want to know the efficacy of their TV, OOH, online, and even direct mail efforts, which is where PlaceIQ, with its freshly acquired $25 million, wants to deliver bigger results.

Street Fight Daily: Waze Partners With Lyft, Craigslist Competitor 5miles Now Valued at $300M+

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Waze to Scoop up More Data through New Partnerships (Wall Street Journal)… Mobile App 5miles Raises $30M at a $300M+ Valuation to Rival Craigslist in Classifieds (TechCrunch)… Bootler Brings Comparison Shopping to Food Delivery Services (Chicago Tribune)…

LBMA Podcast: Absolut Bottles Become Media Platforms, Swedish Bakery Sends Real Treats in Exchange for Web Cookies

On the show: Pernod Ricard turns Absolut bottles into IoT play; Swedish bakery Pågen sends real treats in exchange for web cookies; Google provides $1 million grant to Wayfindr in London; Irisys launches Gazelle 2; Jane Goodall launches Tapestry of Hope map. Plus, news from PlaceIQ and IRI; Walmart; Sears; Dwolla and Seamless; and GameStop.

Street Fight Daily: Yahoo Will Spin Off Core Businesses, Pinterest Buys Two Search-Centric Startups

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yahoo Is Said to End Plan to Spin Off Alibaba Stake (New York Times)… Pinterest Buys Two Startups to Bolster Image Search (Wall Street Journal)… Uber Is Testing a New Service That Sounds Exactly Like a Bus (Business Insider)…

PlaceIQ Teams Up with IRI to Tackle Online-to-Offline Attribution

Marketers face a number of big challenges today. One is pinpointing their audiences as they move from device to device — and then from platform to platform on those different devices. Another is making sense all of the data consumers generate in the scores of micro-interactions they have every day across the devices and platforms they use. A third is online-to-offline attribution. The partnership with IRI that PlaceIQ announced today is a step toward tackling these hurdles.

Street Fight Daily: Android Pay Launch Date Still Unknown, PlaceIQ Bridging Online-Offline

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Contrary To Reports, Android Pay Not Launching This Week (TechCrunch)… Let’s Get Physical: PlaceIQ Chips Away At Online/Offline Attribution (AdExchanger)… Succeeding In Mobile Advertising: The Journey Begins (Marketing Land)…

6 Tools for Linking Digital Marketing Efforts to Offline Sales

Only 18% of marketers currently say they feel “very confident” in their ability to measure mobile ad ROI. In order for that number to increase, marketers will need to partner with hyperlocal vendors that provide online-to-offline ad attribution. Here are six examples of vendors that they could work with…

#SFSW15 VIDEO: Tying TV and Mobile to Measure Real-World Store Visitation

Far more than being just another media channel on which to advertise, mobile represents a “new connective element that allows you to build [a] new model for consumer behavior,” said PlaceIQ’s CEO Duncan McCall earlier this month at Street Fight Summit West.

Verizon Now Owns an Ad Tech Company — Here’s What It Means for Local

We caught up with a handful of ad tech executives to breakdown the news and evaluate the potential impact of the a Verizon-AOL tie-up on the mobile, and particularly, local ad tech sector.

Street Fight Daily: Twitter Invests in Beacons, Nokia Expands Maps Sale

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Twitter Takes a Look at Beacons, Invests in Marketing Startup Swirl (Recode)… Nokia Targeting Apple, Alibaba and Amazon in Maps-Unit Sale (Bloomberg)… BIA/Kelsey: Mobile Will Grab 11.5% Share Of Local Rev By 2019 (NetNewsCheck)…

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

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

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…

Street Fight Daily: Groupon Launches Stores, Starcom Measures TV

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Groupon Quietly Launches Groupon Stores, a Marketplace for Its $2 Billion Goods Business (Recode)… SMG Launches Addressable TV Measurement Tool (MediaPost)… Amazon Dash Aims to Be a Push-Button Substitute for the Supply Run (New York Times)…

7 Strategies for Growing Online-to-Offline Conversions

It’s no secret that mobile activities are driving traffic to brick-and-mortar businesses. However, the majority of national retailers, brands, and even local merchants still have no idea how well their digital marketing initiates convert…