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News & Analysis

Street Fight Daily: Google Modifies Practices to Help Publishers, Brands Pursue Experiential Marketing

October 2, 2017October 2, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Unveils Tools to Increase Subscriptions for Publishers… Agencies See Experiential Marketing as the Next Big Thing, and Brands Want In… eMarketer Lowers Snapchat’s Ad Revenue Forecast for 2017…

Road Map (column)

Where Will VR Fit Into Local Advertising?

September 12, 2017September 9, 2017 by Mike Boland

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How will advertising play out in (admittedly nascent) VR, especially in local? We’ll likely see the same early and ongoing misfires, such as banner ads. Or, as in video experiences, we’ll likely see a fair share of legacy formats — like pre-roll ads — ham-handedly shoehorned into VR.

News & Analysis

Street Fight Daily: How Google Cashes in on AI, Uber CEO Says IPO 18-36 Months Out

August 31, 2017August 31, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google and Microsoft Can Use AI to Extract Billions More in Ad Dollars from Clicks… New Uber CEO Says Company Could Go Public in 18 Months… Coming Soon to Facebook Watch: Sponsored Shows…

News & Analysis

Street Fight Daily: Facebook Faces a Slide in Young Users, Tech Giants Invest in TV Advertising

August 22, 2017August 22, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Instagram and Snapchat Are Benefiting from Facebook’s Loss of Young Users… Why Tech Giants Are Spending Big on TV Ads.. Google as the New Home Page — A Tactical Guide…

News & Analysis

Why Location Measurement and Attribution Are Key to Brand Visibility

August 16, 2017August 16, 2017 by April Nowicki

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Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.

News & Analysis

How 5 Brands Use Geo-Targeting to Fuel In-Store Sales

August 15, 2017August 15, 2017 by Stephanie Miles

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By serving mobile ads based on users’ geographic locations, brands can avoid these types of blunders and hone in on the type of hyper-specific messaging that boosts engagement and click-through rates.

News & Analysis

Street Fight Daily: Facebook Explores Offline-to-Online, Foursquare Partners with InfoScout

August 14, 2017August 14, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Can Brands Create Facebook Custom Audiences Based On Brick-and-Mortar Visits?… Foursquare Partners with InfoScout to Offer Fuller Picture of Customer Journey… Postmates Relies on Streaming Data to Deliver Positive Experiences on Demand…

News & Analysis

Street Fight Daily: Marketers Take Note as Snap’s Q2 Disappoints, Uber Infighting Escalates

August 11, 2017August 11, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snap Falls 17% as Revenue and Daily User Growth Disappoint… Benchmark Is Suing Kalanick and Uber Over Board Control… Facebook Courts Video Makers for ‘Watch’ Tab with Financial Incentives…

News & Analysis

Street Fight Daily: Yelp Sells Eat24 to GrubHub, Brands Rankled by Amazon’s Third-Party Selling

August 4, 2017August 4, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Is Selling Eat24 to GrubHub for $287.5M, and the Stock is Skyrocketing… Brands Bristle at Third-Party Selling on Amazon But Can’t Do Much to Stop It… Is Facebook’s Mobile Attribution Model Fair?…

News & Analysis

Why 2017 Investments Will Take Local Companies Farther With Less

July 21, 2017July 20, 2017 by April Nowicki

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Upserve CEO Angus Davis says that seed funding is the most available right now. And because the overall economy is doing fairly well, wealthy people are increasingly doing angel investments where they previously were not.

News & Analysis

Snap Debuts Self-Serve Platform for Brand Ad Campaigns

July 18, 2017July 18, 2017 by Joao-Pierre Ruth

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Brands now can take graphics assets they use elsewhere and put them into a template to create new ads. Instead of developing content just to appear on Snap, the new tools let marketers leverage video and images they have at hand.

News & Analysis

Street Fight Daily: Instagram Steals Snap’s Business, Google Wades Further into Local

July 14, 2017July 14, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Publishers Are Switching Affections from Snapchat to Instagram… Google Expands Reserve with Google, Adding Salon and Spa Bookings… Moz Founder Rand Fishkin to Step Away from Day-to-Day Operations, Will Remain Chairman…

News & Analysis

Street Fight Daily: Brands Navigate Snapchat, Amazon Tightens Grip on the Smart-Home Future

July 13, 2017July 13, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Brands Get Around Low Discoverability on Snapchat… This Year’s Prime Day Echo Sales Could Mark a Tipping Point for Amazon’s Product… Uber Offers a Thankless Job, and The Applications Roll In…

Streets Ahead

Snapchat Expands Its Foray Into Local with Snap Map

July 10, 2017March 7, 2019 by Damian Rollison

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Pinterest and Snapchat both are turning digital space into a closer analogue to physical space, where we look for visual cues to understand the world. In different ways, both apps are collapsing the distance between virtual and real.

Commentary

An Unsexy Truth: Emerging Tech Hinges on Local Data

June 28, 2017June 27, 2017 by Mike Boland

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The visual search future in which “the camera is the new search box,” will have a massive reliance on local data. Therefore value and demand are boosted within that world for companies that have unique local data sets — everything from NAP to snaps.

News & Analysis

Street Fight Daily: Facebook Video Marketing Woes, Google Stops Reading Email for Ad Targeting

June 26, 2017June 26, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Video Ads Are All the Rage, But Viewability Rates Are as Low as 20%, Agencies Say… Google Plans to Stop Scanning Users’ Emails for Ad Targeting… Snapchat’s Newest Feature Is Also Its Biggest Privacy Threat…

News & Analysis

Street Fight Daily: Snap Launches Location-Sharing Feature, Walmart Goes After AWS

June 22, 2017June 22, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat Launches Location-Sharing Feature Snap Map… Walmart to Vendors: Get Off Amazon’s Cloud… Inside Travis Kalanick’s Resignation as Uber’s CEO…

News & Analysis

Street Fight Daily: Verizon’s Path to Disrupting the Duopoly, Twitter Data’s Potential

June 13, 2017June 13, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Verizon to Face Challenges Integrating Yahoo and AOL Before It Challenges Google and Facebook… MoPub Is Testing Ways to Do More with Twitter Data… Modern Marketing Means Mobile Messaging…

News & Analysis

Street Fight Daily: Apple Innovates on Marketing AI, Facebook Makes a Case Against TV Ads

June 9, 2017June 9, 2017 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple Accelerates AI for Marketers… Facebook Says Users Turn to the Platform During Commercial Breaks When Watching TV… Snapchat versus Instagram: What Marketers Need to Know…

Streets Ahead

Is Snapchat Quietly Redefining Local?

June 8, 2017March 6, 2019 by Damian Rollison

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Snapchat’s recent moves and related developments seem to indicate an emerging redefinition of what it means to be digitally local, a redefinition that is happening under our noses and without much fanfare as Snapchat works to gain and maintain the eyeballs of Millennials.