Yext Shares Up Sharply in Initial Day of Trading, Portending Well for Local

Yext’s shares jumped nearly 22% in the company’s initial day of trading, with the price rising as high as $14.25 per share before settling to $13.41 at close. The strong opening was a hopeful message from Wall Street for the local marketing industry, which has been looking to Yext’s IPO as a bellwether.

Why the Creative Director of the Future Stands at the Crossroads of Marketing, Tech, Product, and Ads

Think of the evolving creative director as a technological and marketing pentathlete, a dynamic force who’ll need to satisfy more than just the traditional advertising imperative. Envision a product-strategy role; that is the model to come.

Yext’s IPO Could Raise All Boats in Local — And Herald Consolidation

While the company’s long-anticipated announcement yesterday didn’t come as a huge surprise for those following local, the news that it was imminent still packed a punch. So we asked several luminaries to weigh in on what the offering might portend for the broader industry.

The SDK Equation: Four Questions for Restarting the Conversation on Publisher Integration

How can mobile marketing restart the conversation around SDK integration with publishers, industrywide? Let’s start with distinctions and empowerment — key ways that the industry can arm publishers with the knowledge they need to evaluate a good SDK while detecting the badly built versions.

Openings and New Hires at Foursquare, Pinterest and Verve

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Yext, Gravy, CTIA, and Soleo.

Street Fight Daily: Retailers Try Google’s Promoted Places, GrubHub’s Social Strategy

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Retailers Test Out Google Maps Promoted Places Ads… 65% of Connected Device Owners Are Open To IoT Advertising… With Digital Revolution, Expectations for Marketers Shift Toward Revenue Generation…

Local’s Next Hurdle: The Impressionable Use Fallacy

No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.

Openings and New Hires at Shopkick, OpenTable, WebsPlanet

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Verve, LMA, Propel Marketing, Search Influence and Navads.

Reimagining the Mobile Banner: In-App Ad Innovation Spares Brands from Google’s Interstitial Pinch

The future of our work is about designing smarter ways to reach users, so we need to focus on ways to drive engagement, not distraction. And that means finding subtle things that trigger the meaningful interactions. This isn’t 1999; we’re not building banners for last century’s desktop.

So, as January 10 approaches, let’s look at some creative models from the app side of the table

Verve CEO: Eliminating Uncertainty in Location Data Is ‘Critical’ for Mobile

Street Fight recently caught up Nada Stirratt to talk about how brands are coming to understand location as a part of their mix, why high-quality location data is so vital for marketers, and where the “white space” is in local tech.

Street Fight Daily: Amazon Eats Up Warehouse Brand Market, Figures on AMP’s Progress

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Prime May Be Cannibalizing Traditional Warehouse Brands’ Customer Pool… Need for Speed: Google Shares Its Progress on AMP… How Millenial Journalists Are Unraveling Local News for their Peers…

LBMA Podcast: Twitter/Foursquare, Amazon Dash, Verve/Roximity

This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Pinterest, Danone + INRIX, KWIK, Dolce & Gabana, Rover, KFC India, Gimbal + Health Media Network, xAd + Comscore.

Raise Report: Fresh Funding for Verve, Thrive Market, InVision

Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes new rounds for Condeco, Lystable, Narvar, and Farm Hill.

LBMA Podcast: Facebook, Factual, Uber and Adtile

Welcome to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Adelaide Zoo, MCX, Nesa Solutions, Tywst, Posterscope + Lamar, Verve, Broadsign + TINT, Digerati Magazine.

Openings and New Hires at Yext, Advice Local, Verve and Cuebiq

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Sightly, TapClicks and Modcloth.

Street Fight Daily: Amazon Crushes Rivals on Mobile, Tribune Rebrands as Tronc

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon is Blowing Away Competitors on Mobile… Ericsson: IoT Connections Will Crush Mobile by 2018… Tribune Publishing Becomes Tronc to Reflect Strategic Pivot…

LBMA Podcast: Amazon, The Grammys, Parkhub, and Euclid Analytics

On the show: Gemalto launches LinqUs IoT platform; KeyDuino means fist bumping your car to unlock it; MicroChippy and Bubbledogs create a pop-up Canine Cafe; ParkHub & Verifone parked cars at SuperBowl 50; Verve launches self-serve location platform for SMBs.

Openings and New Hires at Factual, Yext, xAd and ZypMedia

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes a new company for SinglePlatform founder Wiley Cerilli, a new gig at Soleo for Jovana Riddle, and a chief people officer appointment at Verve.

Street Fight Daily: Google’s Accelerated Mobile Pages Arriving This Month, eBay’s Turnaround Plan

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… With Accelerated Mobile Pages Coming This Month, Google Aims to Reinvent the Mobile Web (AdAge)… How eBay Plans to Take On Amazon (Fortune)… Verve Opens Self-Serve Location Targeting Platform Aimed at SMBs (GeoMarketing)…

Openings and New Hires at Verve, LiveRamp, and Tapad

Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Verve appoints a chief revenue officer, LiveRamp hires two new executives, and Tapad brings on new licensing talent.