Commentary

    • Why Location Visit Data Is Going to Be Huge for Brands

      The history of location data has been largely written by a market that buys audience segments for look-back retargeting. That means a DSP, DMP or agency trading desk, can buy a segment for their commercial use. Keep in mind, this data has already been pre-packaged by the location provider, so it has little use other than for retargeting — and there’s the opportunity.

      Street Fight- 19 readers -
    • Why Premium Media Is the Gold Standard for Brand Marketers

      It has always been said that content is king. Hard to argue with the truth of that statement, but we should add something to it: when it comes to content, premium media is gold! High-quality premium media — and the publishers that deliver it — drives engagement and represents the greatest opportunities to connect with consumers.

      Street Fightin Mobile- 13 readers -
    • Building a Local Stack: The Rise of ‘SMB OS’

      Walking the Streets of New York — the embodiment of SMB density — I was recently reminded of local’s next primary battleground: The SMB Operating System (SMB OS). The idea is that local’s true opportunity isn’t SMB advertising, but all business functions. This isn’t a new concept, though it’s now emerging and crystallizing in new ways.

      Michael Boland/ Street Fight- 19 readers -
  • Quantifying the Physical World with a Product-Based Approach

    … In the past, measuring human population, demographics and other physical variables across the globe meant a paper survey or census. Census collection has been fraught with errors, controversy, and at times, has been blatantly unfair to certain groups of ethnicities or cultures. Yet every country needs basic information on its population…

    Street Fight- 11 readers -
  • How Big Is the Promise of Local AR (And When Can We Expect It)?

    … recognition (a la Google Lens) to “register” real world items and overlay graphics accordingly. But it will also need a fair amount of geo, product and business data. That means anyone in the business of collecting, cleaning and optimizing local data — you know who you are — will have a valued place the AR ecosystem. It will be redemption…

    Michael Boland/ Street Fightin Google- 11 readers -
  • Enterprise Local Marketers Treat AI Hype as Means to an End

    … automation provider Emarsys, that was all about AI and marketing. It seems like any marketing technology that uses pattern-matching or some kind of an algorithm is branded AI these days. While the topic is full of buzz, general-purpose AI is likely years away, though some multi-location brands are applying techniques like machine-learning…

    Street Fightin Mobile- 12 readers -
  • How Brands Can Use Location to Ace Back-To-School Ad Campaigns

    … As the summer winds down, parents are gearing up for back-to-school shopping, and brands are preparing to launch some of the most important advertising campaigns of the year. With the International Council of Shopping Centers (ICSC) predicting the average back-to-school shopper will spend $353.20 in 2017, brands have good reason to boost…

    Street Fightin How To's- 17 readers -
  • New Street Fight Report: Selling to Local Merchants

    New Street Fight Report: Selling to Local Merchants August 3, 2017 by David Card Leave a Comment Filed Under: Commentary Street Fight’s latest report on local merchants, Strategies for Selling Marketing & Technology Services, posted today. It’s a companion piece to our annual survey of local small and medium-sized businesses, that focuses on vendor strategies for sellin ...

    Street Fight- 12 readers -
  • Podcasting Won’t Replace Local Radio Soon

    … that put audio advertising in perspective. Local marketers — whether multi-location brands or local merchants — should take note. The IAB, working with PwC and sponsored by a handful of podcasting networks and related services, projects that the top 20 podcast companies will generate $220 million in revenue this year, up impressively from $119 million…

    Street Fight- 18 readers -
  • Three Lessons from the Dex Media/YP Merger

    … Whispers of the rumored Dex Media/Yellow Pages merger began months ago — buzzing in my ear like an aggressive bee chasing a floral scented perfume. Already facing delay after delay in our efforts to integrate our tech into third-party sites, my company could hardly afford to pursue another partner with “lots of moving parts.” So, the ongoing…

    Street Fight- 15 readers -
  • Accidental Ad-Blocking: The Brand-Safety Snag that Advertisers Can Fix

    …. Think of it as accidental ad-blocking. In the sections that follow, let’s unpack what’s causing this ad-viewability disconnect and then highlight two ways brands, agencies, and publishers can address the challenge, helping to solve it system-wide. Ad-Blind: How and Why Accidental Blocking Arises The brand-safety snag arises from the difference…

    Street Fight- 14 readers -
  • Cutting Through the Crowds at Festivals: How Brands Can Reach Summer Groupies

    … From Coachella to Bonnaroo to Lollapalooza and Burning Man, music and arts festivals attract some of the biggest artists and crowds all summer long. According to Billboard, over 30 million people attend at least one music festival in the U.S. each year. This gives artists a lot of opportunities to connect with their fans. It also means festivals…

    Street Fightin How To's- 16 readers -
  • Comparing Enterprise and SMB Attitudes on Local Tech

    Selling hyperlocal marketing technologies and services to both multi-store brands and local merchants might seem to be the best way for a would-be provider to reach scale. When you boil it down, they’re trying to achieve the same objectives, right? Of course, it’s not that simple. According to recent surveys, both types of marketers are shifting budgets to digital — particular ...

    Street Fight- 16 readers -
  • Dead Fingers Still Walking?

    … in implies scale is the only way to outrun unprofitability. One of the biggest challenges is how to help SMBs at scale in a way that doesn’t result in a crappy service. Joe Walsh’s bet is that his team has built a better local marketing mousetrap with Thryv and YP will help Thryv achieve scale at an exponential rate. If Dex Media/YP can provide a better…

    Andrew Shotland/ Street Fightin Google- 20 readers -
  • An Unsexy Truth: Emerging Tech Hinges on Local Data

    … I spend a lot of time talking to people in the augmented reality (AR) sector, and one factor continues to be overlooked: local data. In other words, the shiny vision of graphical overlays that augment our perception ain’t gonna happen without hordes of geo-relevant data. Take for example Google’s new self-trumpeted visual positioning service…

    Michael Boland/ Street Fight- 14 readers -
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