There's lots of talk about attribution these days, especially attributing offline sales (most U.S. commerce) to online/mobile engagement. This is where the challenge points come in...connecting atoms to bits. Nowhere is this embodied more than xAd's recent Pandora Jewelry campaign to…
BIA/Kelsey Bytes are excerpts from research reports. This is the first installment from the recently launched report, Call Commerce: A $1 Trillion Economic Engine. The report can be downloaded for free here. CALL COMMERCE: WHAT IS IT? One of the…
The migration from traditional display in mobile continues. Defined mostly as banner ads, we've seen a palpable backlash to their saturation, poor targeting and obtrusiveness. This has fueled the ad blocker movement. The latest evidence is seen in comments from New York…
Voice has been catapulted in the smartphone era. The telephone is 140 years old but has only been recently reinvented, as it's bolted to an always-handy search and discovery device. An on-demand culture has boosted call volume, while AI won't be…
Last night while conducting a local search, I encountered something strange: Business hours were served within Google's Instant Search drop-down results (see screenshot). After polling a few peers in local search and SEO worlds, it appears this is a new…
Denny’s has suffered from a "good problem to have": too much familiarity among consumers. Many know the brand but hadn’t ordered a Grand Slam Breakfast in years. And many millennials aren't engaged at all. This was a challenge that Yext tackled…
Local business management software company Booker has made an art out of driving leads through content marketing. It's all about attracting new business that does't churn or drive up the cost of acquisition. The company's Marketing VP and content marketing specialist Jim…
Unless you're hiding under a Pokéball, you've heard how Pokémon Go is taking over the world. The Niantic Labs creation is already the most downloaded iOS game in history and surpassed Twitter for active usage. But the most interesting part for…
In the multi-screen world we live in, how do you drive and attribute local business leads effectively? This was the topic of a session at BIA/Kelsey ENGAGE, focused on the B2B lead generation process. Representing steps of this process -- from…
It appears that reality is meeting the hype around conversational commerce. As we've covered, massively popular social messaging apps like Facebook messenger are evolving from peer-to-peer use to commerce. Though I'm bullish on that concept, one question has been context:…
What was the most important acquisition in the local media sector this year? Will Uber be around in 3 years? and who played the best Batman? These were a few of the topics batted around during an analyst lightning round…
Voice has been catapulted in the smartphone era. The telephone is 180 years old but has only been recently reinvented, as it's bolted to a universal search and access device. An on-demand culture has boosted call volume, while AI won't…
Effective local advertising is an elusive animal as we know. The animal that OwnLocal co-founder Jeremy Mims pegs is a cartoon Road Runner -- and its nemesis Coyote's comically unsuccessful attempts to snare it. We've all seen it. And much like Wile E. Coyote,…
It may sound obvious but most local media companies don't do it: "Have the local business owner's interests at heart," says Jef Biesman. As VP of Customer Marketing and Acquisition at YP, he has perhaps more perspective than anyone in local…
Earlier this week, Facebook announced it will track the spatial behavior of signed-in users via GPS. This is meant to measure local foot traffic that's influenced by ads, and it will have a considerable impact on offline attribution given Facebook's scale…
U.S. mobile ad revenues will grow from $25 billion last year to $72 billion by 2020.* That's according to the mobile portion of BIA/Kelsey's latest local media forecast, released today. Of this total, location targeted mobile ad spend** will grow…
The oldest millennials are 36. In addition to making me feel old, that means that millennials now wholly occupy the coveted 18 - 34 consumer demographic. Among other things that makes them a core consideration for all marketers. In localized…
Transforming ad sales from legacy media to digital aint easy. This can be seen in the relatively low success rate among media companies that sell both. This was the topic of a panel at the recent BIA/Kelsey ENGAGE (video below).…
Workplaces throughout the tech and business worlds have been circulating Mary Meeker's famous annual "data dump" this week. For analysts, the Internet Trends Report is like Christmas... I've been spending lots of time with the slides. Rather than rehash 213…
Conversational commerce is the rage. And most tech giants are jumping on board, as seen at Microsoft Build, Facebook F8, and Google I/O. We also tackled the topic -- zeroing in on its many local implications -- at BIA/Kelsey ENGAGE (video below). As background, messaging…
