We're seeing lots of other interesting technologies bubble up to better track the offline effectiveness of online and mobile ads like search. But is the data questionable when ad companies have a vested interest in reporting higher performance?
Articles by Michael Boland
One of the highest performance-driving factors will be effective location targeting. That's not just geotargeting, but a holistic location strategy, including things like ad copy and tangible calls to action like phone calls and directions.
Is Facebook – and to a lesser extent Foursquare – becoming more Yelp-like, and thus a threat? Some might believe the answer is an obvious yes, but it's worth looking at some of the moats Yelp has built in local search that won't make it so easy.
Facebook has the opportunity to tackle local. If you triangulate Facebook's recent moves with Home, Nearby/Local Search, Graph Search, and mobile news feed ads, there's an opportunity to connect buyers and sellers in locally relevant ways.
Against a backdrop of mixed reactions to the new program, Google's Kesh Patel characterizes the AdWords enhanced campaigns as continued evolution into the multiscreen world that's a far cry from the one AdWords was first born into.
By forcing SMBs into a cloud-based, cross-platform world with Enhanced Campaigns, Google has done SMBs a long-term favor. SMBs must learn how to work the medium that will constitute a key part of their next decade's marketing mix.
Expect another eventful year at the intersection of mobile, local and search – where change will once again be the constant. Here’s what you can expect from mobile ads and revenue, Facebook local, payments and shopping, and the Internet of things.
As the holiday shopping season kicks off with record Black Friday and Cyber Monday sales, it's a good time to examine how retailers are equipped to handle the onslaught of shopping search activity. The short answer: Most aren't. But it can be done.
Local's growing share of mobile advertising will come about as brand advertisers increasingly evolve their campaigns to the realities of mobile usage and the native capabilities of the device. Mobile advertising will also move down market to SMBs.
Passbook’s flexibility, combined with its on-deck positioning in iOS, will make it a powerful tool for users to organize all of their coupons, gift cards and loyalty cards. As such, it will help these products get over the hump of mobile adoption.
Earlier this week, Apple revealed the hotly anticipated iPhone 5 as well as giving a closer look at iOS6. We take a look at the latest iteration of the operating system that runs all the iDevices and see what the new features have to offer SEO.
A new batch of companies are bringing more data into the picture by layering in historical behavior, demographics, or users' movements. The goal is to bring more context to a given device, or to a spot on the map. Call it big data meets local.
David Kurtz, YP's VP of publisher products, discusses YP's new location targeting ads to better capture user intent, and what the ad units mean for both national (brands) and local (SMBs) advertisers that want to localize mobile campaigns.
How will mobile local monetization materialize? That’s the big question. This outline offers a few foundational elements for mobile monetization which many players ¬- including Yelp, Foursquare, and Facebook - could (as some already have) build on.
Location targeted ads represent under half of mobile ad dollars, growing to almost 2/3 by 2016. This measures mobile ads shown based on location, geo-modified search term, or those who have geographically relevant ad copy or calls to action.
Mobile local ad revenues will grow to $5.01 billion in 2016. Meanwhile, mobile local search volume will intersect desktop local searches in 2015. Further boosting search's share of mobile local ad revenue: location-targeted mobile search ads.
The online-offline gap has long been a challenge for Internet marketers. Now it appears that the previous paradigm – researching online for real-world purchasing – is beginning to flip the other way, with the rise of "showrooming".
Trover is a new mobile local discovery app built around geotagged images. Trover’s CEO discusses possible futures for crowdsourced location-based search directories and the potential these new platforms to deliver more relevant, personalized ads.
Mobile local monetization, mobile deals, the future of check-ins, mobile payments, mobile social sharing, voice search, and more! Here is some forward looking speculation on what we can expect in the exploding mobile and local market in 2012.
Google and optimized mobile websites win by way of more traffic and searches. The latter slowly happens with the reinforcement of the quality of the mobile web. As more mobile sites are built, guess who will want to index and make sense of it all.