The GeoMarketing Top 5 Countdown
Foursquare is in the news again with its debut of geo-data platform Pinpoint. Plus, our top stories from this week!
In its latest bid for reinvention, Foursquare debuted Pinpoint, a geo-data platform that aims to offer more accurate geofences and more richly detailed audience segments to digital-to-physical retailers.
But while it’s significant that the check-in player is attempting to “challenge the current state of attribution,” as David Kaplan writes, Pinpoint likely won’t be taking business away from the players that have worked to establish themselves as “location markeplaces” and online-to-offline ge0-data insights providers like xAd, 4Info, YP, Factual, NinthDecimal, Thinknear, PlaceIQ, Verve Mobile, Placed, Reachlocal, and WhereToGetIt, among others.
Foursquare can boast that via both its flagship app, which is now positioned as a “recommendation engine for local businesses,” and its success check-in social net app Swarm, it has intel based on 7 billion check-ins that can offer marketers details about roughly 65 million global places, including 250 million photos, and 70 million user tips, and 90 million “tastes” listed on its users’ profiles.
But for the most part, Foursquare’s strength is that its usage is concentrated on upscale urban districts within cities like NYC and San Francisco. The company’s presentation at the Ad Age Digital conference this past week was intended to combat Foursquare’s image as a service for techies and hipsters by demonstrating Pinpoint’s ability to create a clearer view of digital activity around the middlebrow locations such as The Mall of America and Starbucks. But in conversations we’ve had with agencies this week, Foursquare will have to prove that its data can work on helping marketers understand audience segments in Boise just as well as it can in Brooklyn.
In other non-stop Foursquare news, TechCrunch hinted Wednesday that Yahoo might be in talks to buy the local search app. Yahoo shot down the rumors to CNBC the same day, so it could all be nothing — but we’ll have to wait and see.
And now, our favorite links from around the web:
- How Google, Apple, and Amazon could destroy Yelp — Jillian D’Onfro, Business Insider
- Google’s Cities Initiative and the Ownership of Local Data — Damian Rollison, StreetFight
- Shopping malls see a ‘beacon’ of hope — Hilary Milnes, Digiday
- Are Men Bigger Digital Shoppers than Women? — eMarketer
- This Ad Campaign Starts With Cool Cinemagraphs on Instagram, Then Follows Up on Facebook — Garett Sloane, Adweek
Finally, onto our top stories from this week!
Targeted messaging, communication between shoppers and retailers, and gamification might be part of the near-future with Apple Watch.
Three strikes and you’re… getting a free pizza? Domino’s has a plan to reward baseball fans after no-hitter games.
The agreement marks the first outside use of xAd’s bid requests and promises to open up more valuable mobile ad inventory at scale.
The two companies say their collaboration yielded a 74 percent lift in restaurant visits in one cross-screen campaign, while a CPG brand got a 24 percent gain in in-store traffic.
By offering its place-based, cross-platform analytics to advertisers and publishers outside its own branded apps, the check-in player is challenging the current state of attribution, David Kaplan writes.