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The GeoMarketing Top 5 Countdown

Our top stories from the past week, from Yelp's next move to what ads customers actually want to see — plus link picks from around the web.

Looking for a little reading to wrap up your Friday? Below, our top stories from the past week — and our favorite links from around the web.

Link Picks of the Week:

5. Yelp Winds Down Display Ad Sales, Plans To Devote $30 Million To TV Ad Awareness Campaign

“To better leverage Yelp’s strengths with consumers and local businesses, we’ve decided to phase out brand advertising by the end of the year,” said Yelp‘s Jeremy Stoppelman. “We believe that eliminating brand advertising — which we also refer to as our display advertising product — will benefit our company over the long term. The industry trend toward increasingly disruptive display advertising is at odds with our focus on the consumer experience — particularly within the app.”

4. Almost 80 Percent Of Global Mobile Marketers Turn To Geo-Targeting

According to BIA/Kelsey, location-targeted ad spending has been growing in the U.S. from $1.2 billion in 2012 to $8.67 in 2014. BIA expects this number to grow to $9.09 billion in 2017. xAd’s new report seems to confirm that other global regions are following suit as well. See location marketplace xAd’s larger take on what it means for brands and retailers.

3. The Mobile Web May ‘Suck’ For Advertisers And Users, But Apps Face Challenges Too

MOBILE APP

Forrester research makes it clear that not only do people regularly use a mere 5 percent of the apps they download, but that the largest amount of time spent — 21 percent of all average “app minutes” — are devoted to social networking and communications.

2. GeoMinds: Retailers Are Failing To Provide Customers With Precisely What They Want: Location-Based Marketing

63 percent of U.S. consumers find it “cool,” not “creepy,” when location-based services identify relevant items and stores when conducting searches for same, according to the 2015 “Creepy or Cool” study by omnichannel personalization company RichRelevance Inc. Contributed post from GPShopper’s Bill Siwicki.

1. Placed Adds In-Store Attribution Extension, Promising ‘Complete’ Online-To-Offline ROI

“As the Trix Rabbit might say, ‘clicks are for kids,” said Placed’s David Shim. “Placed Attribution and Placed Revenue enable advertisers to measure and optimize against the 90 percent of retail transaction that occur in the physical world.”

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of GeoMarketing.com. A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.