32 percent of mobile ad spend in the U.S. is from location targeted campaigns, according to BIA/Kelsey forecast data. But a question that keep coming up is how much of that is from SMBs, as opposed to national companies (brands, agencies, etc.), that do location targeted mobile advertising?

We examined this question at our September SMB Conference in New Orleans (video below). The answer: less than 10 percent. That can be expected, given mobile advertising’s still-nascent status, and the fact that SMBs tends to trail larger advertisers that generally have more resources and savvy.

But interestingly, this SMB share will grow to one third by 2019 — thus approaching the 36 percent SMBs hold in overall location targeted advertising. In other words as mobile local advertising matures, it will resemble the split seen in the overall local media pie (YP, radio, TV, online, etc.).

The SMB mobile adoption itself will come from 1. their own natural evolution to self serve, which is in turn supported by available tools like Google’s Enhanced Campaigns. 2. The efforts of local media companies like YP and Yelp to better push mobile advertising, and make a stronger case for it.

See the video below for more. We’ll continue this discussion and many others at our Leading in Local: Interactive Local Media conference, only 2 weeks away in San Francisco. Hope to see you there.

The post Conference Video: How Much Mobile Local Ad Spend Is From SMBs? appeared first on BIA/Kelsey - Local Media Watch.

In all the excitement around mobile local advertising, most location based ad impressions are way off their intended target. This is according Thinknear, whose new Location Score Index, is the topic of our latest podcast interview with founder and GM Eli Portnoy (embedded below).

This is a message we’ve been hearing for a while (see “10% problem”), but is quantified further in Thinknear’s report through testing user-reported locations versus ad-network reported locations. The difference between the two — scaled to a sample of 53 million impressions — was revealed.

— The overall mobile industry scored 49 out of 100 total points for location accuracy

— 67 percent of industry ad requests included latitude and longitude data

— 34 percent of ad requests with location data were accurate to within 100 meters of the user’s true location

— 45 percent lift in mobile time-on-site metrics for campaigns leveraging top tier location data

— 30 percent to 51 percent lift in store visitation rates fore campaigns leveraging top tier location data

Excluding some of the leaders in location based ad targeting (see our post yesterday about xAd), these faulty location impressions are mostly coming from larger ad networks that are latching on to the excitement around location targeted ad relevance.

This is a double edged sword as we discuss in the podcast: The interest in location targeting is growing among advertisers… a good thing. But many publishers and ad networks are opportunistically filling that demand by “inferring” lat longs from less reliable means like reverse IP lookups.

This is a big deal, as it hampers the true performance of location based ad targeting. As we’ve been saying for years, genuine location targeted ad strategies can boost performance and return on ad spend. It’s also great for mobile publishers who can see higher premiums on their ad inventory.

But the disingenuous practices being uncovered by Thinknear’s study degrade the value of this ad inventory over time, and give location targeting a bad name. We covered this closely in our mobile ad attribution white paper and the conversation continues this week with Eli.

The post BIA/Kelsey Podcast: A Conversation with Thinknear appeared first on BIA/Kelsey - Local Media Watch.

Last week we covered xAd’s new Footprints data visualization play. It paints a better picture (literally) of location ad targeting capabilities. This was a key topic at BIA/Kelsey’s Atlanta conference earlier this month, where xAd’s Therran Oliphant updated us on the company’s latest tools.

In a follow up discussion with xAd’s VP of Marketing Monica Ho late last week, she explained that Footprints is an educational tool for the marketplace to better understand what’s possible. It will first be available to a handful of agency partners who can best benefit from (and disseminate) its learnings.

Meanwhile, we got a sneak peek and I was able to get a copy Footprints’ demo video which is embedded below. It illustrates some of the data visualization elements, such as seeing if an (anonymized) mobile user is on a car lot, or just driving by — a key distinction for auto advertisers.

This can also include affinity data for different audience profiles, an area where xAd continues to shine. With this added dimension, geo-conquesting (advertising to certain affinity groups in and around competetors’ physical locations) is boosted. Lots of these types of possibilities come to light in the video.

For the sake of context the video is shown from the hypothetical perspective of Ford as an advertiser. Brand affinity is shown by color-coded nodes on the map, while data overlays on the interface can be tabbed to show things like category-specific ad impressions (i.e. Auto) in a location-relevant context.

We expect to see a lot more of Footprints especially as xAd rolls it out to a broader audience over time. Meanwhile, see the video embedded below. Expand to full screen for a better view of the data and graphical detail.

The post xAd’s Data Visualization Tool, Visualized appeared first on BIA/Kelsey - Local Media Watch.

Last week we covered xAd’s new Footprints data visualization play. It paints a better picture (literally) of location ad targeting capabilities. This was a key topic at BIA/Kelsey’s Atlanta conference earlier this month, where xAd’s Therran Oliphant updated us on the company’s latest tools.

In a follow up discussion with xAd’s VP of Marketing Monica Ho late last week, she explained that Footprints is an educational tool for the marketplace to better understand what’s possible. It will first be available to a handful of agency partners who can best benefit from (and disseminate) its learnings.

Meanwhile, we got a sneak peek and I was able to get a copy Footprints’ demo video which is embedded below. It illustrates some of the data visualization elements, such as seeing if an (anonymized) mobile user is on a car lot, or just driving by — a key distinction for auto advertisers.

This can also include affinity data for different audience profiles, an area where xAd continues to shine. With this added dimension, geo-conquesting (advertising to certain affinity groups in and around competetors’ physical locations) is boosted. Lots of these types of possibilities come to light in the video.

For the sake of context the video is shown from the hypothetical perspective of Ford as an advertiser. Brand affinity is shown by color-coded nodes on the map, while data overlays on the interface can be tabbed to show things like category-specific ad impressions (i.e. Auto) in a location-relevant context.

We expect to see a lot more of Footprints especially as xAd rolls it out to a broader audience over time. Meanwhile, see the video embedded below. Expand to full screen for a better view of the data and graphical detail.

The post xAd's Data Visualization Tool, Visualized appeared first on BIA/Kelsey - Local Media Watch.

One of the themes that emerged from BIA/Kelsey’s Leading in Local conference in Atlanta earlier this month was the importance of location targeted ad strategies for national brands. That theme culminated in a mega session on Day 2 of the conference on location targeting strategies.

We set it up as a series of case studies that took the stage one by one. There was lots of diversity in the companies, campaign objectives and takeaways. This was emblematic of another key theme of the conference: there’s a great deal of variability in ad tactics from one brand to the next.

That’s always been the case in local, given the fragmentation of SMBs, all those categories and “headings”. Each has different needs. We learned in Atlanta that while it’s not as pronounced for national “multi-location” businesses, they are still quite diverse in their marketing dynamics.

We’ll be mining and posting short videos on these themes in the days and weeks to come. To kick off the series, here’s my intro to the mobile & location forum. It covers a few key trends to set the stage for the next speakers; or in this case the next videos to come.  Stay tuned for that.

The post Leading in Local Video: Mobile & Location Based Ad Targeting Trends appeared first on BIA/Kelsey - Local Media Watch.

One of the themes that emerged from BIA/Kelsey’s Leading in Local conference in Atlanta earlier this month was the importance of location targeted ad strategies for national brands. That theme culminated in a mega session on Day 2 of the conference on location targeting strategies.

We set it up as a series of case studies that took the stage one by one. There was lots of diversity in the companies, campaign objectives and takeaways. This was emblematic of another key theme of the conference: there’s a great deal of variability in ad tactics from one brand to the next.

That’s always been the case in local, given the fragmentation of SMBs, all those categories and “headings”. Each has different needs. We learned in Atlanta that while it’s not as pronounced for national “multi-location” businesses, they are still quite diverse in their marketing dynamics.

We’ll be mining and posting short videos on these themes in the days and weeks to come. To kick off the series, here’s my intro to the mobile & location forum. It covers a few key trends to set the stage for the next speakers; or in this case the next videos to come.  Stay tuned for that.

The post Leading in Local Video: Mobile & Location Based Ad Targeting Trends appeared first on BIA/Kelsey - Local Media Watch.

In the mobile era, listings are increasingly useless without context. Businesses need to be found via LAT/Long; and they need to shape their business identity using all the tools at their disposal. In recent years, it has gotten even more complex with the addition of social media, content marketing and other channels.

No one has emphasized these realities more than UBL CEO Doyal Bryant. Hence UBL’s newly announced global partnership with MomentFeed, a provider of a digital marketing platform that connects brands and consumers at the local level for top brands ranging from 7-Eleven and Coffee Bean and Tea Leaf to JCPenney and The Home Depot.

Together, UBL and MomentFeed are seeking to establish a new mobile social anchor for business search and discovery. Besides the Enterprise customers both companies are working together on, they will be working with UBL’s SMB channels to integrate social media with its presence and profile management.

BIA/Kelsey talked this week with UBL CEO Doyal Bryant and MomentFeed CEO Robert Blatt to get their perspective on why this partnership will be compelling.

“When we began (several years ago), it was all about the website,” said Bryant, who noted he has already sent “thousands” of customers to MomentFeed. “You built a profile and focused on being found and having it all sync correctly. But it’s changed due to what is happening with social media and fragmentation.” The change has become “core to the business,” he said.

MomentFeed’s Blatt seconded the thought. “It is amazing how much we have moved from the search paradigm of 18-24 months ago,” noted Blatt. “Now search has moved to mobile devices. It has moved off the browser onto the App.”

“Your top priority is suddenly claiming your Google Plus page, and making sure the Facebook Local Page is running, and that there is a place page for each location on your website,” said Blatt. “And that there is accurate and engaging content and interaction for all three places between suppliers and retailers at both the national and local level. That’s the future of digital shop and marketing.”

Blatt feels that MomentFeed’s partnership with UBL allows businesses to get the best of both worlds. They can help businesses “do the job” on Facebook, Google, Foursquare, Instagram, Twitter, Yelp (and soon, Bing), as well as the multitude of listing networks that are often vertical market specific, such as restaurants and travel.

Looking forward, the focus will be on the engagement piece. MomentFeed has taken a lead in turning Instagram into media, for instance. “We let businesses do it, curate it, and then send a follow-up letter,” he said.

Tracking business results via analytics will also be key. It all leads to a linkage between marketing activity and business results, said Blatt. The company will correlate the marketing activity around a location with the revenue and foot traffic at that location.

The post UBL, MomentFeed Partner to Leverage ‘National Local’ appeared first on BIA/Kelsey - Local Media Watch.

In the mobile era, listings are increasingly useless without context. Businesses need to be found via LAT/Long; and they need to shape their business identity using all the tools at their disposal. In recent years, it has gotten even more complex with the addition of social media, content marketing and other channels.

No one has emphasized these realities more than UBL CEO Doyal Bryant. Hence UBL’s newly announced global partnership with MomentFeed, a provider of a digital marketing platform that connects brands and consumers at the local level for top brands ranging from 7-Eleven and Coffee Bean and Tea Leaf to JCPenney and The Home Depot.

Together, UBL and MomentFeed are seeking to establish a new mobile social anchor for business search and discovery. Besides the Enterprise customers both companies are working together on, they will be working with UBL’s SMB channels to integrate social media with its presence and profile management.

BIA/Kelsey talked this week with UBL CEO Doyal Bryant and MomentFeed CEO Robert Blatt to get their perspective on why this partnership will be compelling.

“When we began (several years ago), it was all about the website,” said Bryant, who noted he has already sent “thousands” of customers to MomentFeed. “You built a profile and focused on being found and having it all sync correctly. But it’s changed due to what is happening with social media and fragmentation.” The change has become “core to the business,” he said.

MomentFeed’s Blatt seconded the thought. “It is amazing how much we have moved from the search paradigm of 18-24 months ago,” noted Blatt. “Now search has moved to mobile devices. It has moved off the browser onto the App.”

“Your top priority is suddenly claiming your Google Plus page, and making sure the Facebook Local Page is running, and that there is a place page for each location on your website,” said Blatt. “And that there is accurate and engaging content and interaction for all three places between suppliers and retailers at both the national and local level. That’s the future of digital shop and marketing.”

Blatt feels that MomentFeed’s partnership with UBL allows businesses to get the best of both worlds. They can help businesses “do the job” on Facebook, Google, Foursquare, Instagram, Twitter, Yelp (and soon, Bing), as well as the multitude of listing networks that are often vertical market specific, such as restaurants and travel.

Looking forward, the focus will be on the engagement piece. MomentFeed has taken a lead in turning Instagram into media, for instance. “We let businesses do it, curate it, and then send a follow-up letter,” he said.

Tracking business results via analytics will also be key. It all leads to a linkage between marketing activity and business results, said Blatt. The company will correlate the marketing activity around a location with the revenue and foot traffic at that location.

The post UBL, MomentFeed Partner to Leverage 'National Local' appeared first on BIA/Kelsey - Local Media Watch.

It’s been a busy few days for Twitter since announcing 15 New Types of Ads to users’ feeds. Word has traveled quickly during this period of uncertainty around Twitter’s sustainability as an advertising player. Now Twitter has continued the flow of news by announcing this morning it will acquire Cover, an Android-based lock-screen app. This extends the social media giant’s mobile ambitions.

Cover is a lock screen replacement that provides users with quick access to apps based on a contextual information and user history. For example, Cover will fill the lock screen with email, Instagram, Twitter and news apps because those are the applications that are checked first in the morning. The app utilizes data it learns for prior usage and behavior to predict which applications will be used in a given moment.

Cover has yet to specify what the acquisition means for the company but Twitter’s current crop of promoted advertising products haven’t resonated with mobile game and e-commerce companies. These entities’ advertising decisions are driven by app downloads and purchases Cover may be an answer to that problem. Twitter also has been testing a mobile-app install ad product as well. It is similar to the popular Facebook product which has been successful in pulling mobile advertising revenues.

In fact, this move parallels to what Facebook has done with Home, in carving out user engagement on the home and lock screen. That effort has been somewhat anemic so far for Facebook , but Twitter clearly sees some opportunity in a parallel effort.

Cover’s post-acquisition future could involve revenue through application discovery and promotion. Twitter could leverage the app by suggesting third party apps for the right occasion that users haven’t downloaded or purchased yet. Coupled with Twitter’s geo-targeting capabilities it could suggest apps based on nearby events or or other geographically relevant tie-ins.

Twitter has always possessed some aspects of “mobile-first” (140 characters is born from carrier-dictated SMS character limit). Through last week’s new ad products and today’s acquisition, it further cements itself as mobile player. Through this, we’ll see Twitter to ratchet up the share of ad it dollars — currently 75 percent — coming from mobile

The post Twitter’s Cover Acquisition: The Continued March Towards Mobile-First appeared first on BIA/Kelsey - Local Media Watch.

It’s been a busy few days for Twitter since announcing 15 New Types of Ads to users’ feeds. Word has traveled quickly during this period of uncertainty around Twitter’s sustainability as an advertising player. Now Twitter has continued the flow of news by announcing this morning it will acquire Cover, an Android-based lock-screen app. This extends the social media giant’s mobile ambitions.

Cover is a lock screen replacement that provides users with quick access to apps based on a contextual information and user history. For example, Cover will fill the lock screen with email, Instagram, Twitter and news apps because those are the applications that are checked first in the morning. The app utilizes data it learns for prior usage and behavior to predict which applications will be used in a given moment.

Cover has yet to specify what the acquisition means for the company but Twitter’s current crop of promoted advertising products haven’t resonated with mobile game and e-commerce companies. These entities’ advertising decisions are driven by app downloads and purchases Cover may be an answer to that problem. Twitter also has been testing a mobile-app install ad product as well. It is similar to the popular Facebook product which has been successful in pulling mobile advertising revenues.

In fact, this move parallels to what Facebook has done with Home, in carving out user engagement on the home and lock screen. That effort has been somewhat anemic so far for Facebook , but Twitter clearly sees some opportunity in a parallel effort.

Cover’s post-acquisition future could involve revenue through application discovery and promotion. Twitter could leverage the app by suggesting third party apps for the right occasion that users haven’t downloaded or purchased yet. Coupled with Twitter’s geo-targeting capabilities it could suggest apps based on nearby events or or other geographically relevant tie-ins.

Twitter has always possessed some aspects of “mobile-first” (140 characters is born from carrier-dictated SMS character limit). Through last week’s new ad products and today’s acquisition, it further cements itself as mobile player. Through this, we’ll see Twitter to ratchet up the share of ad it dollars — currently 75 percent — coming from mobile

The post Twitter's Cover Acquisition: The Continued March Towards Mobile-First appeared first on BIA/Kelsey - Local Media Watch.