Today is the day. Mopocalypse has been the subject of tech world chatter for the past few months, and even PSA-type articles in mainstream media like USA Today: “Make sure your mobile site is ready.”

For those unfamiliar, Google in February uncharacteristically announced an algorithm update that will de-rank sites in mobile search that aren’t optimized. Mobile-optimized means no horizontal scrolling, zooming or unplayable content (i.e. flash). It won’t apply to tablets, video and local search for now.

Google has taken steps in this direction with incentives to clean up mobile websites or use responsive design. So this isn’t the first time site-friendliness is a ranking factor, but it’s a bigger tough-love moment where Google stresses consequences for bad behavior. It used the carrot; now it’s time for the stick.

But the question that reveals its larger mission is ‘why?’ Google is currently fighting a battle with the app world, and is behind if you consider that that 80 percent of mobile minutes are spent in-app, versus browser. The browser is where Google is the front door; not so much in apps.

The biggest reason apps are winning this battle is that they are often slicker and more functional than the relatively wonky mobile web. So making the mobile web less wonky — to put it bluntly — is Google’s biggest driver for today’s algorithm shift. A more user-friendly environment will boost traffic.

Meanwhile, to live in this app-centric world, Google also provides tools — both paid and organic — for developers to “deep link” to apps from search results. That way Google can become that front door to the app world, or a sort of app search engine to boost utility and revenue (app download ads).

Google Now is another play. It’s not only app based, but in-tune with the developing mobile use case of passive discovery as opposed to active search. So in some ways, Google is trying to beat the app world and in other ways it is trying to join it. This is to increase winning probability by placing several bets.

Bottom line: as mobile takes over, protecting Google’s place at the front door to all content is critical. Google NOW and Mopocalypse are central to that, though in very different ways. We’ll see many more efforts as there’s too much on the line ($60 billion in search revenue) for Google not to keep innovating.

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If that headline is foreign language to you, don’t feel bad. Two apps — Meerkat and Periscope — have taken over tech-world chatter on insider networks such as Product Hunt. Twitter just validated them further by buying Periscope for $100 million.

So you will hear about them soon. And I’m predicting they’ll be an app category that represents a next wave in mobile. In short, they allow users to live broadcast the world around them, tied to social graphs. Think Vine, but live.

Why now? Multimedia social sharing (Instagram, Vine, et al) is already a fast growing and opportune area. It’s trajectory leads right to live multimedia sharing: Everything from citizen journalism to childbirth, to a BIA/Kelsey conference.

The timing is also right because of the point we now exist in mobile’s evolution:

— Mobile connectivity has reached levels where quality livestreaming is tenable.
— Smartphone camera quality has reached levels that rival DSLRs, enabling high-quality capture.
— The smartphone-toting public has been acclimated to social sharing — everything from place check-ins to tweets.
— Piggybacking on existing social graphs enables quick growth via built-in network effect (when they let you).

So what’s the local angle? This is similar to the things we predicted over the past few years for Instagram and Vine’s use at the local level, but with more dimension. Think: capturing a night out on the town, a home renovation project, or a wedding.

These are all natural fits for native local advertising with the services or places involved. And like Vine, there will be ability to facilitate creators and influencers that do cool native integrations around certain brands in the live streaming format.

Like most emerging technology, it will start at that brand level then move down market to SMBs. Whether it’s brand or SMB, location relevance will be tied closely to the live streaming and sharing experience, so there are lots of directions it could go.

This is just an introduction to the concept. We’ll be watching it closely and examining its possible directions and implications for local media. I know I’ll be discussing it on and off stage during BIA/Kelsey’s NATIONAL, coming up in just two weeks.

The post Meerkat, Periscope and Live Broadcasting: Watch Closely appeared first on BIA/Kelsey - Local Media Watch.

Scheduling/booking is coming into its own as a key feature for SMBs, as more and more businesses tie their marketing and promotions to open slots in their schedule.

Key companies in the space include Full Slate (recently acquired by Intuit,) ReachLocal’s ReachCommerce, Groupon Scheduler, Agendize, Moon Valley Software, GenBook, Schedulicity, Maxipage and Hakema (in Europe). Another company, MyTime, was founded by RedBeacon founder Ethan Anderson and is an aggregator of scheduled appointments.

Another major player in the space is Booker, which has raised $42 Million. While focused on the beauty, health and wellness space, it also works with a wide range of national-local players.

Booker announced today a mobile app partnership with Como (formerly Conduit Mobile) to take scheduling beyond the desktop. The app takes less than 15 seconds for SMBs to create.

Mobile apps make a lot of sense in this context. A customer might make 12 appointments per year for cut and color treatments at a salon. For such a customer, a dedicated App — perhaps tied to a loyalty program — coule be especially useful. The same may not always be true for “discovery” segments such as restaurants and retail, which may be better aggregated in directories such as Yelp, Google, OpenTable or YP. Customers may also prefer booking an appointment directly with the SMB, rather than going through a directory site — or at least, this is what Booker is banking on.

Booker CEO Josh McCarter is a featured speaker at BIA/Kelsey’s Leading in Local: SMB Digital Marketing, which takes place Sept. 22-24 in New Orleans. You may register here.

The post Booker Launches Mobile Apps for SMBs appeared first on BIA/Kelsey - Local Media Watch.

We’re now 30 days into Foursquare’s “unbundling” and launch of its new Swarm app. The move was pretty contentious, including lots of industry chatter and punditry. Asif Khan and I discussed it on stage last month at BIA/Kelsey’s Leading in Local Conference in Atlanta.

Where does that leave us and what is the BIA/Kelsey take on where Foursquare should or could move from here? I examined all the moving parts (as best I could in 700 words) in my monthly Street Fight column. See below for an excerpt and click through for the full column.

We’ll continue to pay close attention to this key player in location based mobile media. Let us know your take.

Foursquare’s contentious app unbundling took place exactly one month ago. Timed incidentally with this monthly column and the eve of Street Fight Summit West, it could be a good time to examine the temperature from media, analysts like me, and — most of all — users. The latter is of course the key question.

Vitals include whether or not Foursquare die-hards will migrate to Swarm. More importantly, will peeling off social and location tracking features to Swarm make Foursquare proper the more broadly applicable and mainstream-friendly local discovery engine it’s hoping to be?

The yin and yang of Foursquare and Swarm will be the key to answering these questions. Foursquare VP of Sales Rob Wilk told BIA/Kelsey’s Leading in Local conference last month that the two apps will share the same data backbone. And it will be a rich one, based on the pervasive behavioral tracking of Swarm’s intended power users.

Backing up, Foursquare has been saying for years that it wants to move away from the check-in and be known as a local discovery engine that’s fueled by all that past check-in data. I’ve always thought this to be logically flawed because what will be the source of ongoing data (local data requires a high refresh rate) if it kills the check-in?

Swarm is the answer to that question. If it’s able to scale usage, pervasive tracking will create one of the richest and constantly refreshed behavioral data sets in local (Facebook’s proximity play looms with massive volume). Then Foursquare can become the predictive engine that Dennis Crowley told me three years ago that he wanted to build.

Read more…

The post 30 Days Into the Cross-Pollination of Foursquare/Swarm appeared first on BIA/Kelsey - Local Media Watch.

During his kickoff keynote today at Leading in Local: The National Impact, Foursquare VP of Sales Rob Wilk asserted that his company sits at the intersection of interest and discovery. This has remained unchanged since its 2008 launch at SXSW he says, despite many product evolutions.

His comments come close in the wake of Foursquare’s controversial move last week to unbundle it’s flagship app into two apps. This has been argued by some to fragment its use case. It now has the core local discovery engine, and the separate social activity app for finding nearby friends.

The latter takes form in its new Swarm app while the former will be positioned for a broader mainstream audience. The thought was that some of the features now being peeled out for Swarm were holding the main app back from this broader appeal… and the growth that comes with it.

Wilk also argued that these are two inherently different use cases that should be able to develop on  their own. This echoes the recently well covered comments of Mark Zuckerberg who has similarly unbuldled the “big blue app” and has lots of orbiting apps such as Instagram, Messenger, Paper, etc.

For Foursquare, Wilk characterized these divergent use cases as suggestions and local discovery (main app); and “keeping up and meeting up” (Swarm). He even used “Where you at?” as an unofficial tagline — reminiscent Loopt’s early mantra around similar social/local ambitions.

Interestingly, despite the bifurcation of app front ends, they’ll share the same data backbone. That makes sense considering the rich data that each will uncover about location based sentiment, and the company’s longstanding data-driven DNA. That’s what all those check-ins were for.

The jury is still out on app unbundling, but the single-function paradigm of the app marketplace (“do one thing and do it well”) has proven out in lots of ways. That gains additional support from Facebook’s strategic endorsement. And it has historical significance according to Wilk.

“It will be similar to the de-portalization we saw on the web,” he said.

The post At Leading in Local: The National Impact: Foursquare Makes a Strong Case for App Unbundling appeared first on BIA/Kelsey - Local Media Watch.

XappMedia might be a company you haven’t heard of, but that could change soon. It has spent the past few years pioneering a new ad format that prompts users to engage through voice commands. It’s well suited for lots of hands free moments (think drive time or jogging).

I’ve been talking to the company for the past year about its technology, and this week it debuts publicly. Known as Interactive Audio Ads (demo here), they’ll appear within the growing inventory sources of streaming apps that serve audio ads in addition to standard display.

The company also announced today that its launch partner is NPR. The new ad units will accompany audio spots within the NPR News app, and they’re already available for NPR advertisers that distribute audio ads through the app. Expect to see (or hear) it there, and likely other streaming apps soon.

This should resonate with advertisers in addition to being a fitting user experience. There will be a clearer ROI proposition for trackable and conversion-oriented actions that these voice commands drive (i.e., “download app”). In fact, NPR is already seeing $20 CPMs for some of these ads.

We’re bullish on the technology for that and lots of other reasons. One thing I like about it is that unlike the “feature creep” that has defined the world of mobile ads (slapping banner ads on a smaller screen), it takes a more native approach to the mobile form factor and specific use case.

This week’s announcement is also well timed for a white paper we have launching next week on audio ads. Until then, you can see our analyst round table this week. The video embedded below jumps right to the part where I explain and demo Xapp ads. Stay tuned for more.

The post Talk Back to Your Mobile Ad: XappMedia’s New Ad Unit appeared first on BIA/Kelsey - Local Media Watch.

XappMedia might be a company you haven’t heard of, but that could change soon. It has spent the past few years pioneering a new ad format that prompts users to engage through voice commands. It’s well suited for lots of hands free moments (think drive time or jogging).

I’ve been talking to the company for the past year about its technology, and this week it debuts publicly. Known as Interactive Audio Ads (demo here), they’ll appear within the growing inventory sources of streaming apps that serve audio ads in addition to standard display.

The company also announced today that its launch partner is NPR. The new ad units will accompany audio spots within the NPR News app, and they’re already available for NPR advertisers that distribute audio ads through the app. Expect to see (or hear) it there, and likely other streaming apps soon.

This should resonate with advertisers in addition to being a fitting user experience. There will be a clearer ROI proposition for trackable and conversion-oriented actions that these voice commands drive (i.e., “download app”). In fact, NPR is already seeing $20 CPMs for some of these ads.

We’re bullish on the technology for that and lots of other reasons. One thing I like about it is that unlike the “feature creep” that has defined the world of mobile ads (slapping banner ads on a smaller screen), it takes a more native approach to the mobile form factor and specific use case.

This week’s announcement is also well timed for a white paper we have launching next week on audio ads. Until then, you can see our analyst round table this week. The video embedded below jumps right to the part where I explain and demo Xapp ads. Stay tuned for more.

The post Talk Back to Your Mobile Ad: XappMedia's New Ad Unit appeared first on BIA/Kelsey - Local Media Watch.

Like we do every January, BIA/Kelsey analysts huddle to formulate predictions for the coming year in respective areas of domain expertise.  Earlier today, we released a report that highlights picks across local media coverage areas, and Thursday we’ll do a webcast.

For more color on the predictions that pertain to mobile, below is the “director’s cut”. These are areas I’ve been watching most, and where I think they’re moving. It’s pretty clear from the momentum in these areas that it’s going to be an action packed year for mobile.

1. U.S. Mobile Ad Market Exceeds $10B

We expect the U.S. mobile ad market to exceed $10 billion this year. And the location targeted portion of that ad spend will approach 40 percent. This includes all mobile ad formats including developing areas like social native ads (i.e. FB mobile news feed ads).

Our figures also take into account the growth of search ads (currently the largest share of mobile ad revenue) and what Google’s Enhanced Campaigns will do. This was one key growth driver in our forecast, as Enhanced Campaigns will accelerate mobile advertiser adoption.

The more populated search bid marketplaces that result will also raise bid pressure and increase cost per click rates for certain keywords and in certain locales. Higher CPCs will in turn boost mobile ad revenue further for Google and mobile publishers/developers alike.

What to watch for: The longstanding lag in mobile ad rates will begin to reverse as sources of premium ad rates continue to be found. That includes native social ads on places like Instagram, attribution, and higher performing location targeted ads from companies like xAd.

2. The Discovery Channel

Big data will continue to collide with mobile, inspiring app layer innovation in the form of personalized local discovery tools like Google Now. These will tap growing sources such as email, weather, location and behavior, to become better predictive engines for content delivery.

This discovery paradigm will also compel different user interfaces than the SERP based format that ruled the desktop. Push alerts will engage users outside of apps and swipeable card-based interfaces will replace traditional SERPs within many apps. We’re already seeing this.

Push alerts are executed well by Find & Save, and card based interfaces can be seen in local discovery (weotta, Google Now), social (Tinder), and multimedia (Swell). These more intuitive engagement points boost user inputs (sentiment) by which to base ongoing discovery.

What to watch for: This data-driven content delivery “push” won’t just apply to apps but also ads. Data will be a key driver in more effective ad delivery and thus squeezing more value out of mobile advertising, per the numbers in the above prediction.

3. How Much is That Dongle in the Window?

Real time product and transaction data will be a key battleground in the continued evolution of mobile local shopping. This will come into play at the app layer (shopping apps, product finders) as well as location targeted ads that specify product availability.

The key here will be data. Retailigence has done some impactful stuff with data sets that take form in an API for app developers and advertisers to add product inventory to mobile shopping experiences. This will become vital over time.

What to watch for: The next inflection point will be in indoor location and shopper engagement apps and technologies built around iBeacon. “Demand pricing” will be the wild card when big data can segment audiences for yield optimization via personalized offers.

4. SMB-Facing Mobile:

The local media sector will slow down it’s enamored view of consumer-based mobile apps as the shiny new thing; and take a more measured approach to mobile adoption and product development. This will involve turning attention to business-facing apps

Tools that help SMBs acquire new business and run their business on the go will be the name of the game. This will include operations like appointment scheduling and payment processing; and other back office tools accessed and managed in a mobile interface.

What to watch for: Merchant-facing mobile tools will shine and grow most within local business categories like restaurants and home services, where proprietors are in constant motion. This will be a key component of the “OS for SMBs” trend we’re covering.

5. Mobile Value Lies in MAUs (for now):

Seemingly illogical valuations will continue for mobile apps without revenue (Snapchat anyone?). This will be based mostly on the premium for user acquisition and engagement — due in turn to escalating competition in app marketplaces to sustain active usage.

The most successful and highly valued apps will continue to be those that inherently lock in users for active and recurring engagement (i.e. Tinder, Instagram, Snapchat). Foreseeable revenue models be damned; scalable and recurring active usage is the name of the game.

What to watch for: These success factors will continue to rule the mobile app marketplace in the near term, but could begin to deflate later in the year as app fatigue compels a shakeout and consolidation (read: Facebook) of apps oriented towards social sharing.

Wild Card: The Internet of Things Goes Local

The Post-PC era will continue to broaden beyond smartphones to include wearables, biometrics, in-auto and all the sensor driven technology that surrounds us in the Internet of Things. This will change development paradigms around what we consider “mobile”.

Local implications abound, considering the personalized commercial needs that the internet of things uncovers. Think home services (the connected home), auto (in-car diagnostics), and local search (Google Glass). Local will be a big benefactor of the Internet of Things.

What to watch for: The biggest challenge will be developing apps with consistent brand experiences across myriad form factors, yet optimize native experiences for each one. Best practices in multi-screen product design so far can be seen from Netflix, Spotify and HBOGo.

The post BIA/Kelsey Mobile Outlook: 5 Predictions and a Wild Card appeared first on BIA/Kelsey - Local Media Watch.

The “Making Sense of Mobile Advertising for SMBs” panel at SMB Digital Marketing 2012 was aptly named, as the mobile needs of small businesses vary widely by category and level of sophistication, among other dynamics. Dick Larkin (VP, American Marketing & Publishing), Mary Beth Brendza (CEO, App Express) and Henry Tam (VP Self-Serve Advertising, Millenial Media) each showcased distinct products that may appeal to different SMBs depending on their position on the adoption curve.

For Larkin, whose American Marketing & Publishing still prints directories in 500 small communities, simplicity is the imperative. His mobile solution is a dead-simple text service that’s as easy as “customer subscribes to a merchant, receives texts from that merchant.” Too rudimentary? Not in rural markets, where mobile adoption is slower and SMBs demand clear technology. The product is sold by print reps at $995 annually, with ample “coaching” built in. The results over the past 14 months: 4100 customers, $3.9 million revenue.

Brendza also believes in simplicity and guidance for SMBs, but with a focus on the app market. App Express is DIFM (not DIY), and at $75-$100 per month, builds out Apple and Android apps, as well as a single-page, HTML-5 mobile websites for resellers’ clients. The obvious question is, “do SMBs really need apps?” Brendza’s answer: the majority of user time on mobile is spent in-app. Moreover, apps provide a deeper level of feature functionality for SMBs, from scheduling to deals and invoicing.

At the far end of the continuum is Millenial Media, the independent mobile ad network colossus that launched a self-serve local ad service to capture SMBs. The platform includes hyper-local geo-targeting that Tam says “can cut across actual neighborhoods.” He showed a map that plotted ad placements for a recent local campaign to prove that precision targeting was indeed precise. The service began with CPC pricing, but will soon add CPM buys for greater simplicity.

While each product falls at a different point on the mobile sophistication curve, a common thread tying all three together is pricing simplicity: flat rates, easy-to-understand bundles and CPMs.

The post SMB Digital 2012: SMBs’ Mobile Needs Vary Widely appeared first on BIA/Kelsey - Local Media Watch.

The “why” of SMBs going mobile is well-established. The “how” is murkier, and served as the fulcrum of a “best practices in product development” roundtable at MLM SF, with mobile developers taking different tacks in how to onboard and optimize local businesses.

MoFuse CEO Annette Tonti emphasized that they approach the market “with the belief that what’s on your desktop site doesn’t necessarily belong on your mobile site.” Meanwhile, DudaMobile CEO Itai Sadan countered that building mobile experiences for SMBs must begin and end with speed. “They just want their website to look great on any device.”

AppStack’s Steve Espinosa enriched the conversation with data that make considerations for optimizing SMB mobile experiences more sophisticated. For instance, which reviews drive more phone calls (Yelp over Google Places), and how do users interact differently with SMB sites by device?

While lots of user traffic is still aggregated in app marketplaces, WillowTree Apps CEO Tobias Dengel stressed that all businesses, large and small, need mobile websites. For starters, “create mobile user stories, then figure out the aspects of the mobile device that allow you to meet that user story.”

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