Look for Big Local Mobile Growth in Near Future

We all know that the the digital channel is continuing to grow. Advertising as a whole may not be growing tremendously but growth in the digital space is being fueled by a an increasing exodus from traditional advertising options that are no longer cutting it in the Internet age.

Please note that I am not saying all offline advertising is going away. That’s hype and nonsense. That’s online industry stupid talk for lack of a better term. There are offline channels for advertisers that still work well and will continue to do so. In fact,they will be even more strategic as the shift continues to the online space and a true balance is struck by marketers who learn what works best and in what doses regarding online and offline options.

BIA/Kelsey has provided some data about the local space moving forward and it looks like mobile is the big winner. Take a look at the predicted growth of local mobile ad spend through 2016.

Now see how that compares to local spending as a whole.

HubSpot Raises $35 Million Mezzanine Level for Hiring, International Expansion and Acquisitions

Marketing Pilgrim’s Inbound Marketing channel sponsor HubSpot is firing on all cylinders these days. With over 7,000 customers worldwide and a vision for expanding well beyond where they are today, HubSpot is making this happen through living out a mantra to create marketing that people will love (see video at the end of the post).

The latest evidence of the success and the trust from investors that the growth will continue is the announcement of a $35 million mezzanine level investment. HubSpot is also giving a peek into the private companies plans as they report on 3rd quarter results. A few of the highlights are

  • Mezzanine proceeds will be used for hiring, international expansion, and acquisitions.
  • We’ve been methodically preparing systems and staff to operate “as if public”

When Ranking TV Apps, Consumers Say Useful is More Important Than Fun

TVGuide commissioned a study on TV websites and mobile apps and they discovered an interesting fact: 86% of the 1,000 people surveyed said the “useful” was their top priority.

Now, that might seem like a no-brainer, but we’re talking TV here and “entertaining” didn’t even land in the top three.

In addition to Useful, 83% of people said they valued High Quality and Trustworthiness. As a rabid TV fan, I understand. If my favorite show is on at 9:00 it should appear on the app at 9:00 in my time zone! (GetGlue, I’m talking to you!)

In the “high importance” category we have Entertaining (75%), Expert (73%) and Genuine (72%). What does genuine even mean in this context?

Of “moderate importance:”

  •     Innovative (69%)

Paypal Offers Price Match and Free Return Shipping for the Holidays

At this time of year, it’s the little things that can help sway a shopper over to your side of the street. Paypal’s working that theory by offering not just an easy way to pay for gifts, but protection for purchase missteps.

Most of the hype surrounds their new offer to price match. Basically, if you pay for an item with Paypal and you find it cheaper within 30 days of the purchase, Paypal will refund the difference. There are restrictions. Door buster, one-day, limited quantity and close-out sales aren’t included. That pretty much covers most of what you’ll see on Black Friday and Cyber Monday.

On the upside, Paypal’s price match is available for both online and offline sales. They’ll even price match NEW Buy it Now items on eBay. That’s huge. They’re also covering airline tickets within 7 days of purchase.

Twitter Offers Political Engagement Map

Admittedly it still feels very weird talking about anything in the wake of the devastation of Hurricane Sandy. Not the least of which is the fact that the US Presidential election is next Tuesday, November 6. So while many are still trying to cover the basics of life in the New York City area, the world continues to move on and the election is part of it.

Wired reports

Twitter launched a new interactive map on Thursday that measures the effectiveness of President Barack Obama’s and Governor Mitt Romney’s tweets on a state-by-state basis. This is another election tool, alongside Twitter’s daily polling tool, meant to provide insight into how people are reacting to the presidential candidates on Twitter. However, rather than measuring voter sentiment, as the polling tool does, this looks at how popular the candidates’ individual tweets are in specific locations.

Here is what it looks like.

Marissa Mayer, Programmatic Buying, and Display’s Growth Potential

When Marissa Mayer participated in her first earnings call as Yahoo’s CEO, she was asked a very interesting question. From AdExchanger.com:

During the Q&A portion of the earnings call, Mayer was asked point-blank by Cantor Fitzgerald analyst Youssef Squali: if she had to choose one, where is the bigger growth opportunity for Yahoo? Search or display?

Mayer initially indicated that search was where the money was. But as she spoke, appearing to work out her thinking in mid-answer, she seemed to step back a bit and suggest that over time, display could be the real driver as programmatic buying becomes the dominant way online ads are bought, sold and placed. Ultimately, the impact of her statement was to suggest that the company still has a lot to work out when it comes to defining its vision.

First off, let’s have a primer. What is “programmatic buying”? Essentially, it does away with the traditional negotiated IO and RFP process. An advertiser or agency would instead work directly with exchanges or Demand Side Platforms (DSPs), for example, to buy the right impression at the right time for the right price. Programmatic buying can use 1st- or 3rd-party data to make even more intelligent decisions. In a sense, this is about making display a lot more like SEM. The days of display being viewed as strictly upper-funnel are nearing an end.

Roommate Wanted: Apply Via Facebook

The Daily is passing around a rumor that Facebook is going to get into the classified ad biz and I’m going with it because it sounds like something they would do.

Though you can still place an ad in a newspaper, most people turn to Craigslist for their buying, selling, hiring and companionship needs. It works because it’s both local and global. I can sit in Los Angeles and read the apartment for rent ads in Manhattan if I want because I’m planning to move there or just to make myself feel better about what I pay here in SoCal. But, if what I really need is a free couch, I can click on the Free section for my city and snag myself a slightly used Ikea divan.