New Directions for The New Hyperlocal: Mobile, Big Data Opens Up The Doors

Hyperlocal has been widely seen as a failure in the wake of AOL’s huge loss from its investment in Patch. But new life has been breathed into hyperlocal via mobile-based geotargeting and the contemporary grab bag of Big Data resources. NextDoor, Everyblock, and LocalBlox are among the leaders of a new generation of mobile-oriented hyperlocal […]

SFSW16: Airbnb Posits Itself as Hyperlocal’s New Face

Airbnb is focusing on posting hyperlocal information as part of its mission to add value and interest in its far-flung listing network. Roughly 75% of its 2.4 million listings in 340,000 cities are located outside of traditional urban centers. North American Regional Operations head Aaron Zifkin, speaking this week at StreetFight Summit West in San […]

My Podcast Predictions for 2016: I’m on ‘The Digital CMO with Mike Orren’

Can the daily deals model recover? Will beacons be big in retail? Why is the home services space set to soar? How will custom deals be more sophisticated in the new year? And how can marketers decide which “unicorns” to bet on and which to ignore? Speakeasy CEO and social and hyperlocal media pioneer Mike […]

At BIA/Kelsey NEXT: Local’s New Linking Technologies and Intersection’s LinkNYC

We always like to call out the “laboratories” of locals, and efforts to embrace and leverage the latest technologies. At BIA/Kelsey’s NEXT conference Dec. 9-10 in Hollywood, we heard a lot from the laboratories, and their various goals. Interestingly, most were not focused on simply extending media properties, or making them more efficient (except, perhaps, […]

NextDoor’s ‘Neighborhood Favorites’ Gets Closer to a Business Model

Next Door Media is soft launching a “Neighborhood Favorites” feature in a number of markets that should be highly attractive to users, and serve as its first attempt to charge businesses for promotion. The launches are in Alameda and Contra Costa counties in California; Collin County, Texas; and King County, Washington. Greg Sterling initially reported […]

Centro: Boost Demand Side Ads With Full Program, Not Just Programmatic

Chicago-based Centro, which helps provide targeted ad solutions to 13,000 publishers – 4,000 at any given time — says it is refocusing on providing publishers with complete Demand Side solutions that integrate first party data targeting, hyperlocal mobile tools, digital extensions and cross-channel capabilities. Publishers increasingly want to provide greater reach for their advertisers than […]