Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.
Data: Local Search is a Fragmented Consumer Journey (March 30, 2016)
LSA Insider: “While local searches commonly start with a search engine, it isn’t as large of a portion that some might expect.”
Digital Neck-and-Neck with TV Ad Spend in the US (March 30, 2016)
eMarketer: “Nearly two-thirds of US digital ad spending in 2016 will go toward mobile.”
Why mobile is still not fully integrated in marketers’ approach: Forrester (March 30, 2016)
Mobile Marketer: “Just 13 percent of marketers say mobile is systematically integrated into their marketing approach, reflecting ongoing struggles to measure the return on investment for mobile and to demonstrate its value beyond ROI.”
Kenshoo’s Campaign Mirroring Helps Bridge National-Local Search Ad Divide (March 29, 2016)
GeoMarketing: “Kenshoo has been successfully riding the search trends across social media and in-app ads, thanks to the continued focus of national marketers’ attempts to influence local shopping behavior.”
Longer Instagram videos mean more opportunity — and more work — for agencies (March 29, 2016)
Digiday: “Instagram is now planning to extend the length of videos from 15 seconds to 60 seconds.”
Publishers Can’t Afford To Ignore Local Advertisers (March 29, 2016)
MediaPost: “Programmatic isn’t going away, and eschewing it also means giving up a significant and fast-growing market: local advertisers.”
