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Daily News: Brands Want Viewability Rates, 2015 Digital Ad Spend to Near $60B

Here is today’s roundup of news related to location-based marketing, media, technology, sales, commerce and more:

Location-Based Marketing Startup Ubimo Gets $7.5M To Create Ad Campaigns Using Real-Time Data (May 27, 2015)
Tech Crunch: “Many brands now rely on location-based marketing, which sends consumers ads based on which stores or venues are nearby. Founded by former Googlers, Ubimo incorporates additional data points, including weather and local events, to make ads more relevant and result in higher conversion rates. Based in Tel Aviv, the startup recently closed a $7.5 million Series B led by Pitango Venture Capital, with participation from OurCrowd and YJ Capital (the venture capital arm of Yahoo Japan, which is investing for the first time in Israel).”

Report: 75 Percent Of Google’s Mobile Search Revenue Comes From Apple Devices (May 27, 2015)
Search Engine Land: “Somewhat buried in an opinion piece this morning about the future of Android, in the New York Times, was this bombshell: A recent analysis by Goldman Sachs estimated that Google collected about $11.8 billion on mobile search ads in 2014, with about 75 percent coming from ads on iPhones and iPads. As with most of these estimates, the precise numbers are probably not entirely correct but directionally accurate. But let’s assume they’re correct for the sake of argument.”

Email Marketing for SMBs: No More “Batch and Blast” (May 26, 2015)
BIA/Kelsey: “. . . Most SMBs’ email marketing tactics are fairly basic. They typically send the same promotions to everyone on their list. Or, if they segment the audience, it’s a very basic segmentation. This unrefined approach is sometimes called ‘batch and blast’, or ‘spray and pray.’ At a workshop at last week’s ad:tech San Francisco, several speakers discussed how email sophistication is evolving quickly. Although much of the discussion focused on brand advertisers, the lessons are just as useful to SMBs. This is especially true for SMBs using an agency or third party service provider.”

Localeur Invites Facebook Users To ‘Recommend’ Local Businesses (May 26, 2015)
GeoMarketing: “Localeur, a digital hub where people in various cities can recommend their favorite hangouts to prospective tourists, has updated its app to let Facebook users participate in the recommendation process as the social network continues to expand its ties to small businesses. Prior to the launch of Localeur ‘Version 2.0,’ only locals ‘hand-picked’ by the Austin-based startup were able to provide suggestions of businesses, says Joah Spearman, co-founder and CEO of Localeur. Now, anyone who uses Facebook, or has downloaded the Localeur app, and is familiar with one of the 14 cities Localeur covers, can recommend a local establishment, Spearman says.”

Digital ad spend to near $60 billion in 2015 (May 26, 2015)
Campaign Live: “Marketers will spend $58.6 billion on digital advertising this year, paced by retailers who will account for about 22% of that total, according to eMarketer’s 2015 ‘Digital Ad Spending Benchmarks by Industry’ report. Retail will lead spending in all three classes of digital spend measured by eMarketer: mobile, programmatic display, and video.”

Google Local Search Results Shifting After Google Maps Bomb Fix? (May 26, 2015)
Search Engine Land: “Days after Google apologized for the Google Maps Googlebomb racist results, it seems the local search results have drastically shifted. It is unclear if it is related to the Google Maps Googlebomb algorithm update or something else. We have tons of local SEOs reporting major shifts in the local results including Mike Blumenthal who said the location results are screwy, showing examples of how Google is having issues with showing your current location when searching. But it goes beyond that, it seems that even when the location is set properly, the local results displayed in the web search results are off.”

Brands to Publishers: Let Us Check Your Viewability Rates or We’ll Stop Buying Ads (May 26, 2015)
Ad Age: “Earlier this month Google announced that video ads running on YouTube have a chance to be seen 91% of the time. That’s great, and a lot better than the 46% of video ads that Google runs outside of YouTube that never have a chance to be seen. But advertisers would like to be able to check Google’s and every other publisher’s math. Deep-pocketed brands such as Kellogg are pulling back budgets from major publishers, including Google-owned YouTube and Facebook, that won’t let brands bring in third-party viewability companies to verify how many people may have actually seen their ads.”

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