Daily News: More SMBs Growing Mobile Spend, Yahoo’s “Reverse Spinoff,” SMBs Ready for Native Programmatic

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

Data: Growing Percentage of SMBs to Increase Mobile Spend (December 9, 2015)
LSA Insider: “According to LSA/Thrive Analytics data, since 2013 the percentage of SMBs planning to increase mobile marketing spending has increased 42%.”

PlaceIQ Teams Up with IRI to Tackle Online-to-Offline Attribution (December 9, 2015)
Street Fight: “The partnership between PlaceIQ and IRI marries PlaceIQ’s location data with IRI’s rich insights into shoppers’ retail and CPG affinities, preferences, and purchase choices.”

Yahoo Announces It Will Spin Out Main Business Rather Than Alibaba Assets (December 9, 2015)
Marketing Land: “In a reversal, Yahoo announced this morning that it will abandon its planned spinoff of its remaining Alibaba shares and instead do a “reverse spinoff” of the rest of Yahoo.”

Post-IPO, Square Uses Marketing Support To Get Cozier With SMBs (December 8, 2015)
AdExchanger: “Using payments as the jumping-off point, Square’s offering now extends to small business financing, invoices, ecommerce setup, payroll and a full suite of marketing and customer engagement tools.”

Forecast: Digital Spending To Surpass TV In US Next Year, Globally By 2017 (December 8, 2015)
Marketing Land: “Earlier this year, ZenithOptimedia projected that digital advertising would surpass traditional TV advertising by 2020. IPG’s Magna Global is saying it’s going to happen sooner — in 2017.”

SMBs Are Ready To Go ‘Native Programmatic’ (December 8, 2015)
GeoMarketing: “While the view of the larger agency world considers SMBs too ‘unsophisticated’ or uninterested in integrating their social media marketing with automated channels, 2016 will prove those opinions wrong.”

Mobile Will Drive $689 Billion In Store Sales During 2016, Smith Micro Forecasts (December 8, 2015)
GeoMarketing: “Betting on businesses’ adoption of a ‘clicks-to-bricks’ digital ad sales model, Smith Micro is forecasting that the wider use of mobile as an engagement tool will ultimately generate $689 billion next year.”

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