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Daily News: New Marketing Event for SMBs, Yahoo Seeks Improved Ad Viewability

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

LSA Digital Marketing Bootcamp Going on the Road Later This Year (June 4, 2015)
LSA Insider: “Before LSA’s recent annual conference we had a novel idea. We collectively talk so much about small businesses, why not create an opportunity to enable direct discussion between them and the various companies that serve them as marketing providers? . . . The result was the LSA’s first Digital Bootcamp, a one-day event designed to educate and collect feedback from business owners about digital marketing . . . Now, LSA has mapped out four more shows in various US cities through early 2016.”

What Matters for Website Localization (June 4, 2015)
eMarketer: “eMarketer expects there to be 3.12 billion internet users worldwide in 2015, representing year-over-year growth of 6.7% and 43.0% of the population. By 2019, 51.5% of consumers globally—or 3.89 billion people—will access the internet from any location via any device at least monthly. Widespread internet usage means corporations targeting consumers in various markets must localize their sites. Recent research finds that nearly two-thirds of companies globally are doing just that.”

Where Does Local Search Fit in a World of Apps? (June 4, 2015)
Street Fight: “Where is Google’s place in a world where the browser is no longer the front door? On the desktop, trillions of web pages compel an index and a friendly entry point. But an app-heavy mobile environment — already siloed into neat little buckets — doesn’t beg for a core search engine . . . There are lots of answers to that question but a few have become clear from recent moves and announcements at I/O last week. Generally, one thing is evident: Google isn’t succumbing to an innovator’s dilemma — and it is embracing the very formats that threaten search most.”

LocalVox Wins Two Best-in-Class Awards; Best Local SEO Company and Best of Manhattan Software Company (June 4, 2015)
Press Release: “LocalVox, the most comprehensive integrated platform for cloud-based local Internet marketing, was awarded two best-in-class awards today for delivery of superior products and services to small business. Top SEOs awarded the rapidly growing technology company Best Local SEO Company, alongside other industry leaders such as OrangeSoda and Boostability. The winners are chosen by an independent research team at Top SEOs who benchmark and report on the top local SEO companies from around the world.”

Yahoo Gives Advertisers More Control Of Viewability, Fraud Verification (June 3, 2015)
MediaPost: “Yahoo took another step Wednesday to improve advertising viewability and stop online ad fraud. It partnered with a host of third-party companies to support display and video advertising on Yahoo owned-and-operated properties, as well as media purchased across its programmatic buying platform. Yahoo and its third-party measurement partners, comScore, DoubleVerify, Integral Ad Science, Moat, among others, will independently validate for viewability and fraud across display and video at every stage of the campaign lifecycle.”

YP Now Part of the Glendale Skyline (June 3, 2015)
BIA/Kelsey: “YP has been growing in leaps and bounds since its 2012 launch. The company, formed by the consolidation of the former AT&T Interactive and Advertising Solutions groups by private equity firm Cerberus Capital, unveiled its new corporate signage installation atop its Glendale, CA headquarters on Monday . . . YP has been a long-time member of the local Glendale and Los Angeles based technology community, and in the last few years has grown to become one of the largest tech-industry employers in the region.”

Study: Forget About Average Organic CTRs, They Mean Nothing (June 3, 2015)
Search Engine Land: “Many marketers try to benchmark their organic search performance against industry average click-through rates (CTRs). This turns out to be a mistake. According to a massive keyword performance study by Keylime Toolbox, which looked at nearly 5 million queries across a range of industries, there is so much variation by vertical category and site that averages ‘didn’t provide much actionable data for a specific site.’ Instead, Keylime Toolbox founder Vanessa Fox says companies should determine baseline organic CTRs and then evaluate market opportunity or measure subsequent performance against those earlier self-benchmarks.”

FTC: Publishers Will Be Held Responsible For Misleading Native Ads (June 3, 2015)
AdExchanger: “Publishers taking the role of an ad agency by creating content for marketers should make sure they’re not creating misleading native advertising: The Federal Trade Commission will hold publishers responsible. ‘For us, the concern is whether consumers recognize what they’re seeing is advertising or not,’ Mary Engle, the FTC’s associate director of advertising practices, told attendees at the Clean Ads I/O conference in New York City on Wednesday.”

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