Daily News: Upgraded Facebook Brand Safety Controls, On Target Podcast and How VR Fits into Local Advertising

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

User Retention Still the Key Challenge for App Marketers (September 13, 2017)
Marketing Charts: “App marketers are twice as likely to count user acquisition as a goal than engaging and retaining their existing user base (70% and 35%, respectively), according to a survey from InMobi. But focusing their marketing on acquisition may be ignoring their greatest challenge: user retention”

Facebook Aims to Calm Anxious Advertisers with Upgraded Brand Safety Controls and More Third-Party Measurement (September 13, 2017)
Ad Exchanger: “In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety.”

Instagram Stories Gets New Creative, Broadcast Tools in Major Ad Upgrade (September 13, 2017)
Mobile Marketer: “Instagram Stories, which is used by 250 million people, is getting a significant upgrade to its advertising opportunities, Facebook revealed in a blog post yesterday. This includes porting the popular full-screen, fast-loading Canvas format over from Facebook.”

On Target Podcast: Gordon Henry, CMO, DexYP (September 12, 2017)
LSA Insider: “Dex Media’s June acquisition of YP to create DexYP was a disruptive event in the local search industry, combining two giant competitors who were pursuing very different strategies. DexYP offers a platform called Thryv that allows SMBs to “operate their business through their phone,” says DexYP CMO Gordon Henry.”

Where Will VR Fit Into Local Advertising? (September 12, 2017)
Street Fight: “How will advertising play out in (admittedly nascent) VR, especially in local? We’ll likely see the same early and ongoing misfires, such as banner ads. Or, as in video experiences, we’ll likely see a fair share of legacy formats — like pre-roll ads — ham-handedly shoehorned into VR.”

The Five Biggest Questions About Apple’s New Facial Recognition System (September 12, 2017)
The Verge: “Today, Apple introduced a new flagship phone — the iPhone X — with a powerful new login system. Because phone’s all-glass front leaves no room for a home button, Apple is ditching Touch ID in favor of a facial recognition system. Here is what we know so far, and what it means for anyone thinking of buying an iPhone X.”

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