Bluetooth and Online Marketing

On Friday, investors across the board “liked” Facebook on a day when stocks generally traded mixed in what has turned out to be a choppy trading session ahead of the weekend.

Facebook traded above $40 after an initial 10 percent spike in its first day as a public company.

Earlier this week, the social network priced its stock at $38 a share, at the high end of the anticipated range.

Today’s market debut ushered in the largest Internet IPO in Wall Street history.

It remains to be seen, however, if FB can maintain any long-term investor enthusiasm at a time when the markets are falling back into heavy selling on no shortage of risk aversion among the masses.

As of this writing, both the Dow Jones Industrial Average and the S&P 500 are on track for a 6th straight trading session decline.

Android apps on the Windows phone? Looks like it’s happening in the near future. That’s according to a new report today highlighting how Microsoft may put to use new patent technology that will let users experience applications from competing operating systems like iOS and Android on the Windows Phone.

“Microsoft wants to patent an app migration service that would have a few different layers of functionality,” says Vlad Bobleanta of the Unwired View. “First off, it could analyze what apps you have installed on, say an Android device (Microsoft even uses this example in its patent application). Then it would search for identical or similar apps in the Windows Phone Marketplace, present you with suggestions, and let you buy and install every app you want to with one click.”

“In case an official app isn’t available in the WP Marketplace,” he adds, “this would presumably suggest well-performing third-party alternatives.”

For Microsoft, the move may be surprising to some smartphone owners but it may also be essential for the company. According to ABI Research, 36 billion mobile applications will be downloaded this year, with Windows Phone devices claiming just 2 percent of that massive number.

The biggest initial public offering in recent years will take place today on Wall Street.

After years of rumors about an inevitable IPO, Friday, May 18, 2012 delivers the moment of truth for the largest social network on the planet.

“If the Facebook IPO is to succeed,” says CNBC’s Jeff Cox, “it will have to overcome a less-than-stellar history of similar technology offerings that started quickly out of the gate but faltered shortly thereafter.”

Earlier this week, Facebook confirmed plans to price shares at $38. As of Friday, Facebook’s market cap looms near $81 billion.

Following the IPO, the company’s total valuation may approach $107 billion.

“Everybody is thinking about the year 2000: Are these real companies, or is this the tech bubble all over again?” asks Nadav Baum, executive vice president at BPU Investment Management. “Everybody’s on Facebook. But how are they going to make money?“

The process of answering that question begins this morning when FB begins trading on NASDAQ.

T-Mobile made a bold move with mobile broadband on Thursday, as the carrier announced its new, flexible and so-called “worry-free No Annual Contract mobile broadband service passes.”

The passes will debut May 20th.

According to T-Mobile, the passes will make it easier for customers to enjoy access to high-speed Internet on the go.

With T-Mobile’s new, more affordable No Annual Contract data passes, customers can experience T-Mobile’s blazing-fast 4G network speeds across a variety of mobile broadband devices including tablets, mobile hotspots and laptop sticks – with no strings attached.

T-Mobile is hoping to attract new fans with the key phrase that the mobile masses respond best to: no contract required.

The passes to be made available are as follow:

• 300MB 1-week pass for $15
• 1.5GB 1-month pass for $25
• 3.5GB 1-month pass for $35
• 5GB 1-month pass for $50

“Although most of our mobile broadband customers choose postpaid rate plans for the best device prices and data rates, we know that many of our customers want the flexibility to be able to experience mobile broadband without committing to an annual contract up front,” said Jeremy Korst, vice president of marketing at T-Mobile.

Forget smartphones and tablets. Could Apple be the next Ford or General Motors?

If that sounds far fetched, you may want to think again. According to published reports this week, Steve Jobs – as recently as early 2011, in the months before his passing – envisioned a so-called “iCar” to be manufactured by the Cupertino, California-based tech giant.

“Look at the car industry, it’s a tragedy in America. Who’s designing the cars?” says J. Crew CEO and Apple board member Mickey Drexler in a revealing new interview highlighted by Business Insider. “Steve’s dream before he died was to design an iCar and I think it would’ve been probably 50% of the market. He never did design it.”

Although it isn’t known if such a product is still on the drawing board at Apple, Drexler didn’t rule out the prospect of an iCar in the future.

Even though Jobs never did make a car, some analysts predict that Apple may still have a future in the auto industry by working with car companies to integrate some of its products into vehicles.

More than likely, however, Apple’s next new product category will be a connected iOS-powered HDTV.

Power is shifting inside of Qualcomm’s offices in Japan.

Late Thursday, word surfaced that the mobile technologies firm would be shuffling some talent.

For starters, Qualcomm announced the appointment of Clifford Ficke as vice president and president of Qualcomm Japan.

Ficke will oversee Qualcomm’s operations in Japan and will report to Jing Wang, executive vice president and president of Global Business Operations.

Jun Yamada, who made significant contributions to Qualcomm’s business growth in Japan since 2005, will transition from his current role as senior vice president and president of Qualcomm Japan to senior advisor, providing continued guidance as Qualcomm focuses on driving new Qualcomm technologies in Japan.

“Jun’s guidance and leadership has been instrumental to the development and expansion of Qualcomm’s operation in Japan,” said Wang. “As one of the most advanced mobile markets worldwide, Japan continues to fuel innovation and present significant business opportunities for Qualcomm. Cliff’s extensive experience and proven track record in the semiconductor industry will be invaluable in driving Qualcomm’s business in Japan as the industry continues to introduce advanced mobile technologies.”

U.S. Cellular today confirmed its expansion into the realm of 4G LTE devices with the launch of the Samsung SCH-LC11 Mobile Hotspot.

According to the mobile operator, the lightweight device gives users the quality high-speed connectivity they expect.

The device is available online directly from the carrier now but it will also be in stores by May 21.

When on the 4G LTE network, the Samsung Mobile Hotspot allows users to simultaneously connect up to five Wi-Fi devices to the Internet at speeds up to ten times faster than 3G.

For a limited time, the hotspot will be available for $49.99 after a $50 mail-in rebate in select markets

covered by the 4G LTE network and in those scheduled to be covered by the end of 2012.

“Customers can depend on the 4G LTE Samsung Mobile Hotspot for fast and reliable Internet connectivity wherever they are,” said Edward Perez, vice president of sales and marketing operations for U.S. Cellular.

“This pocket-sized device can help simplify and organize your life and provides multiple devices with one speedy Internet connection.”

To learn more, check out uscellular.com.

It was hardly a development Facebook wanted to see in the media the day before the social networking giant goes public in one of the most eagerly anticipated IPOs in modern history.

But the fact remains that General Motors is pulling $10 million from its Facebook ad budget.

“We regularly review our overall media spend and make adjustments as needed,” says GM marketing chief Joel Ewanick. “This happens as a regular course of business and it’s not unusual for us to move our spending around various media outlets – especially with the growth of multiple social and digital media outlets. In terms of Facebook specifically, while we currently do not plan to continue with advertising, we remain committed to an aggressive content strategy through all of our products and brands, as it continues to be a very effective tool for engaging with our customers.”

In other words, Facebook must not have delivered an adequate return on GM’s advertising investment. And this suggestion could be weighing heavily on investors’ minds today.

“Everybody is thinking about the year 2000: Are these real companies, or is this the tech bubble all over again?” observes Nadav Baum, executive vice president at BPU Investment Management. “”Everybody’s on Facebook. But how are they going to make money?”

So far, Facebook hasn’t done much to pacify this nagging concern. And the fallout from this reality could soon become apparent in the financial markets.

Are you going to be a buyer of FB tomorrow?

The folks that gave the world Farmville are very thankful – and not just for the boatloads of cash their creations have generated so far.

As it turns out, Zynga is incredibly grateful for the advancements in and consumer adoption of mobile technologies that allowed their creations to take the digital space by storm.

According to a report today from The Hollywood Reporter, Zynga CFO Dave Wehner says the “majority of bookings and revenue growth is coming from the mobile gaming space, especially the iOS and Android platforms, compared with web gaming.”

And with smartphones increasingly fitted with digital wallets, the social games publisher behind Facebook games like FarmVille and CityVille sees an opportunity to increase its payer penetration among gamers.

“There’s a ton of connected wallets out there, people who are available as potential players and payers,” Wehner said this week. “We’re one, if not the top game player, on smartphones. And yet we have a modest share. So we have a huge opportunity to grow the share in mobile.”

Internet search giant Google quietly announced yesterday a major new development in the mobile space for Android and Sprint fans.

Sprint customers in the US can now pay for all Google Play purchases directly through their phone bill.

That was the big announcement from Google this week, underscoring how Sprint Nextel can now charge all Google Play digital content purchases to their wireless bill.

Now when users go to purchase an app, they have the choice of billing the purchase to their credit card, mobile wallet, or Sprint account.

“The move,” reports Engadget, “leaves Verizon as the only major US carrier without a carrier billing option, so you’ll have to sit tight if you own the original US Galaxy Nexus and hate the thought of a separate download bill.”

Do you plan to begin charging app purchases to your Sprint bill or does the old model work better for you?

Although monetizing mobile users has been a problem for Facebook, getting people to access the social network through their mobile device hasn’t been tough at all.

With nearly 500 million people regular Facebook users, more and more information regarding the social network’s mobile popularity is coming to light.

According to a report Thursday from NPD Group, Facebook’s app and website were accessed by nearly three-fourths of U.S. Android smartphone users in March, making it the most used social networking website and app on the Android platform.

Facebook is maintaining its social networking strength as the proportion of Android smartphone users accessing its mobile app and website has held steady over the past six months. Facebook users spend over 15 minutes a day, almost 470 minutes a month, using the Facebook app on their Android smartphones. While it’s half the time users spend on a mobile game, the fluid nature of social networking apps translates into frequent dips – with Facebook users opening the app an average of 6 times per day.

“Ultimately, Facebook’s mobile success rests on delivering compelling mobile app and web experiences, and monetizing on these experiences,” said Linda Barrabee, research director at NPD Connected Intelligence. “In order to do this, Facebook needs to ensure that monetization efforts via advertising enhance and do not disrupt the mobile social consumer experience; and with Facebook’s IPO

The winds of change are blowing for The Weather Channel App for iOS.

On Thursday, The Weather Channel companies (TWCC) announced a major re-design of The Weather Channel App for iPhone and iPod touch.

The Weather Channel App, available now on the App Store, offers a simpler interface and a visually stunning design for a more personal weather experience.

If it seems like it’s been a while since the last refresh, you’re right. This is the first major redesign of the app since 2009.

According to details provided by the company today, the refreshed app displays an immediate view of weather conditions that conveys the feel of the weather and offers increased personalization and social integration.

“Our new app is more relevant – whether it’s showing a beautiful image that displays your local weather or allowing you to save your own personalized home screen image, it’s more about the weather and content that matters to each consumer,” said Cameron Clayton, executive vice president of digital product at The Weather Channel companies. “We’ve made changes based on consumer feedback to engage users through a deeper and more emotional weather experience.

The Weather Channel App is touted as offering each consumer tailored, more immediate weather and interaction for a richer understanding of how weather impacts his or her day.

To check out a demo of the new app for yourself,

Local ad spending is getting really comfortable in mobile territory. That’s the newest discovery by BIA/Kelsey, which shows that local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016.

During that time, revenues are projected to climb from $132 billion to well over $150 billion.

BIA/Kelsey expects spending to increasingly shift from traditional media and direct advertising to digital alternatives. Mobile and online will account for the largest increase in local ad spending, nearly doubling from $11.1 billion in 2011 to $21.8 billion in five years.

“While we expect to see changes in ad spending in some advertising categories, it is significant to note that television and radio continue to hold their own, while out-of-home, online and mobile are having an impact on the overall share,” said Mark Fratrik, vice president and chief economist at BIA/Kelsey. “Newspapers are also positioned very well to continue to drive online ad revenues.”

BIA/Kelsey defines local media advertising as advertising placed on local media outlets, including national, regional and local ads on radio stations,

“Media buyers require not only the big picture but the granular one as well,” said Fratrik. “Our approach to Media Ad View this year was to analyze and report it from every possible angle to help ad managers better understand where the money is flowing in both the national and local markets.

The U.S. Post Office is a big supporter of mobile marketing and the digital tools of the modern trade.

To that end, the post office is offering the 2012 Mobile Commerce and Personalization Promotion to encourage commercial mailers to use mobile marketing tools such as QR codes on their mail.

The move comes just as the post office itself clings to solvency as dwindling revenue continues to hinder the institution.

During July and August, the Postal Service is offering an upfront 2 percent postage discount on Standard Mail and First-Class Mail letters, flats and cards (presort and automation) that include a two-dimensional barcode or print/mobile technology that can be read or scanned by a mobile device.

“Mobile technologies continue to be one of the fastest-growing marketing sectors,” said Gary Reblin, vice president of Domestic Products. “During the holidays, mobile purchases were up from 5.5 percent of ecommerce sales in 2010 to 11 percent in 2011.”

“The integration of direct mail with mobile technologies will not only improve the long-term value of direct mail but also increase returns for merchants,” he added.

Do you think mobile marketing and its resources can truly help the Post Office as it searches for its new footing in the 21st century?

Canada and eCommerce haven’t exactly had the best relationship.

But that may change in the months and years ahead.

Just this week, Acquity Group Limited, a global Brand eCommerce and digital marketing company, confirmed plans to expand into Canada.

“With online consumption in Canada expected to reach $51 billion by 2016,” said Acquity Group in its announcement, “major North American retailers and B2B brands serving the Canadian market have engaged Acquity Group to design elegant yet functional experiences integrated across all digital channels, including web, mobile and social.”

As of this writing, however, a scant 1% of all retail expenditures in Canada come from online transactions.

“With a booming technology sector and broad network of strategic partners located in Canada, establishing a physical presence in this market was a natural progression in our expansion,” says Chris Dalton, President and CEO of Acquity Group’s US operations.

“With the announcement of an Adobe-hybris partnership this past March, it became critical to build a Canadian presence and leverage our triangular partnership,” Dalton adds. “We are excited to offer marketers and retailers a truly engaging buying process for every step – from brand engagement to browsing to check out.”

So is Acquity Group exactly what Canada needs to help kick-start eCommerce momentum? Only time will tell.

With only hours to go before Facebook becomes a publicly traded company, the social networking giant has what could be it’s final acquisition before debuting on NASDAQ.

According to Tech Crunch, Facebook has “just closed a deal to hire the full team of seven employees from Android photosharing app developer Lightbox.”

The latest acquisition comes just one month after Facebook gobbled up Instagram for $1 billion.

Along with the Instagram buy, the last-minute-before-IPO Lightbox hires will help assure investors that Facebook will do what it takes to win the very mobile-centric future of social networking.

Today on the Lightbox blog, company founders Thai Tran and Nilesh Patel expressed their appreciation and excitement.

We started Lightbox because we were excited about creating new services built primarily for mobile, especially for the Android and HTML5 platforms, and we’re honored that millions of you have downloaded the Lightbox Photos app and shared your experiences with the Lightbox community.

Not surprisingly, this means Lightbox is no longer accepting new signups. If you’re an existing user, you can continue to use Lightbox.com until June 15 and you can download your photos from

As the most recent major U.S. carrier to get the iPhone on its network, one would expect the globe’s most popular smartphone to instantly make a splash – and some big bucks – for the third largest mobile operator in the United States.

But given the huge subsidy Apple charges its carrier partners for access to the device, it can take some time for the iPhone to bring in the green.

A long time.

In fact, just this week, All Things D published comments from Sprint CEO Dan Hesse, who says it could take another three years for the iPhone to become profitable for his company.

Sprint, which reportedly committed $15.5 billion over time for the ability to sell the iPhone, won’t see a return on that investment until somewhere in the neighborhood of 2015.

“We’re very happy with it,” Hesse said of Sprint’s deal with Apple, during the company’s annual shareholders meeting Tuesday. “Carrying the iPhone will be quite profitable.”

“Over time we will make more money on iPhone customers than we will on other customers,” Hesse asserts.

Sprint’s shareholders hope he’s right.

With coffee in one hand and a mobile device in the other, this is how millions of Americans start their day every day.

And that’s exactly why Zumobi has partnered with java giant Starbucks for a more sophisticated mobile endeavor.

Zumobi today announced an extension to its partnership with Ology Inc., a social discovery and networking company, launching the site’s first app for Android devices.

And Starbucks is coming along for the ride.

Through a partnership with Starbucks, Ology has released their new app on the Zumobi Brand Integration (ZBi) platform. Now users can skim through headlines via their mobile device, while sipping their morning coffee.

The Ology Android app offers users a “steady stream of what’s trending and relevant on the Web across key interest categories that include music, film, fashion, politics, sports, TV and more.”

“We are thrilled that Android users can now access Ology directly from their smart phones,” said Ology CEO & Co-Founder Beth Haggerty. “The new Android mobile app provides the Ology experience in a quick and easy-to-view format.”

The Ology Android app is free and available to download to Android devices now. To check it out, click here.

With Latin America becoming an even more important part of the mobile landscape with each passing year, today the Mobile Marketing Association announced the launch of MMA Mexico.

This is the newest of the 20 local MMA Councils that have been rolled out worldwide.

The organization says that MMA Mexico was created in direct response to the palpable need for industry support and guidance to create mobile success in Mexico.

“With the opening of operations in Mexico, we are following through on our 2012 plan to build councils throughout the region, including Argentina, Brazil, Mexico and Colombia, where the mobile market is presenting extraordinarily strong growth,” says Marcio Chaer, Managing Director of MMA Latin America. “The fast development that the mobile market is showing in Latin America is going to be intensified with the impact of MMA operations in those countries.”

“The launch of MMA Mexico allows members to benefit from the combination of the MMA’s global leadership and local knowledge to create an even more productive, successful and powerful mobile marketing industry for Mexico,” says Greg Stuart, CEO of the MMA. “The creation of new MMA Local Councils worldwide also shows that globally, marketers are recognizing and embracing the power of mobile, and they want to work with us to make mobile an indispensable part of the marketing mix.”

On Wednesday, venerable market research firm Nielsen reported on the state of smartphone app ownership in the United States.

And the findings are particularly telling when it comes to how much smartphone owners love their myriad, must-have apps.

“Roughly a year ago when we summarized the state of smartphones at the Appnation conference,” reads the Nielsen Blog, “less than 40 percent of mobile subscribers in the U.S. had smartphones. Today, one in two mobile subscribers has a smartphone and that figure is moving steadily upwards.”

Without question, the mobile app has become such a staple of smartphone usage that the number of apps that now populate the typical smartphone has spiked tremendously.

“By most measures,” the firm goes on to say, “it has been the year of the App once again, driven mostly by the rise of Android and iOS users who have more than doubled in a year and account for 88 percent of those who have downloaded an app in the past 30 days.”

According to Nielsen, in just one year’s time, the “average number” of apps per smartphone has climbed 28% from 32 apps to 41.

Along with greater app ownership, Nielsen finds, users are also spending more time using their apps and more money to acquire them.

The following is a guest post from Jason Wells, CEO at ContactPoint.

Mobile marketing produces more results more quickly than any other marketing channel in the history of the world.

I think mobile marketing is the most effective marketing channel ever (and it is not even close). Here’s why:

1. Speedy Conversions - A stunning 70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011) By way of comparison, 70% of online searches lead to action within one month. This statistic alone surprised me. Think, for a moment, about the implications of this statistic. This shows marketers, clearly, that people searching on a mobile phone are prepared to learn more about your company/product immediately. This compresses the sales pipeline tremendously.

There is no other marketing method that can approach these numbers.

2. Superior Quality Conversions - Our research indicates that conversion rates are 10 times higher on a phone than on the average landing page. Basically, this means that if a prospect calls you, they are 10 times more likely to buy your product than if they simply visit a landing page.

What does this have to do with mobile marketing? Well, guess what mobile marketing is really, really good at:

Delivering a cutting-edge convenience that today is groundbreaking but one day may be as commonplace as smartphones themselves, McGraw-Hill Federal Credit Union is giving mobile technology a big push.

With the introduction of Mobile My Deposit, McGraw-Hill Federal Credit Union has taken another “progressive step” in providing innovative banking technology to better serve the ever-changing financial needs of its members.

Mobile My Deposit is an enhancement to the credit union’s mobile apps and it allows members to quickly and securely deposit checks via their iPhone or Android anytime, anywhere.

How does it work? The company says that members only need to snap a picture of a check using their smartphone and upload it to their savings or checking account.

According to a recent study of consumer banking behavior and preferences conducted by global business advisory firm AlixPartners LLP, only 2% of adult Americans used mobile check deposit in 2011. However, with factors including aggressive smartphone adoption, consumer demand for remote deposit is expected to increase usage significantly in the coming years.

“We always ask members what they want from their credit union, and we consistently hear that it’s the latest technology, safety, ease and accessibility, better rates and minimal fees,” said Shawn Gilfedder,

ESPN Radio is coming to an iDevice near you.

And that will certainly be good for business at the venerable sports institution.

On Tuesday morning, ESPN Radio today unveiled its “single, most definitive ESPN Radio App optimized for iPhone, iPod touch and – for the first time – iPad.”

The app, which ESPN says is sponsored by Lowe’s, creates a personalized sports listening experience (both live and on demand) and includes a new feature that allows fans to build their own sports stations.

Additionally, fans now have the option to rewind live audio streams, including ESPN Deportes Radio.

If you’re not an iDevice owner, don’t worry. ESPN confirms that versions for Android and Windows 7 smartphones are slated to launch later this summer.

“This latest version of the ESPN Radio App builds on our promise to deliver the best sports audio content across any device,” said Marc Horine, Vice President at ESPN Digital and Print Media. “With this update, fans now have complete control over their listening experience as the app provides the functionality to customize specifically by sports, teams and athletes they care most about.”

Last October, Apple’s 5th generation iPhone – the iPhone 4S – was released to enormous fanfare, quickly becoming one of the biggest forces in smartphones.

Now, as the summer rapidly approaches and Apple eyes another fall-time iPhone upgrade, rumors are surfacing about steps the company is taking to prepare for production,

On Tuesday, analyst Shaw Wu told investors that Apple has slashed iPhone 4S orders by 25% already, confirms a report of Wu’s remarks by Barron’s.

Sterne Agee’s Shaw Wu this morning reiterates a Buy rating on shares of Apple (AAPL) and a $780 price target, while cutting his projection for the company’s iPhone unit sales this quarter and next, as he believes Apple is reducing production before refreshing the phone with what a “sixth generation” unit.

“From our understanding,” Wu writes, “the reason for the reduction is not demand related but rather due to the upcoming 6th generation iPhone refresh likely in the September-October timeframe. It appears AAPL is opting to be conservative with its suppliers to factor in a potential 2-quarter pause ahead of the refresh and also to manage inventory.”

Bigger is better for news. That’s the message from Facebook today as word comes that the social networking giant is revamping the News Feed for mobile devices.

The redesign now delivers larger photos and makes it easier to see and view posts.

News Feed photos are now up to three times larger, Facebook says, while posts now fill the full range of the mobile screen.

The new design will be available on iOS, Android and m.facebook.com.

So what’s behind the move? In addition to improving the quality of the Facebook mobile experience for users, mobile advertising concerns are also underscoring the Facebook facelift.

“Sponsored Stories enable businesses to increase the reach and distribution of stories about their brand,” says Facebook COO Sheryl Sandberg. “Today only a small fraction of our impressions are Sponsored Stories, which gives us lots of room to grow.”

“We believe this increased usage of Facebook on mobile devices has contributed to the recent trend of our daily active users (DAUs) increasing more rapidly than the increase in the number of ads delivered,” Facebook executives said in their revised S-1 filing last week. “If users increasingly access Facebook mobile products as a substitute for access through personal computers, and if we are unable to successfully implement monetization strategies for our mobile users, or if we incur excessive expenses in this effort, our financial performance and ability to grow revenue would be negatively

According to the latest data and corresponding forecasts from BIA/Kelsey, social media advertising revenues will grow from $3.8 billion in 2011 to $9.8 billion in 2016.

If so, that activity will represent a compound annual growth rate of 21 percent.

BIA/Kelsey’s U.S. Local Media Forecast (2011-2016) suggests that the local segment of U.S. social media advertising revenues will similarly grow from $840 million in 2011 to $3.1 billion in 2016.

“Better performance, coupled with richer formats and creative elements, like video, will be the principal social ad market growth drivers,” says Jed Williams, analyst and program director for Social Local Media at BIA/Kelsey.

BIA/Kelsey defines social media advertising as money spent on advertising formats across social networks.

“Social advertising’s local business penetration will steadily increase as SMBs’ understanding of social media deepens, and as the networks continually improve the ease of onboarding and campaign management,” Williams adds. “Facebook opening its Ads API to more partners, including those that work with SMBs, and Twitter’s self-serve platform will help to ‘democratize’ social ads, which will ultimately lead to more local growth.”