Local-focused digital marketing platform Uberall will expand its reach by agreeing to acquire proximity search optimization provider MomentFeed, a key competitor headquartered in California. 

Berlin-based Uberall currently serves over 1,600 multi-location businesses across 170 countries, helping them deliver “Near Me” experiences when consumers search locally on Google Maps, Apple Maps, Facebook and elsewhere, and on listings sites like Yelp and TripAdvisor. The combined entities will manage the digital presence for more than 1.35 million business locations. Their clients include BP, McDonald’s, Pizza Hut and KFC.

Uberall and MomentFeed have similar business visions and complementary product suites. Uberall’s platform facilitates customer experiences across online and offline touchpoints. MomentFeed’s proximity search optimization tool is leveraged by restaurant, retail, automotive, and hospitality industries among others.

MomentFeed CEO Nick Hedges will join Uberall as Chief Strategy Officer and Executive Vice President North America.Uberall also announced this week that it received its latest round of investment, totaling $115 million, which will be used to grow in the U.S. and Canada.

Why we care. With the U.S. re-opening, consumers are once again looking for in-store experiences, as they continue the practice of online research, discovery and purchasing. Large multi-location brands, as well as small local businesses, will be looking to get a better handle on the online/offline journey of nearby customers.

A robust digital “near me” strategy is a key addition to softer local outreach initiatives — such as a booth at a local event or sponsorship of a local sports team — for big chains to engage local customers.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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