Most Clicked IAB SmartBrief Stories


1. Report: Increases in digital ad spending are coming at TV's expense

IAB SmartBrief | Jul 30, 2015

Spending on U.S. digital advertising grew 16% between October and June, an increase of around $3 billion, according to SMI. Breaking down the data, SMI showed that about $1 billion of that growth was organic, $1.1 billion was shifted from national TV advertising, and the remainder came from local TV/syndication, radio and print. The Wall Street Journal (tiered subscription model) (07/29)


2. ComScore: Digital ads will overtake TV in 2016

IAB SmartBrief | Jul 31, 2015

Digital advertising is set to overtake TV in 2016, with the category experiencing a 16% year-on-year revenue rise of $13.3 billion in the first quarter of this year, according to comScore. However, comScore says the growth is not necessarily at the expense of television. "There is yet no evidence that television advertising in total is dropping," said Gian Fulgoni, comScore's co-founder. CNBC (07/30)


3. Twitter calendar lets advertisers target events

IAB SmartBrief | Jul 27, 2015

Twitter is offering a calendar of upcoming events that tend to generate tweets, allowing advertisers to buy promoted tweets within a seven-day time frame around each event. The offering is similar to television's upfront ad sales. Advertising Age (free access for SmartBrief readers) (07/23)


4. How brands and social media influencers are connecting

IAB SmartBrief | Jul 27, 2015

TheAudience helps brands find the right social media influencers to work with on their marketing campaigns, creating original content as well as raising awareness. That matchmaker market is worth $250 million, according to the company's founder, Oliver Luckett. "We rely upon influencers not just for the numbers of followers, but for their creativity. We look for people who are creative, have a viewpoint, and the more of them, the merrier," Luckett says. USA Today (07/27)


5. Upstart online publishers aren't embracing programmatic ads

IAB SmartBrief | Jul 28, 2015

Upstart online publishers including Vox Media, Refinery29 and Mic are being vocal about their rejection of advertising technology and programmatic selling, opting instead for direct relationships with brands, sponsored content and their own customization tools. "We are not running any programmatic whatsoever. It's not super effective, and not a lot of publishers and advertisers are happy with it," said Chris Altchek, CEO of Mic.com. The Wall Street Journal (tiered subscription model) (07/28)


6. Bon Appetit cover ad gets icy reception on social media

IAB SmartBrief | Jul 31, 2015

Bon Appetit readers have taken to social media to vent frustrations with the first campaign from Conde Nast's native-ad unit, 23 Stories, which transformed the magazine's front cover into a Samsung ad. "Didn't realize that @bonappetit was now Samsung Monthly," one person tweeted. Digiday.com (07/30)


7. CBS plans to live-stream all national Super Bowl ads

IAB SmartBrief | Jul 29, 2015

CBS, in a first for a Super Bowl broadcaster, intends to live-stream all national advertisements that air during the 2016 Super Bowl. The network won't allow advertisers to opt out of the online showings, and CEO Les Moonves says the company hopes to charge more than $5 million for a 30-second spot. Variety (07/28)


8. Yelp to drop display ads in favor of native and local

IAB SmartBrief | Jul 29, 2015

Yelp has announced that it's eliminating its display advertising business by the end of 2015 and will focus instead on native and local advertising. "The industry trend toward increasingly disruptive display advertising is at odds with our focus on the consumer experience, particularly within [our mobile] app," said Jeremy Stoppelman, CEO and founder. Advertising Age (free access for SmartBrief readers) (07/28)


9. Verizon will put mobile-streaming service through beta test

IAB SmartBrief | Jul 28, 2015

Verizon has delayed the launch of its mobile-first streaming video service until late summer to allow thousands of customers to test it to avoid the technical flaws that afflicted DISH Network's Sling TV when it debuted, the telecom said. Bloomberg (07/27)


10. Google+ no longer Google's unifying product

IAB SmartBrief | Jul 28, 2015

Google is eliminating the need for consumers to have a Google+ account to engage with other Google platforms such as YouTube. The announcement was made by Google+'s new chief Brad Horowitz who explained that users had found the additional layer confusing. The Wall Street Journal (tiered subscription model) (07/27)




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