Most Clicked IAB SmartBrief Stories


1. Facebook tries new pricing strategy for video ads

IAB SmartBrief | Jul 01, 2015

Facebook is trialing a new video ad payment method, switching from a cost-per-impression model to a cost-per-view rate that starts charging when a consumer watches the spot for 10 seconds. The worldwide test is for large brand advertisers who utilize Facebook's Power Editor and API tools. Adweek (06/30) The Wall Street Journal (tiered subscription model) (06/30)


2. AOL strikes 10-year advertising, search deal with Microsoft

IAB SmartBrief | Jun 30, 2015

AOL has announced a 10-year deal with Microsoft that gives the company, now a part of Verizon, control of sales and management for mobile, display and video ads on Microsoft assets in the U.S. and eight other countries. Also, Microsoft's Bing search engine will now power searches on AOL websites. The New York Times (tiered subscription model) (06/29) Advertising Age (free access for SmartBrief readers) (06/29)


3. Study: Native ads have broader reach on Facebook

IAB SmartBrief | Jun 30, 2015

Facebook has reportedly been prioritizing native video uploads as opposed to external video-embeds from platforms such as YouTube. Search Engine Journal conducted a study to see if native video ads on Facebook were more successful, and the results showed that they reach two times more people on average than embedded videos did, and get double the likes and shares. Search Engine Journal (06/29)


4. Why long-lasting brands should "curate their history"

IAB SmartBrief | Jul 01, 2015

Too many brands are leaving their history to search engines, Wikipedia and Facebook instead of curating it in a way "that allows people to access visual stories and memories, told through the individuals that shaped and built them," writes Nick Rappolt, CEO of experience design agency Beyond. The digital age "offers the perfect way to both tap into collective brand memories and also preserve history," he writes. FastCoDesign (06/29)


5. Universal buy buttons may help mobile commerce take off

IAB SmartBrief | Jul 06, 2015

One-click buy buttons being developed by Google, Twitter and Pinterest place those sites in the role of middlemen between consumers and retailers and have the potential to help mobile purchasing soar. "[S]hopping behavior has shifted to mobile in a profound way, but there's a gap between time spent and dollars spent," comScore's Andrew Lipsman explains. The New York Times (tiered subscription model) (07/05)


6. Marketers are not making the most of social media analytics

IAB SmartBrief | Jul 02, 2015

Marketers are not capitalizing on social media data, with 39% of senior marketing executives believing it has no use for their company in its current form, according to research by the Marketing Executives Networking Group. Nearly 40% thought social media data didn't bring actionable benefits. Others, like Landor's Allen Adamson, disagree. "The most powerful use of social media data is to be listening and hearing what's going on as a critical way to stay in touch with the mind of your target," he said. ClickZ (07/01)


7. Millennials turn to mobile devices for recipes

IAB SmartBrief | Jul 01, 2015

Mobile devices are a key kitchen companion for nearly six in 10 millennials, according to a study by Think With Google, mcgarrybowen and Kraft Foods. The study notes three phases of recipe planning in which young adults refer to their smartphones. BizReport (06/29)


8. Mozilla demonstrates virtual-reality Web browser

IAB SmartBrief | Jul 02, 2015

Mozilla has joined the virtual reality race alongside Facebook and Microsoft, demonstrating a version of its Firefox browser with VR technology that could bring Web surfing to life. "If '[W]eb video' gets turned into '[W]eb VR,' it could be a game-changer," said Chris Beard, CEO of Mozilla. USA Today (07/02)


9. Facebook follows YouTube in offering revenue split to video creators

IAB SmartBrief | Jul 02, 2015

Facebook is following in YouTube's footsteps by offering select video partners a 55% share of ad revenue from its "Suggested Videos" feed. Initial partners include Fox Sports, Tastemade and the NBA. "We've heard consistently from media companies and other video creators that if they were able to make money from their videos, they would publish more," said Dan Rose, Facebook's vice president of partnerships. Digiday.com (07/01) Fast Company online (07/01)


10. Periscope founder sees it as service for unfiltered truth

IAB SmartBrief | Jul 06, 2015

Live-broadcasting application Periscope was bought by Twitter in March for roughly $100 million, garnered a million users within 10 days of its launch and has attracted celebrity users. "We want Periscope to be a platform for truth. It's unfiltered, it's unedited, it's unfettered, and you know it's happening right now," co-founder Kayvon Beykpour says. The Telegraph (London) (tiered subscription model) (07/05)




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