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September 26, 2007
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  Marketing Trends & Research 
 
  • AOL founder launches Revolution in money transfers
    Revolution MoneyExchange is an online payment service from AOL co-founder Steve Case that offers money transfers, with no fees, for users and a credit card with lower fees for businesses. The start up, seen as a rival to eBay's PayPal, is teaming with AOL to allow payments via instant messenger, according to this article. NYTimes.com/Reuters (9/25) LinkedInFacebookTwitterEmail this Story
Is newspaper new media or old media? Yes.
Today's newspaper is a category-defying, media-blending creation. Print edition stories refer readers to online audio and video. Online editions post up-to-the-minute versions of in-depth print edition reporting. The combined online and paper-and-ink story is deeper and more engaging than either could be alone. No wonder newspapers reach 70% of all U.S. adults in a typical week.
  Company Watch 
 
  • Microsoft goes head to head with Google
    Microsoft is ramping up efforts to compete with rival Google to secure a bigger share of the online advertising market. Part of the strategy includes separating online ads from Web search through a "conversion attribution" system that tracks each of the Net spots where users see ads to give marketers a better idea of the various means by which consumers reach them. NYTimes.com (9/26) LinkedInFacebookTwitterEmail this Story
 The Time is Now for Mobile Marketing and Outreach
Cell phones are the most personal way to interact with consumers. In this report, you will learn how to reach almost every mobile consumer in the U.S. by adding a mobile address, a Common Short Code, to your marketing mix. Get the free whitepaper.
 

  MIXX 2.8 News 
 
  • Goodby Silverstein nabs Best in Show at MIXX
    Tuesday night, the Interactive Advertising Bureau handed out the prestigious MIXX Awards, devoted exclusively to honoring online advertising. Comedian John Heffron, who was the winning contestant in NBC's reality show, "Last Comic Standing 2," emceed. Agencies and marketers were honored in a variety of categories, including Search Marketing, Super-Rich Media, Viral Word of Mouth, Peer to Peer Marketing, In-Game Advertising and more. Goodby Silverstein and Hewlett Packard won Best In Show for the campaign on behalf of the computer maker called, "The Computer is Personal Again." Check out the IAB Web site for more on the MIXX Awards. LinkedInFacebookTwitterEmail this Story
  • Godin: This is the year
    Author and marketing guru Seth Godin sat down with noted journalist Charlie Rose for an on-stage interview at the MIXX 2.7 conference. In front of a packed house, Godin explained his views on the new media environment. He said that when people look back from decades in the future, they will say that, "2007 was the year that it changed." What changed was that "detritus from the bubble" had cleared and there was no longer the need to waste time convincing marketers about the viability of online media or consumer access to broadband Internet. He said the way marketers think about advertising has to change, as well. The future, he said, "is not about finding new ways to hold people hostage." LinkedInFacebookTwitterEmail this Story
  • Not politics as usual
    How is the rise of online media affecting political advertising? The crowd at the Tuesday afternoon session at MIXX 2.7 got very different answers, depending on who was doing the talking. Jack Shafer, editor at large of the pioneering online magazine Slate, was the moderator. He stated flatly that, "2008 is going to be the Internet election," before allowing that he has made identical claims for every presidential election since 1996. Panelist Arianna Huffington, columnist and founder of the Huffington Post, suggested that more advertising dollars weren't flowing to the Web because old-style political consultants were accustomed to their plush commissions for expensive broadcast and cable television buys. Political consultant Robert T. Shepardson, who is advising the presidential campaign of Sen. Barack Obama, D-Ill., injected a note of skepticism into the proceedings. While saying the Web is an excellent medium for organizing and fund-raising, it is "struggling with persuasiveness," and not a useful way to convince undecided voters. Huffington expressed some frustration that the medium is not being used in more innovative ways. Shepardson noted, "It is hard to be funky from a messaging point of view when you're talking about the war in Iraq and health care." LinkedInFacebookTwitterEmail this Story
  • Collaborating with The King
    Burger King had a window in its holiday marketing calendar and no big plans -- no movie tie-in, no toy giveaways -- so it decided to do something different. In collaboration with agency Crispin, Porter + Bogusky, Microsoft and Blitz Games, Burger King created a series of three full-length video games for the Microsoft Xbox and Xbox 360, starring the restaurant chain's advertising icon, The King. The four innovators who developed the game and the marketing strategy described the process of conceiving and executing the plan, at a session at the MIXX 2.7 conference. LinkedInFacebookTwitterEmail this Story
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  Agency News 
 
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  Marketer News 
  • Honda wants engineering to be seen in new light
    For its first national corporate image broadcast campaign in two years, American Honda Motor Co. is emphasizing its engineering, as well as the human touch behind it. The campaign features a "Power of Dreams" 30-second TV spot from independent shop RPA, as well as a microsite and print ads. Brandweek (9/25) LinkedInFacebookTwitterEmail this Story
  • This Bud.TV's still for Anheuser-Busch
    Anheuser-Busch has decided to end its 25-year title sponsorship of NASCAR; meanwhile, an executive for the brewer said the company will maintain its Bud.TV site at least through 2008, and plans to increase online media spending to as much as 15% of its overall budget on media next year. The Hollywood Reporter (9/26) LinkedInFacebookTwitterEmail this Story
  Interactive Media 
The Buzz(CORPORATE ANNOUNCEMENTS)

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Interested in learning more about advertising in IAB SmartBrief? Contact Dena Malouf at (202) 407-7837 or dmalouf@smartbrief.com.  

  Statistics 
  • Virtual worlds are a hit with kids
    Although Second Life has received the most attention from marketers and the press, its traffic is low compared with the crowds at virtual worlds specifically geared for children and teenagers. By mingling aspects of video gaming, social networking and communicating, virtual worlds are wildly popular with kids. According to eMarketer, 24% of the 34.3 million U.S. child and teen Internet users will visit virtual worlds once a month in 2007. This will rise to 34% in 2008 and by 2011, 53% will do so.
    www.eMarketer.com

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  IAB News 
  • Register Today for the IAB Agency Summit
    On Nov. 12, the Interactive Advertising Bureau will host its annual Leadership Forum: Agency Summit in New York. The program will showcase how agencies, marketers and their media partners are "mixing it up." From search to digital video to user-generated content, from 360-degree cross-platform programs to single-platform grand slams, from media agencies to main agencies to digital agencies, the program will consist of examples of collaboration at its best.

    Register now for a day of great presentations that will highlight for all in attendance the "how we do it now" essentials of 21st century marketing collaboration. For more information, please visit www.iab.net/agencysummit2007.

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about IAB ->
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Marketing Research ManagerKaboose Inc.New York City, NY 10003
Business Development AssociateKonteraSan Francisco
Junior Account ExecutiveStudio One NetworksNew York,, NY
Ad Operations DirectorSourceForge, Inc.Mountain View, CA
Account DirectorThomas Taber & DrazenDenver, CO
Director, Aloft Interactive MarketingStarwood Hotel & Resorts WorldwideWhite Plains, New York

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  SmartQuote 
Look for the ridiculous in everything, and you will find it."
--Jules Renard,
French author


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