Top Story

• Yelp takes the plunge into mobile display advertising
  Yelp is to begin selling display ads on its mobile application in a bid to create a revenue stream to go with its promoted-listings service. InterContinental Hotels Group, Taco Bell and Miller Lite will be the first advertisers to use the service, which will be opened to all advertisers next month. Advertising Age (tiered subscription model) (3/1)      

Marketing Trends & Research

• Web is key for brands' local marketing efforts
  Increased digital spending was the single biggest change brands made in their local marketing strategies in 2012, according to a recent report, with 27% of companies saying they had increased their digital investments. About 6 in 7 brands use corporate websites to engage customers locally, while about half use social media and a third maintain dedicated local websites. eMarketer (3/1)      

• Mass personalization and other Mobile World Congress trends
  Productive partnerships, such as Ford reaching out to application-development partners for its SYNC program, are among the five takeaways from the Mobile World Congress listed in this article. Telefonica's driving monitor for teenage drivers represents a burgeoning era of "mass personalization," and "Qualcomm was demonstrating broadcast capabilities for sports venues that provide game coverage to phones," writes Greg Armshaw, chief technology catalyst at McCann Worldgroup Asia Pacific. "That's a great opportunity for brands to associate themselves with excellent content." Advertising Age (tiered subscription model) (3/1)      

Company Watch

• Google still rules America's mobile Web, data show
  Hitwise data show Google.com remains the top-ranked mobile site in the U.S., capturing 17.3% of the U.S. mobile audience for the week ending Feb. 23. Google properties account for five of the country's top 10 mobile sites, attracting almost a quarter of the top 10 sites' total audience. MediaPost Communications/Online Media Daily (3/1)      

• Twitter's scale threatens dedicated second-screen TV apps
  Twitter's recent success at getting fans of television broadcasts to share their thoughts about what they're watching via tweets threatens the future of dedicated second-screen applications such as GetGlue and Zeebox, writes Mark Walsh. Marketers have to decide between longer engagement times and greater engagement numbers, as Twitter commands a much larger following than the dedicated apps, which seem headed for a shakeout, experts say. "We'll continue to see a shifting tide of companies that rise and fall as they either hit scale and adoption by the masses -- or they don't," says Jason Hoch, Echo's senior vice president, customer strategy and product marketing. MediaPost Communications/Online Media Daily (3/1)      

Agency News

• Goodby names Kalle Hellzén new digital chief
  Goodby, Silverstein & Partners has hired Kalle Hellzén as chief digital officer to replace Mike Geiger, who left the agency for JWT last year. Hellzén's background includes art direction and copywriting at Wieden + Kennedy, and he may contribute to the creative side of digital, writes Noreen O'Leary. "You have to put digital in all the spaces within an agency," Hellzén says. Adweek (2/28)      

Marketer News

• More brands take to Instagram, data show
  Most major social networks saw an increase in the percentage of brands on the network between last November and February, according to a Simply Measured survey of social networks. Facebook representation of brands grew from 98% to 99%, while Instagram increased from 54% to 59%. Despite the negative publicity surrounding its privacy policy, brands such as MTV, Starbucks, Nike and Adidas continue to use Instagram to engage followers, this article notes. eMarketer (3/1)      

Interactive Media

• Oreo star-chart app brings social to the sky
  Oreo is following its Super Bowl social media success with a mobile application that aims to turn the sky into a social-messaging service. Oreo Skies lets users view star charts by pointing a mobile device at the sky, then click individual stars to reveal messages from friends. ClickZ (3/1)      

Hot Topics

Top five news stories selected by IAB SmartBrief readers in the past week.

• Facebook to target ads based on consumers' offline behavior (Advertising Age (tiered subscription model))

• IAB study demonstrates optimum mix of TV and digital ads (Adweek)

• IAB reveals 5 new Rising Star ad formats for online videos (PaidContent.org)

• Google exec says "skippable" ads are migrating beyond YouTube (Adweek)

• Why call-to-action ads are attracting consumer goods marketers (Advertising Age (tiered subscription model))

• Results based on number of times each story was clicked by readers.

Position Title Company Name Location VP, Digital Strategy Lincoln Financial Media Company Atlanta, GA Manager - Research Disney ABC Television Group Burbank, CA Media Planner Disney Interactive New York, NY Solutions Consultant Datalogix Westminster, CO Sr. Media Planner Disney Interactive New York, NY Solutions Consultant Datalogix Chicago, IL Manager, Client Services-Sales Planning Pandora Internet Radio Oakland, CA Audience Development Manager SmartBrief Washington, DC CHEMICALS EDITOR SmartBrief Washington, DC Project Manager, Digital Media Products & Development SmartBrief Washington, DC

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SmartQuote

The man who insists upon seeing with perfect clearness before he decides, never decides. Accept life, and you must accept regret." --Henri Frédéric Amiel, Swiss philosopher, poet and critic