Web Marketing Association SmartBrief

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November 15, 2012

Current News and Ideas for Web Developers and Marketers

Top Story

Study: RTB spending is on the rise
Real-time bidding will grab a 13% share of brands' total display-advertising budgets in 2012, compared with a 4% share in 2010, according to an eMarketer analysis. Real-time spending is projected to increase to more than $7 billion by 2016, when RTB will account for 28 cents of every dollar in display-ad spending. eMarketer (11/15)

Trendwatch

U.S. to remain biggest market for online advertisers through 2017
Global Web-ad spending will hit $92 billion this year and spike to $143 billion by 2017, according to a forecast from Digital TV Research. The U.S. will remain the top market for online advertisers, accounting for 40% of spending, with the U.K. remaining the second-biggest online advertising market. The Hollywood Reporter (11/14)

Publishers are the real cookie monsters, says e-privacy firm
Online publishers use about twice as many persistent cookies as do e-commerce sites, according to an analysis by online-privacy company Truste. The counterintuitive finding suggests that publishers use third-party cookies intended to support ad targeting, while e-commerce sites focus on in-house cookies designed to personalize users' shopping experience, says Truste exec Kevin Trilli. Adweek (11/14)

Getting the Word Out

Study: Mobile search could be key for automakers
About half of people who search for automobiles via mobile devices wind up making a purchase on the same day, and more than a third make a purchase within an hour of searching, according to xAd and Telmetrics. That suggests mobile-search optimization and advertising likely counts for more than automakers' mobile websites and applications, Telmetrics officials say. ClickZ (11/14)

Pinterest woos brands with designated business pages
Pinterest is hoping to encourage brands to sign up for the network by offering designated pages for businesses. The free pages don't currently differ much from existing user pages, but will feature more streamlined authentication and sign-up services, and will help Pinterest add other brand-friendly services in future. "We hope to add more tools and features that are geared toward this audience," says Product Manager Cat Lee. Advertising Age (tiered subscription model) (11/14)

Developer Update

Susy helps developers build responsive-grid websites
Frustrated with your go-to CSS grid library? Gabriel Manricks recommends experimenting with Susy, an add-on for the Compass CSS framework. Susy "lets you create your own custom grid framework, minimizing overhead, while making it more understandable to use," Manricks explains. NetTuts+ (11/14)

Design Corner

How Web designers can accidentally scare away business
Web designers can easily scare off clients by making a few simple mistakes, writes Alexa D'Agostino. Failing to respond quickly to clients' comments, not making appropriate recommendations or exaggerating your own abilities can all cost you business in the long run. "Unfortunately, it only takes a single, simple, mistake to lose even your most loyal customers," D'Agostino warns. WebDesignerDepot.com (11/14)

Small Businesses & Entrepreneurs

Why SMBs should pay attention to website usability
Small-business owners should make sure they build their companies' websites with their users in mind, writes Lisa Barone. Readability and ease of navigation are the keys to ensuring your users don't give up and switch to your competitors' websites, Barone explains. "Focus on usability and you focus on your customers," she adds. Small Business Trends (11/14)

Association News

Who will win the IAC Awards' Top Agency Award?
Interactive agencies that win multiple awards will also be in the running for the Top Agency Award. In a change from prior years, each entrant will be awarded points based on the level of award for each award received. A Best of Show will be worth 5 points, Best of Industry 3 points and each Outstanding award 1 point. The agency with the most points will be awarded the Top Agency Award.

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