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September 14, 2012
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News for advertising, marketing and media professionals

  Top Story 
  • App designers will have to stretch to fill bigger iPhone screen
    Apple's iPhone 5 will have 18% more space to fill on the screen, which means older applications will have to have a "letterbox"-style black border. Developers are seeking ways to update apps and fill the extra space, but some fret that adapting to new screen sizes could prove costly. "The variety of screen sizes drives up the cost because of the need to test the devices," said Phil Costa, Brightcove's director of product management. The Wall Street Journal (9/13) LinkedInFacebookTwitterGoogle+Email this Story
  Marketing Trends & Research 
 
  • Planning to go viral? You're doing it wrong
    Brands that set out to create viral content are on the wrong track, says L'Oreal USA content-strategy chief Deborah Marquardt. The best bet is always to focus simply on creating interesting, arresting content that will catch people's attention and get them talking. "It's about an ongoing conversation. ... There's a dialogue, and consumers are going to let you know when something isn't working," Marquardt says. Advertising Age (tiered subscription model) (9/13) LinkedInFacebookTwitterGoogle+Email this Story
  • Most SMB owners now use social networks
    Nine in 10 small-business owners say they use social media platforms to promote their companies, and 78% say that online outreach is as important and effective as face-to-face meetings, according to a Manta survey. "Small businesses understand they need to go where their audience is. Participating, networking and being found online is extremely important today in growing their business," says Manta CEO Pamela Springer. Los Angeles Times/Money & Co. (tiered subscription model) (9/13) LinkedInFacebookTwitterGoogle+Email this Story
  • E-commerce sites predict big holiday-shopping bump
    U.S. shoppers will likely spend $54.5 billion online in the runup to the holiday season, not counting travel spending. That's an increase of 16.8% from last year and almost a quarter of the $224.2 billion in e-retail sales forecast for the full year, eMarketer reports. eMarketer (9/14) LinkedInFacebookTwitterGoogle+Email this Story
Webinar: Audience + Contextual Targeting in Display
September 18, 2012 - 10:00 AM PT / 1:00 PM ET
Google commissioned Forrester Consulting to evaluate the perceptions and buying practices of interactive marketers with respect to display-based contextual and audience targeting. Join us for a joint webinar that willwalk through the different types of display targeting, industry perceptions and a brief overview of GDN targeting solutions. Register Now.
  Company Watch 
  • Google tells brands to go organic for better results
    Google is pushing search marketers to focus on optimizing content for a given channel, rather than simply on creating landing pages loaded down with search-friendly keywords. "Relying more on content puts brands in a position to tell stories supported by search engine marketing, similar to the way brands do with social, display and video advertising," notes Laurie Sullivan. MediaPost Communications/Online Media Daily (9/13) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  Marketer News 
  • How Fisher-Price builds buzz with mommy bloggers
    Fisher-Price is launching a digital campaign with social and mobile elements to spark conversations and build relationships with modern moms, says marketing chief Lisa Mancuso. The company reaches out to parenting bloggers, which it calls "Play Ambassadors," and connects them with products, in-house and outside experts, and partner programs. "Babies haven't changed, but moms, dads and the world around them have -- so, at Fisher-Price, we're changing with them," Mancuso says. Forbes/MarketShare blog (9/13) LinkedInFacebookTwitterGoogle+Email this Story
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  Interactive Media 
  • Virgin America features Internet pioneers in video push
    A promotional interactive video for Virgin America airlines features high-tech types such as Pandora founder Tim Westergren and Gilt Groupe co-founders Alexis Maybank and Alexandra Wilkis Wilson. The work featuring the so-called Virgin America "Originals" comes via the agency Eleven and highlights in-flight entertainment options. The campaign also features in-flight photos from a variety of customers, distributed via social channels. ClickZ (9/13) LinkedInFacebookTwitterGoogle+Email this Story
  IAB News 
  • Marc Andreessen, Sheryl Sandberg, and Charlie Rose Added to MIXX Powerhouse Speaker Lineup
    Marc Andreessen, co-founder and general partner of venture capital firm Andreessen Horowitz, pioneered a software category used by more than a billion people by co-creating the Mosaic Internet browser and co-founding Netscape. Facebook Chief Operating Officer Sheryl Sandberg is one of the leading voices in the digital marketplace -- driving sales, marketing, and business development for the world's largest social network. Emmy-winning journalist Charlie Rose engages these two visionaries on the collision of technology and creativity, which defines the new media ecosystem. Only at the IAB MIXX Conference & Expo, Oct. 1 & 2, during Advertising Week in New York City. Almost sold out -- register now. LinkedInFacebookTwitterGoogle+Email this Story
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--Frank Lloyd Wright,
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