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September 19, 2012
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  Top Story 
  • Facebook lifts the lid on its new mobile-ad network
    Facebook is beta-testing a mobile-ad network that will allow brands to use consumers' Facebook data to target them while they use third-party applications and websites. That could help brands get more bang for their buck, while allowing Facebook to rake in serious mobile revenues without clogging its own apps with ads. "If you were looking for a big new way Facebook could make money but avoid hurting its user experience, here it is," writes Josh Constine. TechCrunch (9/18) LinkedInFacebookTwitterGoogle+Email this Story
Leading Brands Who Drive Mobile Engagement
78% of shoppers will use their phone to help navigate and simplify their holiday shopping. Check out how leading brands like Polo Ralph Lauren, Home Depot, and Pet Smart are leveraging mobile for their holiday marketing campaigns. Download Now.
  Marketing Trends & Research 
  • Is personal engagement a long-term growth strategy for brands?
    Brands should stop trying to engage with consumers as if they were people, writes Corey Mull. Less than a quarter of respondents to a recent survey engage brands online -- and they tend to already have an affinity for the brand, he writes. Brands should concentrate instead on making the consumer's life simpler, creating metrics based on customer "health," and on hiring people who can manage a brand over the long haul. Advertising Age (tiered subscription model) (9/18) LinkedInFacebookTwitterGoogle+Email this Story
  • Study: Wine drinkers say "cheers" to social media
    Almost three-quarters of regular wine drinkers are active on Facebook, compared to less than half of all U.S. consumers, according to an eMarketer study. The rate is even higher among younger drinkers, with 86% of millennials and 81% of Generation X wine drinkers using the social site. "For brands that would appeal to millennial consumers, then, social presence makes sense," eMarketer notes. eMarketer (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  • Revenue generation places high in social-marketing goals
    More than half of U.S. marketers are seeking revenue generation, not just better customer engagement, from their social media efforts, according to an Awareness survey. But whereas the metrics for evaluating social media effectiveness remain focused on the number of followers and fans, marketers are increasingly looking at new customers, leads and sales for revenue generation and scouring the social space to determine a customer's lifetime value to the brand. eMarketer (9/19) LinkedInFacebookTwitterGoogle+Email this Story
Got buying power? The Millennials do.
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  Company Watch 
  • Twitter's new profile pages resemble Facebook's
    Twitter has updated the look of profile pages, allowing large "header" images and making photostreams more prominent, writes Cotton Delo. Enhanced profile pages for brands were featured in the rollout demonstration on "Today," which modified the talent's profile pages to reflect the new look, which better approximates Facebook pages. Advertising Age (tiered subscription model) (9/18) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  • Efficiencies, not ideas, are driving some big-ticket creative reviews
    Efficiencies, price and resources, not creative or strategic ideas, will determine the winner in Johnson & Johnson's global creative review -- similar to how Chevrolet approach its recent review, writes Andrew McMains. Kim Kadlec, worldwide vice president of J&J's global marketing group, explains the procurement team's role in the review. "We work very closely to ensure that we are getting the very best value and talent from our agencies and that we align business objectives to incentives in a way that inspires great work and measurable outcomes," she says. Adweek (9/18) LinkedInFacebookTwitterGoogle+Email this Story
  Marketer News 
  • The real trouble with Dr Pepper's "evolution" Facebook graphic
    The problem with a recent Dr Pepper Facebook graphic that referenced evolution isn't that it upset some people, but that it lacked meaningful integration with the brand in a way that could help sell soda, writes Jonathan Salem Baskin. For better marketing examples, look to brands such as Apple and Amazon that focus on "pretty old-fashioned advertising that focuses on functionality and customer benefits." Advertising Age (tiered subscription model) (9/18) LinkedInFacebookTwitterGoogle+Email this Story
  Sponsored Content 

  Interactive Media 
  • Frito-Lay adds "Transformers" twist to Super Bowl ad contest
    Frito-Lay is ratcheting up the prize of its Super Bowl commercial competition, with the 2013 winner, as rated by USA TODAY's Ad Meter, getting the opportunity to work with movie director Michael Bay on the next "Transformers" movie. Five finalists will be announced in January, and the top two amateur ads will air during the Super Bowl. If a Doritos spot is No. 1 in the Ad Meter's rankings, the creator will also take home $1 million. USA TODAY (9/18) LinkedInFacebookTwitterGoogle+Email this Story
  IAB News 
  • MIXX is almost sold out: Powerhouse speaker lineup gets even stronger
    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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  Editor's Note 
  • Correction
    The Sept. 4 issue of IAB SmartBrief incorrectly described Univision Interactive's distinction in being given IAB's Quality Assurance Guidelines Certification. Univision is the only Spanish-language broadcaster to receive this certification. SmartBrief regrets the error. LinkedInFacebookTwitterGoogle+Email this Story
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The well bred contradict other people. The wise contradict themselves."
--Oscar Wilde,
Irish writer

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