Top Story

• How Coke ran out of tweets during the Super Bowl
  Coca-Cola's Twitter-based Super Bowl campaign hit a snag when the drinks giant was barred from posting messages for two hours during prime time. Coke posted tweets thanking individual users for voting in an online game linked to its TV spot, but quickly exceeded Twitter's maximum-post threshold -- it had petitioned for a higher limit and even exceeded that -- and was frozen out of the service. The episode highlighted the difficulties brands can face when running major social campaigns, writes Cotton Delo. Advertising Age (tiered subscription model) (2/15)      

Marketing Trends & Research

• Even for direct mail, NFC is the interactive choice
  Near-field communications can revolutionize direct mail, writes Fusion92 Vice President of Innovation Jacob Beckley. In spite of the current popularity of QR codes, many analysts believe that NFC technology is poised to replace QR codes as the marketing tool of choice. "Depending on the scanning application, QR codes can take seven or more steps to direct users to the digital marketing content. NFC codes don't require any action on the part of the user other than bringing the device into close proximity to the tag," writes Beckley. VentureBeat (2/17)      

• Ad networks clamp down on piracy sites
  Google and OpenX have "significantly reduced" the number of ads they place on piracy-related sites, according to a USC Annenberg Innovation Lab study. Still, the study found 31 global brands -- including top automakers and phone companies were still advertising on pirate sites. The controversy has created openings for smaller players in the ad network market, this article notes. Los Angeles Times (tiered subscription model)/Opinion L.A. blog (2/16)      

• Report: Anemic growth means marketers will seek higher returns
  Digital technology has "stripped value out of economies," according to a report by WPP's The Futures Company. Despite having contributed between 60% and 80% to productivity gains since 1995, the "broader effect of digital networks has been to expose national economies to much more competition than previously," affecting middle-class jobs most. The report says that the expected lower growth rates will likely mean companies seek greater return on investment from marketing budgets. MediaPost Communications/MediaDailyNews (2/15)      

• Other News

• Pew: Social network user base skews toward women, young people, high incomes
  MediaPost Communications/The Social Graf blog (2/15)      

Company Watch

• Social tools help restaurants stay fresh in customers' minds
  Social media can be a great way for restaurants to stay present in diners' minds, Paul Beaulieu writes, citing video sharing, location-based tools and Twitter. "Using social media to reach out to customers is a powerful tool for keeping customers thinking about your brand," he writes. SmartBrief/SmartBlog on Social Media (2/15)      

• Other News

• Analysts divided on Google's "enhanced" AdWords function
  ClickZ (2/15)      

Agency News

• Ad agencies pile on to the "Harlem Shake" meme
  The "Harlem Shake" dance meme has "has gone international" in the ad world, writes Shareen Pathak, and despite one ad-industry columnist inveighing against the inevitable trend, it has also been adopted by Chili's, A&W and Pepsi, among other brands. Videos by TBWA Paris, Grey Moscow, DDB Barcelona and M&C Saatchi Johannesburg add to a roster of Harlem-shaking agencies that now exceeds 60. Advertising Age (tiered subscription model)/Adages blog (2/15)      

Marketer News

• YouTube Ad Blitz winners show the triumph of quieter spots
  Ram's stirring tribute to farmers won YouTube's Ad Blitz Super Bowl contest, with the Budweiser baby Clydesdale spot and Samsung's "Next Big Thing" two-minute spot collecting silver and bronze, respectively. The Richards Group created the Ram spot, Anomaly crafted the second-place spot about the Clydesdale reunited with the rancher who raised it, and 72andSunny made the Samsung comedy with Seth Rogen, Paul Rudd and Bob Odenkirk. "Three of the five, including the top two, are heartwarming productions, rather than the broad comedy for which Super Bowl ads have generally become known," writes Tim Nudd. Adweek (2/16)      

Interactive Media

• Panera Bread bakes its values into a social media campaign
  Panera Bread is running a "Food Chain Reaction" campaign on Facebook in which it promises to donate a bowl of soup to someone in need for every group of five friends that registers with the campaign. The aim is to highlight Panera's views on its place in society, said creative director Lisa Lorenz. "Instead of talking about what we do, the campaign talks about the how and why behind our practices," she said. MediaPost Communications/Marketing Daily (2/15)      

Hot Topics

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

• 3 in 10 online ads are never seen (TechCrunch)

• Half of all ads will be digital by 2018, says Google business chief (All Things D)

• IAB's Anna Bager: "With mobile, you can own the customer" (Adweek)

• What you get or give for Valentine's Day might depend on where you live (SmartBrief/SmartBlog on Leadership)

• Selling digital ads is almost too easy (Advertising Age (tiered subscription model))

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

IAB News

• Want to know more about the IAB Digital Media Sales Certification?
  The January window has ended and the next test window starts April 1. Take a giant step in your career by taking the IAB Digital Media Sales Certification exam. Hundreds of your colleagues are already certified and making a difference -- for themselves and their company. For further details and to find out if you are eligible, please visit our website.      

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SmartQuote

You will become as small as your controlling desire; as great as your dominant aspiration." --James Allen, British author