Top Story

• Moviegoers frequently use mobile devices to find films, buy tickets
  About two-thirds of the people who go to the movies at least once a month use their mobile devices to research and find films at least some of the time, according to a report by IAB. About a quarter of regular moviegoers use their devices to buy tickets, according to the survey, which measured a wide variety of movie-related activities on mobile. eMarketer (10/15)      

Marketing Trends & Research

• Social TV market to reach $256 billion by 2017
  The annual growth rate of social-media-related television businesses is expected to be 11.2%, rising to $256 billion by 2017, according to a report from MarketsandMarkets. The market will growth fastest in Europe, the firm finds. "Broadcasters are developing and enriching social TV integration; they are targeting the tune-in customer, engagement and their loyalty to boost the ratings," the report says. MediaPost Communications/MediaDailyNews (10/12)      

• Marketers aren't keeping up with the Hispanic boom, experts say
  The Hispanic population is booming, but digital marketers say advertisers have yet to adapt to the trend. Both brands and marketers need to find ways to evangelize at high levels on behalf of Hispanic consumers, and to win bigger budgets for Hispanic outreach, experts say. "The future of your brands depends on it," says Jose Garriga, vice president of sales for Univision Sports. "Otherwise, you're going to fail. It's as simple as that." MediaPost Communications/Online Media Daily (10/12)      

Company Watch

• YouTube channels are accused of using ads to improve rankings
  Some YouTube channel operators are using the video site's TrueView ad product to artificially inflate their channel's rankings, competitors complain. A preroll ad for a channel counts as a view for the purposes of YouTube's rankings, and some channels are reportedly trying to capitalize on that fact in order to juice their rankings. "It's like having your show play as a commercial for 'American Idol,' and counting all the people who saw the commercial as actual viewers for your show," says YouTube channel operator Rafi Fine. Adweek (10/15)      

Agency News

• Samsung is searching for a B2B agency of record
  Cheil, Ogilvy and Leo Burnett are said to be vying for Samsung's business-to-business agency of record account. Korea-based Cheil, the incumbent on the account, is also 15% owned by Samsung. Products include large LED-lit LCD displays and promising projects include a partnership with Spotify for Internet-streamed music over Samsung TVs. Advertising Age (tiered subscription model) (10/12)      

Marketer News

• Small ad firms could make big bucks on mobile
  Small ad companies are making headway on mobile platforms, experts say. Big players such as Apple and Google are usually wedded to a single proprietary hardware platform, but small firms can help brands reach across multiple platforms. "Advertisers want to be able to reach the broadest population they can and in the mobile world, where the platforms are fragmented, this gives an opening to the providers who are truly platform neutral," says Gartner analyst Andrew Frank. Reuters (10/12)      

• Ford uses social media to hear innovative ideas and respond
  Testing out ideas then immediately scaling them up is the secret behind Ford's new program for innovation, says Jim Farley, group vice president of global marketing, sales and service. Social media platforms were targeted for prelaunch buzz, as Ford could find self-selecting enthusiasts to opt in and share their ideas. "They weren't going to buy the old car anyway, so we could show them the product a year ahead of time," and innovate in advance of the launch, Farley says. MediaPost Communications/Marketing Daily (10/13)      

Interactive Media

• Arby's turns to mobile to showcase new sandwich
  The debut of turkey sandwiches is the draw in Arby’s new mobile banner ads on Pandora's application. Tapping the ad takes consumers to a mobile-optimized landing page showcasing the new sandwich and offering options to find the nearest restaurant, as well as browse other Arby's selections. Mobile Marketer (10/12)      

Hot Topics

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

• Do Facebook users want a "want" button? (Reuters)

• Mobile is a state of mind, says IAB exec (ClickZ)

• Gannett commits to verified viewability metrics (ClickZ)

• Mobile advertising revenues are booming, IAB report finds (The New York Times (tiered subscription model))

• Amazon explains triple-pronged ad strategy (Advertising Age (tiered subscription model))

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

IAB News

• Learn from best-in-class digital creative
  Check out all the 2012 MIXX Award winners to see how the smartest brands, agencies, and media companies are combining creativity and impact to engage consumers in new ways. Sherwin-Williams and McKinney took home the coveted Best in Show MIXX Award for "Chip It!" at the October 2 MIXX Awards Gala. Seventy-one distinguished interactive advertising campaigns and single executions in 27 categories are showcased as winners for setting the pace for creativity and impact across all digital marketing. The MIXX Awards is the only competition that evaluates all key facets of interactive marketing -- including strategy, creative development and execution, media placement and integration, effectiveness, and ROI, and the sole interactive awards competition judged by an all-star panel of 31 luminaries. View all the winning creative and learn from their success.      

• IAB Ad Operations: Agenda announced
  Getting and retaining the attention of an ever-present consumer requires the ad operations community to overcome enormous challenges by delivering and measuring campaigns seamlessly across every channel. The 2012 IAB Ad Operations Summit, on November 5, in NYC, uncovers how evolving technologies and initiatives -- VSUITE, HTML5, data management, Safe Frame, Making Measurement Make Sense (3MS), viewable impressions, and more -- combine with display, mobile, TV, social, and video operations to tackle the demands of today's multiscreen world. View the agenda and register now. Agency executives: You may qualify for a complimentary pass.      

Position Title Company Name Location Sales Development Manager Chegg Santa Clara, CA Sr Director, Ad Policy Yahoo! Santa Monica, CA Account Executive/Sr. AE, East Coast deviantART New York, NY Advertising Operations Technical Lead Pandora Oakland, CA Regional Director, Sales Development Pandora Oakland, CA

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SmartQuote

I have loved the stars too fondly to be fearful of the night." --Galileo Galilei, Italian astronomer, philosopher and physicist