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September 27, 2012
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News for advertising, marketing and media professionals

  Top Story 
  • Report: Digital growth levels off as industry matures
    The digital ad business's days of meteoric growth have faded as the industry is maturing -- though the sector remain the primary source of overall ad-spending growth, according to an eMarketer report. Digital accounts for 22.5% of all media spending and will claim a 29.2% share of the market by 2016, researchers predict. "Many marketers regard digital as a more measurable medium than traditional media, and their comfort with online and mobile marketing continues to grow," this article notes. eMarketer (9/27) LinkedInFacebookTwitterGoogle+Email this Story
  Marketing Trends & Research 
  • Study: Paid search moves new buyers and e-mail brings them back
    Search is the most effective tactic for getting new customers, e-mail rules for repeat business, and social media is good for awareness, according to a Forrester Research/GSI Commerce Spring Attribution Research report. New buyers are "heavily influenced by paid search," the report says. And "some 30% of transactions by repeat shoppers start with a click on an e-mail from retailers," writes Laurie Sullivan. MediaPost Communications/Online Media Daily (9/26) LinkedInFacebookTwitterGoogle+Email this Story
Introducing the Google Display Network Playbook for Performance Advertisers
The Google Display Network Playbook for performance marketers shows you how you can reach your customers through all the touch points of their day-to-day lives – at scale and with efficiency. Whether you're new to display or are looking for advanced optimization tips, this playbook is for you. Download the playbook today to see how the Google Display Network can enhance your ROI goals.
  Company Watch 
  • Sharethrough woos brands with stealth video ads
    What if you could run video ads that don't look like advertising at all? That's what Sharethrough is offering with its new Sponsored Videos tool: While ads are still labeled as such, they're formatted in the same way as a publisher's own video content. That makes ads seem more trustworthy and should also motivate publishers to ensure that they only run ads that are relevant to their readers, Sharethrough officials say. Adweek (9/26), TechCrunch (9/26) LinkedInFacebookTwitterGoogle+Email this Story
  • New text-ad format aims to make disruption a thing of the past
    Vibrant Media is touting a new model for in-text advertising, in which pop-up messages are displayed when users hover their cursor over certain words in a given body of text. Conventional text ads are inherently disruptive, but Vibrant's ads are more clearly labeled and require more concrete action by the reader before ad-content is displayed. "Advertising is becoming more and more something the user participates in when they want to, rather than something that interrupts," says CEO Cella Irvine. Advertising Age (tiered subscription model) (9/26) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  • Taco Bell to conduct a media-planning review
    Yum! Brands is conducting a review of its media planning for Taco Bell, which gets the biggest chunk of the parent's $835 million spend. Incumbent Draftfcb is not expected to defend. Media strategy is crucial to the brand, says Brian Niccol, Taco Bell's chief marketing and innovation officer. "To build off our current success, we are actively looking for an agency partner to help us with national media-planning strategy," he says. Advertising Age (tiered subscription model) (9/26) LinkedInFacebookTwitterGoogle+Email this Story
  Marketer News 
  • Authenticity is everything, says RPA social media chief
    Authenticity is a social brand's biggest asset and must be fiercely defended, says J Barbush, RPA's director of creative social media. The touchy-feely nature of social engagement demands honesty and transparency, Barbush says. "Once you go in the direction where you fake it, there's no going back. It's like you're done, you lost it," he says. ClickZ (9/26) LinkedInFacebookTwitterGoogle+Email this Story
  • YoPlait puts on a human face, gets 1 million Facebook fans
    A year ago, YoPlait had 200,000 Facebook fans; now the yogurt brand has a cool million fans, thanks to a new strategy that focuses on engagement rather than broadcasting messages, according to this article. To carry out that plan, YoPlait hired community-engagement manager Sara Fryar, known to the brand's fans as "Yoplait Sara," to post updates about topics such as her breakfast and her exercise regimen. MediaPost Communications/Marketing Daily (9/26) LinkedInFacebookTwitterGoogle+Email this Story
  Sponsored Content 

  Interactive Media 
  • Popchips campaign seeks consumers where they dwell, on smartphones, tablets
    A new campaign for snack brand Popchips on the VH1 mobile site offers users an easy, social way to enter a sweepstakes for a chance to meet singer Katy Perry. "We want to reach our consumers where they're spending their time and to communicate in the format they prefer. Today that means on mobile devices like smartphones and tablets," said Brian Pope, Popchips' senior vice president of marketing. Mobile Marketer (9/27) LinkedInFacebookTwitterGoogle+Email this Story
The Official Interactive Event of Advertising Week
IAB MIXX Conference & Expo, Oct. 1-2, NYC, sells out early every year. Why? Powerhouse featured speakers: foursquare's Dennis Crowley; The New Republic's Chris Hughes, R/GA's Nick Law, Microsoft's Qi Lu, The Paley Center for Media's Pat Mitchell, L'Oréal USA's Marc Speichert, Tumblr's Rick Webb; and more. Secure your seat now.
  • Magazines to see positive ad revenue growth in 2012
    According to estimates from eMarketer, U.S. ad revenue growth at magazines is expected to increase from 1.9% in 2011 to 2.6% this year, as revenue reaches $18.33 billion.

    To read more about eMarketer's coverage of U.S. ad revenues, click here.

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  IAB News 
  • IAB MIXX is SOLD OUT: Get on the waiting list NOW
    Advertising Week's No.1 destination is SOLD OUT. Digital marketing doesn't happen in a silo, it needs to leverage the full arsenal of platforms and screens -- mobile, social, video, display, and more. The 2012 MIXX Conference & Expo -- the official Interactive Event of Advertising Week -- fuses them all. It's where serious business gets done. Didn't register in time to secure your spot? You may still have a chance. Put your name on the waiting list now to spend two days with executives from the world's biggest brands and ad agencies -- Amazon, American Express, American Honda Motor Company, BBH, Bristol Myers Squibb, Carat, Citi, Cole Haan, Colgate, Coca-Cola, DDB, Dannon, Diageo, Digitas, Disney Channel, Deutsch, E*TRADE Financial, Eileen Fisher, Fidelity Investments, Elizabeth Arden, Experian, GlaxoSmithKline, GUESS, Heineken, and many more. You will be notified if space becomes available. There's still room at the MIXX Expo too. LinkedInFacebookTwitterGoogle+Email this Story
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