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February 15, 2013
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News for advertising, marketing and media professionals

  Top Story 
  • 3 in 10 online ads are never seen
    U.S. display ad impressions totaled 5.3 trillion last year, but 3 in 10 of those ads were never seen, according to this year's Digital Future In Focus report from comScore. Advertisers will likely "demand more accountability" in 2013, putting publishers under pressure to tweak their site designs and ad inventories, the report notes. TechCrunch (2/14), VentureBeat (2/14) LinkedInFacebookTwitterGoogle+Email this Story
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  Marketing Trends & Research 
  • Senate unveils new online sales tax bill
    Legislators introduced a new version of the Marketplace Fairness Act on Thursday. The bill aimed at making it easier for states to collect sales tax on residents' online purchases has increasing bipartisan support, as lawmakers look for ways to help their states boost sagging revenues. "While store owners collect and remit state and local sales taxes their digital competitors are off the hook -- and benefiting because of it," said David French of the National Retail Federation. Reuters (2/14), DMNews (2/14), Internet Retailer (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Consumers' migration to mobile is an opportunity for alert marketers
    Marketers should acknowledge consumers' continuing shift from PCs to mobile devices by focusing on the platform this year and making the necessary investments, advises a report from Forrester. To take full advantage of the trend, it is necessary to exploit mobile's strengths by distinguishing between smartphones and tablets, and tapping into Web services and the analytics and real-time data that mobile makes possible. MediaPost Communications/Online Media Daily (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  Company Watch 
  • Study finds racial differences in social-network usage
    A Pew Research Center study has observed differences in how Americans of different races use social networks. More than a quarter of black Web users are on Twitter, compared with less than a fifth of Hispanic and 14% of white Web users. Black and Hispanic Americans are also more likely to use Instagram than white Americans, while Pinterest is more popular with white users than with black or Hispanic Americans. Advertising Age (tiered subscription model) (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  • Levy predicts that digital will again lead Publicis in 2013
    Publicis Groupe CEO Maurice Levy says he expects digital business -- which already accounts for a third of the holding company's sales -- to continue to be the major driver of growth this year. Publicis saw its net profit increase 23% in 2012. In 2013, the company says it plans to exceed the $605 million it spent on acquisitions this past year. The Wall Street Journal (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  Marketer News 
  • TD Bank creates hyperlocal branch campaign for Google+
    TD Bank is making the unusual move of making a big investment in Google+, writes Cotton Delo. Through its digital agency iCrossing, the investment company has produced 96 hyperlocal videos for branches in New York City, featuring an inside look at the locations and featuring actual personnel. "Our ultimate goal is for more consumers to walk into our stores by giving them content that makes the store much more accessible," says Chief Marketing Officer Vinoo Vijay. Advertising Age (tiered subscription model) (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Key questions remain about Do Not Track
    Marketers should "very, very concerned" about Do Not Track regulations now in the offing, writes Netmining President Christopher Hansen. Ad-tech stakeholders are barely represented in the W3C Tracking Protection Working Group governing body, he notes. Ad tech companies should be asking questions about the policy, such as whether browsers should be expected to communicate the details of DNT to consumers, what a DNT policy would mean to the business landscape, and "Why aren't long-tail publishers and other small businesses part of the W3C working group?" Hansen writes. DMNews (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  Interactive Media 
  • Wisk looks to put the Web in a "state of detergency"
    Wisk is running a series of online-only videos and interactive ads by MDC Partners' Union in Toronto that aim to convince consumers that even clothes that appear clean can be tainted with invisible sweat and body oil. The campaign is an attempt to leverage the Web to level the playing field with Tide, the market leader, which spends $107.6 million on marketing to Wisk's $3 million. An actor plays a filmmaker at the center of the ads, shot in documentary-style, declaring "a state of detergency" and asking "what about the stains that you can't see?" The New York Times (tiered subscription model) (2/14) LinkedInFacebookTwitterGoogle+Email this Story
  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. LinkedInFacebookTwitterGoogle+Email this Story
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If you want to live a happy life, tie it to a goal. Not to people or things."
--Albert Einstein,
German-born theoretical physicist

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