Top Story

• IAB announces schedule details for Digital Content NewFronts
  IAB unveiled scheduling information for the second annual Digital Content NewFronts event, which will be held April 29 to May 3, the same time as the television upfront negotiations. AOL, Digita, Google, Hulu, Microsoft Advertising and Yahoo are among the digital publishers expected to participate by mounting their own presentations to entice advertising commitments. Each participating company will host its own event during the sessions, with IAB playing a logistical role. MediaPost Communications/Video Daily blog (2/1)      

Marketing Trends & Research

• FTC offers new privacy guidelines for mobile industry
  The mobile industry should improve privacy protection and allow device users to opt out of ad-network tracking, the Federal Trade Commission argues in a new set of nonbinding recommendations. Outgoing FTC chief Jon Leibowitz called the mobile sector "a sort of Wild West" and called for industry players to act to tackle its "unique privacy challenges." Separately, the social networking application Path has agreed to settle with the FTC for $800,000 over charges that it collected children's personal information. The Wall Street Journal (2/2), Adweek (2/1)      

• Arcade gaming on Android platform leads ad impressions
  Android devices accounted for 64% of all gaming ad impressions counted in Millennial Media's Mobile Mix report. Gaming topped all other categories in the report, with arcade-style games proving to be the most popular format, totaling 30% of ad impressions. Despite the rise of table computers, the report says almost 3 in 4 ad impressions were generated by smartphones. VentureBeat (2/1)      

Company Watch

• Brands get another way to target Facebook users
  Facebook is testing Suggested Page ad units that let companies advertise in the news feed of people who haven't "liked" their brand. The minimalist units are "among the least social units Facebook has on offer," and likely reflect an effort by Facebook to encourage more advertisers to buy news feed space, Tim Peterson writes. Adweek (2/1)      

• Bing plans to launch Skype-powered click-to-call ads
  Microsoft's Bing search engine will offer Skype-powered click-to-call ads to brands in certain market segments in coming months, says General Manager David Pann. Brands will be able to create dedicated 800 numbers for use within Bing ads, Pann said. MediaPost Communications/Online Media Daily (2/1)      

Agency News

• Super Bowl blackout turns into viral gold for Oreo
  Oreo took advantage of the Super Bowl's third-quarter blackout, sharing an image on Twitter captioned with the words "You can still dunk in the dark" that was retweeted thousands of times. Marketing agency 360i attributed the spur-of-the-moment ad's success to a "mission control" it established with Oreo brand executives during the game that enabled the agency to seek lightning-fast approval. "When all of the stakeholders come together so quickly, you've got magic," said 360i President Sarah Hofstetter. BuzzFeed (2/3)      

Marketer News

• Pepsi pokes at "Coke Chase" in video; Coca-Cola responds
  Pepsi looked to knock down Coca-Cola's "Coke Chase" commercial aired during the Super Bowl by releasing a video hours before the game featuring actors supposedly in the Coke spot trying to extract a Pepsi Next from a broken vending machine. Coke quickly issued a response video, mentioning that "imitation is the most sincere form of flattery." Adweek/AdFreak blog (2/3)      

Interactive Media

• Brands turn to Twitter after Super Bowl power outage
  Brands quickly took to Twitter to riff on the Super Bowl's prolonged power outage. Bud Light and Speed Stick looked to promoted tweets linked to the words "power outage"; Oreo and Tide posted graphics linked to the issue; and Audi tweeted an offer to send some LEDs to the Superdome, which it noted was sponsored by fellow luxury auto brand Mercedes-Benz. Advertising Age (tiered subscription model) (2/3)      

Hot Topics

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

• IAB helps announce new mobile ad standards (Advertising Age (tiered subscription model))

• 92.5 million people used digital coupons in 2012 (eMarketer)

• How Facebook plans to steal Google's search crown (Advertising Age (tiered subscription model))

• The perfect storm is brewing for online video advertising (B2C Marketing Insider)

• Google PLAs win bigger slice of marketers' search budgets (Adweek)

• 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. Haven't heard about the Certification program? Don't know why you should take it? Attend the next "Everything You Always Wanted To Know About The Certification Program In Less Than 45 Minutes" webinar on Feb. 8 at 12 p.m. Whether you are interested in taking control of your own career, or looking to get your entire sales team certified, you will learn about the program that's creating a new standard in digital sales.      

• Sold out: IAB Annual Leadership Meeting
  Get your name on the waiting list now! Does marketing success derive from a game-changing idea -- the position, the strategy, the slogan; the emotional evocation that differentiates one brand from another -- or can big data lead us to the same results? The conversation dominating the advertising industry dominates the stage at the most important industry event of 2013. Check out the agenda for the IAB Annual Leadership Meeting. Hear from Tim Armstrong, Chairman and CEO, AOL; Jonah Peretti, Founder and CEO, BuzzFeed; Nate Silver, Author, Statistician, and Founder, FiveThirtyEight.com; Jim Speros, EVP and CMO, Fidelity Investments; Susan Wojcicki, SVP, Advertising, Google; and many more advertising thought leaders. Learn more and add your name to the waiting list.      

Position Title Company Name Location Ad Operations Manager Spiceworks Austin, TX Senior Account Executive/Director, East Coast deviantART New York, NY VP, Digital Strategy Lincoln Financial Media Company Atlanta, GA Retail Sales Director - Digital Media & Targeting Datalogix Multiple Locations, United States Account Executive, Digial Media Datalogix New York City, NY Senior Manager, Mobile & Video Datalogix New York City, NY SEM Marketing Manager, Local Everyday Health Inc. New York , NY

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SmartQuote

To attain knowledge, add things every day. To attain wisdom, subtract things every day." --Laozi, Chinese philosopher