Top Story

• 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)     

Trendwatch

• 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)     

• Ad collisions prove costly for online advertisers
  More than one-fifth of online ads are thought to collide with other ads from the same campaign, according to an Integral Ad Science report. That suggests collisions are causing brands to waste about $200,000 of every $1 million they spend on Web ads, the report notes. MediaPost Communications/Online Media Daily (2/14)     

Getting the Word Out

• Moms go mobile in the grocery store
  Female smartphone users are increasingly turning to their gadgets while shopping for food, according to an Allrecipes.com survey. Moms use their phones to research products and to find inspiration for recipes, often turning to social sites, such as Pinterest, for pointers while planning their shopping. eMarketer (2/14)     

• 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)     

Developer Update

• Zend Server goes freemium to win over PHP developers
  Zend is switching to a freemium model for Zend Server 6 as part of a bid to win over PHP developers. It's hoped that developers will get hooked on Zend's now free-to-use deployment and debugging tools and will pay for more advanced services. VentureBeat (2/13)     

Design Corner

• Adobe previews new responsive-design tool
  Edge Reflow, Adobe's responsive-design tool, is now available in a public beta. The tool is intended to be used not to build sites directly, but rather to help designers map out their ideas in ways that developers can easily turn into a working website. "Reflow is a design tool, and it bridges the gap between raster image editors like Photoshop and bare code," explains Harrison Weber. TheNextWeb.com (2/14)     

Small Businesses & Entrepreneurs

• Video-marketing tips from a YouTube success
  Wasp Barcode's YouTube page now has more than 1 million views -- not bad for a "super nonsexy product," says Jeremy Vest, the scanner-maker's online manager. That's a sign it's possible for any business to make a splash on video-sharing sites, Vest says. "There are a lot of safe bets for small business and video," he says. For example, creating a how-to video isn't difficult and can establish authority for your business. MarketingSherpa (2/14)     

Association News

• Today is the last day to enter 2013 IAC Awards
  Today is the last day to enter the 11th annual Internet Advertising Competition Awards. All submitted entries must also be complete by this date as the judging will begin shortly thereafter. This international award program will evaluate all forms of online advertising in 86 industry categories. The competition website is here. The extended deadline for entry is today -- Friday, Feb. 15.     

On Leadership

Top five news stories from SmartBrief on Leadership this week. Want more leadership news?

• Defining workplace culture as your company grows (The New York Times (tiered subscription model))

• The young CEOs who are out to change the world (CNNMoney/Fortune)

• What executives can learn from Pope Benedict XVI quitting (Harvard Business Review online)

• The year in photographs (The Atlantic online)

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

SmartQuote

If you want to live a happy life, tie it to a goal. Not to people or things." --Albert Einstein, German-born theoretical physicist