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September 20, 2012
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News for advertising, marketing and media professionals

  Top Story 
  • Shops put value on IAB certification test
    Some shops are turning to the Interactive Advertising Bureau's "Digital Media Sales Certification" test to ensure their employees and perspective candidates are keeping up with evolving digital-ad technology. The agency Collective is making all sales and staff take the 100-question multiple-choice exam until they pass. IAB will offer the exam every quarter to strengthen industry standards for selling, managing and analyzing digital ads. According to IAB, 101 test takers have passed the exam. Advertising Age (tiered subscription model) (9/18) LinkedInFacebookTwitterGoogle+Email this Story
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  Marketing Trends & Research 
  • U.S. digital-ad revenue is projected to rise 16.6% this year
    Google is leading an expected 16.6% rise in digital ad revenue this year, according to an eMarketer estimate based on Interactive Advertising Bureau/PricewaterhouseCoopers data. The top five players, which also include Yahoo!, Microsoft, Facebook and AOL, will account for about two-thirds of the year's projected $37.31 billion. Search and display will continue to dominate the ad formats through 2016, per eMarketer. eMarketer (9/20) LinkedInFacebookTwitterGoogle+Email this Story
  • Can computers learn to "read" photos?
    Researchers are trying to teach computers to better understand photos, in a move that could allow marketers to serve up contextual ads based on an image's content. Groups such as GumGum are offering image-related ad services, but publishers are taking a wait-and-see approach. "On the one hand, it's a new way of delivering a targeted advertisement. ... On the other hand, you are adding another unit to an already cluttered page," says Jason Gole, a digital media director at Interpublic's UM. The Wall Street Journal (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  • Social "data geeks" get new ad-targeting tools
    Data companies such as AddThis and Optimal are giving marketers new ways to mine social data in order to target their ads. AddThis seeks to blend online and offline data to identify target Web audiences, while Optimal offers databases and visual representations of Facebook users' interests, helping marketers to join the dots between potential customers' various interests. MediaPost Communications/Online Media Daily (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  Company Watch 
  • Google wins trifecta with lead in display-ad revenue
    Google is projected to command 15.4% of U.S. display-ad revenue, making it the leader in that category and adding to its dominance in search and mobile, according to eMarketer estimates. Facebook is also ticking up, expected to hit the 14.4% mark by year's end for a second-place finish ahead of Yahoo! (9.3%), Microsoft (4.5%) and AOL (3.6%) in the nearly $15 billion display market. EMarketer cited Google's ad network, video ads on YouTube and mobile display ads via AdMob as the driving factors of its growth. eMarketer (9/20) LinkedInFacebookTwitterGoogle+Email this Story
  • Pinterest pins monetization hopes on ad-tracking services
    Pinterest is in early talks with ad-tracking firm Convertro over ways to monetize the site's users, says Convertro CEO Jeff Zwelling. The aim is to find ways to tap into Pinterest users' taste for memes and their photo-sharing history to create targeted ad formats or promotional opportunities for brands. "If someone keeps repinning Marc Jacobs dresses, there's a high probability they want to buy Marc Jacobs dresses," Zwelling says. Adweek (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  Agency News 
  • High school-based ad agency to take on first paying project
    The high school-based IAM Advertising agency will handle the promotional chores of a PBS documentary series on Washington, D.C., school reform by the National Black Programming Consortium and The work represents the first paying client for the High School for Innovation In Advertising and Media in Brooklyn, N.Y. The students will work with Digitas, and fees will come back to the school through the 4A's educational fund. Advertising Age (tiered subscription model) (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  Marketer News 
  • Campbell Soup puts digital marketing on the menu
    Campbell Soup is boosting its digital spending 40% this year and mounting an aggressive hiring campaign in a bid to become the most "digitally fit" organization in its sector, according to online marketing chief Adam Kmiec. Digital will play a key role in product launches, and the company will also partner with sites such as BuzzFeed and Funny Or Die. "You're going to see things that you probably would never have imagined coming from Campbell's," Kmiec adds. Advertising Age (tiered subscription model) (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  Sponsored Content 

  Interactive Media 
  • Nintendo campaigns for female gamers to adopt 3DS platform
    Nintendo's "Play As You Are" campaign aims at female gamers by matching a game to a personality. Dianna Agron of "Glee" and Olympic athlete Gabrielle Douglas are among the celebrities enlisted to show off their 3DS hand-held game system. The commercials show "that girls are playing what they enjoy, and I think it's important for girls to see people they admire playing a game just because they enjoy it, and not to impress anyone else," says Heidi Duran, editor-in-chief of MediaPost Communications/Marketing Daily (9/19) LinkedInFacebookTwitterGoogle+Email this Story
  IAB News 
  • MIXX is almost sold out: Powerhouse speaker lineup gets even stronger
    Marc Andreessen, Co-Founder and General Partner of venture capital firm Andreessen Horowitz, pioneered a software category used by more than a billion people by co-creating the Mosaic Internet browser and co-founding Netscape. Facebook Chief Operating Officer Sheryl Sandberg is one of the leading voices in the digital marketplace -- driving sales, marketing, and business development for the world's largest social network. Emmy-winning Journalist Charlie Rose engages these two visionaries on the collision of technology and creativity, which defines the new media ecosystem. Only at the IAB MIXX Conference & Expo, Oct. 1 & 2, during Advertising Week in New York City. Almost sold out -- register now. LinkedInFacebookTwitterGoogle+Email this Story
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Cooperation is the thorough conviction that nobody can get there unless everybody gets there."
--Virginia Burden Tower,
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