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March 25, 2013
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News for advertising, marketing and media professionals

  Top Story 
  • Native ads show more brand lift than traditional pre-roll
    Native advertising has more influence on brand lift that standard pre-roll, according to a study conducted by Sharethrough with Nielsen Online Brand Effect. Jarritos soft drink was one of the brands tested. Native ads tended to be more likely to leave viewers with a favorable impression of a brand than pre-roll ads, and in one case a pre-roll ad actually increased the likelihood that a viewer would say they had an unfavorable or very unfavorable impression of the brand. "Native ads outperformed pre-roll regardless of the category or the marketing objectives of the five measured advertisers," Nielsen noted. MediaPost Communications/VidBlog (3/22) LinkedInFacebookTwitterGoogle+Email this Story
  Marketing Trends & Research 
  • U.S. consumers invest little trust in text message marketing
    Customer recommendations are more trusted by U.S. consumers than either text messages from marketers, or information on mobile applications, according to a Forrester Research report. The data points to the importance of well-crafted brand campaigns, experts say. "Branded content cannot be an afterthought. Marketers need a systematic approach to help build their brand," said Tracy Stokes, principal analyst at Forrester. Luxury Daily (3/25) LinkedInFacebookTwitterGoogle+Email this Story
  • Nurturing a big spot means more than timing the reveal
    Brands that pre-released a spot made for the Super Bowl or Oscars got a bigger impact from viral sharing than brands withholding them until the big show, but those marketers who nurtured engagement got better results still, says Ammiel Kamon, Kontera's executive vice president for marketing and mobile. "There was no detrimental effect to pre-releasing. But of the 11 brands who released early and created more elaborate ways to involve the online community in the weeks leading to the game? Online brand consumption increased on average 210% for the month," Kamon says. MediaPost Communications/Marketing Daily (3/22) LinkedInFacebookTwitterGoogle+Email this Story
  Company Watch 
  • ThingLink aims to help publishers, marketers harness power of images
    Interactive content embedded within images increases click-through rate as much as 50%, says Neil Vineberg, ThingLink chief marketing officer. About 100,000 publishers have embraced ThingLink's new image format, which allows viewers to hover over an image to turn it "into a content-discovery platform," says Lewis DVorkin, chief product officer at Forbes, which has used it to convert the annual Forbes 400 into an interactive infographic. "This speaks to two macro trends in online advertising: brands acting as publishers and native advertising," says Jordan Bitterman, Digitas senior vice president and director of social marketing practice. Adweek (3/24) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
  Agency News 
  • Data-ownership fights are breaking out among agencies, clients
    Marketers and agencies are increasingly getting embroiled in fights over the ownership of data generated, collected and used during online campaigns, Alexandra Bruell writes. Some clients inadvertently sign away their data ownership to agencies; others wage long and ugly battles to win back the data generated by their campaigns. "It's not good business" for agencies to pick fights over campaign data, says Michael Brunick of IPG's Mediabrands Audience Platform. "Clients should own their data, and we should have the rights to use that data on the clients' behalf." Advertising Age (tiered subscription model) (3/25) LinkedInFacebookTwitterGoogle+Email this Story
  Marketer News 
  • Brands put a social spin on their offline advertising
    The "language of social media" is even seeping into ad campaigns that have no social media element of their own, Stuart Elliott writes. Brands talk about status updates, "likes," friend lists and other elements of social networking in a bid to become more relatable and instantly comprehensible to their target audience. "We were using social media in our ads because it's so understandable," explains Bridgett Judd, group director for strategic innovation at Saatchi & Saatchi Los Angeles. The New York Times (tiered subscription model) (3/24) LinkedInFacebookTwitterGoogle+Email this Story
  Interactive Media 
  • Tide aims to clean up with mobile-video ad campaigns
    Tide is blending mobile video into its ad campaigns in a bid to keep its edge, says Procter & Gamble digital brand manager Eric Gruen. "We want to be at the cutting edge of innovation. And truthfully, the best way to do that is to continue to invest in mediums like mobile video," Gruen says. eMarketer (3/22) LinkedInFacebookTwitterGoogle+Email this Story
  Hot Topics 

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

  • Results based on number of times each story was clicked by readers.
  IAB News 
  • IAB cross-screen case studies in Detroit -- April 2
    Bacardi. General Motors' Buick. General Motors' Chevy. Intel. Marriott Hotels & Resorts. Nokia. Panera Bread. Pepsi. Unilever's Dove. Universal Pictures. Virgin Mobile. Hear from them all -- along with their agency and publisher partners -- during the IAB Case Study Road Show series. Join your colleagues, competitors and partners for one day of instantly actionable digital marketing strategies. This is a rare opportunity to go behind-the-scenes of never-before-presented campaigns to get answers and learn the real results. Are you ready to overcome the challenges of technology, measurement and creative execution? Learn from the best. See which brands are sharing successes and experiences in your area and register here. The Detroit event will be held Tuesday, April 2. LinkedInFacebookTwitterGoogle+Email this Story
  • A relentlessly practical mobile conference -- from the IAB
    Spend one day tackling and mastering the challenges and opportunities of the mobile landscape. The IAB Mobile Marketplace, April 11, New York City. Expert insights on creativity in mobile, mobile video, measurement, and monetization, structuring teams to optimize mobile strategy ... plus groundbreaking case studies, an opportunity to speak out on mobile issues impacting the way you work, and great networking. Keynote Presenter: Thomas Fellger, Founding Partner and Group Chief Executive Officer, iconmobile. In the audience: Executives from Apple, Citibank, Digitas, MEC, PepsiCo, The Hertz Corporation, Universal McCann, Y&R, and more. Check out the details and register here. Brand marketers and ad agency executives may qualify for a complimentary pass. LinkedInFacebookTwitterGoogle+Email this Story
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