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| IAB SmartBrief |
| March 20, 2012 |
The $684 billion Internet economy
At $684 billion in 2010, the Internet has grown to the point that it contributes more to the U.S. economy than the agricultural, construction and education sectors as well as the federal government itself, per a Boston Consulting Group study. The 4.7% the Internet generated ties Japan for fourth place in its percentage of gross domestic product, behind the U.K., South Korea and China. CNNMoney (3/19)
Men and women use mobile differently in stores
The rise of mobile devices for research is helping male shoppers catch up to their female counterparts in shopping research, per eMarketer. Though more women phone a friend while shopping than men, more men than women look up product reviews in the store itself, according to a Pew Internet & American Life Project study. eMarketer (3/20)
AOL debuts a new platform for real-time bidding
AOL is introducing its AdLearn Open Platform for real-time bidding on AOL properties and Yahoo!'s and Google's ad exchanges. AOL says its demand-side platform is basically its in-house system with an interface add-on. Analysts wonder whether AOL's diffused focus will work in the long term. Advertising Age (tiered subscription model) (3/19)
Flush with cash, Apple announces dividend
With a war chest of $97.6 billion in cash, Apple says it will return about $45 billion to shareholders over the next three years in the form of dividends and $10 billion in stock buybacks. The dividend of $2.65 per share starts in July. Late co-founder Steve Jobs had resisted dividends during his tenure. Advertising Age (tiered subscription model) (3/19)
Other News
MDC to acquire TargetCast TCM
MDC Partners has announced it is buying a majority stake in independent media agency TargetCast TCM. MDC's media portfolio has grown to the point that it is starting a division called Maxxcom Global Media dedicated to TargetCast, RJ Palmer, Integrated Media Solutions, Media Kitchen and Varick Media Management, with combined billings of $1.5 billion. The New York Times (tiered subscription model) (3/19)
Resolution Media blends social with search
Reflecting how search and social media have become increasingly intertwined, global search agency Resolution Media is offering Resolution Social. The service is not oriented toward campaigns as such but pulls in social elements for the search function, optimizing a client's presence on various social media for search engines. MediaPost Communications/Online Media Daily (3/19)
What Procter & Gamble's digital push really means
Procter & Gamble's effort to slash its marketing budget by $10 billion through an increased focus on digital campaigns won't lead the company to abandon conventional outreach, writes Tracy Stokes. TV will remain the foundation of P&G's brand-building efforts, especially in the U.S., but the company will use digital to reach foreign audiences and to build buzz for its smaller brands. "Household names like Tide and Bounty will continue to rely on TV, with digital integrated as part of a multi-channel brand building plan," Stokes predicts. Forrester.com/Tracy Stokes' Blog (3/19)
Marketers are tweaking digital campaigns in real time
More U.S. ad agencies are taking advantage of digital capabilities and updating branding campaigns online as frequently as judged to be useful from real-time performance, according to data from publishing solutions provider Maxifier. Some brands are even assembling their own research panels to more quickly gauge consumer responses. eMarketer (3/20)
Hennessy chases a "wild rabbit"
Droga5's $70 million global campaign for Hennessy asks of cognac drinkers, "What's your wild rabbit?" through spokespeople Erykah Badu, Manny Pacquiao and Martin Scorsese. The theme of life as a quest is a departure for cognac marketing in the U.S., which typically focuses on luxury and success. The New York Times (tiered subscription model) (3/19)
Featured Content
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App sponsors are March Madness winners
Brands that sponsored the NCAA's official tournament mobile applications are the biggest March Madness winners, according to comScore data. Buick, Coke and Capital One are sponsoring the tournament iPhone and iPad apps, while AT&T and LG are sponsoring the official Android app. "Early results show a really high percentage of activity coming from tablets and mobile," says comScore's Andrew Lipsman. ClickZ (3/19)
IAB Case Study Road Show returns to San Francisco, L.A., Detroit
Get ready for an entire day devoted to eureka moments that will change the way you do digital. The IAB Case Study Road Show: Digital Media Success Stories brings cross-platform, cross-objective digital case studies to you -- showcasing simply what works and why. It's all about strategy, insights, and inspiration. Marketers, agency executives, and publishers have exclusive access to the teams responsible for crafting the planning and execution of each campaign. The unique, intimate learning environment reveals key nuggets of information that puts you ahead of the competition. There is plenty of time to engage with speakers and fellow attendees. Los Angeles, March 22. Detroit, March 27. Learn more and register at iab.net/csrs. Blank (1/24)
IAB Digital Video Marketplace: Register Now
The rapid evolution of digital video platforms and technologies creates endless opportunities for brands to connect relevant content with consumers on a personal level, anytime, anywhere, and on any screen. With this explosive growth comes enormous challenges in discovery and distribution, buying and selling, and metrics and measurement. The IAB Digital Video Marketplace on April 10 in New York City addresses all of these challenges with actionable insights from the industry leaders driving innovation in the ecosystem. Register now at www.iab.net/dv. Blank (3/9)
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