The combination of data and targeting tools gives marketers the ability to segment and reach highly specific audiences like never before, on computers, tablets, mobile devices and increasingly via TV. This IAB SmartBrief Special Report presents a snapshot of recent news about campaigns, venture funding and technological developments in this fast-moving area of interactive advertising.
Among the many issues arising from this innovation in marketing are concerns about user's choice, control and transparency. The IAB is committed to informing consumers and protecting their privacy while helping spur the growth of interactive advertising. As of August 29, all IAB members are required to be compliant with the IAB Code of Conduct, adhering to the Self-Regulatory Principles for Online Behavioral
Advertising. For more on IAB's Protecting Privacy efforts, click here.
Automakers rank fifth in the U.S. and ninth globally in spending on mobile advertising and are rapidly boosting their presence, according to Millennial Media. Mobile spending in the sector was up 236% in the second quarter from a year before, Millennial says, putting autos in the top 10 verticals for growth worldwide.
Victoria's Secret is running a banner ad on Pandora's iPhone application designed to push its NFL-themed gear and draw shoppers by pointing to the nearest store. "Their core customers are walking around with mobile phones and listening to Pandora and interacting on mobile social sites," said Marci Troutman, CEO of Siteminis, Atlanta. "If a mobile ad is placed in front of them on these mobile sites targeting a product or sale, they will have their attention."
Privacy & Online Behavioral Advertising: What's Next?
Join a thought-provoking discussion with the FTC, Forbes.com, DAA, and TRUSTe focusing on how pieces of the privacy puzzle — self-regulation, browser features, Do Not Track, legislation and enforcement — fit together and their implications. A must-attend event for advertisers and compliance leads. Learn more
DataXu's DX Social will use audience insights gleaned from display ads to better target social ads in Facebook. The new service, introduced Monday, is a supplement to DataXu's demand-side platform for advertisers. "The ability to decision at the impression level must happen because advertisers will demand it if they keep spending money in Facebook," said Shane Keats, director of product marketing at DataXu.
Twitter and Britain's Sky television are teaming for Sky's first ad campaign in the U.K. targeting users of the social network to promote the new season of "Glee." Twitter, meanwhile, is expanding its previously limited ad geo-targeting to all its Promoted Tweets and Promoted Accounts in Britain.
John Jantsch invites you to go local
As customers continue to rely on the Web to help them screen local businesses, local businesses must take steps to ensure that they pop to the top of online searches.
Duct Tape Marketing's John Jantsch offers strategies for local marketing success in this free white paper from American Express OPEN, How to Win at the Local Marketing Game.Download your free copy now, exclusively for SmartBrief readers.
A deal struck between Adap.tv and online privacy solutions company Truste means viewers of video ads on that channel will be alerted to behavioral targeting with the Digital Advertising Alliance icon. Clicking on the icon will take viewers to a site where they can learn more about behavioral marketing and opt out of receiving such ads.
Cable can help its advertisers reach "pockets of viewers in unsuspecting places" through Microsoft's crowdsourced targeted ads, which take into account lifestyle, behavior and buying patterns, said David Porter, Microsoft's video advertising expert. "You have to decide, are you looking for scale, or are you looking for one-to-one?" Porter said at an industry event.