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Improved visualization tools boost fashion online | Video ads influence brand site visits, study finds | Tablets and e-readers lead to a book-reading boom
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April 6, 2012
IAB SmartBrief
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Marketing Trends
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Marketing Trends
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Improved visualization tools boost fashion online
Fashion is the fastest-growing online retail segment this year, with apparel and accessories slated to grow 20%, according to eMarketer. Improved technology that offers e-commerce merchants better ways to display clothing, such as animated videos from Amazon.com's MyHabit, is driving the growth.
All Things D (4/5) 
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Video ads influence brand site visits, study finds
The use of video content in ads not only increases engagement but has a lingering effect on the brand, according to a MediaMind study. Rich media lifted site-visit metrics by a factor of 2.8 over traditional banner ads, and consumers exposed to rich media with video were 5.6 times as likely to browse the advertiser's site. Ads with video also boosted the number of visitors who went to an advertiser's site after having seen the ad in the past.
eMarketer (4/6) 
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Tablets and e-readers lead to a book-reading boom
E-reader and tablet computer users are reading more books than before, according to a Pew Internet & American Life Project survey. E-book readership increased from 17% of Americans in November to 21% in February. The survey found that those investing in e-books tend to buy rather than borrow books and have increased their reading habits since the advent of e-books.
eWeek (4/5) 
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Company Watch
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Google service helps businesses go mobile
Google's "Go Mobile" service hosts mobile websites for business for $9 per month, and a partnership with DudaMobile is helping site operators optimize their sites for mobile viewing.
CNNMoney/Fortune (4/5),  MediaPost Communications/Online Media Daily (4/5) 
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Microsoft puts cash on the table to lure app developers
Microsoft is going to extensive lengths to woo mobile application developers for its Windows Phone platform. Incentives include financing, free smartphones and high-profile spots in both its app market and Windows Phone advertising. "We have very limited resources, and we have to put them toward the platforms with the biggest bang for our buck," said Foursquare's Holger Luedorf, who added the company would probably not have written a Windows app without Microsoft's financial assistance.
The New York Times (free-article access for SmartBrief readers) (4/5),  The Wall Street Journal (tiered subscription model) (4/5) 
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Facebook is a global language, marketers say
Facebook is emerging as a global mass medium for marketers, industry experts say. Companies such as Nike, Domino's Pizza, Levi's and Starbucks have all run global Facebook campaigns, learning to translate and adapt their social content to dozens of languages and cultural contexts. "Facebook has become a single point and language that translates almost across the entire globe," says Dennis Maloney of Domino's.
ClickZ (4/5) 
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Other News
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Brands & Campaigns
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Funny or Die division to make traditional spots
The Internet comedy site Funny or Die is forming a commercial division called Gifted Youth. The company founded by Will Ferrell and Adam McKay has already been involved in branded entertainment shorts, but brands have shown interest in having the company produce traditional-length spots.
The New York Times (free-article access for SmartBrief readers)/Media Decoder blog (4/5) 
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Mobile Focus
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Local stores can tap Facebook to compete with chains
Small local stores can use the Facebook Ads API to compete with big chain retailers such as Wal-Mart, writes Blinq Media CEO Dave Williams. Smaller stores can identify Wal-Mart's Facebook fans in their areas and then target those consumers with ads and offers. Deeper insights are available as well that allow advertisers to "look at the different qualities of local fans to best match their target customers," Williams says.
Advertising Age (tiered subscription model)/DigitalNext blog (4/5) 
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Business Tips and Advice
Sponsored Content from American Express
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Eye on Video
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Pepsi teams with Funny or Die on Wal-Mart taste test
Pepsi is launching a taste test of its reduced-sugar soft drink Pepsi Next on Facebook. The page will drive consumers to one of 800 Wal-Mart Supercenters in 40 cities in order to participate in a program in which some taste testers will win inclusion in Funny or Die personalized parodies of consumer reactions to their first taste of the drink.
MediaPost Communications/Marketing Daily (4/5) 
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IAB News
Content ... without Borders: IAB Digital Video Marketplace
The explosion of digital video gives you unlimited opportunities for audiences to access your content -- on any screen, at any time. Join executives from AKQA; Audible.com; Bayer Healthcare; Carat; Combe Incorporated; Deutsch; Deutsche Bank; Google; JetBlue Airways; L'Oreal USA; Nestle; New York Public Radio; MEC; Microsoft; Mindshare; PepsiCo Beverages; PHD; Safeway; Sharp Electronics; Starcom; Reckitt Benckiser; Unilever; UM; VivaKi; Wieden + Kennedy; ZenithOptimedia; and more at the IAB Digital Video Marketplace on April 10, in New York City. Learn how to maximize your ROI by understanding exactly how, when, where, and why to leverage digital video advertising. Register now.
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