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| IAB SmartBrief |
| June 26, 2012 |
Why tweens are "the new power players of consumerism"
The "Generation Z" 8- to 12-year-old demographic spends $30 billion a year and influences another $150 billion in purchases, according to Heather Chaet, who writes that tweens "are the new power players of consumerism." Far from desiring traditional toys, 41% of the demographic had an Apple iPad atop their Christmas lists last year, according to Nielsen. "Grown Up Digital" author Don Tapscott says, "Today, the 11-year-old is an authority on this digital revolution, which is changing business, commerce, government, entertainment -- every institution in society." Adweek (6/25)
How to get a rich man to buy online
Luxury advertising to affluent men should be tailored with the idea in mind that men use the Internet more for research than to interact, writes Tricia Carr. Ads crafted for affluent men should use entertainment and get to the point, while those intended for consumption by affluent women should encourage interactivity and sharing, and lean on an emotional message, industry experts say. Luxury Daily (6/25)
Larger players are showcasing video ads to strong effect
The viewing quality of 88% of online video advertising is "strong" and fully visible on the large displays being targeted, ranking it higher than typical display units, according to VideoHub research. Only 7% of the ads were partially obstructed and 5% unseen by the viewer. In addition, no day part had more than 6% of viewing, representing a relatively flat line compared with television's curve. MediaPost Communications/Online Media Daily (6/25)
Other News
Google Offers sponsors free Boingo wireless in NYC
Google Offers is sponsoring more than 200 Boingo Wireless hotspots in various locations throughout New York City through Sept. 7. The campaign promotes subscription to Google Offers when users log in to the network's branded landing page. Boingo hopes that a new advertiser will sign up before the Google Offers' program expires. Adweek (6/25)
Facebook like buttons should spread via mobile apps
Analysts are anticipating that mobile developers will be incorporating Facebook like buttons into their applications soon, particularly those offering shareable online content. "The same way we saw our friends ask us to join their farm or their mafia gang online, we will soon see a resurgence of these in our timelines as now the thousands of mobile games that we play will have some sort of like or share component," says engage:BDR's vice president of platforms, Nick Lynch. ClickZ (6/25)
Sandberg is named as Facebook's eighth board member
Facebook has named its No. 2 executive, Sheryl Sandberg, as the eighth member of its board of directors, answering industry criticism of its previously all-male board. The 42-year-old executive has been called essential to Facebook's growth by CEO Mark Zuckerberg. "I feel fortunate to be part of a company that is having such a profound impact in the world," Sandberg said. The Wall Street Journal (6/25)
Agencies are open to possibility of ad network from Facebook
Having gone public, Facebook could be looking to further monetize its global base of users with a planned ad exchange, signaled in part by the social network's extension of its ads to Zynga. "Advertisers would have improved targeting gleaned from Facebook user data than what existing advertising networks provide when selling online inventory," said Blake Cahill, president of social media agency Banyan Branch. MediaPost Communications/Online Media Daily (6/25)
Other News
Nissan exec says Facebook is "too big to ignore"
Facebook is a "responsible" part of the media buy for an automotive launch campaign, even if social media efforts can't be tied directly to sales, says a Nissan executive on the cusp of a five-model launch year. "You have to be there. It's not about ROI, it's about COI -- cost of ignoring. It's too big to ignore," says Erich Marx, director of interactive and social media marketing. Marx added that while he understands General Motors' decision to pull back on its $10 million ad spend on Facebook, it shouldn't be excluded entirely from ad budgets. Advertising Age (tiered subscription model) (6/25)
Featured Content
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Crowdsourced game unlocks trailer for "Electric City"
Yahoo! tied in its upcoming animated Web series "Electric City" to the related "Tap Joint" game by running an interactive trailer that required players to work together to unlock the video. The series is written by Tom Hanks, who will also voice a character. ClickZ (6/25)
IAB Advertising Technology marketplace highlights
Hear more from Kellogg's Bob Arnold on why the CPG company doesn't care about clicks. Check out the highlights from the IAB Advertising Technology Marketplace held on June 21 -- including video and photo coverage -- to find out how brand marketers, agency executives, and publishers are working together to go beyond acronyms and algorithms and define value in the marketplace.
IAB MIXX Awards ? Deadline Extended and Nick Law to Serve as Jury Chair
Nick Law, Executive Vice President and Chief Creative Officer, North America, R/GA, has agreed to serve as the first-ever Judging Panel Chair for the IAB international MIXX Awards. Law will guide conversation and debate with the awards' distinguished lineup of cross-industry judges, as they choose this year's winners for the coveted awards, which recognize creativity and impact in digital advertising. Enter before Friday, July 20, to see if Nick Law will talking about your work come judging day. Learn more.
Correction
A summary in Monday's issue of IAB SmartBrief should have noted that 30% of marketers surveyed rely on first- and last-click attribution, according to a Forrester study that was highlighted in a report commissioned by the Interactive Advertising Bureau. SmartBrief regrets the error.
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