What Facebook's upgrades mean for marketers | Magazines' social contests spark millennials' interest | Carat: Digital to overtake print as global ad-spending dips
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August 24, 2012
IAB SmartBrief
News for advertising, marketing and media professionals

Top Story
Intel and Toshiba continue Web series with a contest twist
An Intel and Toshiba social media short film project, "The Beauty Inside," has unveiled the second of five episodes on the Web. A competition through Facebook encourages aspiring actors to submit photos and videos to the director, Drake Doremus, for a chance to star alongside Topher Grace and Mary Elizabeth Winstead in the socially shared videos. The Washington Post (tiered subscription model)/Ideas@Innovations blog (8/23)
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Marketing Trends
What Facebook's upgrades mean for marketers
Facebook has formally launched its new search-ad offering, and has released major upgrades to its iPhone and iPad applications. Along with other under-the-hood tweaks, the changes will require brands to rethink their marketing strategies, according to an eMarketer report. "Subtle changes behind the scenes mean brands will need to incorporate paid advertising in the mix if they want to get much traction," the report notes. TechCrunch (8/22), The New York Times (tiered subscription model)/Bits blog (8/23), eMarketer (8/24)
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Magazines' social contests spark millennials' interest
The millennial generation of 18- to 34-year olds is engaging magazine titles through social media, but not for the content, according to an MPA and GfK MRI study. More than half of those surveyed say they follow magazines via Twitter, for example, but mainly for contests, promotions or discounts. Also, 4 in 10 said they chat on Facebook while interacting with a magazine. Adweek (8/23)
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Carat: Digital to overtake print as global ad-spending dips
Digital ad spending will surpass newspaper ad spending this year, rather than next year as previously predicted, according to a new state-of-the-industry report from Aegis Group's Carat agency. The rise of digital and slowing ad-spending levels in developed markets suggest that agencies will need to offer integrated solutions with global reach to succeed in coming years, the report argues. MediaPost Communications/MediaDailyNews (8/23)
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Company Watch
How Chrome's rise juiced Google's search revenues
Google's Chrome has now captured almost a fifth of the browser market, and that's giving the company's search revenues a healthy increase. Google has about two-thirds of the global search market, but that figure increases to 95% among Chrome users, according to a Net Market Share analysis. The browser's log-in feature also allows Google to capture user data, allowing brands to serve better-targeted search and display ads. Forbes/Great Speculations blog (8/23)
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Brands & Campaigns
Huawei seeks a holding company to take it global, sources say
Chinese telecom giant Huawei is hearing pitches from ad-agency holding companies as it seeks an agency to help it become a global brand, writes Anita Chang Beattie, citing unnamed industry sources. WPP, Omnicom Group, Dentsu and Interpublic Group are reportedly in the mix. It's the "... dream of every ad agency, [to be] the first to take a Chinese brand global," one Ad Age source in Shanghai said. Advertising Age (free access for SmartBrief readers) (8/23)
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Mobile Focus
Vespa's scooter-lifestyle site is "dolce" on social sharing
Vespa USA has launched a lifestyle website, LaVespaVita.com, to promote the brand's community. The site features photos, blogs, product information and user content. To populate one section, Vespa riders can post photos of themselves via Flickr or Instagram by using the #VespaVita hashtag. "It's a site that conveys to people what Vespa is about with stories and photos," says Melissa R. MacCaull, vice president of marketing at Piaggio Group Americas. MediaPost Communications/Marketing Daily (8/23)
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Business Tips and Advice
Sponsored Content from American Express
Eye on Video
Corona Extra and Light huddle for Jon Gruden football push
Corona Extra and Light are engaging consumers with a contest offering a football weekend package for 30 fans, and the brand has enlisted ESPN commentator and former NFL coach Jon Gruden in the advertising. Contestants enter through a Facebook application or by texting an entry. The beer's tagline has been modified to "Find Your Beach for the Game." MediaPost Communications/Marketing Daily (8/23)
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IAB News
IAB MIXX always sells out. Find out why.
The 2012 IAB MIXX Conference & Expo, Oct. 1-2, in New York City brings brand marketers, ad agency executives, technologists, and publishers together to explore the fusion of technology and creativity, rather than debate their power independently. Check out the just-released agenda and start making plans now to do business during the most high-powered networking opportunity of Advertising Week. The 2012 participants are 60% brand and ad agency executives and 40% VP level or above. Register now -- this event sells out early every year.
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Celebrate creativity & impact: IAB MIXX Awards
Mix and mingle with advertising's most fascinating creative minds and be there to congratulate your peers and colleagues as we learn who’s earned the most coveted awards in the industry -- IAB international MIXX Awards. Preview the finalists. Individual seats and tables are now available for the October 2 Gala. Technology-loving comedian Baratunde Thurston returns this year to help us define the future of media and celebrate the power of digital.
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The fastest way to succeed is to double your failure rate."
-- Thomas J. Watson,
American businessman
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