Top Story

• Should media buys align with where consumers spend their time?
  Media spending aligns fairly well with consumer-time spent on various media, according to Kleiner Perkins analyst Mary Meeker. Marketers spend 22% of their ad budgets online, where consumers spend 26% of their media consumption time, and television budgets, at 42%, almost match consumer media time alloted, at 43%. The biggest shifts in media spending are likely to be positive for mobile, addressing a 1% spend/10% time imbalance, and negative for print, correcting a 25%/7% ratio. However, consumer engagement remains a wild card, as the kind of attention consumers pay varies from medium to medium. Advertising Age (tiered subscription model) (10/29)      

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Marketing Trends & Research

• Publishers race to offer mobile-display ads
  Nearly 86% of online publishers will be selling mobile-display ads within the next three months, according to a PaperG survey of sales executives. That's far more than the number who plan to offer social or search ads, and nearly on par with plans for desktop display ads. "Ad sellers are offering more inventory than ever, and potential buyers are knocking at the gates," notes eMarketer. eMarketer (10/29)      

• Campaigns' data trove could trigger postelection privacy battles
  The presidential campaigns of President Barack Obama and Republican challenger Mitt Romney are collecting huge amounts of data about voters' browsing habits in a bid to target their online ads to the most receptive Web users. That's led to concerns about how the campaigns will use that data once the election is over, with some privacy advocates saying the data is likely to be acquired by private companies. "We simply don't know how this information is going to be used in the future and where it is going to end up," warns Christopher Calabrese of the American Civil Liberties Union. The New York Times (tiered subscription model) (10/27)      

Company Watch

• Google same-day delivery cuts both ways for retail stores
  Google is in the testing phase of its same-day delivery project, a practice Amazon, Wal-Mart, eBay and the U.S. Postal Service are also working to roll out. Google is forging its service with San Francisco-area retailers rather than run its own warehouses. That could cut both ways for bricks-and-mortar stores, who could sell goods via same-day selling but lose the last remaining advantage of immediacy. Google aims to use the offering to stanch the flow of ad dollars to Amazon, which is bypassing Google paid search by becoming a search engine in and of itself. The New York Times (tiered subscription model)/Bits blog (10/26)      

• Vevo uses real-time bidding to auction off unsold pre-roll ads
  Online music-video distributor Vevo is to begin using real-time bidding to auction off unsold ad inventory to existing clients such as Microsoft, Coca-Cola, Procter & Gamble and Unilever. "Think of this as eBay for unsold pre-roll and other inventory not specifically tailored to a particular client," explains Sam Thielman. Adweek (10/29)      

Agency News

• U.S. revenue decline drags Interpublic's Q3 earnings down 66%
  Interpublic Group's earnings dropped year-over-year from $211 million to $71.6 million in the third quarter, due largely to a 5.5% decline in U.S. revenue. Even while citing good international and emerging-markets numbers and positive digital performance, chief executive Michael Roth said that "this was not enough to offset incremental client caution being felt across our industry, the effect of client losses from last year and the comparison to very strong growth in the third quarter of 2011." The Wall Street Journal/Dow Jones Newswires (10/26)      

Marketer News

• Burt's Bees combines coupon offer with peeling billboard
  Burt's Bees created an interactive billboard for its Intense Hydration line of skin softeners by using 1,300 tiles of removable $3-off coupons. As Minneapolis passers-by removed the coupons, the image of a woman's face changes from flaky skin to a smooth look. The ad comes via Burt's new agency, Baldwin&. MediaPost Communications/Marketing Daily (10/26)      

Interactive Media

• QR codes link Pepsi drinkers to entertainment news
  PepsiCo and Twitter's Live for Now campaign will include QR codes on soft drink cups that link to entertainment news. "By linking the QR code to video content, the consumer is provided with unique, relevant and engaging content directly from something as simple as a cup," said Mike Wehrs, president and CEO of Scanbuy. Mobile Marketer (10/29)      

Hot Topics

Top five news stories selected by IAB SmartBrief readers in the past week.

• How marketers are tracking their digital content successes (eMarketer)

• How the new iPad Mini could reshape tablet ads (Advertising Age (tiered subscription model))

• Online video improves consumer confidence, converts sales (eMarketer)

• Smaller iPad could be a big deal for advertisers (MediaPost Communications)

• Brands, agencies, measurement firms discuss Big Data's future (Adweek)

• Results based on number of times each story was clicked by readers.

IAB News

• IAB Digital Media Sales Certification: Last Test Window of 2012 Ends Soon
  As a subscriber to IAB SmartBrief, you know how important it is to stay on top of current trends and be in the forefront of interactive advertising. Take the next step and be recognized as an expert in the field by taking the IAB Digital Media Sales Certification exam, the gold-standard for sellers of advertising. It's rapidly becoming a competitive tool for sales teams and individuals worldwide. This certification is unlike any other today -- created by our industry, for our industry. The last test window of 2012 runs from Oct. 1 until Nov. 14. Apply today. Showcase your experience, knowledge, and competency in digital media sales.      

Position Title Company Name Location Account Executive, Digital Media Datalogix New York, NY Sales Development Manager Chegg Santa Clara, CA Advertising Operations Technical Lead Pandora Oakland, CA Regional Director, Sales Development Pandora New York, NY

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SmartQuote

Being inexhaustible, life and nature are a constant stimulus for a creative mind." --Hans Hofmann, German-American abstract expressionist painter