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Most Clicked IAB SmartBrief Stories


1. Study shows importance of display ads for retailers

IAB SmartBrief | Nov 03, 2009

Some 61% of retailers' online traffic on average is due to users directly visiting their sites, while just 9.5% on average stems from search engines, Nielsen Online is reporting. The study "make[s] an important case for the continued relevancy of display advertising," said Ken Cassar, vice president-industry insights at Nielsen Online. "While search gets a lot of credit because it's quantifiable, there's a reason people are typing things like Expedia into the Google search engine." Advertising Age (11/02)


2. Mainstreaming "augmented reality"

IAB SmartBrief | Nov 04, 2009

Blurring the line between the virtual and the real is becoming easier for ordinary Web users, thanks to augmented reality technology. Marketers like Nestlé, Frito-Lay and others are drawing on the skills of specialized ad shops to create campaigns that allow users to integrate their own images and content into videos and online virtual environments. BusinessWeek (11/03)


3. Brands see live online content as key to authenticity

IAB SmartBrief | Nov 02, 2009

Burger King, Adidas and Diet Coke are among the marketers using live content on the Web and other platforms as a means of establishing their bona fides with their target audiences. "It's fascinating because it's really about the brand letting it all hang out and not being afraid of messing up," said Lars Bastholm, chief digital creative officer at Ogilvy North America. "If brands want to ... be seen as 'friends,' then they also need to have flaws like real people have." Adweek (11/02)


4. Aggregating Web users for fun and profit

IAB SmartBrief | Nov 05, 2009

Data-mining firms such as Blue Kai and eXelate Media track Web users as they move from site to site, gathering information that is then sold to marketers to target advertising to highly specific user groups. The data miners strike deals with publishers to gain access to the data. Ross Sandler of RBC Capital Markets said, "These companies are adding tremendous value to the whole advertising ecosystem." Wall Street Journal, The (11/05)


5. Research: Product chatter gets louder on social media

IAB SmartBrief | Nov 06, 2009

Social networks are now places where users can learn about brands, a joint report from Performics and ROI Research has found. Among the findings: Almost half of Twitter users conducted a search for a brand after finding out about it on the microblog, while 46% of Facebook users have discussed or recommended products to others. MediaPost Communications (11/05)


6. Google gives users a new look at themselves

IAB SmartBrief | Nov 06, 2009

People with Google accounts can get a glimpse of the information collected about their online habits and activities across the Web giant's various applications and services, using a new product called Google Dashboard. New York Times (free registration), The (11/05) Wall Street Journal, The (11/05)


7. Is there a future for printed news?

IAB SmartBrief | Nov 04, 2009

Some investors are betting on a rebound in the newspaper sector, but despite financial gains from cost-cutting measures like layoffs and pay cuts, newspaper publishers are facing competition from digital outlets, an uncertain advertising market and many firms have onerous debt obligations. Fitch Ratings analyst Mike Simonton noted, "It's possible that newspapers are cutting costs to a level that accelerates the departure of their audiences towards other outlets." Wall Street Journal, The (11/04)


8. How publishers can tap Web's branding potential

IAB SmartBrief | Nov 04, 2009

Marketers have yet to fully tap into online media's branding potential, writes Josh Chasin, in this analysis of interactive advertising spending patterns. He also concludes that performance-based pricing, which accounted for 58% of ads in the first six months of 2009, is negatively impacting the segment's power to draw branding campaigns. MediaPost Communications (11/03)


9. Mobile-ad budgets are on the rise for 2010

IAB SmartBrief | Nov 05, 2009

Almost one in three agencies in 2010 project a mobile spend of $100,000 to $250,000, compared with 22% for this year; nearly 13% are budgeting $250,000 to $500,000, compared with 4% for 2009; and more than 15% are penciling in $1 million-plus, compared with 11% for this year, a poll by Millennial Media and DM2Events.com has found. Also, six in 10 nonmobile marketers say they will advertise in the segment next year. MediaPost Communications (11/04)


10. 5 social-media techniques to impress the boss

IAB SmartBrief | Nov 05, 2009

Get your bosses to notice your social-media prowess by using the tools tastefully, Scot Herrick writes. Write about work during work hours and save the personal posts for after hours. "Smart hiring managers look at the time stamps," he warns, adding that you should pick the right medium for work posts, write positively about your job and refrain from criticizing management. "What goes on the Internet stays on the Internet." CubeRules.com (11/04)




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