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| November 2, 2009 |
Brands see live online content as key to authenticity
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 (11/2)
Census expected to reveal new marketing insights about Hispanics
Ad agencies and media firms anticipate the results of the 2010 Census could lead to major changes in the way their clients approach the fast-growing Hispanic market
"It will be a huge eye-opener when we see the growing affluence of the Hispanic marketplace, not just in buying power but also in household wealth," said Cynthia McFarlane, chair of Hispanic shop Conill, a unit of Publicis Groupe. Adweek (11/2)
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CBS Interactive chief made right call with Hulu, agencies say
The decision by outgoing CBS Interactive chief Quincy Smith to stay out of the Hulu fray is viewed by some agency observers as a smart move, which maintained the network's brand without giving up online ad dollars. The only real drawback to the decision was that CBS, which is partnering with Comcast on the TV Everywhere Web initiative, has not enjoyed the same "buzz" as the Hulu participants, according to this article. ClickZ (11/2)
P&G debuts Spanish-language online fashion show
The Spanish-language Procter & Gamble-branded entertainment show "De Moda" has debuted with a story about women who wear inexpensive clothes on the red carpet. The program is intended to showcase P&G products through content that is culturally relevant. Advertising Age (tiered subscription model) (11/2)
Turner pitches multimedia ad packages for NBA games
Turner Sports has started pitching multimedia advertising packages that include TV, online and mobile for its presentation of National Basketball Association games. Hyundai, Autotrader.com, T-Mobile, Gatorade and Sprite already have signed on as sponsors. Mediaweek (11/1)
PepsiCo crowdsources Dew review
PepsiCo is giving consumers the power to decide who will do marketing for three product launches. In a contest starting this month, any agency, independent film company or individual can submit 12-second clips outlining their ideas for marketing Mtn Dew line extensions Distortion, Whiteout and Typhoon. Advertising Age (tiered subscription model) (11/2) Adweek (11/2)
Watch out for phony ad buyers
Blog publisher Gawker Media recently fell victim to a scam in which online advertising is bought by a con artist impersonating a legitimate advertising executive. The ad campaign is then used to distribute malicious software or to gather information about the identities of clickers to be used in subsequent scams. Advertising Age (tiered subscription model) (11/2)
Wisk helps naughty networkers clean up their acts
Wisk-It, sponsored by detergent Wisk, lets users clean up their Facebook image by identifying photos they'd like their friends to remove. The Wisk brand is getting a marketing update, and the application was created by agency TracyLocke. The New York Times (tiered subscription model) (11/1)
Featured Content
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Virtual worlds add new dimension to estate law
Ownership rights to virtual goods and the ability for heirs to look at e-mail and social-networking accounts are emerging -- and unresolved -- areas of estate law.
"Access and control are the two big levers," said Deven R. Desai, a visiting fellow at the Center for Information Technology Policy at Princeton University. "Assuming it's yours, can you access it, and how easy is it to move it around?" NYTimes.com (11/1)
Top five news stories selected by IAB SmartBrief readers in the past week.
Results based on number of times each story was clicked by readers.
Thousands of new job board sites on the horizon
DirectEmployers is set to launch a job boards project that could lead to "tens of thousands" of new job boards focused on specific geographic areas and particular occupations. ERE.net (10/29)
Who's Hiring Industry Job Listings
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IAB Ad Operations Summit: Nov. 16 in NYC
Registration is now open for the IAB Ad Operations Summit. Network with and learn from thought leaders, publishers, agency executives and ad operations professionals who are committed to waging -- and winning -- the war on discrepancies. Be the first to experience a true Impression Exchange solution. Get a sneak peek at the new Performance Ad Scoring tool that allows publishers and agencies to test the ad load performance of creative prior to insertion. And, get your questions answered by engaging in frank discussion with those implementing E-Business Standards, the integration solution for transferring business order information between advertising agencies and media companies. Ad agency executives may qualify for a complimentary pass -- but only a limited number are available. Learn more at www.iab.net/adops2009.
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