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| IAB SmartBrief |
| November 3, 2009 |
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Study shows importance of display ads for retailers
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 (tiered subscription model) (11/2)
IAB: FTC should not be granted new authority by Congress
The IAB has come out strongly against provisions in consumer protection legislation currently wending its way through Congress that would give the Federal Trade Commission new rule-making power. "There are reasons why there have been limits on the FTC, and we want to see those limits preserved," said Mike Zaneis, vice president for public policy at the IAB. MediaPost Communications/Online Media Daily (11/2)
Report: E-tailers to tally 8% increase in holiday sales
Holiday-season Web sales in the U.S. this year will increase by 8% to $44.7 billion, versus $41.4 billion a year ago, Forrester Research is projecting. "Despite the lingering effects of the global financial crisis, the online space remains the retail industry's growth engine," Forrester says in a report. Reuters (11/2)
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Microsoft, OpenX set deal to refer business for ad network
Microsoft, under a multiyear pact, will use OpenX Technologies as a "preferred partner" for publishers that want to serve ads on Microsoft's Content Ads contextual ad network. Under the deal, OpenX will direct its publisher clients to the Microsoft ad network and other ad services, per this article. ClickZ (11/2)
Streaming music service Spotify prepares Swedish Invasion
Streaming music service Spotify, based in Sweden, late this year or early in 2010 plans to enter the U.S. digital-music market. The service, which launched roughly a year ago, already boasts about 6 million users in Sweden, Norway, Finland, the U.K., France and Spain. Reuters/Billboard (11/2)
OMD adds China soft drinks to PespiCo media chores
Omnicom Group media shop OMD will add planning and buying for soft drinks in China to its work for PepsiCo. The business includes digital work. OMD is on a roll in China -- the shop recently also won the buying and planning account for Danone there. Advertising Age (tiered subscription model) (11/2)
Samsung lets users give "BrandAnswers" on Best Buy site
"BrandAnswers" is a user-generated tool created by Samsung to supply answers about its products to browsers on BestBuy.com. The service, which has just successfully wrapped a five-month tryout, has boosted by up to 96% the page views of Samsung's products at BestBuy.com, according to this article. ClickZ (11/3)
U.S. seeks to debunk credit-score ads
The Federal Trade Commission is trying to counter advertising by companies promising free credit reports and subscription-based credit monitoring with a sales pitch of their own. This effort includes a Web site called freecreditreport.gov and a TV ad featuring a band singing lyrics like, "Other sites may turn your head; they say they're free, don't be misled." NYTimes.com (11/3)
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Streaming video finds a friend in Blu-ray format
Some of the most prominent companies in the business of making or selling Blu-ray players are introducing and marketing what this article refers to as "hybrid" devices that also enable the streaming of online video. The Wall Street Journal (11/3)
How Twitter skills aid a job hunt
Twitter users who are able to expand their networks through retweeted posts can find unexpected job opportunities via new contacts, according to this article. Forrester Group's Josh Bernoff says retweeting "creates a real echo effect for people who've got friends who have a lot of friends." National Public Radio (text and audio) (11/2)
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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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