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Marketing
Trends & Research
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§ Study: Social-media users like deals
Sparking consumer
engagement on social-media platforms has less to do with creating an online
location for people to share their passions than it does with offering
product discounts and special promotions, according to a new report from
Razorfish. "What we're finding is that with Facebook and Twitter,
marketers are assuming some deeper dialogue, but what's really going on is
-- people want deals," said Razorfish group vice president Garrick
Schmitt. Research from digital shop Performics offers a similar take. MediaPost Communications/Online Media Daily (11/8) , Adweek (11/9)       
§ Virtual goods may ring up $1 billion in U.S. online sales
Sold for a buck here
or $2.50 there, the virtual drinks and gifts that social-media users send
each other amount to more than just friendly gestures; they also represent
very real profits. Virtual goods, whose production costs are virtually nil,
could bring in $1 billion in the U.S. and roughly $5 billion globally this
year, per analysts. The New York Times (11/6)
§ Some retailers bulking up on ad spending this holiday season
Kmart, Wal-Mart,
J.C. Penney, Home Depot and Lowe's are among the big retailers said to be
significantly increasing their ad spending leading up to the big holiday
push, according to this report. Kmart Chief Marketing Officer Mark Snyder
said his company is "cautiously optimistic," adding: "Last
year the recession hit [the shopper] right between the eyes and she found
herself scrambling. This is the year she said, 'I will do things
differently,' so she is looking for deals early." The Wall Street Journal (11/9)
§ Other News
· Questions surround
intellectual property rights of Web-posted images in ads
Advertising Age (11/9)
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Get your products
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can help you grow your revenue this holiday season.
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§ Does Microsoft need to remain in the media business?
AdAge.com columnist
Michael Learmonth ponders the question: Does the newly redesigned Microsoft
even need media anymore? "MSN plays a very important role as an
aggregator of traffic for our ability to monetize other assets like search,
but no one is going to confuse Microsoft as world-beaters in content,"
said former Microsoft ad chief Bill Shaughnessey. Advertising Age (11/9)
§ Comcast-led NBCU could be an advertising game-changer
The creation of a
Comcast-led joint venture that would house NBC Universal would establish a
massive entertainment entity that could have a huge impact on the face of
advertising in the future. "If a big content player like NBC breaks
loose with a new business model and advertisers embrace it, others would
have to move quickly," said Tracey Scheppach, senior vice president
and video innovation director for Starcom USA. Advertising Age (11/9)
§ Fox News finds online success with "Strategy Room"
Fox News Channel's
online "Strategy Room" series may have started out as an
experiment, but according to this report, the show has become a rallying
point in the network's digital push. The show receives a lot of e-mail, and
it has built up an audience that, though not huge, has been highly
consistent. Adweek (11/9)
§ Other News
· Zynga says game over for
performance-based ads
PaidContent.org (11/9)
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act on. Access them now: americanexpress.com/businessinsights
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§ New research facility to test success of marketing campaigns
Omnicom Group's OMD
has teamed up with CBS Vision to create a marketing research facility. The
program, called Communications Lab @ OMD, will allow businesses to test
multiplatform marketing campaigns and measure multimedia exposure. The
program is expected to have more than 1 million visitors a year and has
already signed up companies such as Pepsi, McDonald's and Hershey. Advertising Age (11/9)
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Deciding where to
direct your sales team's time, energy and assets can be a difficult
decision, a decision that may mean the success or failure of the company.
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and examines how they excel in areas where most sales organizations
struggle. Download your free whitepaper now.
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§ Big companies lose Twitter names to cyber-squatters
As companies turn to
Twitter to help promote their products, many are discovering that they're
blocked from using their brand names as handles, thanks to cyber-squatters.
Companies such as General Motors, Comcast and Walt Disney have been unable
to gain ownership of their names. Neither has Hyundai, but the carmaker is
now weighing legal action because it says Twitter has been unresponsive to
its complaints. Advertising Age (11/9)
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Harvard Business
Review on Pricing
Today's consumers are more price-sensitive and cost-savvy than ever. Set
prices too high and you may limit your market. Price too low and not only
will you leave money on the table, you may damage your brand or even
ignite a price war. Order this practical guide and manage your pricing
strategy with confidence.
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Interactive Media
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§ Fox readies new interactive technology for video discs
Fox is developing a
new video disc-related technology called FoxPop that, with a free download,
will allow viewers to receive facts, photos, games and trivia about the
content they are watching. Fox plans to debut the new offering Dec. 1 with
the release of "Night at the Museum: Battle of the Smithsonian"
on Blu-ray and DVD disc. The Hollywood Reporter (11/8)
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Hot
Topics
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Top five news stories
selected by IAB SmartBrief readers in the past week.
§ Study shows importance of
display ads for retailers (Advertising Age)
§
Mainstreaming
"augmented reality" (BusinessWeek)
§
Brands see live online
content as key to authenticity (Adweek)
§
Aggregating Web users for
fun and profit (The Wall Street Journal)
§
Research: Product chatter
gets louder on social media (MediaPost Communications)
· Results based on number of times each
story was clicked by readers.
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Career
Development
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§ The 7 rules of success for new leaders
The early months of
a new leadership position are when you're the most vulnerable, so it's key
to develop a strategy on how you're going to learn your new role, Michael
D. Watkins writes. You can be more successful by identifying problems that
can be tackled early on without risk of failure, building alliances as soon
as possible and developing networks to provide emotional support. Forbes (11/4)
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Business Development Manager
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Youth Radio
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Oakland, California
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Display Account Manager, Auto - Detroit
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Google Inc.
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Detroit, MI
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Agency Sales Planner - New York
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Google Inc.
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New York, NY
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Account Service Director
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Triad Digital Media
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Bentonville, AR
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Director of Sales – LA
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Triad Digital Media
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Los Angeles, CA
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Director of Sales – CHI
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Triad Digital Media
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Chicago, IL
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Director of Sales - NY
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Triad Digital Media
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New York
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Business Development Manager - Agency Solutions
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Better Advertising Project
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New York, San Franciso
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Marketing Manager
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Theorem
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Chatham, NJ
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Agency Lead - Chicago
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Google Inc.
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Chicago, IL
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Global Agency Sales Planner - New York
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Google Inc.
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New York, NY
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Director of Account Management
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ContextWeb
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New York
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Interactive Advertising Sales Regional Director
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TheStreet.com
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New York, NY
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IAB
News
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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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IAB
Poll
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§ How do you see the U.S. interactive
advertising and media economy recovering in 2010?
Look out for the IAB
SmartBrief Year-End Report on Dec. 8 and 15. The results of this poll will
appear in Part 2 on Dec. 15.
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A steep rebound
to pre-recession levels.
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A mild boost
from 2009 numbers.
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Flat from 2009.
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Down from 2009.
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SmartQuote
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I have learned to use the word
'impossible' with the greatest caution."
--Wernher von Braun,
German-American
rocket scientist
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