Marketing Trends & Research

• TV looks to get social
  Television broadcasters and marketers are looking more than ever to create "social TV" -- an audience experience that extends across Twitter, Facebook, MySpace and mobile platforms, and offers similarly extended sponsorship opportunities. Networks are still experimenting with different ideas, like online-only giveaways, Twitter tickers and downloadable chat and video tools to see what fans will go for -- and what they'll be able to monetize. Advertising Age (11/16)

• Mobile ads gain momentum, but heyday still coming
  This year, $416 million is expected to be spent on mobile advertising in the U.S., per eMarketer, which equals about two weeks worth of spending on search marketing. Adweek's Brian Morrissey examines what's needed to take mobile to the next level. Adweek (11/16)

• How will Google's trademark policy impact holiday ad costs?
  With Google now allowing AdWords advertisers, in certain instances, to use trademarks they don't own, brand owners and search marketers are steeling themselves for the holiday shopping season when fraudulent advertisers typically gear up their efforts. "The holiday season will be a real proving ground, to see how quickly Google responds to issues," said Jeremy Hull of Range Online Media. ClickZ (11/13)

Company Watch

• Rumors of conflict swirl around Hulu
  There reportedly is some discord at Hulu among the network's broadcast partners ABC, NBC and Fox about how the joint venture -- and its ad sales -- should be run. Separately, it's unclear how Comcast's potential majority stake purchase of NBC Universal could complicate the content partnership. Adweek (11/16)

Agency News

• Survey: Most agencies failing to leverage social media
  While the majority of ad agencies have signed up for social-media sites like LinkedIn, Facebook and Twitter, few are actually using these tools with any frequency to prospect for clients or to market their brands, a survey from RSW/US and Second Wind reports. Adweek (11/16)

• Adweek picks Media All-Stars
  Adweek's list of a dozen Media All-Stars for 2009 includes Matt Seiler, global CEO of Interpublic Group's Universal McCann, who has been named executive of the year, and Rebecca Krawczyk, a media supervisor at Interpublic Group's Initiative, who has been singled out as a rising star. Adweek (11/16)

Marketer News

• Filing shows how Apple could make ads mandatory viewing
  Apple, according to this article, has filed a patent application with the U.S. Patent and Trademark Office in which it indicates it is developing an "enforcement routine" that would run ads on the screens of many of Apple's devices. This article says the protocol would require users to view an ad to continue using the device, and that the ads, in turn, would allow for the electronics products' price points to be lowered or even offered free of charge. Apple did not comment for this article, which notes that a patent filing does not necessarily mean the technology will be brought to market. The New York Times (11/14)

Featured Content

Interactive Media

• Research indicates Facebook is losing younger users
  Facebook's appeal to older teens and twenty-somethings seems to be diminishing somewhat, which may prompt some advertisers to reconsider their social media marketing efforts, according to this analysis. ComScore found that the average amount of time logged by users aged 18 to 24 declined for the third straight month in September compared to the same period in 2008. Mediaweek (11/15)

Hot Topics

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

• IAB, Bain offer "road map" for digital success (MediaPost Communications)

• Study: Social-media users like deals (MediaPost Communications)

• Video becoming central to online news sites (The New York Times)

• Why ad networks are the new e-mail (Advertising Age)

• PepsiCo rethinks digital advertising (Advertising Age)

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

Career Development

• Ad industry slowly starting to rehire
  For the first time in more than a year, the ad industry in September was slowly adding new personnel, particularly in social and digital media, health care and financial services, and at smaller agencies. Recruiters interviewed for this report said revenue-generating positions are in highest demand. "It's a slow build, but we're seeing activity we didn't see 90 days ago," said Jennifer Carroll of Korn/Ferry. Advertising Age (11/16)

Business Development Manager Youth Radio Oakland, California Display Account Manager, Auto - Detroit Google Inc. Detroit, MI Agency Sales Planner - New York Google Inc. New York, NY Account Service Director Triad Digital Media Bentonville, AR Market Manager - LA Triad Digital Media Los Angeles, CA Market Manager - CHI Triad Digital Media Chicago, IL Market Manager - NY Triad Digital Media New York, NY Director of Business Operations- NYC ContextWeb Inc New York Director of Account Management ContextWeb New York, NY Interactive Advertising Sales Regional Director TheStreet.com New York, NY

IAB News

• Only Two Classes Remain in 2009
  Get Your Interactive Education from the Experts!
  IAB Professional Development delivers learning opportunities from the leaders in interactive advertising -- AOL, Audience Science, comScore, eMarketer, Impact Mobile, Microsoft, Nielsen and more. Sign up for training to advance your career and make yourself an invaluable resource. Classes are only $149 for IAB Members and $249 for non-members. All classes count toward the IAB Certificate in Interactive Advertising. Up next is Understanding & Succeeding with Digital Video Advertising on Dec. 3 and Closing the Deal with Data: Using Research to Sell on Dec. 10. Both Classes are located at the IAB offices in New York. Find more details here.

IAB Poll

• Which of the following is poised to break out in 2010 in terms of monetization?
  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.

	Microblogging
	Mobile video
	Real-time search
	Online radio

SmartQuote

Nothing is so contagious as enthusiasm." --Samuel Taylor Coleridge, English poet, critic and philosopher