Marketing Trends & Research

• Automakers expected to shift online focus to wooing likely buyers
  The recession and economic woes of Detroit's Big Three are likely to force automakers to emphasize online marketing geared toward "in-market" buyers over more innovative branding ads intended to build buzz, according to this article. "Anything that is seen as experimental is likely to be put on the shelf," said eMarketer analyst David Hallerman. Mediaweek (12/8)

• In-game ads won't be winning segment in 2009, some execs say
  Although product placements are likely to become more commonplace in video games in 2009, the burgeoning in-game ads segment is unlikely to post significant growth, according to participants at the Reuters Media Summit. "In the next six to 12 months as we go through this economic period, [ads] probably won't have a big material impact on us or on the industry, frankly," said Shane Kim, VP of strategy and business development for Microsoft Corp's gaming business. Reuters (12/5)

• Obama sees broadband expansion as part of economic recovery
  In a radio and Web address over the weekend, President-elect Barack Obama promised a broadband expansion during his administration. Pointing out that the U.S. ranks 15th in the world in terms of broadband adoption, Obama said "every child should have the chance to get online, and they'll get that chance when I'm president." Broadcasting & Cable (12/7)

• Report: U.S. must take key steps to curb cyber security threat
  The threat to U.S. online safety is such that the new administration must make a first priority of launching a Center for Cybersecurity Operations, according to a new report from the U.S. Commission on Cybersecurity. The report, "Securing Cyberspace in the 44th Presidency," also calls for regular monitoring of government and business computer networks, and the creating of a "red team" to look for potential weaknesses that could lead to identity theft, bank fraud, electronic spying and other cyber criminal activities. Bloomberg Businessweek (12/7)

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Company Watch

• Zuckerberg unbound
  Facebook founder and CEO Mark Zuckerberg talks to TechCrunch about his company's valuation, its new cross-platform Facebook Connect strategy and whether it is going to launch a music application. TechCrunch (12/7)

• Buzzwire names Osberg as CEO
  Buzzwire, a streaming video service for mobile devices, has tapped Greg Osberg, a former executive at Newsweek and CNET, to become its CEO. Osberg takes over from Buzzwire founder Andrew MacFarlane, who will remain as chairman and chief product officer. Mediaweek (12/8)

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Agency News

• Ad forecasts vary on impact of downturn
  It's forecasting season, and soon ZenithOptimeida, IPG's Magna and WPP's GroupM are releasing their forecasts for U.S. ad spending today. ZenithOptimedia is predicting a drop of 6.2% next year, while GroupM is expecting a 3% dip. IPG did not release its forecasts ahead of a planned event. The Wall Street Journal (tiered subscription model) (12/8)

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Marketer News

• Top 100 global marketers for 2007
  Procter & Gamble, Unilever and L'Oreal placed at the top in Ad Age's 22nd annual Global Marketers report based on 2007 ad spending data. General Motors Corp., which over the years had been a fixture in the top three, slipped to fourth place, and was the only one of the top 10 to reduce ad spending last year. Advertising Age (tiered subscription model) (12/8)

Interactive Media

• Are branded apps doomed?
  Marketers are having a difficult time luring Facebook users to their branded applications. But some experts criticize failed apps as being not particularly useful or socially minded, or linked closely to one-off campaigns. Adweek (12/8)

• New ESPN.com goes beta, solicits user input
  ESPN, which will launch a major update of its Web site early next month, has released a beta version of the new portal and is asking users what they think. The revamped ESPN.com, according to this report, will rely more heavily on video, have a larger video player and be easier to navigate. MediaPost Communications (12/5)

Hot Topics

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

• Shrinking ad budgets migrating to cyberspace (The Economist)

• Widgets deserve more respect from marketers (Advertising Age (tiered subscription model))

• Forecast calls for stable ad growth online, more troubles for print (PaidContent.org)

• Yahoo! reveals top searches for 2008 (BBC)

• Coupons are chic again (NYTimes.com)

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

IAB News

• Create and maximize networking opportunities in the digital age with a free IAB Webinar
  Join us on Wednesday, Dec. 17 at 12 p.m. EST for a free Webinar with Liz Lynch where she'll discuss how to create and maximize networking opportunities in the digital age. Liz Lynch is author of Smart Networking: Attract a Following In Person and Online and a sought-after speaker who brings a practical and insightful perspective to networking that has connected with a global audience. Click here to find out more and register.

Internet Marketing Manager Red Room (www.redroom.com) San Francisco Account Executive, Dallas TX Hulu, LLC Dallas, TX Sales Manager Talent Partners New York, NY Regional Branch Manager Louis and Company Brea, California

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