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	Microsoft will launch what has been unofficially called the "iPod killer" in time for Christmas. The new MP3 player will offer a wireless internet capability that will allow users to download songs directly to their device - cutting out the need for a computer. Times online, July 6

	What unity! Yahoo! and Microsoft are joining forces to make their instant messenger systems compatible. Their combined subscribers of over 350 million will now be able to chat to one another in the first alliance of its kind. Times online, July 14

	B2B updates The IAB has launched a new b2b update email service that focuses on a different online discipline and its opportunities for the b2b maket each month. Sign up to receive this here

This month's featured IAB members are...

Eyeblaster are proud of their company because... They've helped hundreds of agencies across the globe to create, deliver and track some of the best online creative over the last seven years. They've developed a lot of the marketing technology and set service standards that are now taken for granted - which is something for everyone at Eyeblaster to be proud of. But they're most proud of the relationships with their clients. The commitment their clients continue to give has enabled them to build upon their rich media offering - with new in-games, search, publisher network and fully integrated ad-serving being just a few new additions to their wider Advertising Campaign Manager (ACM) suite. Visit the IAB membership directory to contact Eyeblaster If you are an IAB member get your company profiled by emailing Ben

Welcome to August's Click-thru, your indispensable round-up of the latest online industry news, brought direct to your inbox from the Internet Advertising Bureau.

Before I even begin to comment on the industry news, I must quickly inform you of some very exciting IAB Engage 2006 info. Yahoo! luminary Terry Semel has been added to the speaker line-up, joining BSkyB's, James Murdoch, as keynote. We have a staggered booking system in place, Advertisers can book now, followed by IAB members from September. If you take regular trips to our dedicated IAB Engage pages you will be able to keep abreast of all the latest speaker, programme and venue details. Also these pages will be the first to host a new forum feature on our website that will enable debate and discussion on an array of industry issues.

In the Click-thru comment piece this month we take a look at the internet activity surrounding the new film, Snakes on a Plane. Elsewhere we touch upon stories looking at the technology gap between generations; see how the Bebo vs MySpace battle is hotting up and marvel at how one blogger managed to swap a paper clip for a house! Truly gripping stuff.

Kind regards



Guy Phillipson
IAB, CEO

Snakes on a Plane: Samuel L. Jackson, aviation, reptiles and internet marketing at its finest Snakes on a Plane has become more than a summer movie blockbuster. The internet activity that surrounds the film embodies online's centre stage role 2006. Internet users in their discussions about the film have literally generated content for the film, with re-shoots, certifications and dialogue pandering to the groundswell of fan opinion about what they expect to see in a movie called Snakes on a Plane. Is this collaborative approach the future of film making? Or merely a one-off that cannot be replicated? And what can our slithery friends teach internet marketers? Read the full Snakes on a Plane story

The online audience

Computers? It's child's play isn't it? There are few certainties in life, but one thing you can guarantee is that your kids will know more about technology than you. A BBC article discusses the best age for children to start their computer literacy education. Computers aimed at the "three years and over market" and Saturday morning computer classes are ensuring that parents will always have someone to guide them through their technological futures. BBC, July 28 Read more on technological children on the BBC website Parents told to 'mind the gap' The gap in technological knowledge between the generations has been highlighted by children's charity NCH. One third of children in the UK use blogs and social network sites, but two-thirds of adults do not even know what these sites are. The NCH described this as "alarming" and said for the importance of protecting children, families needed to learn more about technology. BBC, July 17 Read more on the inter-generation knowledge gap on the BBC website World Cup 'sickie' fear alleviated by internet coverage There were numerous reports before the World Cup outlining how much the tournament was going to cost bosses, as football crazy staff threw dubious 'sickies' to catch the games live. But a survey from TelecityRedbus has reported that just 2.8% admitted to staying at home, with nearly half the UK workforce spending as much as 30 minutes a day keeping up with World Cup action online in the office. Netimperative, July 15 Read more on the internet World Cup on the Netimperative website A big thumbs up to technology evolving our brains A few years ago it was claimed that the rise in popularity of text messaging would cause future generations to evolve disproportionately large thumbs. The increased migration into our own digital worlds - that add websites and emails to mobile phone use - has prompted the Guardian to predict that it is now our brains that are now evolving with technology changing the way we think. The Times, July 9 Read more on the digital evolution of our brains at the Times online Laptops outsell desktops for first time as consumers embrace mobile technology As we recently discussed in an IAB comment piece on wi-fi, major ISPs and media owners are investing in widespread, often city-wide, wireless internet access. As if to emphasise the growing mobile nature of internet use, PC World have announced that laptops are now outselling desktops for the first time. Laptops now account for 55% of the PC market. Netimperative, July 6 Read more on laptops vs desktops on the Netimperative website

Entertainment

Online Communities

'Under threat' MTV moves into consumer generated market AS MTV nears its 25th birthday some areas of the media have been insinuating that the music giant is under threat from internet channels. But rather than feel threatened by the growth of online, MTV has embraced it by announcing plans to move into the user-generated content market. Brand Republic, July 21 Read more on MTV's user-generated content move at Brand Republic Bebo beluba: social networking site gets musical The MySpace Vs Google skirmishes are set to esculate into the biggest online battle since Google and MSN donned their wrestling leotards. Bebo have move into MySpace territory by allowing users to upload an unlimited amount of music onto their profile pages. Revolution, July 27 Read more on Bebo's music initiative on the Revolution Magazine website There's no escaping YouTube The wonder of YouTube was discussed on the Times website in July with reference to its terrific ability for drawing attention to the numerous "Bushisms" the esteemed leader of the free world seems incapable of avoiding. 20 million people visited the video sharing website in June with a total of 2.5billion videos downloaded, amongst them was George W Bush's invasion of the German Chancellor's personal space. Times online, July 20 Read more on YouTube on the Times website

TV

Google Video signs deals to clip YouTube audience Google Video will now offer Wimbledon matches, sitcoms and documentaries after striking deals with a series of content providers. New national versions of Google Video have been added in Germany, France, Poland, Italy, Spain, the Netherlands, Canada and the UK as the search giant attempts to challenge YouTube in the video sharing market. BBC, July 13 Read more on Google Video on the BBC website

Podcasts

Currie refuses to regulate podcast spice Calls for the regulation of podcasts from the European Commission have been dismissed by Lord Currie, chairman of Ofcom, who believes the market to be too diverse for such strict controls. Times online, July 6 Read more on the podcast regulation proposal

Broadband

The BSkyB's the limit for broadband BSkyB are the latest company to don gloves and enter into the increasingly sweaty broadband scrap. Current Sky subscribers are entitled to a 'free' 2Mb Base package. The broadcasting giant - who is planning to invest £400, over the next three years - anticipates 30% of its 8 million network users to sign up. BBC, July 18 Read more on BSkyB's broadband offer British Telecoms out top in internet survey An Epitiro survey into the ADSL UK internet service providers has revealed that BT is the current best performer. Various features were trialled by the internet testing company - including download times and connection failures - from 10 different locations around the UK. Virgin followed in second place with Demon, AOL and then Orange getting notable mentions. BBC, July 17 Read more on the Epitiro broadband survey

Blogging

Blogger gets his house in the online swap shop The blogger that famously was trying to swap a paperclip for a house has succeeded in his mission, in just a year. Swapping the paperclip for a fish-shaped pen and then an assortment of bigger and frequently weirder things - that included a snowmobile, a keg of beer, a recording contract and an afternoon with Alice Cooper - finally he exchanged a movie role for his new house in Kipling, Saskatchewan. The Sun, July Read more on the paperclip blogger on the Sun website Blog set to become Ebay's latest nice little earner Ebay is the latest major company to tap into the potentially lucrative blog market, the Financial Times wrote in July. Ebay's blogging facility would add to the 35m other blogs on the web, according to Technorati figures. FT, July 4 Read more on eBay's blogging move on the FT website

Online Creative

Online campaigns

Hewlett-Packard online ads - this time it's personal Video sites YouTube, Google Video and iFilm will host 30 and 60 second ads for Hewlett-Packard's "The Computer is Personal Again" branding campaign. The ads featuring reality TV producer Mark Burnett and owner of Dallas Mavericks, Mark Cuban, are aimed at creating a buzz around the campaign before they air on TV. July 13, Marketing Vox Read more on the HP campaign on the Marketing Vox website RAF rises to the online challenge The RAF has launched an online campaign to encourage young people to enlist. The new Royal Air Force website - using blogs and podcasts - is part of the "Rise to the Challenge" media overhaul to better appeal to 16-24-year olds. Media Guardian, July 7 Read more on the RAF's online drive on the Media Guardian website

Online awards, events and polls

Dare Digital's campaign for Vodafone Office Mobile Solutions has won June's Creative Showcase Award. The Vodafone Office Mobile Solutions campaign from Dare Digital uses both rich media and a dedicated microsite, enabling users to pulverise their 'boring' desks online using a two tonne steel crusher.

Visit bannerblog to view a gallery of all the latest online creative

The IAB Summer of Debates continues on August 16 with, "Is the internet the future of advertising? For more information and to book please visit the IAB website

Search

Sun, sea and sand thanks to search Search is helping to boost the UK travel market, with 9.8m purchases resulting from online searches. The research from comScore Media Metrix, Yahoo! Search Marketing and Media Contacts also revealed that 80% of consumers regard search more valuable for travel research than traditional offline resources. Revolution magazine, July 26 Read more on Search and the travel market at the Revolution Magazine website Are you using the right pay per click platform? A Netimperative article in July discussed how to choose the right pay per click advertising campaign for your needs. Assess whether Google or Yahoo! have the platform for you with these handy pros and cons. Netimperative, July 5 Read more on pay per click on Netimperative

Ecommerce

Ebay cries "fix" Content with cornering the online auction market, eBay is set to launch a fixed price ecommerce website where businesses can sell new products. EBay already offers a fixed price facility, with more than a third of goods sold in this method. The new site will differ however as it will only be selling products from businesses rather than private individuals. Times online, July 4 Read more on the eBay fixed price website on the Times online website

Global snapshot

Google still number 1 amongst America's youth Despite the rise in popularity of internet community sites such as MySpace and YouTube, Google is still the old favourite for 16-25 year olds in the US, according to researchers, Youth Trends. eMarketer, July 12 Read more on the US youth markets' favourite websites at eMarketer 7 in 10 US households online 40% of all US households have broadband internet connections, with 7 out of 10 US households online, regardless of connection speed. The study from Leichtman Research Group also revealed that a record 3.06 million people subscribed to broadband in the first quarter of 2006. Marketing vox, July 14 Read more on US internet connections If this is your first Click-thru and you would like to see what you have been missing, or if you would like to revisit past stories, please visit our newsletter archive in the members' area on the IAB website.