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

It has been a terrific month for online advertising. The latest IAB/ PwC ad spend figures for 2005 surpassed all our initial expectations. The industry is now worth nearly £1.4 billion, representing a 65.6% increase on 2004. These figures more than prove that all our hardwork is paying off, with the £2 billion target a realistic target in the next 12 months.

On a similar 'forward-looking' theme, the future of the internet is looked at in our second Click-thru comment piece on Web 2.0.

Further details on these stories and a look at how else the internet has been making the news in March are included below.

Kind regards



Guy Phillipson
IAB, CEO

Is Web 2.0 a case of the internet's new clothes? It can be exhausting keeping up to date with all the latest internet terminology. The latest watchword, Web 2.0, is discussed in the latest IAB Click-thru comment piece, where we question whether we are indeed at the start of the next internet generation. Read more

The online audience

Mansized, for men who have more than one thing on their mind Will Callaghan, former editor of Menshealth.co.uk has launched a new website offering a mix of news and fitness, sex and work tips from experts. Mansized.co.uk has been built around research on the online behaviour of men and targets those three UK men who have more on their minds than girls, cars and sport. Brand Republic, March 27 Click-thru for more New culture that craves clips round ears and eyes The availability of video online and the ability to share amusing snippets amongst friends has led law professor Michael Geist to declare we are in the midst of clip culture. Video sharing sites MSN Video and Youtube attracted a combined US unique user audience of 10 million in February. BBC, March 20 Click-thru for more Usability Exchange ensures websites can be accessed by all The important issue of accessibility of websites for disabled users is being tackled by the Usability Exchange. A group of disabled website internet users have been signed up to provide website managers with instant feedback on the navigation of their website. BBC, March 17 Click-thru for more View the wild world on the web Unbroadcast footage from the massively popular Planet Earth BBC wildlife show, scenes from The Natural World series, plus other images and audio clips are to be made available on the BBC website, as part of the Open Earth Archive. BBC, March 1 Click-thru for more Average internet user short-sited Internet users only visit an average of six sites regularly. Amongst the most popular are eBay, Amazon, Google, Lastminute and National Rail. Netimperative, March 9 Click-thru for more Feeling like a spare part? Has beloved Henry Hoover blown his lid? Fear not! A new site has been launched that sells accessories and spare parts for thousands of household appliances. 150,000 extra parts are available at espares.co.uk for dishwashers, computers, printers and remote controls, from more than 500 brands including Hotpoint, Dyson, Panasonic and Sony. Netimperative, March 9 Click-thru for more Media, technology and the global conversation The BBC has produced an article on how the collision of media and technology is having a powerful effect on society; "media are becoming democratised, and a global conversation is emerging." The study also discusses how the new media landscape has empowered the consumer. BBC, March 9 Click-thru for more Internet takes on a grave role Virtual funerals are being offered at Chanterlands Crematorium in Hull. Mourners who are unable to travel, but who wish to pay their respects, can view the final journey of a loved online, in real time from anywhere in the world, by entering an access code. BBC, March 6 Click-thru for more

Entertainment

Music

It's Crazy and it's true. Single tops UK charts on download sales alone It was just a matter of time before it happened, but a single has topped the UK singles charts through the sale of downloads alone, for the first time. Crazy by Gnarls Barkley was used in a Radio 1 promotional campaign and was made available digitally the week before it's official retail release. BBC, April 2 Click-thru for more

Movies

Kong and Keira on your computer DVD Rental service LoveFilm has signed a deal with Universal Pictures to sell digital downloads of major movie titles such as King Kong and Keira Knightley's Pride and Prejudice for consumers to keep. 35 films will be available from April 10, costing £19.99 you will get two digital copies of the film and receive a DVD in the mail. Universal Picture's president Peter Smith said: "Download-to-own has the potential to revolutionise the way people watch movies." The Sun online, March 24 Click-thru for more

Newspaper

MySpace to get time in the Sun Murdoch is combining his Sun online website with the recently acquired MySpace community site to create a "MySun" online readers' network and boost the online tabloid's audience. Although still in the planning stages, MySun portals will use Myspace software to eventually enable readers to build their own web pages, share pictures and write blogs. Media Guardian, March 16 Click-thru for more "Fast food" digital newspapers digested on the move Rupert Murdoch believes that newspapers need to embrace all areas of digital media, such as the internet, iPods, mobile phones and even PSPs if they are to survive. Murdoch believes that modern technology can benefit news content in an era where "media becomes like fast food." It gives me indigestion just thinking about it! Times Online, March 14 Click-thru for more

Podcast

Football's coming home to Times with Baddiel and Skinner podcast World Cup stalwarts David Baddiel and Frank Skinner have been signed up the Times to broadcast a free podcast from Germany during the impending World Cup. The comedy double-act famed for their unofficial England anthem, Three Lions, will also post their World Cup thoughts online on the Times website. Media Guardian, March 17 Click-thru for more Catholic Church offers daily 'Godcasts' I've always believed the iPod was gift from heaven and now here is the content to go with it. The Roman Catholic Church is the latest embracer of the podcast, with daily prayer sessions complete with soothing spiritual music and Bible readings available as free downloads from the internet. Now commuters will be shouting Jesus! and God! at something other than the delayed transport networks. Telegraph online, March 16 Click-thru for more

Broadband

Wi-fi set to be the next great internet revolution As the number of wireless internet access points in the UK increases, wi-fi is being heralded as the internet's next wave of innovation. If the dotcom boom of the late 90s represented the first wave, wireless is being highlighted as a leading factor in the next generation of the medium, or Web 2.0 as it's also known. The potential impact of a wi-fi society that will enable us to be online at all times, wherever we are and a discussion of the major companies involved in this innovation are discussed in two articles featured on the BBC website. BBC, March 8 Click-thru for more or BBC, March 8 Click-thru for more

Blogging

Anonymous Iraqi blog recognised in literary prize shortlist A book that has compiled the regular blog entries of an anonymous female Iraqi has been nominated for a major literary prize in Germany. Known only as Riverbend and writing on a website entitled "Baghdad Burning" the blogger has been regularly writing about her experiences as a twenty-something female-Iraqi since August 2003. Reuters, March 27 Click-thru for more

Online Creative

Online campaigns

Levis online moonbathing campaign asks, "what did you do last night?" The online execution of the new Levis 'moonbathing' advertising strategy has been unveiled. Targeting 15-24-year-olds on hotmail, a video is streamed through a banner. Viewers are then prompted to enter into the ad what they did the previous night. Then by using both synchronised ad-technology from Eyeblaster and Levis own behavioural targeting, the next time the advertisement is shown to that user, the posted comment is incorporated. Revolution, March 29 Click-thru for more New smoothie site is flavour of the month In order to create a closer relationship with consumers and to promote their latest range of flavours, PJ Smoothies has overhauled their website. will feature games, interactive tools and e-cards under the new strapline, "Want Fruit? Drink Fruit". Revolution, March 28 Click-thru for more Internet encourages walkers to explore London's South Bank Show The history and architecture of London's South Bank is being promoted on a new website that encourages Londoners and visitors to the capital to experience the riverside by foot. Southbankwalks.com also offers a series of free walking guide downloads, entitled Walk this Way, so the information can be taken with you on your exploration. Netimperative, March 15 Click-thru for more

Viral

Ann Summers controversial strapline rides again in viral campaign A new viral campaign from Ann Summers, created to coincide with the Grand National, revives their controversial equestrian themed strapline from 2004, "ride a cock hoarse". The original ad was censured by the Advertising Standards Authority, but the poster has now been adapted for a viral campaign featuring model, Nancy Sorrell. Brand Republic, March 29 Click-thru for more Sexy viral from FHM On an equally high-brow subject, a new viral game from FHM.com driving voting for their annual 100 Sexiest Women in the World campaign, asks men pick their ideal women. The viral asks voters a series of questions about what, for them, makes a sexy woman and then three girls are suggested that fulfills their expectations. Brand Republic, March 16 Click-thru for more Football crazy? Just in case you weren't already excited enough about the summer of football ahead, Carlsberg has released a video viral that creates the ultimate fantasy football-team. They've assembled "probably the best pub team in the world" featuring Bobby and Jack Charlton, Brian Robson, Stuart Pearce, Chris Waddle and Peter Shilton. The viral follows the players on the way to their Sunday morning game, where they stuff another unwitting pub team. The highlight? The pre-match team talk with the manager, who else? But Sir Bobby Robson. March Click-thru for more Aye carumba! The Simpsons come to life An inadvertent viral campaign from BskyB is causing people around the country to "have a cow, man!" In an ad that was only intended to be shown on Sky One, the famous Simpsons credits have been recreated by live actors. The ad - filmed with the input of Simpsons creator Matt Groening - proved so popular that it was unleashed on the internet as a viral campaign. Netimperative, March 10 Click-thru for more

Online awards, events and polls

Agency Republic's Musicubes campaign for BBC Radio 1 has won March's Creative Showcase. Musicubes tap into the popularity of self-publishing sites such as myspace.com with Radio 1's target audience of young music fans. The self-publishing application allows users to share their musical taste on their webspace and encourages the trial of Radio 1 online.

IAB's Engage for Sales Wed May 24, 2006 This half-day conference will help retailers discover the ways in which they can strengthen their online presence, identifying the online marketing methods available to drive their sales both online and offline from brand awareness to point of purchase. Read more Killer Search Marketing 2006 Monday 24 April 2006 - Tuesday 25 April 2006 Holiday Inn Bloomsbury, Central London There are now 29.3m people online, 62% of the total GB population - are they finding your brand? (NOP World) Back by popular demand, Marketing Week Conferences is proud to present their 2nd annual Search Marketing event. IAB members can take advantage of a 10% discounted registration fee. Click-thru for more Media 360 conference comes around again in May May 10-12, 2006 - St Andrews Bay Hotel Media Week presents their third annual MEDIA 360 conference between the 10-12 of May, 2006 at the St Andrews Bay Hotel. The event is promised to be refreshed and revitalised for 2006 and will offer a unique opportunity to interact, challenge and learn from your competitors and collaborators. Also the IAB's very own Richard Eyre will be speaking. Click-thru for more

Ecommerce

Ebay funds UK's little earners Online auction site, Ebay is providing the modern British child, aged 5 to 16 with an extra income stream. Where previous generations would wash cars, deliver papers or dislodge teeth and con the tooth fairy to earn a little extra cash, budding entrepreneurs of today are using the internet as a labour-saving and painless alternative. Ebay has helped swell the average take-home pay of the average 5-16 year-old to £821.35 a year, a survey of 3,000 parents by the Cartoon Network. Times online, March 6 Click-thru for more

Search

The Buzz on search and your brand

Brands that are not search-savvy are in danger of falling out of step with their increasingly empowered customers. Users expect to find information online and this

easy access to knowledge is the new consumer demand. In the latest IAB Buzz we provide all the information you will need to assess whether your search engine marketing strategy ensures that you are engaging with your consumers right from the start of their online journey? Click-thru to read the full story $100million search site? The success of the milliondollarhomepage continues to inspire budding entrepreneurs to make their fortunes with clever online ideas. Brendan Ellis and Craig Dent hope to make their fortune with a search marketing website that generates large advertiser investment and high traffic volume simultaneously. They have a target sale of $100m in 18 months time, with the advertisers who have helped fund the project entitled to half. Netimperative, March 7 Click-thru for more