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THE NEWS

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USA TodayThe iPad trumps oil: Apple is most valuable U.S. company

Investors seem to think you want an iPad more than oil, as Apple became the most valuable company in

the United States, surpassing ExxonMobil on Wednesday.

Apple briefly flirted with the top spot on Tuesday afternoon before settling back slightly below the oil giant.

Wednesday was the first time that Apple managed to stay No. 1 after the stock market closed.

Apple's stock fell 2.8% to close at $363.69, which brings the iPhone and iPad maker's market

capitalization to $337 billion. Exxon's stock fell 4.4% to close at $68.03. That gives the oil company a

market cap of $331 billion.

The change of the guard took place two days after global markets saw its worst fall since 2008 as

investors worried about the U.S. credit downgrade and the possibility of another recession. Exxon had

been the most valuable company since 2005, and Apple only took No. 2 in May 2010 when it surpassed

Microsoft.


Research Brief: No Magic Bullet For Replicable Social Advertising SuccessConsumers increasingly spend time in social networks and less in their email inboxes and visiting

traditional websites. As such, brands continue to race to social media sites in the hopes of connecting

with consumers when their attention is focused on conversations relevant to those brands. Part of

the challenge however, is earning the attention of consumers not just once, but also building a

relationship with them over time.

Digital advertising, such as banners and keyword buys, has long provided businesses with products to

generate opportunities for clickthroughs, but these products are proving ineffective in social networks. In

a phenomenon dubbed "banner blindness," consumers are learning to ignore many forms of

digital advertising in favor of the desired content within their area of focus. Usability guru Jakob Nielsen

demonstrated through heat maps where eyes are focused on a website screen. Consumer attention is

shown to zero in on text and not the banners around it.

The report concludes by suggesting that social advertising is evolving and is forcing creative

professionals to think outside of a box that may not, in fact, yet exist. The study did not find a magic bullet

to replicable success. The guide for best practices in social advertising is being written as we go.

Additionally, the culture of each social network behaves uniquely and requires a customized approach.

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Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

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pizza friday 174

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