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Direct Response Marketing

News Corner July 8, 2015

8 Jul, 2015 By: Doug McPherson


Epsilon, an Alliance Data company, and Turner Broadcasting System Inc. sign a new multiyear agreement to support the Turner Data Cloud, the first enterprise-wide initiative that will aggregate and analyze first- and third-party data to provide consumers with relevant and personalized content across the Turner portfolio, spanning news, entertainment and sports brands.

DMW Direct, a direct response ad agency, wins recognition from three international award competitions, taking home 12 awards from the AVA, Generations and FCS Portfolio Awards.

An Alabama resident who subscribes to AT&T’s “unlimited data” wireless plan has sued the company for allegedly slowing down her mobile broadband service. “This is an action seeking redress for unfair conduct,” Shannon Lilienthal alleges in a class-action complaint filed last month in U.S. District Court in the Northern District of Alabama. She alleges that AT&T violated its agreement with subscribers by throttling them, and that the telecom misrepresented its practices.

The Expanding Opportunities for Broadcasters Coalition (EOBC) says that the Federal Communications Commission’s (FCC) opening prices for TV stations in the incentive auction could plummet by more than $8 billion collectively. In a filing with the FCC on July 2, EOBC, which represents many TV stations interested in participating in the incentive auction at the right price, said the FCC needs to make three what it calls “relatively minor” changes to the auction framework, beginning with the “anomaly” that it says, if left unchanged, will cut opening prices to stations in the reverse auction by $8.3 billion.

Chicago residents who stream video through paid services like Netflix are getting hit with a 9-percent price hike, thanks to the city’s new amusement tax.” That tax, also called the “cloud tax,” applies when people stream TV, movies, music and or online games within Chicago.

A+E Networks, owner of Lifetime, launches a new commercial-free online video service that will allow customers to stream a rotating selection of 30 movies for $3.99 a month – no pay-TV subscription required. The service, dubbed “Lifetime Movie Club,” will refresh the assortment of movies every week.

Pinterest starts its foray into e-commerce. The social networking giant has started rolling out a “buy it” button on its pins on iPhone and iPad apps. It’s also launching new shop categories, including “shop our picks,” a curated selection of seasonal goods, and “shop” for the latest buyable Pins. In the coming weeks, “pinners” will have access to 30 million products available for purchase from a variety of retailers, including Macy’s and Neiman Marcus.

Vivendi acquires an 80-percent stake in Dailymotion, the second-largest video site. It’s not well known in the U.S. because it mainly prospers in Europe.

Analysis of consumer product goods research from firms such as Deloitte, Accenture, Forrester, Kantar, PWC, Nielsen, and IRI has identified six trends that are driving the near future of the CPG sector: convenience, portability, environmental impact, health consciousness, value, and specialization.

A recent survey from Ampere Analysis says Facebook is on track to deliver two-thirds as many video views in 2015 as YouTube does: 2 trillion vs. YouTube’s 3 trillion. Both services have a comparable number of monthly users overall.

The Economist and New York-based marketing research firm Peppercomm report from a survey of 500 global business executives that there’s “a massive disconnect” between the content that business executives seek and the content that marketers provide. A full 93 percent of brand marketers plan to either maintain or increase their budgets for content marketing. Despite this investment, less than a third of marketers believe that the purpose of the brand’s content is highly understood within their organizations.

A new study from Accenture says 52 percent of all viewers prefer big TV sets for TV shows and movies – but that is a 13 percent decline from the last reading of the annual survey. Computer/laptop viewing, smartphone viewing and tablet viewing all rose in popularity in the latest study.


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