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News Corner June 7, 2017

7 Jun, 2017 By: Thomas Haire

The Eighth Annual DRMA Summer Bash celebrates a new location this year: aboard the historic Battleship U.S.S. Iowa in Los Angeles on Tuesday, July 25, from 6-9 p.m. The event is sponsored by DirectAvenue, Motivational Fulfillment & Logistics Services, Pacific Media Technologies, and Strategic Media. The Port of Los Angeles was home to the United States battle fleet from 1919 to 1940, until it was transferred to Pearl Harbor, Hawaii, and more recently to the Long Beach (Calif.) Naval Shipyard. The Battleship U.S.S. Iowa is the only battleship museum on the West Coast and the namesake of the last class ever constructed. Built more than 70 years ago, she stands as a testament to American ingenuity and engineering. Known as the Battleship of Presidents, the Iowa promises Summer Bash attendees a unique and memorable experience on the waterfront. Click here to RSVP for the Summer Bash today.

A pair of agencies, Script to Screen (STS) and M2 Marketing and Management Services, celebrate two awards won by their client, Gwynnie Bee. The plus-size clothing rental service earned the 2017 AdSphere Award for Best Infomercial – Miscellaneous (which was presented during Response Expo in April) and also earned a 2017 Jordan Whitney Greensheet Award for Best Fashion Infomercial.

Brand response creative boutique Avalanche Creative Services expands its digital reach with the announcement of four new employees: Noah Schoer as account coordinator; Nirvana Sayers in graphic design; Christopher Alincastre in marketing; and Deanna Brigandi in art and copywriting.

Yangaroo Inc., a secure digital media management and distribution company, announces a 29-percent year-over-year revenue increase in its first-quarter 2017 results. The company also notched consecutive profitable quarters for the first time.

Sprint chooses Horizon Media as its new media agency. Previously serviced by Mediavest/Spark, Sprint spent an estimated $700 million on media in 2016, according to Response research partner Kantar Media.

Kantar Millward Brown and Samba TV team to launch a TV measurement effort, combining the former’s Ignite panel (including 8 million PC users and 3 million mobile users) and the latter’s 13.5 million smart TV and connected-device households. The goal: to give TV media buyers the opportunity for precise ROI measurements similar to digital media.

A study from creative agency Anatomy shows that 71 percent of young millennials (age 18-26) most often consume TV content via over-the-top (OTT) platforms. Nearly half of the group watches entertainment exclusively on desktop or mobile devices.

In a note to investors, BMO Capital Markets – based on estimates from Innovid – announces that OTT video ad spending will likely increase 300 percent in 2017. “We believe OTT marks an opportunity for both traditional TV players (particularly as products featuring their networks like Sling TV, DirecTV Now, YouTube TV, and Hulu with Live TV get early traction), as well as pure-play digital ones, like YouTube, as they are native to the underlying digital experience,” the company wrote, in part.

With the previously announced spin-off of from TEGNA (Response This Week, May 10) being approved by TEGNA’s board of directors, began trading on the New York Stock Exchange on June 1.

Pivotal Research Group’s analysis of Nielsen Universe Estimates (a projection for an upcoming period) shows an expected 2.9-percent decline in overall median cable network subscribers for June, following a 3-percent drop in May and a 2.8-percent dip in April. The average decline for the first quarter of the year was 2.1 percent.

The App Install Marketing Survey from AdColony says that video ads now account for half of all app install marketer spend. Full-screen video ads account for 25 percent of that spend, while social video accounts for 16 percent and in-feed video makes up 7 percent.

CarGurus, a U.S. third-party car shopping and research platform, rolls out a pair of TV spots this week, doubling down on its first TV marketing efforts that launched in April.

About the Author: Thomas Haire

Thomas Haire

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