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Direct Response Marketing

News Corner November 9, 2016

9 Nov, 2016 By: Doug McPherson


Ad agency Avalanche Creative Services hires four: Brett Roell as account coordinator; Adiel Hernandez in art and design; Rebecca Khanukov in copywriting; and John Gayanelo in web content. Additionally, Nicole Pare is promoted to vice president of operations.

R2C Group, a data-driven creative and media agency, announces it has been selected to join the Bing Select Partner Program, a partnership between Bing Ads and trusted advertising and marketing agencies in the business.

Hulu says it will launch its new live TV streaming in early 2017. It will complement Hulu’s existing on-demand programming services with limited commercials for $7.99 per month or commercial-free for $11.99 per month. Programming will come from Disney/ABC Television Group networks and ESPN, as well as Fox, Fox Sports, Fox News, FX Networks, Fox Regional Sports Networks, and National Geographic.

Twitch, the social-video gaming service owned by Amazon, plans to start selling video ads that will run in broadcast partners’ live streams. The streams are “delivered via Twitch’s new SureStream system that’s native to the platform,” Variety notes. “Twitch is looking to generate more cash from the 2 million-plus video-game players who broadcast on its platform each month.”

Google publishes two deadlines that will affect advertisers using the services. Starting April 3, 2017, advertisers will no longer have the option to upload new Flash video ads into DoubleClick Studio, DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick for Publishers, or AdWords. The other deadline is July 3, 2017 – when Google will stop allowing Flash video ads to run through the DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers, or AdWords.

Charter Communications loses 47,000 video customers in the third quarter, primarily driven by customers in the MSO’s newly acquired Time Warner Cable footprint ditching their service with Charter for not matching their promotional rates.

TV station group Tegna is launching an over-the-top (OTT) advertising inventory selling platform called Premion that aggregates ad inventory from more 80 OTT platforms, including Roku, Sling, Xumo, TubiTV, NBC Sports, FX, and Discovery.

Instagram allows brands to test “taggable” products in its photos. The Facebook-owned app is beginning to test organic posts that let nearly two dozen retail brands tag products for sale in photos that lead directly to a brand’s website. Partners include Kate Spade, J. Crew, Warby Parker, and Macy’s.

Consumers are most receptive to online advertisers from 3 a.m. to 6 a.m., according to new research from YuMe. These viewers show a 17-percent higher favorability toward advertisers compared to a control group, a 12-percent higher recommendation intent, and an 11-percent higher purchase intent, the highest in all those categories among different day parts. The least impactful were ads seen in the heart of the business day and prime time. Things pick up again after 9 p.m.

Facebook users slap Facebook with a potential class-action lawsuit accusing it of violating federal civil rights laws by publishing housing and job ads that discriminate against minorities. “Facebook has operated and is operating an advertising platform ... that publishes, and causes to be published, discriminatory and illegal housing and employment advertisements,” three users allege in a class-action complaint filed in U.S. District Court for the Northern District of California. “By clicking on a button labeled ‘Exclude People,’ ad buyers … can prevent their ads from being displayed to users matching characteristics such as ‘African American (US),’ ‘Asian American (US),’ or ‘Immigrant.’“

Lowe’s taps Lenovo’s Phab 2 Pro as an augmented reality (AR) sales tool for shoppers. Lenovo’s new phone is the first handset to support Google’s Tango, an augmented reality technology. Lowe’s says the device will allow users to “visualize home furnishings, fixtures and accents in their living rooms, kitchens and bathrooms,” according to a press release. Customers can measure and capture room dimensions and other measurements with what Lowe’s called “the world’s most powerful digital tape measure,” then select items from Lowe’s virtual library to see how it would look in their homes.

Android Strategy Analytics reports that in the third quarter of 2016, a record 88 percent of all smartphones around the world were running on Android – Google’s mobile OS. Apple’s iOS fell to a 12-percent share of the global mobile OS marketplace. BlackBerry and Microsoft Windows Phone have all but disappeared due to strategic shifts, while Tizen and other emerging platforms softened as a result of limited product portfolios and modest developer support.


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