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Response This Week April 12, 2017

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12 Apr, 2017

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INDUSTRY NEWS
Advertisers – Including Key DR Players – Bolt From O’Reilly 
NEW YORK – A number of marketers who use direct response and performance-based marketing methods were among the roughly 60 advertisers that left Fox News' "The O'Reilly Factor" last week.
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New YouTube Rules Stir Backlash  
SAN FRANCISCO – YouTube’s new application process that channels have to wade through to be approved for ads is creating a stir.
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Google Hits ‘On’ Switch for YouTube TV in 5 U.S. Cities 
SAN MATEO, Calif. – Viewers in five major U.S. markets began getting Google’s new live TV skinny bundle, YouTube TV
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Several Companies Look to Board the Streaming Pay-TV Train 
NEW YORK – Industry analysts are asking who’s next to jump on board the streaming pay-TV train. Verizon and Comcast were named last week amid YouTube TV’s debut in five major U.S. cities.
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Guidelines Available for Ad, Data Targeting 
NEW YORK – In an effort to standardize “advanced” data-driven linear TV media deals, Advanced Target Standards Group (ATSG), a group of eight network TV programmers, announced a set of guidelines and best practices for the use of advanced targets in linear television advertising.
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NEWS CORNER

DISH Media Sales names Brian Norris vice president of DISH Media Sales, overseeing the organization, including DISH and Sling TV’s advertising sales, analytics, and operations. Norris is also a member of the Response Advisory Board.

Twitter, Yelp, Path, and five other app developers pay more than $5 million to resolve a class-action complaint alleging that they wrongly uploaded iPhone users' address books, according to court papers. If U.S. District Court Judge Jon Tigar accepts, the settlement will resolve a privacy dispute stemming from 2012 revelations about surreptitious address-book uploads. Initially, tech experts accused mobile social networks Path (now Kong Technologies) and Hipster (later acquired and shut down by AOL) of accessing and storing users' address books without their knowledge.

HomeAdvisor unveils a national advertising campaign, “Just Ask HomeAdvisor,” as part of a $100 million investment to educate consumers on the company's search platform that matches homeowners with "trusted" profiles. It includes two 30-second spots running on broadcast and cable networks.

Packaged goods giant Unilever says that it’ll produce 30-percent fewer ads going forward and trim its global creative agency roster by 50 percent. Unilever CFO Graeme Pitkethly said the company currently employs 3,000 agencies around the world.

The LGBT+ community often feels ignored and invisible when it comes to advertising, says a new study by media agency UM London. Almost half of respondents (49 percent) said they would be more likely to buy from brands who show LGBT+ people in their ads, while 69 percent think brands have a big part to play in challenging and progressing society’s views. A full 54 percent of respondents said they might have come out sooner if brands had shown LGBT+ people like them when they were growing up.

InStore Audio Network reaches 35.5 million shoppers on an average day, according to new study from Edison Research. InStore Audio Network offers in-store audio advertising in drug and grocery stores. The total number of shoppers who visit at least one of the stores in the InStore Audio Network during a typical week is estimated to be 94 million.

Revenue from Netflix’s in-app subscription purchases hit close to $120 million in the first quarter of 2017. HBO NOW and Hulu earned $23.7 million and $19.4 million, respectively. Netflix also provides free servers to internet service providers worldwide to relieve the strain of the extra streaming data and provide service to users in area areas with limited internet bandwidth. Almost 50 percent of its audience now comes from outside the U.S.

Bluecore releases a new self-service marketing tool that lets email marketers personalize their own, unique benchmark reports. The product is complimentary and uses data from more than 332 million triggered emails sent by more than 325 e-commerce brands. Bluecore’s benchmark database comes from emails sent via the company’s email marketing and automation software.

Hulu spent $38.3 million in national TV advertising – more than double the $16.2 million it spent over the same time period a year ago – from the beginning of 2017 through April 5, according to iSpot.tv. PlayStation Vue’s media spend tripled during the same period – $37.6 million versus $11.1 million in 2016.

Cox Enterprises launches COMET (Cox Media Technology), a programmatic platform connecting buyers and sellers across various digital channels including desktop, mobile, and video. COMET uses artificial intelligence and anti-fraud technology, which it pairs with data from Cox Automotive, Cox Communications, and Cox Media Group.

Some 72 percent of those in the Gen Z age group in the United States say humor boosts their receptivity to an ad, and 58 percent admit good music keeps their interest, according to Millward Brown Digital. While 56 percent say the ad must tell a good story and 26 percent want special effects in the ad, seeing celebrities in the advertisement is far less important.

A three-year study of native advertising spending by ad-tech provider Nativo says categories that were slower to adopt native advertising in 2014 saw increases in spend in 2016, while early-adopter categories have seen their share of spend decline in 2016. Nativo says that slower-to-adopt verticals – business, CPG, travel, and food and beverage – grew by 24 percent, to reach 45-percent aggregate share of budget in 2016.

UPCOMING DR EVENTS

FEATURED EVENTS:

Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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CNP Expo 2017
May 22-25, 2017 | Orlando, Fla.
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IRCE: Internet Retailer Conference & Exhibition 2017
June 6-9, 2017 | Chicago
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ALSO COMING SOON:

NAB Show 2017
April 22-27, 2017 | Las Vegas
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National Hardware Show 2017
May 9-11, 2017 | Las Vegas
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Chief Marketing Officer Summit 2017
May 17-18, 2017 | Seattle
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JOB BOARD

Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Associate Director of Development - Johns Hopkins University
Location: Baltimore, Md.
Posted: 3/23/16
View/Apply

Position: Business Development - J. Rosen Group
Location: Los Angeles
Posted: 3/13/17
View/Apply

Position: Marketing Coordinator - Access Intelligence
Location: Norwalk, Conn.
Posted: 3/2/17
View/Apply

View All Jobs:
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