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Response This Week April 20, 2016

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20 Apr, 2016

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CASE STUDIES
INDUSTRY NEWS
White House Supports FCC in Unlocking Set-Top Boxes 
WASHINGTON – The White House is supporting the Federal Communications Commission’s (FCC) proposal to issue new set-top-box rules to make it easier for consumers to watch TV on tablets, smart TVs, and other devices.
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Email Privacy Act Approved; Microsoft Sues Justice Dept. Over Gag Orders  
WASHINGTON – In a rare bipartisan vote of 28-0, the House Judiciary Committee approved the Email Privacy Act (H.R. 699).
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Viewers Flock to Netflix, but Digital Video Growth Continues to Shrink 
NEW YORK – Consumers continue to flock to Netflix as 126.9 million people are expected to view it this year in the United States, according to an eMarketer’s forecast on over-the-top (OTT) video use.
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Interactive Video Ads More Engaging Than Pre-Roll, Banners 
NEW YORK – A new study says interactive video is more engaging than pre-roll or standard banners.
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NBCU to Use ‘New Currency’ for Upfront Guarantees  
NEW YORK – NBCUniversal reports it will use non-Nielsen data to guarantee audiences for targeted ads.
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NEWS CORNER

Response This Week will be on hiatus next week due to Response Expo in San Diego, April 26-28. We will return to your in-box on Wednesday, May 4.

DRMetrix, a research partner of Response, begins distributing a new version of its weekly Spend Index™ retail ranking report for the As Seen On TV industry to retailers and DRTV marketers. DRMetrix monitors national cable networks and identifies and tracks airings for all DRTV short- and long-form creative, using state of the art ACR and optical character recognition technologies.

Sling TV launches a multi-stream service for $20 per month in a beta test that includes many Fox Networks Group channels. Consumers can trial the new offering for free for seven days and with no annual contract. They can also stream on up to three devices simultaneously in or outside the home.

R2C Group hires David Maher as its new chief financial officer. Maher will work in the agency’s Portland, Ore., office and will report to CEO and co-founder Michelle Cardinal.

Assembly, MDC’s full-service media agency, hires Sarah Power as its first chief strategy and research officer. She’ll report to Martin Cass, the CEO of both Assembly and MDC Media Partners, and will work in the agency’s New York office.

Videa, the TV station-centric programmatic advertising platform from Cox Media Group, adds a number of agreements to its roster of sell- and demand-side businesses. New TV station groups include Raycom Media and E.W. Scripps Co. New advertising demand side platforms are TubeMogul, The Trade Desk, VideoAmp, and 4C.

BMO Capital Markets’ media industry analyst Dan Salmon tells investors to shift their attention back to the “value” of network TV stocks and away from fast-growing digital media ones. “Advertising naturally comes into a bit more focus with the approach of Upfront/NewFront season and our top three picks – CBS, Google, and Fox – are in place because of their strong positioning for the annual ad selling extravaganza.”

Former Reuters editor Matthew Keys lands a two-year prison sentence for violating the Computer Fraud and Abuse Act by conspiring with hackers to deface the Los Angeles Times by changing the headline on one of its articles. Keys allegedly changed the Times headline “Pressure Builds in House to Pass Tax-Cut Package” to “Pressure Builds in House to Elect CHIPPY 1337,” a reference to another hacking group.

In-theater video advertising reports a big 2015, rising more than 13 percent in revenue versus 2014. The Cinema Advertising Council says ad revenue hit $716.4 million, up from $631.9 million. National/regional sales, which make up 77 percent of all cinema revenue, climbed 15.6 percent to $550.5 million in 2015.

The NFL’s Minnesota Vikings will launch a new app this coming season to let fans buy tickets, food, and merchandise; enter the stadium via a mobile ticket; watch video replays; earn points in a loyalty program; and navigate the stadium with turn-by-turn directions.

Email marketing remains the king of return on investment, according to digital marketing company Adestra and market research firm Econsultancy. Email marketing ranked as the best channel for overall ROI in a poll of more than 1,100 client-side digital marketers and agency professionals, with 73 percent of respondents rating email as positive.

Snapchat passes Instagram as the new favorite social medium among teens, according to a new survey from Piper Jaffray. Overall, 28 percent of the 6,500 teens surveyed said they consider Snapchat the most important social network, just ahead of Instagram at 27 percent, followed by Twitter at 18 percent, and Facebook at 17 percent.

UPCOMING DR EVENTS

FEATURED EVENTS:

Response Expo 2016
April 26-28, 2016 | San Diego
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CNP Expo 2016
May 23-26, 2016 | Orlando, Fla.
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Chief Marketing Officer Summit
May 25-26, 2016 | Seattle
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IRCE: Internet Retailer Conference & Exhibition 2016
June 7-10, 2016 | Chicago
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ALSO COMING SOON:

National Hardware Show 2016
May 4-6, 2016 | Las Vegas
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INTX: The Internet & Television Expo 2016
May 16-18, 2016 | Boston
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View All Events

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: Director of Annual Giving - University of Virginia
Location: Charlottesville, Va.
Posted: 3/29/16
View/Apply

Position: CRM Program Manager - GE Lighting
Location: Louisville, Ky.
Posted: 3/25/16
View/Apply

Position: Director, Business Development - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 2/27/16
View/Apply

View All Jobs:
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