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Response This Week August 10, 2016

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10 Aug, 2016



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2016 DRMA Marketer of the Year Award Nominees: A Fantastic 5 
SANTA ANA, Calif. – The DRMA – the alliance for performance-based marketers – and Response Magazine are proud to announce five stellar nominees for the Eighth Annual DRMA Marketer of the Year Award.
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DraftKings, FanDuel Make Comeback in New York 
ALBANY, N.Y. – Daily fantasy sports made an epic comeback in New York last week with the governor’s signature making the games legal there once again.
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Time Warner’s Hulu Stake Will Yield New Live-Streaming Service 
NEW YORK – Time Warner has struck a deal with Hulu that will give it a 10-percent stake in the video streaming service. The move will make TNT, TBS, CNN, Cartoon Network, Adult Swim, truTV, Boomerang, and Turner Classic Movies part of Hulu’s new live-streaming service launching in early 2017.
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Comcast Tangling With FCC on Pay-For-Privacy Pricing, Selling Search Data 
PHILADELPHIA – In a new filing, Comcast is asking the Federal Communications Commission (FCC) to reject rules that would keep broadband providers from charging higher fees to subscribers who decline behaviorally targeted ads.
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Study: Marketers Grapple With Media Mix, Proving ROI 
BOSTON – The toughest challenge facing marketers is measuring or proving return on investment (ROI), says a new study from marketing firm Millward Brown Digital based on input from 300-plus senior U.S. marketers.
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Snapchatters Marking Branded Content With Disclaimers to Meet FTC Guidelines  
WASHINGTON – Brands relying on Snapchat celebrities to endorse and promote their products via sponsored posts now have to mark those posts as branded content with disclaimers to meet new Federal Trade Commission (FTC) guidelines, which require that all paid social endorsements – regardless of platform – be labeled as “honest and not misleading.”
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The Association of National Advertisers (ANA) calls on the American Association of Advertising Agencies (4As) to clarify its position on the ANA’s recent media-buying transparency recommendations, and to state whether or not it accepts the findings of an ANA-commissioned report, its recommendations, and a template for media-buying contracts between clients and agencies. The ANA also invited members of the 4As board to meet with members of the ANA’s board to resolve the impasse.

Marketing Architects reports phone numbers in DRTV or radio spots can help build Web attribution by generating an average of six web hits for every phone call.

Turner’s TNT will offer 50-percent reduced ad loads on all its new original dramas in 2017, and could also expand that offering to TBS’ original series in 2018, TNT and TBS president Kevin Reilly says. “We’re seeing very, very good results for that. Not only is the commercial rating higher, but we’re also seeing a nice ratings lift,” he said.

Assembly, MDC’s full-service media agency, hires Khartoon Weiss as chief client and marketing officer.

Zmags, a shoppable content company, announces that Zmags Creator for Magento makes content instantly shoppable for retailers with a single click and gives retailers the autonomy to create rich brand experiences for their customers without coding.

An April 2016 report from Nielsen says 65 percent of internet users worldwide watched some type of video-on-demand (VOD), including both short-form and long-form content, in September 2015.

Apple beefs up its do-not-track tool to prevent ad networks and other third parties from using iPhones’ and iPads’ advertising identifiers – unique alphanumeric strings – to track users who turn on their devices’ “limit ad tracking” setting. The move will make it much harder for companies to collect cross-app data – which can be used for ad targeting – from people who activate Apple’s “limit ad tracking” setting.

Google sends 15 of its YouTube stars to live stream various parts of the Olympics and other events in Rio de Janeiro. It’s also deploying “Google Trekker” operators to capture 360-degree footage from inside Rio’s Olympic Park.

The commonwealth of Pennsylvania starts a 6-percent sales tax on electronic media this month that covers subscriptions to over-the-top video services such as Netflix and Hulu, along with downloads, music, e-books, online games, and ringtones. The tax is expected to generate $47 million in revenue to offset a $1.3 billion budget shortfall.

Credit card fraud is down by more than 60 percent at Mastercard’s top five EMV-enabled merchants since chip cards were introduced late last year, the company reports.

Top Walmart executive Michelle Gloeckler, the 38th most powerful woman according to Fortune, resigns and takes over as executive vice president and chief merchandising officer at Academy Sports + Outdoors.

Only about one-third of U.S. retail e-mail list subscribers from February 2016 to April 2016 had actually bought from the retailer whose e-mail they subscribed to, according to e-mail marketing firm Listrak.



DRMA Marketer of the Year Event
Sept. 14, 2016 | Las Vegas
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DRMA Winter Bash
Dec. 6, 2016 | New York
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eTail East 2016
Aug. 15-18, 2016 | Boston
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LeadsCon New York 2016
Aug. 22-24, 2016 | New York
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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: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 8/1/16

Position: Online Marketing Specialist, Traffic Acquisition - SmarterTravel
Location: Boston
Posted: 7/22/16

Position: Direct Response Marketing Vice President - Ideal Living
Location: Sherman Oaks, Calif.
Posted: 7/9/16

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