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Response This Week August 2, 2017

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2 Aug, 2017


JULY 2017

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NEW HYBRID 120 5-18
NEW KANTAR 120 12-14

NEW a2b 468 1-18
A Done Deal: Discovery Buys Scripps 
SILVER SPRING, Md. – Discovery Communications is buying Scripps Networks Interactive for $11.9 billion. The deal is expected to close in early 2018.
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Facebook Grows Amid Talk of ‘Snackable’ Content, 6-Second Ads, Original Programs 
MENLO PARK, Calif. – Strong mobile ad sales and new users helped Facebook’s revenue jump 45 percent in Q2 from the same period a year ago – up to $9.32 billion.
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Use of Advanced First-Party Data Rises 150%  
NEW YORK – Use of advanced first-party data is rising, says a new report from Videology, a video ad software firm.
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Microsoft’s White Spaces Plan Catches Blowback 
WASHINGTON – Microsoft’s recent announcement about deploying unused television airwaves to solve the digital divide in America is getting some not-so-rave reviews.
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Twitter in Hot Water with AT&T, Congress 
WASHINGTON – Soon after AT&T accused Twitter of violating open internet principles by flagging an AT&T anti-net neutrality blog post as potential spam, two lawmakers issued a stern rebuke to Twitter.
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Turner Broadcasting’s CNN becomes the first TV news network to sign onto Nielsen’s Out-of-Home Reporting service. “Our partnership with Nielsen doubles down on the investments we have made and will provide influencers and advertisers with a more complete picture of the audience value we are delivering,” says Robin Garfield, senior vice president of research and scheduling for CNN. Turner also included Turner Sports programming in the deal.

The Q2 2017 Benchmark Report by Extreme Reach says the average amount of time viewers spent watching video ads has increased by 19 percent, viewability saw an increase of 20 percent over Q2 2016, and completion rates spiked 20 percent, with a 36-percent increase for premium publishers since the same period last year.

Fox Television Stations strikes a deal to sell ad inventory with programmatic technology company WideOrbit. Ad inventory will be offered in three ways: an open marketplace for Fox Stations-controlled advertising inventory; as programmatic/automated transactions with selected buying partners; and with inventory integrated with CoreMedia Systems for direct-response ad buyers.

Twitter is testing a subscription-style ad program where businesses pay $99 per month for their accounts and some of their tweets to be automatically promoted on the social network. “Instead of creating and optimizing separate Twitter Ads campaigns yourself, this program will do the heavy lifting. You just need to continue using Twitter as you normally do – Tweeting updates, links, and media that you want a larger audience to see. Then, the promotion of your Tweets will be automated,” according to a page published to Twitter’s business site detailing the program.

A new study from L2 says Instagram gives marketers their best engagement, Facebook is best for reach, and YouTube is good for organic views via search. The company parsed the data from 60,000 videos and 293 campaigns from 201 brands. More than 15 percent of viewers of Instagram videos took action, compared to Facebook’s 1.5 percent, and YouTube’s 0.3 percent.

Procter & Gamble cut $140 million in digital ad spending last quarter. Company officials said the spending fell because of choices to “temporarily restrict spending in digital forums where our ads were not being placed according to our standards and specifications.”

Cord cutting during second-quarter 2017 isn’t matching the dire forecasts of some media and telecom investment analysts. With Comcast, AT&T, Charter Communications, Verizon, and Altice USA reporting second-quarter earnings, the linear pay-TV sector reported losses of 527,000 users. Analysts had pegged second-quarter attrition to exceed 1 million, with Wells Fargo’s Marci Ryvicker suggesting it could go as high as 1.28 million.

The YouTube TV app amasses 2 million downloads. The number of downloads for the app doesn’t necessarily equal the number of subscribers for the service – YouTube has yet to divulge subscriber numbers, so there’s no concrete comparison available.

Talks between Sprint, Comcast, and Charter on a wireless deal are reportedly continuing. Sprint Chairman Masayoshi Son recently struck an exclusive two-month deal to hold discussions with Comcast and Charter focusing on potential partnerships. The cable companies are said to be interested in launching an MVNO-type offering, and one potential arrangement could see them take an equity stake in Sprint and investing in the carrier’s network.

Findings from a study by NetElixir say 40 percent of the small and medium businesses advertising on Amazon contend the ads are ineffective.

Nearly one in 10 U.S. adults downloaded or listened to a podcast in the past month, says GfK MRI. Podcast listeners were described as young and well educated and generally savvy with digital and traditional media. Podcasts last month reached 21 million people – 8.6 percent of U.S. adults – up from 7 percent a year ago.  

Email messages opened on a mobile device nearly doubled since 2012 according to a study by Return Path. The company says 55 percent of emails were opened on a mobile device during a 12-month period ending in April, compared with only 29 percent five years ago. Mobile opens typically rise to 60 percent during the weekend as many people are away from work and have more leisure time to browse messages.



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August 14-17, 2017 | Boston
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August 19-22, 2017 | San Diego
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August 21-23, 2017 | 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: Direct Response Marketing Coordinator - Blue Cross Blue Shield of Alabama
Location: Birmingham, Ala.
Posted: 7/3/17

Position: Social Media Producer - WRAL-TV
Location: Raleigh, N.C.
Posted: 6/23/17

Position: Director of Marketing - ACAMS
Location: Miami
Posted: 6/21/17

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