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Response This Week August 9, 2017

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9 Aug, 2017


JULY 2017

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

NEW a2b 468 1-18
2Q Network Financial Results a Mixed Bag 
NEW YORK – Second-quarter financial results among major TV network groups proved to be mixed.
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Pay TV Nears 1 Million Subscriber Losses in 2Q: ‘Worst Quarterly Loss Ever’ 
NEW YORK – Media analysts’ fears of subscriber losses for pay TV have now been realized: losses nearly hit 941,000 – a 2.7 percent drop – during the second quarter. Craig Moffett, senior media analyst at MoffettNathanson Research, called it “the worst quarterly loss ever.”
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OTT Metrics Getting a Closer Look; Viewability, Fraud at Issue 
NEW YORK – A new study says a major obstacle for marketer metrics is that neither Nielsen nor comScore measure all over-the-top (OTT) platforms.
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Report: Snap Losing Advertisers, Influencers, and More 
LOS ANGELES – A new report from CNBC says Snapchat is facing serious trouble that includes waning interest from advertisers, issues over measurement, difficulty in finding content, influencers moving to other platforms, and crumbing stock value.
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Facebook to Favor Mobile Optimized Websites; Strengthens Fight Against Fake News  
MENLO PARK, Calif. – Facebook announced a new algorithm that will reduce the reach of websites that aren’t optimized for mobile devices.
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NEW DRMA 468 7-26

a2b Fulfillment names Dulce Escutia training and quality control manager for its customer care center. Escutia will serve as a go-to for training and quality assurance. “Teaching agents the value of customer service and promoting skills that not only will help in their career paths but also help become successful in life – that’s a real motivator for me,” she says.

Direct Sales TV (DSTV) launches the first TV network dedicated to direct sales entrepreneurs with original content by and for those in that profession. Marketers share their message and expertise and offer resources to those aspiring to work in direct sales. 

Senate Democrats urge Federal Communications Commission (FCC) Chairman Ajit Pai to give the public more time to comment on his proposal to roll back net neutrality rules. “This proceeding has the potential to impact all Americans and as the expert agency, you should ensure that the Commission provides ample time to ensure all voices are heard,” Sen. Ed Markey (D-MA) and 20 other lawmakers say in a letter sent to Pai on Aug. 3.

The U.S. Senate confirms Jessica Rosenworcel and Brendan Carr to occupy the Federal Communications Commission’s two open posts. The commission will now operate as a five-member staff. The new commission includes Chairman Ajit Pai, Michael O’Rielly, a Republican commissioner, and Mignon Clyburn, a Democrat whose term is about to expire.

AT&T plans to dump the Time Warner corporate name, MediaPost News reports. Ted Marzilli, CEO of YouGov’s BrandIndex, told MediaPost News that while the Time Warner brand “likely has a stronger positioning in the entertainment and branded-content space than the AT&T brand, which is still seen as a communications brand, consolidating under a single brand makes some sense.” 

A new Facebook study says 79 percent of women and 75 percent of men favor brands that promote gender positivity in their messaging. U.S. consumers felt 8 percent to 10 percent more positively toward brands promoting gender-positive messaging, and that the tactic also created greater loyalty with 48 percent of men and women. Fifty-one percent of women reported preferring to shop from those brands and 45 percent of men said the same.

Storyzy, an ad-tech startup, reports that in July more than 400 brands had their ads placed on websites deemed to be fake news. Most of those brands said they were unaware their ads were popping up on the likes of The Adobo Chronicles and ZeroHedge – two sites Storyzy mentioned as examples of fake news. 

Taptica International acquires Tremor Video’s demand-side platform for a total consideration of $50 million. Tremor Video DSP will operate as an independent division of Taptica. Taptica said it would continue to invest in the demand side of mobile and video advertising.

DirecTV Now, the live TV streaming service, adds the CBS network and CBS Corp. cable channels to its platform. CBS, Showtime, The CW, Pop, and CBS Sports network will be added.

Rubicon Project launches a new video advertising solution that uses the video capabilities of JW Player, a worldwide network-independent video platform. The offering reportedly solves advertising challenges caused by scarcity of premium video inventory, latency, and viewability. 

Pop-culture magazine Nylon released its first digital series to kick off an upcoming slate of original video produced by its new TV and video programming arm, Nylon Productions. The series is a weekly, short-form news show called “Nylon News: This Just Happened.” The show is available on Amazon Video through Amazon Video Direct.   

MANTIS Ad Network LLC., the leading cannabis-friendly marketing platform, becomes one of the 100 largest digital networks in the U.S., per Quantcast. MANTIS web properties generated more than 526 million page views and reached more than 32 million visitors in July, increases of more than 1,200 percent and 160 percent, respectively, compared to the same period last year.



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August 14-17, 2017 | Boston
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August 19-22, 2017 | San Diego
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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: Senior Front End Engineer - Randstad Technologies
Location: San Diego
Posted: 7/13/17

Position: Account Executive - DirectAvenue
Location: Carlsbad, Calif.
Posted: 7/12/17

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

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