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Response This Week December 10, 2014

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10 Dec, 2016

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CASE STUDIES
INDUSTRY NEWS
Live TV Viewing Down 12 Minutes; Overall Screen Time Rises  
NEW YORK – Live TV consumption dropped from four hours and 44 minutes to four hours and 32 minutes per day from the third quarter of 2013 to the third quarter of 2014, according to Nielsen’s total audience report.
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FCC Restarts Clock on Mergers 
WASHINGTON – As the Federal Communications Commission (FCC) restarted its informal 180-day countdown last week to review the proposed mergers between Comcast Corp. and Time Warner Cable Inc., and AT&T Inc. and DirecTV, a coalition has formed to block the Comcast deal.
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Judge: FTC Case Against Amazon Can Proceed 
SEATTLE – The Federal Trade Commission (FTC) can moved forward with its lawsuit accusing Amazon of unfairly charging parents for their children's in-app purchases, a judge in Seattle ruled last week.
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Report: Cord Cutting is More Hype than Reality 
NEW YORK – A new report says cord cutting – consumers cancelling their pay TV subscriptions – isn’t occurring as much as some claim.
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Ad Tech Firm TubeMogul Puts TV in its Sights 
EMERYVILLE, Calif. – Web video ad buying technology firm TubeMogul is looking to position itself at the center of what the company sees as TV’s impending move to automation.
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NEWS CORNER

According to The Custora E-Commerce Pulse, tracking more 100 million online shoppers, and more than $40 billion in E-commerce revenue, U.S. E-commerce revenue for Cyber Monday was up 15.4 percent on vs. 2013, making it the biggest day in U.S. online shopping history.

InterMedia Entertainment® announces IME Star Index® 2.0 that provides advertisers access to highly targeted, celebrity-centric data that can inform their decision making regarding potential spokespeople.

WideOrbit Inc., an advertising management software provider for media companies, is partnering with TubeMogul, a software company for digital branding, to deliver an industry-first programmatic solution for brands and agencies to purchase broadcast television and digital video advertising from a single platform. 

Global ad spend is projected to grow 4.9 percent to $545 billion in 2015, according to ZenithOptimedia's Advertising Expenditure Forecast, although this is slightly below 2014's 5.1 percent due to tough year-on-year comparisons from the Winter Olympics, World Cup and the U.S. midterm election. But the report expects 2016 to be a quadrennial year with 5.6 percent ad growth propelled by the Summer Olympics, U.S. Presidential elections and the UEFA European Football Championship.

Fox Television Group combines its cable studios: Fox 21 and Fox Television Studios. The combined studio will be home to series such as Fox 21’s Homeland, Sons of Anarchy and Tyrant and Fox Television Studios’ Burn Notice, The Americans and The Killing

Fox Television Stations taps LiveRail, the video ad supply-side platform recently acquired by Facebook, to help Fox run video ads across local sites for 28 stations in 17 markets, including New York, Los Angles, Dallas, San Francisco and Houston.

GfK MRI reports many celebrity and fashion magazine titles saw audience increases from fall 2013 to fall 2014, with People up 2.1 percent to 43.6 million; In Style up 3.9 percent to 4.76 million; and Life & Style Weekly up 3.7 percent to 4.76 million. 

Programmatic is 2014's marketing word of the year, according to an Association of National Advertisers (ANA) survey, edging out content, millennials, omni-channel, customer-centricity and transparency.>

iPhone app TheTake lets moviegoers shop while they watch. The app offers for-sale items currently seen in the movie, like what a star is wearing in a particular scene. Want the Ray-Bans worn by stars in Horrible Bosses 2? With one tap in the app, the $130 item is added to the viewer’s shopping cart. 

American Family Insurance, together with Mindshare, announces a cross-screen video ad campaign that will use programmatic ad technologies to target audiences. The insurance firm will customize ads using hyper-local data, showing consumers who their closest insurance agent is, for example. 

Magna Global, the ad buying and research division of IPG Mediabrands, partners with Cox Media, the ad division of Cox Communications, and technology firm AudienceXpress to create what the companies are calling a private marketplace for TV advertising. Using a new Web-based interface, Magna will be able to buy linear TV ads that would run within Cox Media’s local cable ad space. Magna will also be able to target specific audience segments for its clients via the new marketplace.

Walmart is editing a spot for one of its mobile phone plans after Twitter commenters complained the ad too closely mirrored the final words of Eric Garner, who died during a controversial summer arrest in New York. The spot shows an African-American dad surprising his tween daughter with a new phone. She gives him a hug around the neck that’s so fierce it prompts him to gasp, “I can’t breathe.” Deisha Barnett, a spokeswoman for Walmart, says the company decided to create a new ending as soon as it noticed the comments. “We can see how the ad could be viewed differently today than when it first aired.” 

UPCOMING DR EVENTS

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2015 International CES
January 6-9, 2015 | Las Vegas
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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: Specialized Products Business Manager - American Speech-Language-Hearing Association
Location: Rockville, Md.
Posted: 12/1/14
View/Apply

Position: Director of Events and Coaching - Glazer-Kennedy Insider's Circle (GKIC)
Location: Chicago
Posted: 11/26/14
View/Apply

Position: Director, Direct Response Marketing - Actegy Health
Location: Indianapolis
Posted: 11/19/14
View/Apply

View All Jobs:
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