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Response This Week December 11, 2013

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Response Magazine November 2013

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FTC Native Ad Workshop Gets Prickly 
WASHINGTON – Warnings, veiled threats and even an expletive flew at the Federal Trade Commission’s (FTC) workshop last week on native advertising – sponsored content that resembles news.
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Cable Unbundling Could Slash Ad Revenues 
NEW YORK – Unbundling of cable networks – à la carte programming – could cause $45 billion in TV advertising revenue (60 percent of all TV advertising) to disappear, says Laura Martin, a media analyst with Needham & Co.
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Time-Shifted TV Viewing Rises 
NEW YORK – More consumers are watching time-shifted traditional TV – up 11 percent to 167.1 million in the third quarter. This group now represents 59 percent of all traditional TV users, which rose slightly to 283.6 million, says Nielsen.
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Video Views Soar 217 percent 
SAN MATEO, Calif. – Authenticated video viewing on non-TV devices grew 217 percent in 2013 and now comprises 14 percent of all ad views on long-form content, says FreeWheel, an online video tech company.
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Beauty Sector Turning Heads 
NEW YORK – Online sales in beauty and personal care is projected to grow 30 percent this year – compared to just 6 percent in total online sales growth – says L2 Think Tank, a digital consulting company.
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The Direct Marketing Association praises the House of Representatives for passing the Innovation Act (HR3309) and says it will protect all marketers from the harmful patent abuse tactics of patent trolls. “Many of our members have received frivolous demand letters claiming patent infringement on the use of off-the-shelf software, QR codes, scanners, etc. and offering our members the opportunity to purchase a license for use from the patent troll,” says Peggy Hudson, DMA senior vice president for government affairs.  “These demand letters amount to pure extortion.”

Portland-based DRTV agency Atomic Direct releases a 30-second TV spot for long-time client White’s Electronics, a leading producer of high-end metal detectors. The testimonial-based spot features White’s customer Jeff Fisher, and encourages viewers to call in or visit the website for a free White’s metal detector catalog.

InfoTech, a leading software house and system solutions company, finishes integrating its Web-based Media Management System (MMS) and Media Monitors’ spot monitoring data. “MMS has a very flexible design that allows it to import spot monitoring data from a wide variety of sources in a wide variety of formats” says Derek Viglianti, InfoTech’s executive vice president of marketing systems.

Hawthorne Direct, a full-service brand response advertising agency, welcomes new client It’s Just Lunch International (IJL), a dating service company. Hawthorne will create and implement a multi-media marketing campaign that will include a two-minute TV ad along with 30- and 60-second versions promoting the dating service. Hawthorne will also create radio and print ads.

DRTV veteran Chris Reinmuth joins Meritus Payments Solutions as vice president of midmarket sales. Most recently he served as vice president of direct response at Litle & Co.

Lindsay Fontaine climbs to vice president, associate direct response media director, at InterMedia Advertising®. She most recently served as national media supervisor after working her way up the organization, following her start as a media assistant.

Shayne Forrester joins Alliance Processing as vice president of business development.

Twitter releases an ad-targeting tool that lets advertisers target users who’ve shown interest in specific brands or categories. The tool requires brands to share with Twitter browser-related information, such as browser cookie IDs, through an advertising network partner. Twitter then matches that information to the user’s account to serve a promoted tweet.

After a relatively tepid year in which the world’s ad economy expanded only 3.2 percent, the ad industry’s rate of growth will more than double to 6.5 percent in 2014, according to the latest estimates from Interpublic’s Magna Global unit.

The Federal Communications Commission (FCC) is delaying its reverse auction of TV airwaves from next year to mid-2015. “At the auction, TV stations will consider bids to relinquish their airwaves and either go out of business or be placed in another channel,” writes Gautham Nagesh. “The spectrum will then be put up for licensing by wireless carriers, who covet the low-frequency airwaves because they can cover greater distances and travel more easily through physical barriers.”

Reuters reports Microsoft is pledging to go toe-to-toe in court with U.S. intelligence agencies over any attempt to seize its foreign customers’ data under American surveillance laws. Reuters calls the move “one of a series of steps aimed at reassuring nervous users abroad.” Microsoft, Reuters writes, “said it had never turned over any such data under the Foreign Intelligence Surveillance Act (FISA) and did not believe that authorities are entitled to the information if it is stored abroad.”

Forrester Research says more than 50 percent of U.S. online adults are “interested” or “very interested” in buying green products or buying from brands that engage in green initiatives.



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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 Vice President, Business Development — Company CONFIDENTIAL
Location: Southern California
Posted: 11/11/13

Position: Business Systems Analyst - University of California, Berkeley
Location: Berkeley, Calif.
Posted: 11/7/13

Position: Assistant Director, Direct Response Marketing - University of California, Berkeley
Location: Berkeley, Calif.
Posted: 11/6/13

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