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Response This Week February 22, 2017

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22 Feb, 2017

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INDUSTRY NEWS
Snapchat to Create Original Content Via Discovery; WaPo Joins Deal, too 
VENICE, Calif. - Discovery Communications and Snapchat are partnering to create short-form, vertical video shows during the next few months. Up first, a series based on hit programming like “Shark Week” and “MythBusters.”
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GOP Senator Prepares Repeal of Broadband Privacy Rules 
WASHINGTON – Sen. Jeff Flake (R-AZ) plans to introduce a resolution that would roll back the Federal Communications Commission’s (FCC) broadband privacy rules via the Congressional Review Act, which allows Congress to eliminate agency rules with a simple majority vote.
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Millennials Are the Most Common Ad Blockers: Nearly Half Block Ads 
NEW YORK – A new report from eMarketer says during 2017, 36.7 million millennials (41.1 percent of those born between 1981 and 2000) will surf the internet on a device that has an ad blocker. And within that generation, 18-24-year-olds are the heaviest users of ad blockers: 49.9 percent of them will use one (or 51.0 percent of internet users within that age group).
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Skipping Ads Now an ‘Ingrained Behavior’  
NEW YORK – A new report says skipping video ads is now an “ingrained behavior” for most consumers – 76 percent of consumers said they skip the ads because it’s a habit. IPG Mediabrands’ MAGNA finds not only do most users skip ads, they do it quickly. The key reason? Lack of relevance to their current interests in the product or service being advertised.
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Advertisers to Boost Spending on Mobile Location-Based Video Ads in 2017 
CHANTILLY, Va. - Advertisers will spend $5 billion more to target local audiences on video by 2021, reaching $37.6 billion, with most of the growth coming from digital video and local TV, BIA/Kelsey estimates.
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NEWS CORNER

Prudential Financial (Response, January) introduces “Masterpiece of Love,” a series of short films celebrating life, love, art, and the regenerative power of the human spirit. The series features four people who endured personal losses and explores their relationships with artists commissioned by Prudential to bring the stories to life. 

National Merchants Association in Temecula, Calif., promotes Brian Randolph to CEO, Jacob Bennett to chief risk officer, and Jason Holderness to chief technology officer.

The founders of Dive Bar Tees, including long-time DR industry executive Eric Stanton, announce a public launch party for their subscription-based T-shirt business featuring U.S-based dive bars. The event is slated for the Coach House in Scottsdale, Ariz., on March 17 from 6 p.m. to midnight.

Despite “fake news” claims, TV news networks are posting stronger ad business, as well as high viewership. CNN earned $72.8 million in national advertising, according to iSpot.tv, from January 16 through February 16 – more than double the advertising dollars for the same period a year ago. Fox News Channel made $108.8 million during that period, also more than double for the same period in 2016. For the period ending Feb. 12, Fox News, CNN, and MSNBC were in the top 10 of Nielsen total day viewing ratings against all cable networks.

The Internet and Television Association is asking the Federal Communications Commission (FCCO to clarify that pay-TV operators are not responsible for seeking closed-captioning registration or compliance certification for every show that runs on each programming network. 

Audience measurement firm comScore earns accreditation by industry ratings watchdog Media Rating Council (MRC) for its mobile viewable impressions and related viewability metrics for display and video ads, in mobile web and in-app. 

YouTube confirms it will stop supporting 30-second unskippable ads in 2018 to focus on more engaging commercial formats. “We’re committed to providing a better ad experience for users online," a YouTube spokesperson wrote in an email to Search Marketing Daily. "As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers." 

Dian Griesel International (DGI) rebrands its strategic visibility public relations division as DGI Comm. The division will continue to create and expand strategic visibility in print, broadcast, and online outlets for clients and brands while delivering the benefits proven by increased and quantifiable audience engagement and action.

The Gunn Report for Media names Omnicom Media Group agency OMD Worldwide the world's most creative media agency for the 11th consecutive time. 

Forrester estimates that smartphone sales reached $60 billion in 2016, but influenced $1.05 trillion in offline sales. By 2021, consumers will spend $152 billion directly on mobile phones, or nearly 24 percent of total online sales. The research firm estimates that smartphone retail sales will grow at a compounded annual growth rate (CAGR) of 20.4 percent during the next five years, and mobile phones will influence $1.4 trillion in offline sales.

Time Inc. consolidates its health content in one hub called Time Health. It pools health, medical, and wellness content from its roster of properties, including Time, Health, Fortune, Cooking Light, Real Simple, My Recipes, Southern Living, and People.

ABC has sold out its ad inventory for the 89th Annual Academy Awards, which will air Sunday night. Kantar Media estimates the average cost for a 30-second spot is roughly $2 million. The price last year: $1.72 million, down 6 percent from 2015’s $1.83 million average. 

UPCOMING DR EVENTS

FEATURED EVENTS:

eTail West 2017
Feb. 27-March 2, 2017 | Palm Desert, Calif.
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DRMA Chicago Reception
March 20, 2017 | Chicago
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Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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ALSO COMING SOON:

CMO Exchange 2017
Feb. 26-28, 2017 | Los Angeles
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Natural Products Expo West 2017
March 8-12, 2017 | Anaheim, Calif.
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International Beauty Show 2017
March 12-14, 2017 | New York
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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: Retail Sales Manager - SAS Group Inc.
Location: Tarrytown, N.Y.
Posted: 2/13/17
View/Apply

Position: Direct Response Marketing Lead - Dell Inc.
Location: London, U.K.
Posted: 2/9/16
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Position: Associate Director of Development - Johns Hopkins University
Location: Baltimore
Posted: 1/21/17
View/Apply

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