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Response This Week February 4, 2015

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4 Feb, 2016

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INDUSTRY NEWS
Court: POM Used Deception in Advertising 
WASHINGTON – The U.S. Court of Appeals for the District of Columbia Circuit ruled Friday that the marketers of POM Wonderful 100-percent Pomegranate Juice and POMx supplements deceptively advertised that the products could treat, prevent or reduce the risk of heart disease, prostate cancer and erectile dysfunction (ED).
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Research: Cable Stuffed Ads in Q4 
NEW YORK – New research says U.S. TV networks increased the number of ads they ran during commercial breaks on TV during fourth-quarter 2014.
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FTC Report Calls for More Privacy Laws, Less Data Collection 
WASHINGTON – The Federal Trade Commission (FTC) is restating its call for new privacy laws due to privacy risks posed by the “Internet of Things” and other connected devices.
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Broadband Providers to Consumers: You Don't Need 25 Mbps 
WASHINGTON – Responding to the Federal Communications Commission (FCC) redefining broadband as speeds of at least 25 Mbps downstream and 3 Mbps upstream, the National Cable & Telecommunications Association (NCTA) told the FCC that the definition is “entirely out of step with current consumer conceptions.”
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Smartphone Revenue Share Rose 125% in Q4 
PETALUMA, Calif. – During the fourth quarter of 2014, order share on smartphones rose 97 percent, while smartphone revenue increased 119 percent and revenue share was up 125 percent, per the MarketLive Quarterly Performance Index.
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NEWS CORNER

Newton Media partners with The 700 Club Interactive to expand its reach to a variety of Christian television networks. “Newton Media is honored to work alongside CBN to find the right networks and time slots to share this important message to viewers nationwide,” says Steve Newton, the company’s founder and president. 

Q’SAI Co. Ltd., a health and wellness company in Japan, announces the formation of Q’SAI USA Inc., a new U.S.-based wholly-owned subsidiary that will soon introduce American versions of health products that have become staples in Japan. Q’SAI’s flagship product is Aojiru, a kale powder drink mixed with water. The company will celebrate its 50th anniversary in October.

Several programmatic ad companies are in Forbes recent list of the 100 most promising companies in America, including: The Trade Desk (9), Integral Ad Science (15), Tapad (39), LiveIntent (45), Q1Media (50), Yext (65), CPXi (69), Magnetic (76), Yellowhammer Media Group (79), Accordant Media (81), TripleLift (90) and PK4 Media (97).

Calling for an end to click-based ad measurements, Facebook is rolling out a new model that determines online or offline sales “lift” as a result of online ads. The social giant says it can now determine conversion rates as a result of consumers simply seeing digital ads. “By using lift measurement, an advertiser can determine the incremental business/sales that the ad impressions caused,” a Facebook spokeswoman explains.

Siding with Dow Jones, a federal judge dismisses a potential class-action privacy lawsuit accusing the news organization of sending information about Roku users to the analytics and video ad company mDialog. U.S. District Court Judge Mark Cohen in Atlanta says in the ruling that any data allegedly transmitted to mDialog wasn't “personally identifiable” and therefore didn't violate users' privacy rights.

The Chinese regulatory agency State Administration for Industry and Commerce reportedly criticizes Alibaba Group Holding Ltd. for not making enough effort to prevent the sale of counterfeit items on its e-commerce platform.

Viacom announces that Nickelodeon will soon be launching a direct-to-consumer service. More details about Viacom's new over-the-top service are expected to be revealed at an upfront presentation this month.

Verizon announces it is adding access to 24 live channels through its FiOS mobile app. They include: BET Gospel, BET HD, Centric, CMT HD, CMT Pure Country, Comedy Central HD, Logo, MTV HD, MTV Hits, MTV Jams, MTV Tr3s, MTV U, MTV2, Nick 2, Nick Jr., Nick HD, Nick Toons, Palladia, Spike HD, Teen Nick, TV Land HD, VH1 Classic, VH1 HD and VH1 Soul. 

London-based advertising/marketing service Warc says global advertising spending will slow in 2015 to a 5.1-percent growth rate – but will accelerate next year. This year’s advertising spending growth will dip from the 5.3-percent level reached in 2014, but will reach 6 percent in 2016.

McCann Tel-Aviv, the agency for Domino’s Pizza, is catching heat for an ad touting sriracha-flavored pizza that shows a tongue with a gagged mouth, arms and S&M gear chained to the ceiling. A Domino's spokesperson says the ad was “an unapproved mock-up from an ad agency in Israel posted without our permission.”

Meeting millennials on their home turf, AT&T is developing a scripted entertainment series for Snapchat. Produced by Fullscreen and Astronauts Wanted, “SnapperHero” will rely on social media influencers and their fan bases to shape and steer its narrative. Along with visual effects team Corridor Digital, YouTube stars like Anna Akana and Freddie Wong and their fans will hash out the show’s superhero identities, enemies, costumes, origin stories and plotlines. The series will consist of 12 episodes, which are expected to roll out over a four-week period in early- to mid-2015.

One-third of Super Bowl fans wanted brands to engage with them beyond just the TV spots via online or social campaigns according research from Initiative. A full 77-percent of fans say they want their sports content to be as personalized as possible. Above all, brands need to provide enjoyment: “Fun, amusing sports content that makes me laugh.” Nearly half said they were more likely to recommend a brand to friends or family if that brand was associated with a favorite sporting event, team or player.

UPCOMING DR EVENTS

COMING UP:

The FitExpo Southern California
February 7-8, 2015 | Los Angeles
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eTail West 2015
February 17-20, 2015 | Palm Desert, Calif.
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DRMA Chicago Reception
March 9, 2015 | Chicago
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Response Expo 2015
April 21-23, 2015 | San Diego
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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: Director of Direct Response Marketing - Interline Brands
Location: Florida
Posted: 1/29/15
View/Apply

Position: Christie Brinkley Authentic Skincare Brand Manager - Atlantic Coast Media Group
Location: Jersey City, N.J.
Posted: 1/9/15
View/Apply

Position: Keranique Brand Manager - Atlantic Coast Media Group
Location: Jersey City, N.J.
Posted: 1/9/15
View/Apply

View All Jobs:
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