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Response This Week January 13, 2016

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13 Jan, 2016

DIGITAL EDITION

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INDUSTRY NEWS
FTC: Lumosity Deceived Consumers With Testimonials, Ads 
WASHINGTON – The Federal Trade Commission (FTC) says online and mobile game company Lumosity made false claims in ads that its brain training games would help people to avoid declines in memory and cognitive abilities. The company has agreed to pay $2 million to settle the allegations.
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Turner and Viacom to Reduce Ad Loads  
NEW YORK – Viacom Inc. and Turner Broadcasting will reduce, significantly, their advertising loads on key networks, according to reports from MediaPost News and The Wall Street Journal.
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TVB Reveals Programmatic TV Guidelines 
NEW YORK – The Television Bureau of Advertising (TVB), the trade group that represents local TV broadcasters, has issued guidelines for programmatic TV.
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VOD Ad Impressions Jump 75 Percent in 2015 
LAS VEGAS – Demand for commercials in cable video-on-demand (VOD) programming were up 75 percent last year, according to new data released by Canoe, a joint venture of some of the largest cable operators.
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FTC: Big Data Could Lead to Discrimination  
WASHINGTON – The Federal Trade Commission (FTC) says in a new report that while Big Data offers potential benefits, such as the ability to “create opportunities for low-income and underserved communities,” it could lead to discrimination and harm the poor.
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NEWS CORNER

DNA Response and Marketing Maven announce a partnership to grow revenue for consumer brands selling products on leading e-commerce marketplaces such as Amazon, eBay, and Sears.com via public relations and social media marketing. Marketing Maven will drive traffic to marketplace listings that DNA Response manages, and DNA Response will provide Marketing Maven vital sales data to track the effectiveness of public relations and social media campaigns for their agency clients.

Turner Broadcasting starts a new business unit called Turner Ignite, focused on content and data solutions – adding to its array of new TV advertising efforts. Dan Riess, of content partnerships and Michael Strober, of client strategy and ad innovation, will run the unit.

Independent agency Drumroll announces a partnership with My Fit Foods, a leading producer and retailer of handcrafted grab-and-go meals. Drumroll’s initial focus is on the brand’s visual elements/expressions and how these come together in the company’s retail experiences.

Yahoo closes down Yahoo Screen, its effort to compete with Netflix and Hulu. The service pulled in premium TV and video, with its most notable acquisition the revival of NBC comedy “Community,” which had been cancelled by the network.

The Federal Communications Commission (FCC) suspends its review of Charter’s $79 billion merger with Time Warner Cable until Jan. 20. “Pausing the clock will ensure that commenters have sufficient time to review and comment on this new information, and will provide Commission staff with the necessary time to review both the Applicants’ materials and any responses,” the agency says in a letter.

In a pact with Rubicon Project, social games developer Zynga is making its directly sold ad inventory available programmatically. Now, marketers will have access to all of Zynga’s ad formats, which include “sponsored play” and “gamified units” guaranteed and reserved inventory.

eMarketer reports that digital display ad spending will eclipse search ad spending in the United States for the first time during 2016. Combined, the categories of video, sponsorships, rich media, and “banners and other” will account for the largest share of digital ad spending: 47.9 percent, worth $32.2 billion.

The final year-end results of the RealCost Index reports that national TV ad prices fell 17 points to an index of 127 in December – from 144 in November, which proved to be the peak demand month for national television in 2015.

Time Inc. launches Real Time, an ad product that taps the publisher’s massive social audience. Real Time uses proprietary technology to track trending content and retarget the most active social audiences.

Netflix launches service in 130 new countries, including Vietnam, India, Nigeria, Poland, Russia, Saudi Arabia, Singapore, South Korea, Turkey, and Indonesia. Netflix, which was available in 60 countries, ended third-quarter 2015 with 69.2 million subs worldwide, including 43.2 million in the U.S. But territories outside the U.S. already account for most of Netflix’s subscriber growth.

ESPN NFL reporters Adam Schefter and Chris Mortensen recently promoted Domino’s Pizza in tweets without disclosing that those tweets were part of an ad campaign. ESPN says that future tweets associated with ads will include disclosures.

Forrester Research says 39 percent of consumers spread the word of bad service to friends and family; 12 percent write negative reviews about their experiences; 11 percent post negative reviews about the brand on their Facebook page; 10 percent post negative comments about the brand in an online customer community; and another 10 percent say they post negative comments on the store, company, or manufacturer’s Facebook page.

UPCOMING DR EVENTS

COMING UP:

NRF 105th Annual Convention & Expo
January 17-20, 2016 | New York
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NATPE Market & Conference 2016
January 19-21, 2016 | Miami Beach, Fla.
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eTail West 2016
February 22-25, 2016 | Palm Desert, Calif.
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Response Expo 2016
April 26-28, 2016 | 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: Marketing Communications Specialist - Rick Hansen Foundation
Location: Richmond, B.C., Canada
Posted: 12/22/15
View/Apply

Position: Senior Marketing Manager, Publishing - American Association for the Advancement of Science
Location: Washington, D.C.
Posted: 12/15/15
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Position: Senior Media Buyer/Planner - Bluewater Media
Location: Tampa, Fla.
Posted: 12/1/15
View/Apply

View All Jobs:
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