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Response This Week January 21, 2015

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21 Jan, 2016

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CASE STUDIES
INDUSTRY NEWS
President Asks FCC to End Muni-Broadband Restrictions 
WASHINGTON – In a speech and in a letter last week, President Barack Obama called for an end to state laws that prevent municipalities from building their own broadband networks.
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Lawmakers Meet on Network Neutrality Jan. 21 
WASHINGTON – Both the U.S. House of Representatives and the U.S. Senate are holding hearings on Net Neutrality on Jan. 21 that could attempt to head off Title II reclassification while preventing online discrimination, blocking, and ISP/edge-directed paid prioritization.
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NBCU to Launch ‘Audience Targeting’ for TV 
NEW YORK – To thwart the onslaught of digital competition, NBCUniversal is unveiling an Audience Targeting Platform (ATP) that it says will help advertisers better target consumers with less waste and help them achieve their marketing goals. NBCU says it is now talking with clients about media buys beginning in fourth-quarter 2015.
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Studies: Video Ads Get Shared Regularly 
NEW YORK – New studies show video advertising is on the rise and that consumers are apt to share those ads.
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Obituary: Lowell “Bud” Paxson, 1935-2015 
KALISPELL, Mont. – Lowell “Bud” Paxson, the entrepreneur who helped start TV home shopping industry, died Jan. 9 at his Montana home. He was 79.
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NEWS CORNER

The Federal Communications Commission (FCC) has asked Dish Network about how it reached agreements to carry channels on its new service, Sling TV, as the agency’s review of Comcast’s $45 billion deal to acquire Time Warner Cable heats up. The agency wants “any and all of its agreements with the following programming entities relating to video programming to be provided on Dish’s Sling TV service,” including all documents relating to each negotiation: A&E Networks, CBS, Comcast, ABC, E.W. Scripps and Turner Broadcasting.

Marketsmith Inc., a direct response marketing firm, announces the acquisition of marketing communications agency Brushfire Inc., which will continue to operate under that name. The two New Jersey firms will offer clients a marketplace of analytic and creative capabilities and marketing services.

Level 5 Beverage Company Inc. launches its first consumer advertising campaign for its flagship beverage, VitaminFIZZ. As part of the campaign, VitaminFIZZ will be featured in the “Ryan’s Buyin’“ segment on the Ryan Seacrest Radio Show.

SingleComm, a provider of call center technologies, debuts the latest version of its leading all-in-one customer engagement platform and management console. It offers an enhanced user interface for both administrators and agents.

WindStar Media LLC wins the Jim Fannin Brands account to launch the company’s Jim Fannin 90-Second Rule Program and will handle all media planning and buying responsibilities.

Synacor buys NimbleTV, the Web-TV startup that went dark last week, as part of what the companies are calling an “acqui-hire” transaction.

Twitter is set to expand its video products and offer its one-click play video unit to all advertisers in a bid to encourage more content on the site. In addition, Snappy TV, the live clipping platform that Twitter acquired in June 2014, will also be available for free to advertisers.

E-commerce in the United States in 2015 will top the $300 billion mark for the first-time ever, according to Forrester Research. E-commerce spending for holiday 2014 totaled approximately $90 billion, which equaled roughly one-third of the entire online retail bucket for the year. Cyber Monday, in particular, was a blockbuster with the single day generating $2 billion in sales.

The Boston Consulting Group estimates that mobile devices generated a total economic value of almost $10 trillion in 2014. That includes $3.3 trillion in revenues globally from the sale and use of mobile devices, and another $6.4 trillion in aggregate “consumer surplus” value generated in six leading countries – meaning the economic benefit that users derive from participating in the mobile economy, over and above what they pay for mobile devices, apps and services.

New forms of user-generated video content will push the overall online video marketplace to sharply higher revenues. ABI Research says total revenue from short-form video is expected to hit $13 billion in five years – a six-year growth rate of 18.5 percent.

YouTube will bring back AdBlitz for another year, allowing Super Bowl advertising fans to view and choose their favorite campaigns from Super Bowl game day commercials. During the game on Feb. 1, YouTube AdBlitz will live stream a halftime show produced in collaboration with Collective Digital Studio. Filmed at the YouTube Space L.A., the show will feature more than 20 YouTube creators and musicians with more than 60 million combined subscribers including Harley Morenstein from Epic Meal Time, Freddie Wong, Rhett & Link, and Toby Turner.

New research from Liveclicker says the average order value for customers that watch video on a product page is at least 50-percent higher than a site’s overall average order value for more than half of the retailers surveyed. Further, retailers with video on most of their product pages have a 68-percent higher average order value than retailers that have video on just a few of their product pages.

UPCOMING DR EVENTS

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NATPE Market & Conference 2015
January 20-22, 2015 | Miami
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January 26-28, 2015 | Miami
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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: Head of Direct Response Marketing - Amazon Student
Location: Seattle
Posted: 1/6/15
View/Apply

Position: E-Mail Marketing/Direct Response Manager - Adpire LLC
Location: Chino, Calif.
Posted: 1/4/15
View/Apply

Position: Director of Events and Coaching - Glazer-Kennedy Insider's Circle (GKIC)
Location: Chicago
Posted: 12/23/14
View/Apply

View All Jobs:
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