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Response This Week January 23, 2013

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2012 Response Expo
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23 Jan, 2013


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Marketing Execs Like Digital and Mobile Prospects for 2013 
NEW YORK – Nearly half of all marketing executives believe digital interactive advertising will grow by as much as 15 percent this year, according to a survey of industry leaders by AdMedia Partners, a financial advisory firm.
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Search Engines Are Key Driver for Websites 
NEW YORK – Which marketing worked best during the holidays? Cross-channel won big, and search engines like Google and Bing drove the traffic, says Experian Marketing Services in its 2012 trends report released last week.
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Streaming Video Putting Paid Cable in a Bind 
FRISCO, Texas – Streaming video technology is getting better and that’s hurting cable, says research group TDG.
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National Brands Thinking Local for Mobile 
CHANTILLY, Va. – National brands that avoid doing local mobile ad campaigns will leave serious money on the table, Mike Boland, program director for BIA/Kelsey's Mobile Local Media practice, told MediaPost.
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New Conversion Tracking Tool for DR Marketers Unveiled 
MENLO PARK, Calif. – Direct response marketers have a new conversion and optimization tool thanks to Facebook. The social media giant unveiled the service this week and it lets advertisers place a piece of code on a website to track when desired actions, like shopping cart checkouts or registrations, are driven by someone seeing an ad on Facebook.
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Chicago Reception

Inter/Media Entertainment signs veteran TV actor Bruce Boxleitner for a new national ad campaign for Toppik Hair Building Fibers which eliminates the appearance of hair loss and thinning. In the spots, created by Inter/Media Advertising, Boxleitner is seen evading rain, wind and explosions on the film set, while his hair continues to look lustrous and thick. Toppik is made of natural Keratin protein and fibers cling to hair, making it look fuller and thicker. Toppik Hair Building Fibers are also used extensively in movies and TV.

Swipe Payment Solutions celebrates its 10-year anniversary in 2013. Curtis Kleinman, vice president of business development, says, “I’m proud of the fast and strong foothold we’ve made in the direct response and E-commerce industry. Swipe was founded in 2003 and offers 30 domestic and international banks and fully integrated with leading E-commerce business partners.”

P&G's Charmin brand took care of facility shortages at the presidential inauguration on Monday. The brand fielded a "SitOrSquat" app to help people find public restrooms near the steps of the Capitol building. The SitOrSquat by Charmin app for iPhone, iPod Touch and Android has user-generated content and currently contains more than 125,000 restrooms across the country, per P&G. It's also free.

A new Gartner report projects that worldwide mobile ad revenue will increase 16 percent from $9.8 billion in 2012 to $11 billion this year and more than double to $24 billion by 2016. "The mobile advertising market took off even faster than we expected, due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices," said Stephanie Baghdassarian, research director at Gartner.

A new study from the Association of National Advertisers and media agency, MediaVest, finds 96 percent of marketers are currently using or planning incorporate mobile marketing into their broader programs, and 85 percent of them are expecting to increase their mobile budgets in the near future. But only 21 percent of those marketers feel their efforts are particularly successful. The biggest hurdle is a lack of standardization when it comes to mobile marketing measurement, which leads to little clarity on return-on-investment. According to the survey, 42 percent of marketers said they’re concerned about having the proper metrics in place to judge a campaign. Another 42 percent said are concerned that they’re unable to prove ROI.

App publisher Flingo invites advertisers to serve interactive video messages over multiple platforms via a new partnership with video technology platform Innovid. The duo will be able to offer advertisers interactive pre-roll video ads on smart TVs. Innovid’s so-called iRoll format allows marketers to insert interactive elements in video, including games, contest entries, social apps and coupons.

Pandora’s costs are set to rise after agreeing to a 25-percent royalty increase with music publisher Sony/ATV, according to a New York Post story citing industry insiders. The online radio service has been locked in a running battle with the music industry over royalty rates. The company has been among those supporting legislation introduced in Congress in September – the Internet Radio Fairness Act, that would lower royalties services like Pandora pay to record companies. In November, Pandora sued the American Society of Composers, Authors and Publishers (ASCAP) to reduce its royalties to music publishers and songwriters. The deal with Sony/ATV, a joint venture between Sony Corp. and the Michael Jackson estate, was apparently reached after Sony/ATV pulled its digital rights from ASCAP and BMI as of Jan. 1.

WPP's Kinetic unit, an out-of-home media buyer, begins serving ads to digital, place-based media outlets via a real-time exchange developed by sister shop Spafax Networks. The aptly named "SN:Xchange" also provides real-time reporting of a campaign's audience delivery and verification.

The Golf Channel announces a deal with online game marketer WGT to offer a virtual tour, including an opportunity to “play” such famed courses as St. Andrews and Bethpage Black. The free gaming will be housed on a network microsite. Participants can engage in social gaming and join tournaments and sweepstakes. The network will plug the Golf Channel Virtual Tour on-air, including during “Morning Drive.”

Time Warner Cable initiates a company-wide ban on certain gun ads, reports Multichannel News. "We no longer accept ads showing semi-automatic weapons and guns pointed at people," Time Warner Cable said in a statement.  On Jan. 16, President Barack Obama proposed new gun control measures that would require universal background checks for all gun purchasers and place a ban on semi-automatic assault weapons and high-capacity ammunition magazines. The National Cable and Telecommunications Association (NCTA) stated it supports the president's proposals.

A recent study from Baynote, an e-tailing company, finds that during the 2012 holiday season, paper catalogs influenced twice as many consumers as both Pinterest and Twitter for both in-store and online purchases. Paper catalogs influenced 81.9-percent more in-store purchases and 42.9 percent more online purchases than Facebook. Social platforms were most influential to consumers between the ages of 25 and 34, while paper catalogs were most influential among consumers 45 years and older.

The Wall Street Journal reports that some magazine publishers are now charging more for e-versions than for their print publications. “Buffeted by declining advertising … magazines are turning to tablet computers and digital editions to boost circulation revenue,” the report reads. Readers of Cosmopolitan, for instance, can buy their first year's subscription to the print magazine for $10, while the digital edition will set them back $19.99.



NATPE Market & Conference 2013
January 28-30, 2013 | Miami Beach, FL
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Online Marketing Summit 2013
February 11-13, 2013 | San Diego, CA
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eTail West 2013
February 25-28, 2013 | Palm Desert, CA
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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: Advertising Planner - Scheduling Institute
Location: Alpharetta, GA
Posted: 1/21/13

Position: Senior Marketing Associate - Capital One
Location: Richmond, VA
Posted: 1/19/13

Position: Media Buyer - Confidential Company
Location: Midwestern United States
Posted: 1/17/13

View All Jobs

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