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Response This Week January 27, 2016

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27 Jan, 2017



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FTC: Advertisers Going Overboard With Tracking 
NEW YORK – Federal Trade Commissioner Julie Brill says the ad tech industry should – at a bare minimum – give consumers information about retail mobile tracking as it's happening so they can exercise some control over its use.
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ANA: Online Ad Fraud Continues to Befuddle Industry 
NEW YORK – Marketers could watch $7 billion worth of ad spending swirl down the drain in 2016 because of online ad fraud, says the Association of National Advertisers (ANA).
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It’s Google vs. Twitter in Super Bowl of Advertisers  
MOUNTAIN VIEW, Calif. – When the Denver Broncos and Carolina Panthers are in a media time out during Super Bowl 50, Google hopes to tackle Twitter on the advertising gridiron.
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Nielsen: Live TV Still Dominant 
NEW YORK – Live TV remains on top among the ways to watch video, says Nielsen’s fourth-quarter 2015 Local Watch Report, which examines viewing habits in local TV and the impact subscription video-on-demand (SVOD), smartphone usage, and smart TVs have on markets.
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Verizon Reports 'Skinny Bundles' Equal a Third of Sales  
NEW YORK – Telecom giant Verizon reports demand for its custom TV service, which offers “skinny bundles,” is growing and represents about a third of FiOS video sales in the most recent quarter.
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Bilingual contact center Listen Up Español adopts a new brand identity and will now be known as ListenTrust to reflect its core vision, values, expanded capabilities, portfolio of services, and near-shore locations.

Motivational Fulfillment & Logistics Services, which provides comprehensive direct-to-consumer fulfillment, logistics, and customer support, as well as complete retail distribution services, promotes Al Kerber to general manager of warehouse operations, overseeing more than 1.2 million square feet of the company’s facilities.

VentureFuel, a company that accelerates the growth of new ad technology and emerging media companies by forging strategic relationships with brands, partners with Los Angeles-based CitrusMark to enable national advertisers to place messaging directly on the highest quality, locally-sourced fruit.

Google disables more than 780 million ads in 2015 for violating its policies, up from 524 million in 2014. The findings, released in its annual "Better Ads" report, highlight how Google combated all the annoying and the malicious ads.

A new study suggests that nine seconds may be the optimum duration for mobile ads. The study, conducted by time-based mobile ad platform Sled Mobile’s Parsec, found that consumers who viewed an ad for nine seconds or longer increased their brand awareness by 140 percent – about twice as much as the 77-percent brand lift generated among consumers exposed to any amount of a brand’s mobile ads.

The U.S. ad market finished 2015 with its strongest December since MediaPost and Standard Media Index began tracking the marketplace in 2009. The U.S. Ad Market Tracker, a composite of actual ad spending processed by agencies representing 80 percent of the U.S. marketplace, hit 238 in December – its highest for the month of December, and its second-highest monthly total to date.

TV station groups have been exchanging hands at a fast and furious pace over the past few years, and broadcasters don't expect that pace to slow until the entire industry is consolidated into 10 or 12 major companies, several station group chiefs said at a panel at NATPE 2016 in Miami Beach, Fla. "In five to six years, there will be 10 TV companies that people really care about," expects Perry Sook, president and CEO of Nexstar Broadcasting, who is currently leading his company in a bid to acquire Media General. "I think we're in the middle of the ballgame on consolidation."

A study by Selligent and Strongview says half of marketers plan to increase their marketing budgets this year, while 9 percent plan a decrease. Some 60 percent of the 300 marketers polled responded that they were prioritizing investing in their e-mail marketing programs this year. E-mail was followed by social media and display, with 56 percent of respondents calling it a priority, and mobile, with 52 percent of respondents agreeing.

The video content most watched by millennials is full-length TV shows, followed by movies, according to a recent TiVo study on viewing habits of various demos. Seventy-three percent of millennials report they watch network and cable TV shows regularly, and are often using Hulu or Netflix as a conduit. About 61 percent of millennials regularly watch streaming content, compared to 51 percent of Gen-Xers.

Nielsen’s “sales effect study,” examining radio’s return on ad spend in four retail categories, finds that every dollar spent in radio advertising could generate up to $17 of revenue from listeners exposed to ads from department stores, home improvement stores, mass merchandisers, and quick-service restaurants. Hispanic consumers led all categories measured in total spend, and drove increased sales ranging from 9 percent to 49 percent.

Kirk Hendrickson, CEO of Eye Faster, a shopping researcher, says if a brand doesn’t give consumers “a happy feeling,” they won’t buy it. He adds the majority of purchase decisions are made on the subconscious level where feelings rule, and emotional factors like shape, color, and the memories a package provokes are of the utmost importance.

Advertisers look to spend even more money going after millennials in 2016, says a report from Advertiser Perceptions. The report measured more than 60 brands that are engaged in advertising to millennials, finding that the average budget allocated to marketing to millennials (36 percent) on mobile is 50-percent higher than the average millennial’s actual consumer spending (24 percent).



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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: Marketing Communications Specialist - Rick Hansen Foundation
Location: Richmond, B.C., Canada
Posted: 12/22/15

Position: Senior Marketing Manager, Publishing - American Association for the Advancement of Science
Location: Washington, D.C.
Posted: 12/15/15

Position: Senior Media Buyer/Planner - Bluewater Media
Location: Tampa, Fla.
Posted: 12/1/15

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