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Response This Week July 27, 2016

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27 Jul, 2016



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Unilever’s Dollar Shave Club Purchase Could Spawn More Deals 
LONDON – News of Unilever buying Dollar Shave Club last week for a rich $1 billion has spurred speculation of more deals among some analysts.
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Ad Industry Abuzz About Yahoo-Verizon Deal 
NEW YORK – Verizon Communications’ purchase of Yahoo’s ad assets – including search, video, mobile, and programmatic – has the ad industry abuzz.
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Programmatic TV Spending to Rise in 2017; AOL Invests $500M 
SAN FRANCISCO – A new study says 73 percent of media buyers expect to spend up to half of their TV ad budgets on programmatic TV in 2017.
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Time Warner, Viacom, A&E Slash Commercial Time 
NEW YORK – Cable giants Time Warner, Viacom, and A+E Networks cut commercial time in second-quarter 2016, reports MediaPost News citing data from Bernstein Research.
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New DRMA Committees Welcome 40 Industry Leaders 
SANTA ANA, Calif. — As part of the celebration of its 10th anniversary, the DRMA — the alliance for performance-based marketers — formed its first-ever committees last month, welcoming 40 industry leaders who volunteered to serve on one of three groups: the DRMA Education Committee; the DRMA Membership Committee; and the DRMA TV Everywhere Committee.
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DRMetrix and the SciMark Report have joined forces to create a new biannual DRTV industry report card ranking all of the traditional product marketers, products, and producers year-to-date for 2016. Click here to see the full report:

Facebook and Snapchat are winning the hearts and minds of some longtime YouTube publishers, The Wall Street Journal reports. “Even as the media business becomes more fixated on web video, some publishers are questioning whether YouTube is still worth their investment,” it writes. “The shift in tone regarding YouTube shows how quickly the technology and media landscape as well as consumer habits have evolved.”

Social-media marketing firm Sprinklr just raised another $105 million at a valuation of $1.8 billion. Most recently, Sprinklr acquired social visualization platform Postano.

More than half (54 percent) of U.S. brand marketers and ad buyers said ad clutter is the biggest problem in multiscreen digital advertising, says the Interactive Advertising Bureau (IAB).

A new survey from Reelgood Entertainment says Netflix viewers browse for something to watch 196 percent longer than cable subscribers, and that the average time spent browsing before selecting a program to watch was 17.8 minutes for Netflix viewers versus 9.1 minutes for cable TV viewers.

Facebook Messenger, Facebook’s name brand, over-the-top (OTT) messaging service (WhatsApp being the other one), reaches 1 billion monthly active users.

Some 55 percent of current over-the-top (OTT) services don’t have advertising as part of their business model, selling to consumers just on a fee-only basis, according to Parks Associates. Ad-based OTT services – such as CBS All Access – comprise an estimated 10 percent to 15 percent of the entire OTT market.

Contently, a content marketing company, releases a measuring tool that tracks engagement rates for downloadable content. Contently’s “Document Analytics” adds engagement metrics and predictive recommendations to downloadable content, such as case studies, white papers, or sales presentations, to its multichannel content marketing platform.

The Video Advertising Bureau reports 65 million millennials watched TV in first-quarter 2016 versus 61 million for the same period in 2002. Millennials spend 88 percent of their video time watching on TV versus 4 percent on smartphones or tablets.

Nielsen adds three of the leading verification providers – DoubleVerify, Integral Ad Science, and Moat – to its digital media ratings system. The move is consistent with Nielsen’s history of integrating third-party data providers and processors of its ratings data to enable clients – advertisers, agencies, and publishers – to analyze audience estimates based on the way they want to visualize them.

Pivotal Research Group analyst Brian Wieser says in a report this week that while TV “ratings tend to generate the bulk of focus in the press and among investors, reach metrics are often comparably important to the industry.”

The Direct Marketing Association (DMA) unveils a new leadership team for the Email Experience Council, the association’s email marketing branch. Dennis Dayman, chief privacy and security officer at Return Path, and Len Shneyder, vice president of industry relations at SparkPost, are the council’s member advisory committee chair and vice chair, respectively.



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July 31-Aug. 2, 2016 | New York
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Aug. 6-9, 2016 | Boston
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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: Direct Response Marketing Vice President - Ideal Living
Location: Sherman Oaks, Calif.
Posted: 7/9/16

Position: Membership Communications Designer - The Nature Conservancy
Location: Arlington, Va.
Posted: 6/28/16

Position: Media Analyst/Data Analyst - Talent Solutions Group
Location: New York
Posted: 6/14/16

View All Jobs:
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