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Response This Week July 8, 2015

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8 Jul, 2016

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CASE STUDIES
INDUSTRY NEWS
Facebook Unveils Video Ads; YouTube Not Worried  
MENLO PARK, Calif. – Facebook has unveiled video ads to a small group of publishers –including Fox Sports, the NBA, and “Funny or Die” – to cash in on all video views on its site, a reported 4 billion per day.
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AT&T-DirecTV Deal Could Be Approved This Week 
WASHINGTON – AT&T‘s proposed $48.5 billion acquisition of DirecTV could get U.S. regulatory approval this week, according to those familiar with the deal that would create the country’s largest pay-TV company, giving DirecTV a broadband product and AT&T new avenues of growth beyond the maturing and increasingly competitive wireless service.
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No Consensus on Nielsen Ratings Expansion Plan 
NEW YORK – Broadcast and cable networks have voted to ask Nielsen to delay changing its TV ratings methods but they couldn’t reach a consensus on a single recommendation. The vote was organized by the newly anointed Video Advertising Bureau (VAB, formerly the Cabletelevision Advertising Bureau). The VAB did agree to continue monitoring the situation.
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Report: Internet to Overtake TV by 2020 
LONDON – A new report from media services company ZenithOptimedia says the Internet is quickly establishing itself as the dominant advertising medium and will overtake traditional television by the end of the decade.
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Unilever Agrees to Buy Murad Skin Care  
LONDON – Unilever has signed an agreement to buy clinical skin care brand Murad. Terms of the deal were disclosed. This follows the recent acquisitions by Unilever of Dermalogica, Kate Somerville and REN, which jointly position Unilever as a key player in the personal care prestige segment.
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NEWS CORNER

Epsilon, an Alliance Data company, and Turner Broadcasting System Inc. sign a new multiyear agreement to support the Turner Data Cloud, the first enterprise-wide initiative that will aggregate and analyze first- and third-party data to provide consumers with relevant and personalized content across the Turner portfolio, spanning news, entertainment and sports brands.

DMW Direct, a direct response ad agency, wins recognition from three international award competitions, taking home 12 awards from the AVA, Generations and FCS Portfolio Awards.

An Alabama resident who subscribes to AT&T’s “unlimited data” wireless plan has sued the company for allegedly slowing down her mobile broadband service. “This is an action seeking redress for unfair conduct,” Shannon Lilienthal alleges in a class-action complaint filed last month in U.S. District Court in the Northern District of Alabama. She alleges that AT&T violated its agreement with subscribers by throttling them, and that the telecom misrepresented its practices.>

The Expanding Opportunities for Broadcasters Coalition (EOBC) says that the Federal Communications Commission’s (FCC) opening prices for TV stations in the incentive auction could plummet by more than $8 billion collectively. In a filing with the FCC on July 2, EOBC, which represents many TV stations interested in participating in the incentive auction at the right price, said the FCC needs to make three what it calls “relatively minor” changes to the auction framework, beginning with the “anomaly” that it says, if left unchanged, will cut opening prices to stations in the reverse auction by $8.3 billion.

Chicago residents who stream video through paid services like Netflix are getting hit with a 9-percent price hike, thanks to the city’s new amusement tax.” That tax, also called the “cloud tax,” applies when people stream TV, movies, music and or online games within Chicago.

A+E Networks, owner of Lifetime, launches a new commercial-free online video service that will allow customers to stream a rotating selection of 30 movies for $3.99 a month – no pay-TV subscription required. The service, dubbed “Lifetime Movie Club,” will refresh the assortment of movies every week.

Pinterest starts its foray into e-commerce. The social networking giant has started rolling out a “buy it” button on its pins on iPhone and iPad apps. It’s also launching new shop categories, including “shop our picks,” a curated selection of seasonal goods, and “shop” for the latest buyable Pins. In the coming weeks, “pinners” will have access to 30 million products available for purchase from a variety of retailers, including Macy’s and Neiman Marcus.

Vivendi acquires an 80-percent stake in Dailymotion, the second-largest video site. It’s not well known in the U.S. because it mainly prospers in Europe.

Analysis of consumer product goods research from firms such as Deloitte, Accenture, Forrester, Kantar, PWC, Nielsen, and IRI has identified six trends that are driving the near future of the CPG sector: convenience, portability, environmental impact, health consciousness, value, and specialization. 

A recent survey from Ampere Analysis says Facebook is on track to deliver two-thirds as many video views in 2015 as YouTube does: 2 trillion vs. YouTube’s 3 trillion. Both services have a comparable number of monthly users overall.>

The Economist and New York-based marketing research firm Peppercomm report from a survey of 500 global business executives that there’s “a massive disconnect” between the content that business executives seek and the content that marketers provide. A full 93 percent of brand marketers plan to either maintain or increase their budgets for content marketing. Despite this investment, less than a third of marketers believe that the purpose of the brand’s content is highly understood within their organizations.

A new study from Accenture says 52 percent of all viewers prefer big TV sets for TV shows and movies – but that is a 13 percent decline from the last reading of the annual survey. Computer/laptop viewing, smartphone viewing and tablet viewing all rose in popularity in the latest study.

UPCOMING DR EVENTS

COMING UP:

DRMA Summer Bash
July 22, 2015 | Irvine, Calif.
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Affiliate Summit East 2015
August 2-4, 2015 | New York
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eTail East 2015
August 10-13, 2015 | Boston
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NACDS Total Store Expo 2015
August 22-25, 2015 | Denver
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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: Account Supervisor - Havas Edge
Location: Carlsbad, Calif.
Posted: 6/26/15
View/Apply

Position: Class Giving Officer - University of California, Berkeley
Location: Berkeley, Calif.
Posted: 6/19/15
View/Apply

Position: Customer Experience Specialist - BAYER
Location: Whippany, N.J.
Posted: 5/20/15
View/Apply

View All Jobs:
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