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Response This Week June 1, 2016

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1 Jun, 2016

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INDUSTRY NEWS
Google Adds Programmatic Ad Features, Retools AdWords for Mobile-First Campaigns  
MOUNTAIN VIEW, Calif. – Google has retooled AdWords and Analytics for mobile marketing and added programmatic ad features to give advertisers more insight gleaned from data and control of device-level bidding on desktops, tablets, and smartphones.
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Chamber of Commerce: Congress, Not FCC, Should Tackle Broadband Privacy Rules 
WASHINGTON – The U.S. Chamber of Commerce says Congress, not the Federal Communications Commission (FCC), should decide broad questions about broadband privacy where broadband providers get consumers’ opt-in consent before using data about their web surfing activity for ad purposes.
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MRC: Mobile Viewability Measurement Guidelines Coming Mid-June 
NEW YORK – The Media Rating Council (MRC), which oversees standards for media measurement, will issue guidelines on mobile viewability measurement by mid-June to create a working measurement for viewability in mobile environments.
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Wireless Customer Experience Deemed Mediocre; TV, Cable/Internet ‘Very Poor’ 
WABAN, Mass. – The wireless industry is delivering better customer experiences than TV service and internet providers, but it’s still not worth bragging about.
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Study: Streaming SVOD Nearing Saturation  
BOSTON – The U.S. subscription-video-on-demand (SVOD) market could be nearing saturation, says a new report from Strategy Analytics, a data analytics consulting company. The firm says 2016 will be the first year the percentage increase in SVOD is less than the years before it.
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NEWS CORNER

Erica Meloni, director of new products at DR industry marketer Top Dog Direct and a 14-year veteran of the company, passed away on May 24 due to complications from breast cancer. She was 40. Bill McAlister, president of Top Dog Direct and a member of the Response Advisory Board, says, “Erica was our beam of light — she made me laugh every day and was an invaluable part of my company. I loved her, and I will miss her more than anyone can possibly imagine. She cannot be replaced.” In lieu of flowers, the family requests contributions to the education fund for her daughter Lily Meloni be sent to: c/o Bank of America, 503 S. Oxford Valley Road, Fairless Hills, PA 19033.

Dish Network adds a portable digital video device to its array of TV viewing equipment. Called HopperGo, the device will help consumers with limited data storage on smartphones and tablets. Dish is selling the on-the-go digital $99 drive, which can store up to 100 hours of DVR recordings, creating a consumer “private wireless cloud.” HopperGo is not subject to any monthly fees.

National Merchants Association names Angelo Ponzi chief strategy officer. Ponzi is helping to spearhead strategy and growth as the association seeks to double its workforce to more than 300 employees by the end of 2017.

Assembly, MDC’s full-service media agency, hires Joel Pacheco as chief talent officer to lead MDC media partners’ human resources team.

Integral Ad Science partners with Mediaocean to make it easier for media buyers to plan, transact, and report on ad campaigns using Integral’s viewability data. Mediaocean has incorporated Integral’s viewability data into Prisma, Mediaocean’s digital media management platform.

Telmetrics, known for call tracking on click-to-call advertising, adds a feature that lets marketers attribute calls to specific social media ads to measure return on investment, test social ads, and target potential customers.

WhatsApp, one of Facebook’s two over-the-top messaging apps, is the most popular messaging app in the world, according to new data from digital market intelligence firm SimilarWeb.

GoDaddy releases Flare, a mobile app for entrepreneurs looking for constructive feedback. “Flare invites anyone with a new business idea to submit concept overviews to a community and arrive at a general consensus on whether the idea has legs,” VentureBeat writes.

Email marketing technology company Campaign Monitor announces a vertical e-mail solution for publishers that combines several e-mail marketing solutions. Kraig Swensrud, CMO at Campaign Monitor, says it helps publishers develop and engage e-mail audiences to drive traffic and advertising revenue. “For publishers, it’s all about content and often that content is long-form and constantly changing,” he says.

The Interactive Advertising Bureau (IAB) says the Federal Communications Commission’s (FCC) privacy proposals “threaten to hamper the data-driven growth of the internet economy.” The proposed regulations would prohibit broadband providers from using data about consumers’ web activity for ad-targeting purposes without their opt-in consent. The rules would only apply to internet service providers, and not companies that offer Web content or services – like Google, Facebook, Netflix, and ad networks.

eMarketer reports U.S. consumer packaged goods and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2-percent gain from 2015 that will see this sector account for 8.7 percent of total U.S. digital ad spending for the year.

MoffettNathanson Research believes that Hulu has an advantage in building a successful national over-the-top (OTT) service, combining its own consumer access with the reach the four broadcast networks have as a core base. But MoffettNathanson says the challenge is that broadcast networks do not control all of their stations nationally, which creates a complicated scenario when it comes to networks’ OTT deals with their broadcast affiliates.

UPCOMING DR EVENTS

FEATURED EVENTS:

IRCE: Internet Retailer Conference & Exhibition 2016
June 7-10, 2016 | Chicago
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DRMA Summer Bash
July 27, 2016 | Southern California
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DRMA Marketer of the Year Event
Sept. 14, 2016 | Las Vegas
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DRMA Winter Bash
Dec. 6, 2016 | New York
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ALSO COMING SOON:

INPEX 2016
June 7-9, 2016 | Monroeville, Pa.
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Licensing Expo 2016
June 21-23, 2016 | Las Vegas
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View All Events

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: Senior Performance Marketing Manager - NetSpend
Location: San Mateo, Calif.
Posted: 5/25/16
View/Apply

Position: Manager, Digital Marketing and Innovation - HarperCollins Christian Publishing
Location: Grand Rapids, Mich.
Posted: 5/23/16
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Position: Direct Response Marketing Assistant - Natural Health Sherpa
Location: Wilmington, N.C.
Posted: 5/12/16
View/Apply

View All Jobs:
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