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Response This Week June 10, 2015

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10 Jun, 2016

DIGITAL EDITION

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NEW SONY 120
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NEW DRMA 120

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INDUSTRY NEWS
Instagram Adding DR Ad Formats 
SAN FRANCISCO – Instagram, the photo-sharing social media company, has announced it’s adding “action-oriented” direct response ads to help brands reach its users based on demographics and lifestyle interests, as well as information that businesses already know about their own customers.
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Study: Online Video Viewing Growing Rapidly, TV Still Influential  
NEW YORK – A new study from Deloitte, the audit and consulting firm, says there was a big move in 2014 away from traditional television viewing and toward binge-viewing programs on viewers’ own schedules, whether via DVRs or a subscription video-on-demand service, such as Netflix.
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Comcast Expands Addressable TV Advertising With New Acquisition 
PHILADELPHIA – Comcast Corp. has purchased Visible World, which works with marketers to deliver ads to specific audiences and households based on ZIP codes, using data from cable set top boxes and other sources.
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Simulmedia Debuts Data-Driven Platform To Optimize Media 
NEW YORK – Simulmedia is starting a new data-driven targeting and measurement platform to reach TV audiences and claims it’s the “largest footprint of linear TV inventory” – serving more than 6 billion weekly impressions reaching 95 percent of U.S. TV households.
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Ad Dollars Fail to Follow Mobile Video 
NEW YORK – Even though Americans are watching more mobile video, ad dollars aren’t following, says a new report from eMarketer.
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NEWS CORNER

Pulaski Law Firm, a leading law firm in Houston, completes its first year of direct response campaign management using InfoTech’s Web-based Media Management System (MMS). Keith Cohn, Pulaski Law Firm’s vice president of marketing, says using MMS has greatly increased the firm’s efficiency “by quickly identifying which media yields the most leads.”

Strategic Media Inc., a national direct response advertising agency in Portland, Maine, earns recognition from the Institute For Family-Owned Business and was named a finalist for the Shep Lee Community Service Award for its ongoing commitment to charitable giving and community service in the local area.

Media Analytics, a marketing research, business, and analytical services company, partners with DRTV LAB to launch IMS Reports in Europe. The reports will be available starting in September and will cover the United Kingdom, France, Germany, Austria and Switzerland.

The U.S. advertising market is expected to maintain its modest low single-digit percentage growth rate over the near term – with the TV ad market gaining less. Brian Wieser, senior research analyst at Pivotal Research Group, estimates the growth rate of 2.5 percent will continue – excluding Olympic and political ad spending. Going forward, its five-year average growth rate is now forecast to be 2.6 percent, revised down from 3.1 percent.

The Interactive Advertising Bureau (IAB) wants the Federal Communications Commission (FCC) to clarify whether new net neutrality rules will result in new privacy restrictions on broadband providers. Industry representatives, including IAB executive vice president Mike Zaneis, met with officials on May 28 to discuss the organization’s “interests in digital advertising and privacy.” IAB representatives also asked the agency to specify whether it will conduct a rulemaking or issue guidance regarding broadband privacy.

Federal Communications Commission (FCC) officials met with top executives from AT&T and DirecTV last week to discuss merger conditions, CNN reports. One of the next steps is a formal staff recommendation for approval, which may go to the commissioners as early as next week, according to the people with knowledge of the meeting.

CBS will put its pay TV service Showtime into the standalone TV streaming category, joining the likes of Time Warner’s HBO Now, which started up some months ago. For the new Showtime digital service, the monthly price tag will be $10.99/month – $4 less than HBO Now’s $14.99. In addition, Showtime says it has reached agreements to launch its new streaming service on Roku players and on Sony’s PlayStation Vue, in addition to Apple devices as previously announced.

Quantcast, an audience measurement and real-time advertising firm, says it has acquired Ad Performance, a Nordic digital ad platform for performance advertisers.

The U.S. Senate passed the USA Freedom Act, legislation to reform the government’s digital surveillance program. It requires companies, including Verizon Communications and AT&T, to collect and store telephone records for filing purposes. However, instead of feeding this data to U.S. intelligence, government agencies must provide a government request approved by the Foreign Intelligence Surveillance Court (FISC).

Sixty-one percent of millennials, ages 18-33, say they get their political news from Facebook, according to the Pew Research Center, while 37 percent get their political news from local TV. These are almost exactly reverse the proportions for baby boomers, ages 50-68, with 60 percent saying they get their political news from local TV, compared to 39 percent for Facebook.

eMarketer says that marketers will spend $7.77 billion on digital video ads this year in the United States, up 30 percent compared with 2014, fueled by the growth in video on social networks. That’s still just a fraction of the $70.59 billion the research firm expects television to make from advertising, but digital video spending is growing much faster.

The Sixth Annual Direct Response Marketing Alliance (DRMA) Summer Bash is slated for Wednesday, July 22, from 6-9 p.m., at Oak Creek Golf Club in Irvine, Calif. DRMA members and those industry leaders interested in becoming DRMA members are urged to RSVP today by clicking here: https://questex.wufoo.com/forms/drma-summer-bash-2015/.

UPCOMING DR EVENTS

COMING UP:

INPEX 2015
June 16-18, 2015 | Monroeville, Pa.
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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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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: PI Media Assistant - Lockard & Wechsler Direct
Location: Scottsdale, Ariz.
Posted: 5/29/15
View/Apply

Position: Vice President, Business Development - Havas Edge
Location: New York
Posted: 5/27/15
View/Apply

Position: Account Director - Havas Edge
Location: Carlsbad, Calif.
Posted: 5/26/15
View/Apply

View All Jobs:
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