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Response This Week June 17, 2015

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17 Jun, 2016

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CASE STUDIES
INDUSTRY NEWS
Research: TV Remains Best for Audience Reach 
NEW YORK – New research says TV remains the most effective medium to reach consumers.
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Over-The-Top TV Revenues to Reach $19B by 2019 
DALLAS – New research from Parks Associates says TV homes with broadband are gradually signing onto over-the-top TV (OTT) service – with and without traditional pay TV services.
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ANA Commissions Media Buying Study 
NEW YORK – The Association of National Advertisers (ANA) is commissioning a consultant to study how agencies buy media for advertisers. A request for proposal soliciting submissions is expected to go out this week, although ANA President Bob Liodice said the deadline for submissions is still being finalized.
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Marketers Migrating to Programmatic Video 
NEW YORK – New research finds that nearly 70 percent of marketing decision makers moved money from TV to programmatic video in 2014. What’s more, about 75 percent of marketers expect to spend more in programmatic video during the next year.
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Lawmakers Oppose Curbing Tax Break for Advertising 
WASHINGTON – The U.S. House of Representatives is considering revising the long-standing deduction companies have enjoyed – being able to deduct 100 percent of ad expenses the same year they’re incurred.
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NEWS CORNER

For the third year in a row, Atomic Direct produces campaigns for Mission Athletecare products including Mission’s EnduraCool Towel. It’s the second year for Mission’s Multi-Cool.  The towel spot features endorsements by Serena Williams, Jimmie Johnson and Drew Brees. The Multi-Cool spot features Mia Hamm and Kevin VanDam.

Extreme Reach Inc., a TV and digital video advertising delivery and management solutions provider, announces it has acquired Talent Partners from The Carlyle Group and other minority shareholders. The Carlyle Equity Opportunity Fund will retain an ownership position in the combined company.

Thane Direct appoints Guillermo Martinez as director of sales, Latin America. Based in Thane’s Toronto headquarters, Martinez will coordinate retail and direct response distribution on behalf of the company’s proprietary and third party products.

Autobytel Inc., an online automotive services provider, launches the new Car.com website with enhanced and easy-to-use car research filters to help consumers quickly find vehicles that match features they want. The site includes mobile-friendly features that are optimized across all devices and an intuitive interface that ultimately simplifies car shopping and buying.

Kingstar Media announces it has invested in sophisticated Web attribution and real-time analytic modeling. It also hires Nika Charlton as junior media analyst, Sophie (Guertin) Vick as media manager and Sean Pegoraro as media coordinator.

Mobile Direct Response announces a nationwide speed-dial that allows mobile consumers to simply dial “#250” and say a keyword to be connected to advertisers in a voice call, and optionally receive a text message with more information – such as a website link, coupon, address, or phone number for later reference. For example, a consumer who dials #250 on his cell phone and says “baseball” can be connected to his favorite MLB team’s ticket office and receive a text message with a link to the team website.

Amazon is experimenting with ads on shipping boxes. Previously the delivery boxes only carried messages for Amazon’s own products and services, but now it is selling space on the boxes to outside advertisers. Also, Amazon Studios announces it will debut the pilot episode of a new series, the British comedy “Catastrophe,” on its Facebook page rather than its own website.

LinkedIn agrees to pay $13 million to resolve a class-action lawsuit accusing it of misappropriating users’ names by sending e-mail invitations to their friends, according to court papers. The agreement calls for the company to pay $10 to each LinkedIn user who submits a claim; if more people than expected file claims, LinkedIn will add up to another $750,000 to the fund.

Yahoo asks an appellate court to block consumers from bringing a class-action privacy suit over the company’s e-mail scanning practices. Yahoo argues the consumers aren’t entitled to class-action status because the key issue in the privacy dispute – whether people consented to the e-mail scans – will require individualized decisions.

The U.S. Court of Appeals for the D.C. Circuit denies Sinclair Broadcasting’s challenge to the Federal Communications Commission’s (FCC) incentive auction framework. In August, Sinclair and the National Association of Broadcasters (NAB) challenged the FCC’s broadcast incentive auction, saying that the method the commission was using to predict TV station coverage areas would result in significant viewership loss. Both challenges were denied.

Dish is talking with banks to secure $10-15 billion in debt to finance a bid for T-Mobile. Dish is the country’s second largest satellite operator, and T-Mobile is the fourth largest wireless carrier.

The U.S. product placement marketplace expanded nearly 13 percent in 2014 and is on track to beat that growth again this year, according to the 2015 edition of the Global Branded Entertainment Marketing Forecast from PQ Media. At $6 billion, U.S. product placement marketing grew 12.8 percent over 2013, and is pacing up 13.2 percent for 2015 based on first-half data analyzed by PQ.

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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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
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Position: Vice President, Business Development - Havas Edge
Location: New York
Posted: 5/27/15
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Position: Account Director - Havas Edge
Location: Carlsbad, Calif.
Posted: 5/26/15
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