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Response This Week June 24, 2015

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24 Jun, 2016

DIGITAL EDITION

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CASE STUDIES
INDUSTRY NEWS
AT&T on $100 Million Fine: We’ll See You in Court 
WASHINGTON – AT&T says it will fight the fine that instantly landed in the history books. Last week, the Federal Communications Commission (FCC) slapped the second-largest cellular carrier with a $100 million fine – the largest ever levied by the agency.
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Mobile Shopping ‘Exploding,’ Overtakes Desktop 
RESTON, Va. – Mobile accounted for 13 percent of digital sales in fourth-quarter 2014, up from 11.1 percent in the prior quarter, and then kept rising to a share of 15.4 percent in the first quarter of 2015, says research dubbed “The State of the Mobile Shopper and Buyer” from comScore Inc.
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FCC Strengthens Text-Spam Rules 
WASHINGTON – If you send text messages to consumers take note: The Federal Communications Commission (FCC) implemented several new rules last week as part of the Telephone Consumer Protection Act (TCPA), which prohibits companies from using automated dialers to send text messages without recipients’ consent.
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PVOD on the Rise for Traditional TV Providers 
DURHAM, N.C. – TV search company Digitalsmiths says that, in the first-quarter 2015, 69.8 percent of TV viewers did not make pay-video-on-demand (PVOD) purchases. But that’s actually good news for pay TV providers: these figures are down from first-quarter 2013, when 78.5 percent of respondents did not make PVOD purchases.
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Spot TV Is a Buyer’s Market 
NEW YORK – After a surge in demand for TV advertising this spring, the summer is off to a slow start in the top 10 markets, according to Media Life Magazine.
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NEW a2b 468 6-17-15
NEWS CORNER

Media agency Mercury Media and i.Predictus, a demand-side accountability platform, announce an extension to their partnership to include business intelligence and daily work flow solutions. i.Predictus will become a central tenant of Mercury Media’s technology stack and provide detailed visibility into spot-by-spot ROI and attribution through the customer journey.

The Kitanna Group, a 360-degree marketing company, names Cindy Minionis as vice president of business development.

Thane Direct names Helen Wilkinson as managing director of Thane UK, the company’s subsidiary office serving the U.K. market.

Fox Television Stations is extending a summer test to stations owned by other broadcast groups. Sinclair’s WUTB Baltimore and WRDC Raleigh, N.C., and Block Communication’s WMYO Louisville will join Fox in running four-week summer tests of Fox’s The Boris and Nicole Show, starring Boris Kodjoe and Nicole Ari Parker.

The Federal Communications Commission (FCC) voted lasted week to proceed with the “Lifeline” program, an effort to reform and modernize the low-income phone service to allow it to offer affordable access to broadband Internet service.

Yahoo’s programmatic video ad platform, BrightRoll, expands into the Asia-Pacific (APAC) region by plugging into Equinix’s Hong Kong data center. The move makes BrightRoll’s marketplace available to APAC marketers, per a release, giving advertisers in the region new inventory to buy and publishers more demand to monetize.

After raising $18.5 million last month, cross-screen marketing tech provider Tapad says it intends to use a portion of the funds to add linear TV measurement to its product.

The American Cable Association petitions the FCC to impose merger conditions on AT&T and DirecTV mandating that the combined company charge cable competitors reasonable prices to carry its five regional sports networks.

Revenue from third-party audience measurement companies supporting entertainment and Internet advertising will grow by 25 percent during the next three years, reaching approximately $3.3 billion in 2018, according to a report from Needham & Co.

A new survey on video viewing by the Interactive Advertising Bureau (IAB) says 30 percent of total respondents said they watch videos that are five minutes or longer on their phones daily or more frequently.

Two of Madison Avenue’s preeminent forecasters shave their outlooks for the ad economy in 2015. Interpublic Mediabrands’ Magna Global unit reduces its outlook to a 3.9-percent rate of advertising growth this year. Publicis’ ZenithOptimedia Group reduces its outlook to a 4.2-percent rate of expansion. Both agencies cite the absence of incremental biannual events, the strength of the U.S. dollar, and weakening economies in some regional markets.

Social Media Examiner’s seventh annual Social Media Marketing Industry Report, a survey of 3,720 marketers, business owners and solopreneurs from the U.S. and overseas, reveals that 96 percent of survey participants use social media marketing, and 92 percent of those agree or strongly agree with the phrase, “Social media marketing is important for my business.”

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