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Response This Week June 3, 2015

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3 Jun, 2015



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Programmatic TV Budgets to Rise 17% by 2019 
NEW YORK – A new report from IPG Mediabrands' Magna Global predicts that programmatic TV – which includes both audience buying and household addressable – will represent 4 percent of TV budgets in 2015 before climbing to 17 percent by 2019.
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Alibaba Passes Amazon as 'Most Valuable' Retail Brand 
LONDON – Chinese online giant Alibaba has passed Amazon with a brand value totaling $66.4 billion, according to the 10th annual BrandZ™ Top 100 Most Valuable Global Brands ranking, released by WPP and Millward Brown.
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Future TV Ads Will Enable Impulse Shoppers 
NEW YORK – "Smart advertisers are no longer relying solely on 30-second national broadcast spots to reach their target consumers," says Rick Herman, a reporter with MediaPost News.
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Shazam Makes Print, TV Ads 'Shoppable' 
NEW YORK – App producer Shazam has just introduced a new visual recognition tool that lets consumers snap a photo of print media, packaged goods or posters with their smartphones and shop the products immediately.
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Cable, Telco ISPs: Court Should Stay Title II 
WASHINGTON – Cable and telco ISPs are outlining why a federal court should uphold their requests and stay the June 12 enforcement date of the Federal Communications Commission's (FCC) Title II reclassification of Internet service access.
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NEW a2b 468 9-24-14

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:

Marketing Maven announces the appointment of marketing veteran John Krisiukenas to the position of managing director for its New York office.

NutraClick®, a technology-driven health and wellness products company, announces the opening of its New York City office at the NoMad branch of WeWork, a network of shared workplaces.

VIVE-Lifestyle will launch an interactive 4k TV channel available via a free download app this month. Learn more at

MediaPost News reports that 20.8 percent of Canadian agencies expect to spend the “majority” (more than 60 percent) of their digital video budgets via programmatic in 2015, up from 10.8 percent in 2014. One-third (35.8 percent) plan to spend 40-59 percent of their digital video budgets programmatically.

In-image advertising firm GumGum raises $26 million in a new round of funding that values the company at around $200 million. The funding round will help speed GumGum’s expansion overseas.

California Milk Processor Board and its Hispanic agency Grupo Gallegos are introducing the “Milk & Art Contest” via social media. The effort is part of a broader campaign launched last year with the tagline “Fueling a Better Future.” The Facebook contest encourages moms and kids to create and submit an original piece of art created from a milk container for a chance to win up to $2,000 to kick-start a college fund.

A growing need to track performance in mobile applications prompts Google to build out a tool that tracks metrics and sign on partners to support the move. The company announced Google Analytics for Apps Thursday at its annual I/O conference. The tool provides greater transparency into the effectiveness of ads across networks, such as the performance of mobile app install campaigns and understanding the lifetime value of users on Android and iOS devices.

The Consumer Electronics Association reports the top 10 most-commonly owned consumer electronic products shifted dramatically in 2015. Smartphones are now owned in 72 percent of U.S. households, an eight-point jump in the past year, trailing only televisions, which are owned in almost every home in the country (97 percent), and DVD/Blu-ray players (78 percent). Tablets, now owned by more than half of American households, saw the largest increase in ownership growth over last year, jumping nine points to reach 54-percent ownership.

The Interactive Advertising Bureau (IAB) reports 25 percent of all Americans watch digital video. YouTube alone has more than 1 billion users, and 300 hours of video are uploaded to YouTube every minute. Add to that the launch of Facebook’s own video platform a year ago – as well as Vimeo, Vine and Instagram – and video views swell.

BIA/Kelsey reports that in 2014, for the first time, mobile topped desktop for local search query volume in the U.S., according to recent research, which forecasts that 81.8 billion local search queries would be conducted via mobile this year, up 23 percent vs. 2014. Strong growth is expected to continue through 2019, when the number of local searches via mobile devices is expected to reach 141.9 billion – vs. 62.3 billion for desktops.

ZenithOptimedia’s Media Consumption Forecasts say that, around the world, people will spend 492 minutes – eight-plus hours a day – consuming media this year, up 1.4 percent from 485 minutes a day in 2014. The increase is being driven by the rapid growth in Internet use, which will increase by 11.8 percent this year.



IRCE 2015
June 2-5, 2015 | Chicago
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July 22, 2015 | Irvine, Calif.
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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

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

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

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