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Response This Week March 11, 2015

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11 Mar, 2016

DIGITAL EDITION

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NEW FAMILYNET 120
NEW NEWSMAX 120
NEW DTM 120
NEW KANTAR 120
NEW DRMA 120

NEW EXPO EDUCATION 468
CASE STUDIES
INDUSTRY NEWS
Allstar to Pay $8 Million in Restitution in FTC/New York AG Case 
WASHINGTON – Allstar Marketing Group, the consumer products company behind Magic Mesh, Cat’s Meow and the Snuggie (among others), has agreed to pay $7.5 million to the Federal Trade Commission (FTC) for consumer restitution to settle FTC charges related to its “buy-one-get-one-free” promotions. Allstar will also pay $500,000 to the Attorney General’s Office of New York for penalties, costs and fees.
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Court Rules In Favor of DMA Petition, but Online Sales Tax Issue Unresolved 
WASHINGTON – The United States Supreme Court ruled unanimously in favor of a petition by the Direct Marketing Association (DMA) in a case that contested Colorado law that required out-of-state retailers to report purchases and personal information of state residents.
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Nielsen Going Programmatic with eXelate Acquisition  
NEW YORK – Nielsen has announced it intends to acquire eXelate, a leading data management platform (DMP) used by the digital programmatic media-buying marketplace.
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Research: What DR Marketers Have Known All Along Turns Out to Be True 
NEW YORK – New research from the Advertising Research Foundation says when brands measure the return on their TV advertising investments based on the incremental sales they generate, they get better results. The conclusion: marketers need to shift from “reach optimization” to “results optimization.”
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Ad Agencies Ask Nielsen to Address Diaries 
NEW YORK – A task force at the American Association of Advertising Agencies (4As) has issued a white paper calling on Nielsen to take immediate steps to address the eroding performance of its diary sample, which will still be the basis for billions of dollars in local TV buys – even after Nielsen implements its other methodological changes, some of which are intended to improve local TV audience measurement.
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NEWS CORNER

Top Dog Direct, a manufacturer and marketer of As Seen On TV products, wins an award from DirayTV, a DRTV media buying agency, for the No. 1 media rollout of a short-form DR commercial in 2014 for BeActive Brace. The brace hit shelves in fall 2014 and has been a consistent top seller.

R2C Group hires Mark Toner as its first chief marketing officer, where he’ll oversee all marketing and agency growth. Toner is the former managing partner of Source Marketing where he was credited with helping attract dozens of prominent brands.

Collette Liantonio, president and creative director of Concepts TV Productions, was recently featured in an article on women in business in N.J. Biz magazine.

TV advertising company Simulmedia will offer "guarantees" to marketers for audience-targeted TV commercials, which it says will produce better business outcomes than traditional buys. For $1 million placed on its Simulmedia Audience Network for one month, the company says it will guarantee a higher return on ad spend.

Instagram surpasses Twitter and becomes the second-largest social network in the U.S. Instagram users increased nearly 60 percent in 2014, putting the monthly user base at 64.2 million, eMarketer estimates. By 2018, this audience will top 100 million. Instagram is also introducing a new way for advertisers to reach its young users. Ads encourage users to swipe left for additional images and links to a brand's website.

CBS Interactive starts a new group called Studio 61 to create custom content running on CBS Interactive platforms – including short- and long-form video, social-media content, infographics and custom data integrations.

Alibaba announces that Aliyun, its cloud-computing subsidiary, will plant stakes in Silicon Valley to gain entrance into the U.S. market. The U.S. data center will complement those in Beijing, Hangzhou, Qingdao, Hong Kong and Shenzhen, while trying to compete with a flooded U.S. market.

Dish’s Sling TV adds AMC and IFC to its basic streaming lineup that totals 17 cable channels for $20 a month. Sling TV is also launching a $5 a month add-on package called, Hollywood Extra that includes the EPIX suite of channels (EPIX, EPIX 2, EPIX 3, EPIX Drive-In) and Sundance.

Twenty-First Century Fox reports it’s considering direct-to-consumer programming, but chief operating officer Chase Carey says the shift will take time. “These things have all got to shake out,” Carey says. “It will be a range of things from add-on products to different types of content offerings that will give the consumer more choice.”

The Diffusion Group reports Netflix streaming has increased 350 percent during the past 10 quarters, growing from 2 billion hours in the fourth quarter of 2011 to 7 billion hours in the second quarter of 2014. Total streaming among U.S. Netflix subscribers rose from 1.8 billion hours in the fourth quarter of 2011 to 5.1 billion hours in the second quarter of 2014.

A+E Networks announces it has joined FreeWheel's FourFronts programmatic marketplace, a "programmatic direct" marketplace of sorts that allows advertisers and publishers to reserve digital video ad inventory using advanced targeting.

Shoppers are spending more time in stores than last year but overall there are fewer of them, says a new U.S. Retail Benchmarks study. Based on the tracking of mobile phones in malls and stores, overall shopper traffic decreased 1 percent from last year during the month of February. However, storefront conversions, the number of shoppers who enter a store as a percentage of the people walking by, increased to 9 percent, slightly up from last year.

UPCOMING DR EVENTS

COMING UP:

Integrated Marketing Week (IMW) West
March 31-April 1, 2015 | San Francisco
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NAB Show 2015
April 11-16, 2015 | Las Vegas
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Response Expo 2015
April 21-23, 2015 | San Diego
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National Hardware Show 2015
May 5-7, 2015 | Las Vegas
More On Event

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: Vice President of Direct Response Marketing - Clearcall Solutions
Location: Chandler, Ariz.
Posted: 2/27/15
View/Apply

Position: Digital Marketing Analyst - Lifes2good
Location: Chicago
Posted: 2/17/15
View/Apply

Position: Director of Analytics - International Fellowship of Christians and Jews
Location: Chicago
Posted: 2/10/15
View/Apply

View All Jobs:
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