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Response This Week March 2, 2016

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2 Mar, 2017



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Advertisers Tapping TV Data for Digital Video  
NEW YORK – More advertisers are coordinating their on-air and online campaigns by tapping data about TV viewing to target their digital video buys, according to a new report from Videology, a software provider for converged TV and video advertising.
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Lawmaker Proposes DTC Ad Moratorium 
HARTFORD, Conn. – U.S. Rep. Rosa DeLauro (D-CT) is proposing new curbs that would prohibit pharmaceutical manufacturers from advertising a new drug for three years after it is introduced and permanently prohibit ads for drugs determined to have “significant” side effects.
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TV Everywhere More Than Doubled in Fourth-Quarter 2015 
SAN JOSE, Calif. – TV Everywhere (TVE) viewing climbed 102 percent in the fourth quarter of 2015 versus the same quarter in 2014, says Adobe Digital Index’s latest digital video benchmark report. Adobe’s study also found that “active” TVE users rose 22 percent on a quarter-over-quarter basis.
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Report: Addressable TV Is Here 
NEW YORK – More than 40 million households can be pinpointed with relevant TV spots, and that, reports Al Urbanski, senior writer for Direct Marketing News (DMN), means addressable TV is no longer a wish but a reality.
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Linear Programmatic Sales Coming to NBCU  
NEW YORK – NBCUniversal is adding linear broadcast and cable inventory to its programmatic ad sales offering so that advertisers will be able to use data to plan and buy media plans targeting specific audiences via automated systems this fall.
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Response research partner DRMetrix is offering free weekly Spend Index™ rankings as part of its commitment to provide the most accurate As Seen On TV product rankings to the DRTV and retail industries.

a2b Fulfillment will serve as a contender prime sponsor at the Eighth Annual Georgia Logistics Summit, April 19-20 at the Georgia World Congress Center in Atlanta.

Lincoln Media Services Inc. announces it recently acquired the Gray Matter LLC multi-client “Reel” distribution process, business contacts, and intellectual property.

Global public relations leader Porter Novelli announces that Jess Schmidt has joined its Los Angeles office as a senior vice president in the consumer brand marketing practice, where she will work with a top consumer client and manage and develop talent.

The Insert Media Council recognizes Media Horizons’ CEO Jim Kabakow for his outstanding achievements and contributions to the world of insert media. Kabakow joined Media Horizons in 1988 and held various sales and account management roles before becoming CEO in 2007.

Facebook unveils five emojis to let users express their emotions about retailers. The icons represent “love,” “haha,” “wow,” “sad,” and “angry.” Users will be able to respond with the icons to all posts, including advertisers, pages, and accounts.

Dish Network and Sling TV, the OTT-TV service targeted to cord-cutters, expands a deal with Willow TV International that will include live HD coverage of international cricket matches from different corners of the globe, including India, Pakistan, Australia, South Africa, and the West Indies. Willow is being offered across South Asian packages on both Sling TV and Dish, they said.

Sinclair Broadcast Group reports total revenue of $611.8 million for fourth-quarter 2015, just a 0.3-percent decrease from the $613.8 million it earned in fourth-quarter 2014. The company attributes the flat revenue to the 85-percent decrease in political ad revenue; it collected $80.3 million of political revenue in 4Q 2014, an election year, versus $11.8 million in 4Q 2015. However, Sinclair saw a 33.1 percent boost in fourth-quarter digital offerings. reports the top three most engaging ads on TV as measured by digital share of voice (SOV), including online views, social shares, and likes for the week ending Feb. 23 are: 1) “CATmageddon,” from anti-smoking campaign Truth, with 6.6-percent digital SOV; 2) AT&T’s “Siri,” with 4.5 percent; and 3) Mountain Dew Kickstart’s “Puppymonkeybaby” spot, with 3.9 percent.

Frontier Communications plans to launch a video service to more than 40 markets, representing about 3 million homes, during the next four years. That offering, delivered via IP, will lean fairly hard on Frontier’s fiber-to-the-node platform, though it will also be using FTTP networks it has obtained, and will soon obtain, from Verizon Communications.

Viacom reports it would consider selling a minority stake in Paramount Pictures. The company says it has been approached by several strategic investors. The announcement comes after prominent Viacom investors called on the CEO to consider selling all or part of Paramount, along with other steps to improve Viacom’s long-term fortunes.

HSN reports that for the first time ever, more than half (52 percent, nearly $2 billion) of its sales came from digital channels. But fourth-quarter net sales decreased 2 percent and adjusted EBITDA decreased 3 percent. Mindy Grossman, CEO, says the results were expected “given the highly promotional retail environment, our significant comps from a year earlier, and the deliberate actions we are taking to reposition certain merchandise categories and brands to position HSNi for strong long-term growth.”





DRMA Chicago Reception
March 7, 2016 | Chicago
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April 26-28, 2016 | San Diego
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March 5-8, 2016 | Chicago
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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: Director, Business Development - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 2/27/16

Position: Assistant Director, Direct Response Marketing - The Art Institute of Chicago
Location: Chicago
Posted: 2/26/16

Position: Project Marketing Manager - Central 1 Credit Union
Location: Vancouver, B.C., Canada
Posted: 2/2/16

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