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Response This Week March 20, 2013

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20 Mar, 2013

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INDUSTRY NEWS
DMA Takes DC by Storm 
WASHINGTON – The Direct Marketing Association (DMA) took Washington by storm last week with its DMA in DC 2013 conference spreading the good word about policy affecting data-driven marketers.
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FTC: In Making Disclosures, Size Doesn’t Matter 
WASHINGTON – Ads on social media or mobile phones must provide clear disclosures and follow the same rules newspaper and TV messages. That’s the gist of updated Dot-com Disclosure Guides the Federal Trade Commission (FTC) released last week.
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Verizon Seeks to Shake Up Fees for TV Channels  
NEW YORK – Verizon Communications wants to tie the fees it pays to carry TV channels to how many people actually watch them, the Wall Street Journal reports.
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Deal Extends Addressable TV to 60 Million 
NEW ORLEANS – Addressable TV company Invidi has a new deal that will bring the number of TV homes with addressable capability to 60 million. Comcast, with its 22 million subscribers, is joining Invidi in the venture that will be delivered “in phases.”
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Forrester Forecasts 13 Percent Gain in Online Sales 
CAMBRIDGE, Mass. - Forrester’s new forecast for 2013 says E-commerce sales in the U.S. are likely to climb 13 percent to total $262 billion, or 8 percent of total retail sales. And by 2017, that number is expected to reach $370 billion, or 10 percent of total sales, predicts analyst Sucharita Mulpuru.
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As Seen On Response TV
NEWS CORNER

Mercury Media, a marketing agency in Santa Monica, Calif., announces two promotions: Olga Ackad and Joel Schaeffer have been promoted to co-managing directors of the long-form division.

The Chief Marketing Officer (CMO) Council, a community for marketing decision makers, announces an extended content syndication service that will offer program sponsors, campaign underwriters and thought leadership marketers an expanded, multi-channel content delivery network that supplements the 2,200 affiliates and channels the council already serves. The service is powered by NetLine, the business-to-business multichannel advertising network that includes more than 15,000 website properties reaching a monthly audience of 75 million unique visitors. NetLine’s audience analytics engine and targeting technology allows the council to more precisely promote its reports, studies and white papers through business-to-business websites, blogs, E-mail, and social and mobile channels. 

Publicis Groupe acquires Mumbai, India-based digital marketing firm Convonix. It’s the fifth agency that the holding company has acquired in the country during the past year. Terms were not disclosed.

Q1Media and AdExcite merge to create a display network that serves video ad regardless of the device or platform. Together, the companies support more than 1,500 Web publishers and 150 million unique visitors, up from 65 million in January 2012. AdExcite co-founder Phil Banfield will serve as CEO for the combined companies. Bill Wiemann, Q1Media’s founder and CEO, will serve as president and COO.

Local media advertising revenue will reach $132.7 billion this year – creeping up to $136.6 billion in 2014, $139.5 billion in 2015, $145.2 billion in 2016, and $148.8 billion in 2017, according to BIA/Kelsey estimates. In its U.S. Local Media Forecast (2012-2017) released Monday, BIA/Kelsey reports online digital advertising will take $25.7 billion of the $132.7 billion that companies will spend on digital media this year. About $107 billion will go into traditional media in 2013, but investments will continue to rise.

adMarketplace will launch a service that taps into the data collected from a mobile device. The search company added an extra column in the information that mobile ad networks submit to support geolocation when serving paid-search ads – not just the Internet protocol (IP) address, but GPS coordinates from the phone. “IP targeting is great, but there’s a problem with floating between two to three ZIP codes, and there’s also a lot of shared IPs,” said Andries de Villiers, vice president of revenue at adMarketplace, which supports a network for search engine marketing.”

The February comScore video metrics data released last week says YouTube registered a record-breaking 2.2 billion video ad views last month, or a stunning 22 percent of the total 9.9 billion total ad video views in the month. More than 33 billion video content views occurred during the month, with Google Sites generating the highest number at 11.3 billion.

Ashley Barretto, a 25-year broadcast industry veteran formerly with CBS and Invision, joins WideOrbit as general manager. WideOrbit Network provides advertising management software for media companies. Barretto will be responsible for driving the company’s growth and adoption among cable networks and will oversee a newly expanded team of television network experts dedicated to WideOrbit’s cable network customers.

Aiming to enhance its digital wallet efforts, PayPal acquires mobile development firm Duff Research. The startup has created some 40 apps for companies including TiVo and Adidas. Its 18 employees, including co-founder Cheoff Chatterton, will join PayPal under the deal.

Google introduces product listing ads (PLAs) on mobile. This ad unit is labeled ”Sponsored,” and displays rich product images, prices and the retailer’s name. Marketers using PLAs are eligible to display in the new smartphone ad unit on the mobile shopping experience, which has become available in all markets supporting the format.>

According to Experian QAS, 94 percent of organizations polled suspect that their customer and prospect data is inaccurate in some way. In fact, respondents think that, on average, as much as 17 percent of their data might be inaccurate.

UPCOMING DR EVENTS

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Response Expo 2013
April 2-4, 2013 | San Diego, CA
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NAB Show 2013
April 6-11, 2013 | Las Vegas, NV
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ADTech: San Francisco 2013
April 9-10, 2013 | San Francisco, CA
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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: Performance Marketing Manager - Kaplan University
Location: Fort Lauderdale, FL
Posted: 3/6/13
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Position: Vice President, Public Relations, Communications and Brand Management - Kaiser Permanente
Location: Hawaii
Posted: 2/28/13
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Position: Vice President, Fundraising, and Chief Development Officer - The Arthritis Society
Location: Toronto, Canada
Posted: 2/11/13
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