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Response This Week March 22, 2017

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22 Mar, 2017



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ANA Members Want Independent Audits for ‘Walled Garden’ Platforms  
NEW YORK – The Association of National Advertisers (ANA) says nearly 90 percent of its members support independent audits for “walled garden” advertising platforms including Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter.
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Fox, Turner, and Viacom Join Forces for Easier Ad Targeting 
NEW YORK – Viacom, Turner, and Fox Networks Group are joining forces to make it easier for advertisers to use data to target ads across multiple TV networks.
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Spending on Prescription Drug TV Ads on the Rise  
NEW YORK – Pharmaceutical advertising has grown more in the past four years than any other leading ad category, says Kantar Media, a consulting firm that tracks multimedia advertising and a research partner of Response.
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iHeartMedia Unveils Programmatic Ads for Stations, Podcasts; Also, ‘SmartAudio’ for Cars 
NEW YORK – iHeartRadio is debuting a suite of programmatic advertising products to combine the scale of broadcast with the precision of digital marketing.
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MRC Issues Standards to Unite Digital, Analog 
NEW YORK – The Media Rating Council (MRC) has issued long-awaited standards for measuring the audiences of digital out-of-home media – a move to better unite digital and physical media.
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DR Hall of Famer Joy Mangano will publish her first book, “Inventing Joy,” with Simon & Schuster in November. The book will include personal stories as well as her approach and insights that led to her success as an entrepreneur.

BakerHostetler adds a prominent advertising, marketing, and digital media team, which includes partners Linda Goldstein and Holly Melton, along with three other attorneys. The team is joining BakerHostetler from the firm from Manatt Phelps & Phillips LLP, where Goldstein served as the chair of its advertising, marketing, and media practice.

Digital ad spend in the U.S. will grow 15.9 percent this year – the equivalent of $83 billion in revenue, says eMarketer. Within that growth, Facebook’s ad revenue is projected to jump 32.1 percent while advertisers’ spend with Google will increase 14.8 percent. Google controls 40.7 percent of the U.S. digital ad market, followed by Facebook with 19.7 percent.

Pollcast, an engine for lead generation, launches a social media component to its in-show national television promotion platform to offer viewers a more immersive opportunity for promotional interaction. 

February’s TV commercial ratings sank again, according to MoffettNathanson Research. Total Nielsen 18-49 C3 viewership was down 10 percent from January results in prime time to average 25.4 million and 8 percent for total day to 14.1 million. Prime-time viewership decline in broadcast was 11 percent to 8.8 million, with cable down 10 percent to 16.6 million. In total day declines, cable was off 9 percent to 10 million versus broadcast’s 6-percent drop to 4.1 million. MoffettNathanson attributes the decline partially to the late 2015 rollout of Nielsen’s Expanded Audience Base, which initially was believed to boost ratings.

Edmunds, the car shopping and information platform, and State Farm partner to give car shoppers access to Edmunds’ large dealer network, exclusive content and pricing guarantees. Edmunds says it plans to announce additional affinity partners in the future.

The United States Postal Service announces a discount program called DirectMail2.0 that grants 2 to 5 percent off postage costs to U.S.-based direct mail companies and their clients. DirectMail2.0 lets direct mail companies automatically integrate phone-call tracking (which counts and records each call), mail delivery tracking, and online ads through the Google network to their clients’ direct mail campaigns. The software comes ready-to-use and shows results in real-time.

A fashion blog reports that Walmart’s division is likely to buy Modcloth, an online fashion brand known for its eclectic and quirky styles. Last month, Walmart bought online outdoor apparel brand Moosejaw

The National Retail Federation (NRF) reports that the delay of tax refunds helped keep consumer spending in check on February. Retail sales in February inched up 0.2 percent seasonally adjusted over January. The industry’s performance in February was mixed. Electronics and appliance stores took the biggest hit, with sales falling 2.8 percent over the previous month.

A report titled “Economic Value of the Advertising-Supported Internet Ecosystem,” led by a Harvard Business School professor for the Interactive Advertising Bureau (IAB), says the ad-supported internet contributed about $1.121 trillion in revenue and more than 10 million jobs to the U.S. economy in 2016.

TVision Insights says its “visioning technology” measures the time, second-by-second, that viewers’ eyes are focusing a TV screen. The company says the top 10 broadcast prime-time shows, according to its technology are: CW’s “Crazy Ex Girlfriend,” Fox’s “Sleepy Hollow,” NBC’s “Superstore,” CW’s “Arrow,” NBC’s “Timeless,” Fox’s “Lucifer,” NBC’s “Identity Thief,” CBS’ “Undercover Boss,” CBS’ “Pure Genius” and NBC’s “Chicago Med.” The data was collected anonymously and passively from some 7,500 individuals across 2,000 opt-in panelist households in Boston, Chicago, and Dallas in fourth-quarter 2016.

Ad-supported video-on-demand (VOD) and subscription video on demand (SVOD) usage continue to grow – especially with older viewers, says Bernstein Research. Ad-supported video-on-demand programming grew 24 percent among 25-54 viewers to 10.5 percent share of total day total viewing minutes in fourth-quarter 2016 versus the same period the year before – the fastest-growing audience segment. 



Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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CNP Expo 2017
May 22-25, 2017 | Orlando, Fla.
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IRCE: Internet Retailer Conference & Exhibition 2017
June 6-9, 2017 | Chicago
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NAB Show 2017
April 22-27, 2017 | Las Vegas
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National Hardware Show 2017
May 9-11, 2017 | Las Vegas
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Chief Marketing Officer Summit 2017
May 17-18, 2017 | Seattle
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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: Business Development - J. Rosen Group
Location: Los Angeles
Posted: 3/13/17

Position: Marketing Coordinator - Access Intelligence
Location: Norwalk, Conn.
Posted: 3/2/17

Position: Director of Direct Response Marketing - Prison Fellowship Ministries
Location: Lansdowne, Va.
Posted: 2/23/16

View All Jobs:
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