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Response This Week May 15, 2013

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15 May, 2016

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Response Magazine May 2013

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CASE STUDIES
INDUSTRY NEWS
Nielsen: Internet Viewers Count as TV Homes  
NEW YORK – Nielsen plans to start categorizing the millions of households that stream media to their computers, set-top boxes, game consoles, and other streaming devices as “TV homes.”
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Online Sales Tax Bill Faces Tough Test in House 
WASHINGTON – The online sales tax bill (The Marketplace Fairness Act) that sailed relatively easily through the U.S. Senate is facing tougher scrutiny in the House of Representatives, analysts say.
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White House: Wong Is Right Choice for Internet Privacy Post 
WASHINGTON – President Barack Obama has chosen Nicole Wong as a senior adviser to Todd Park, the White House’s chief technology officer, focusing on Internet privacy.
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YouTube Selling Subscriptions 
SAN MATEO, Calif. – YouTube launched a pilot program last week for “a small group of partners” that will offer paid channels on YouTube with subscription fees starting at 99 cents per month.
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Mobile Video Growth Attracting Advertisers 
NEW YORK – Video advertising on mobile devices is getting more viewers, and advertisers are opening their wallets a little wider to capture them, says a new eMarketer report dubbed, “Mobile Video Advertising: Choices for a Rapidly Changing World.”
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Photo Gallery

NEWS CORNER

OrderMotion, an order management solutions company, and NetSuite announce they’ve merged. NetSuite provides cloud-based solutions to help companies run their business with software for E-commerce, customer relationship management, financials, and professional services automation. OrderMotion officials say customer operations will not be impacted.

Oreck Corp., the vacuum and cleaning products company, has filed for Chapter 11 and may sell its assets in a matter of days, according to court filings. A Chapter 11 filing will allow Oreck to consolidate its assets and restructure its finances as part of an effort to sell the business, the company said in a statement last week.

Online shoppers spent $50.2 billion via PCs and another $5.9 billion on tablets and smartphones, comScore says. The Web’s share of consumer discretionary spending hit 10.6 percent, a record.

The mobile marketing ecosystem generated $139 billion in additional sales within the U.S. economy last year, with that figure expected to grow 52 percent annually to $400 billion by 2015. Mobile advertising accounted for $3 billion in spending last year. The vast majority of mobile’s sales impact – at least 85 percent – is taking place offline rather than through M-commerce transactions.

After an 18-month development process, media agency MEC has launched a digital attribution platform called CookieCutter designed to provide clients with more precise ROI analytics. The idea is to get a better sense of the impact that marketing messages in different digital channels have on consumer behavior.

Running ads prior to a product launch helps familiarize consumers with new merchandise, especially for value-minded shoppers. New research released last week shows how digital coupons prior to a product’s release date increases awareness. For the food products tested, the brand recall rose 36.3 percent; household, 11.9 percent; and beverage, 7.2 percent.

Chute, a social photo aggregation service, just closed a $7 million Series A equity round led by Foundry Group, along with existing investors Freestyle Capital and U.S. Venture Partners. Chute helps brands, publishers and developers snatch photos from social networks, then feature them in websites and mobile apps.

comScore Video Metrix service shows that 182.5 million Americans watched 39.3 billion online content videos in March 2013. The number of video ad views reached an all-time high at 13.2 billion.

Media analyst Douglas McIntyre says Facebook Inc. will hurt the value of online video ads just the way it hurt the value of display ads beginning three years ago. And the effect of Facebook’s nearly unlimited inventory will undermine Internet video rates just as large websites are using video marketing to raise revenue. The Facebook video ad program will begin as early as July. The first of its initiatives in the sector will be via member feeds.

AT&T AdWorks says it has signed Cox Media and other TV program distributors for its new Television Audience Network. The deal will reach Cox cable system subscribers, numbering approximately 6 million. The AT&T AdWorks TAN system creates a data-optimized media plan to reach target audiences.

Consumer research company GfK says 42 percent of consumers “think more highly” of TV networks that make shows freely available via streaming platforms – up from 31 percent seven years ago. Twenty-seven percent of those who stream or download video now say they “watch a greater number” of shows because of streaming options. That is more than double the 2006 figure of 12 percent. In addition, 21 percent say they spend more time watching TV content, thanks to digital viewing options.

A new tech company called FourFronts has launched a platform that integrates buying for digital video with TV. AOL has an agreement to offer inventory in the system and said it will look to FourFronts to attract investment in its video offerings, partly by allowing buyers to compare the inventory with the reach and scale of TV.

UPCOMING DR EVENTS

COMING UP:

The CNP Expo
May 20-23, 2013 | Orlando, FL
More On Event

Internet Retailer Conference & Exhibition
June 4-7, 2013 | Chicago, IL
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Cable Show 2013
June 10-13, 2013 | Washington, DC
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: Call Center Client Account Manager - Listen Up Espanol
Location: Portland, Maine/Hermosillo, Mexico
Posted: 4/24/13
View/Apply

Position: Class Giving Officer - University of California, Berkeley
Location: Berkeley, Calif.
Posted: 4/23/13
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Position: Media Consultant, Enterprise Sales - Cox Media
Location: Atlanta, Ga.
Posted: 4/11/13
View/Apply

View All Jobs

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