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Response This Week May 18, 2016

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18 May, 2016

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INDUSTRY NEWS
Study: Consumers Hate Ads, But Love Free Content 
SAN FRANCISCO – It’s the tale of two studies: a Harris Poll commissioned by Lithium Technologies says 74 percent of millennials and Generation Z dislike ads on social media. Among the 2,500 survey respondents, 56 percent say they spend less time on social media because of ads.
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Amazon to Add YouTube-like ‘Video Direct’ 
SEATTLE – Amazon has unveiled Amazon Video Direct (AVD), a YouTube competitor that will give publishers and advertisers another channel to show their wares.
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Retailers to Grow Mobile Ad Spend by 52% in 2016 
NEW YORK – This year, retail marketers will spend $15.1 billion in paid digital media ads (a 15-percent jump from last year) and they’ll continue to dominate online spending through 2020, says market researcher eMarketer.
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Analysts Differ on TV Ad Market in Second Half of 2016 
NEW YORK – Despite a 4-percent growth in total national TV advertising, and broadcast networks outperforming cable in 2016’s first quarter, one analyst is expressing concern about the second half of 2016, while another is more bullish.
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FDA Examines Meaning of ‘Healthy’ 
WASHINGTON – Kellogg Co. doesn’t market Frosted Flakes or Pop-Tarts as healthy, but under current government guidelines, it could. That’s one reason the Food and Drug Administration (FDA) is reevaluating 20-year-old regulations concerning nutrition content claims, including the term “healthy.”
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NEWS CORNER

O’Dwyer’s PR ranks Marketing Maven the No. 99 public relations agency in the nation for 2015. Marketing Maven grew 48.9 percent from 2014.

a2b Fulfillment President and Owner Ayal Latz participates as a panelist for an educational breakout session on e-commerce order fulfillment at the International Warehouse Logistics Association’s Convention.

The Libman Co., a household and commercial cleaning products manufacturer, teams with brand-based direct response agency Northern Lights Direct to launch a new DRTV campaign called “Introducing FlexClean,” a multi-pad, all-purpose cleaning system.

Social media supplants search as the go-to source for discovering content, says a survey from Publicis’ Mediavest|Spark unit and BuzzFeed. Most of the 1,500 18- to 55-year-old respondents identified social media as their “most preferred source” for reading, viewing, or listening to content about topics they care about.

Media Horizons, on behalf of home delivery client Schwan’s Home Service, becomes a three-time Telly Award winner for its work in developing an online video campaign and online video creative with the goal of driving new customer acquisition.

Online home furnishings giant Wayfair Inc. opens a research and development lab to improve visuals of products. Researchers there are exploring three-dimensional scanning techniques that digitize Wayfair’s catalog that will be used add to virtual reality and two-dimensional renderings.

Consumer electronics companies using social video marketing should choose YouTube over other social channels, says research company L2. Consumer electronics brands with high-quality, long-form content on YouTube had three times the views than brands focused on other video content. The average video was three minutes, and content included tutorials, troubleshooting videos, and events (such as Apple’s launch of its most recent iPhones.)

Adobe announces it will release the Adobe Virtual Analyst app, a new approach to attribution based on algorithms to measure marketing success, this fall. It focuses on customer journeys, from search to e-mail and social sites – not just paid media, but owned media, such as call centers or websites. The model assigns credits for each and calculates the success.

Nielsen reports that CBS leads in both key 18-49 viewers and overall viewers on a season-to-date basis. For 18-49 viewers, CBS has a Nielsen average of 2.92 million 18-49 viewers (2.3 rating/8 share) through May 8, when looking at live program-plus-seven days of data, with the most recent two weeks live program-plus-same day viewing. NBC is at 2.74 million 18-49 viewers (Nielsen 2.2 rating/7 share); Fox, 2.44 million (1.9/6); ABC, 2.33 million (1.8/6); and CW, 960,000 (0.8/3).

The three biggest online publishers and news aggregators are MSN, ESPN, and conservative news aggregator the Drudge Report according to SimilarWeb, a digital market intelligence research outfit. Together they account for 20 percent of all online news consumed by U.S. audiences and generated more than 4 billion page views across desktop and mobile channels in April.

Walmart’s online subscription ShippingPass program begins offering delivery in two days rather than three, Bloomberg reports.

eMarketer reports two-thirds of U.S. agency and marketing pros say they expect to increase their desktop video ad spending, as well as mobile video ad spending, during the next 12 months.

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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: Vice President of Marketing - SFS/Hale Groves
Location: Vero Beach, Fla.
Posted: 5/2/16
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Position: Membership Manager - ACSD
Location: Alexandria, Va.
Posted: 4/29/16
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Position: Vice President, Client Services - DirectAvenue
Location: Carlsbad, Calif.
Posted: 4/22/16
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