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Response This Week November 2, 2016

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2 Nov, 2017

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INDUSTRY NEWS
FCC Privacy Rules Draw Ire and Approval 
WASHINGTON – Reaction to the Federal Communications Commission’s (FCC) 3-2 vote last week to approve new privacy rules has been both swift and clear.
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Analysts: Holiday Online Sales Expected to Break Records 
SAN FRANCISCO – Studies from Adobe Digital Insights and Deloitte say the holidays could bring retailers record web traffic.
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AT&T: DirecTV Now Ready to Launch for $35 Monthly 
DALLAS – AT&T says its DirecTV Now, an internet-delivered service of linear TV networks, will launch this month.
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Digital Devices Surpass TV in Steaming Content 
NEW YORK – In aggregate, digital devices have surpassed TV sets as the way consumers stream TV and video content, says RealityMine, a U.S. research company.
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Smartphone Research Leads to Purchase; 78% Buy Same Day 
NEW YORK – A new study says when shoppers start researching on their smartphones, 78 percent of U.S. consumers buy within the day or sooner, according to location-based marketer xAD and brand strategist Millward Brown, which examined shopping behaviors in the U.S., U.K., Germany, China, and Japan.
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NEWS CORNER

National Merchants Association, a global merchant advocacy group and a leader in merchant services, launches its new Chargeback Control Platform™ – a tool that intercepts inbound disputes before they become chargebacks by automating the refund process and handling alerts instantaneously, effectively saving business owners money and keeping their merchant accounts in good standing.

The Direct Marketing Association (DMA) announces a rebranding and repositioning to become the Data & Marketing Association due to member feedback and market analysis. DMA also announces new board officers: Michael McLaren, executive global group director at Merkle, is chairman of the board; Jennifer Barrett Glasgow, global privacy officer emeritus at Acxiom, is vice chair; Steve Wagner, group president – marketing services, Experian, is secretary; and Steve Froehlich, senior vice president, national direct marketing, ALSAC/St. Jude Children’s Research Hospital, is treasurer.

Roku becomes the first streaming platform to enable syndicated measurement of video advertising through the comScore validated campaign essentials platform (vCE). Advertisers and companies that distribute ad-supported programming over-the-top (OTT) like Fox Broadcasting will soon have an option to measure dynamically inserted video ads on the Roku platform with vCE metrics, the two companies say.

CenturyLink confirms it is will acquire Level 3 Communications for $34 billion, creating the second largest domestic provider and posing a greater threat to AT&T and Verizon in targeting global enterprise customers. 

Google is testing a feature on mobile to let consumers verbally ask if an item is at a nearby store. Results are returned in audio along with prices and availability.

Horizon Media takes an equity stake in Spotlight, a software-as-a-service solution for organizing and enhancing photos, videos, and media. It is targeted to organized youth activities such as sports leagues, camps, and other events and experiences. Spotlight is one of three companies created through the agency’s incubator program, and the first to emerge as a full-time venture. In exchange for its stake in the venture, Horizon will advise Spotlight and provide resources within advertising, e-commerce, and data as the software company continues to scale and grow its client base. 

BloomReach acquires Hippo, which allows companies to manage apps and web properties. Hippo will continue as an independent business unit of BloomReach focusing on content management.

Walmart is emphasizing customer service this holiday season by having the broadest assortment of merchandise available at the best price, and focusing on quickly getting it into shoppers’ hands, whether they order online or visit a physical store. Knowing that the volume of items ordered online and picked up in stores on the same day increases by five times during the holiday season, Walmart will expand the amount of items available across categories, including apparel, toys, and seasonal decor.

General Motors and IBM are rolling out an in-car advertising system to deliver personalized brand messages to drivers using location and vehicle data. The system combines IBM Watson’s cognitive abilities with GM’s OnStar service. GM is targeting brands in retail, fuel, hospitality, media and entertainment, restaurants, and travel. ExxonMobil, Glympse, iHeartRadio, Mastercard, and Parkopedia are the first brands to join the program.

The latest local ad revenue forecast from BIA/Kelsey says revenue from local-focused online ads will exceed that of traditional ads aimed at local audiences by 2018. Analysts say it’s part of a digital transformation of local-focused ads in communities across the country, and risks sidelining traditional print ads.

Ad-tech powerhouse AppNexus says cheap ad inventory is often available in November, but brands that need to drive holiday sales should also consider buying a week before Christmas, when ad rates and conversion rates alike are at their highest. Conversion rates, meanwhile, should climb steadily during the month of November and peak in December, the report said. The only exception to this is Thanksgiving weekend, when conversions are expected to take a tumble.

Computer maker Lenovo may have violated anti-hacking laws by allegedly selling notebooks that came pre-loaded with adware from the ad firm Superfish, a federal judge has ruled. The ruling stems from a class-action complaint against Lenovo and Superfish. Consumers who purchased the notebooks filed suit against the company in February 2015, soon after it emerged that Superfish’s ad-serving software contained security flaws.

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ad:tech New York 2016
Nov. 2-3, 2016 | New York
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Nov. 2-4, 2016 | Las Vegas
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CES 2017
Jan. 5-8, 2017 | Las Vegas
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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: Associate Director of Development - Johns Hopkins University
Location: Baltimore
Posted: 10/28/16
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Position: Account Director - DirectAvenue
Location: Carlsbad, Calif.
Posted: 10/26/16
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Position: Marketing Administrator - Hughes
Location: Germantown, Md.
Posted: 10/17/16
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