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Response This Week November 30, 2016

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30 Nov, 2017

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INDUSTRY NEWS
Mobile, Search Add Sizzle to Holiday Weekend Shopping 
SAN JOSE, Calif. – The two words to remember for the official start of the 2016 holiday shopping season are mobile and search. Analysts say they fueled spending to the tune of $3.34 billion for Black Friday’s online shopping – up 21.6 percent year-over-year.
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AT&T Fires the Latest Shot in Skinny Bundle War: DirecTV Now 
NEW YORK – On Monday, AT&T fired its first shot in the “skinny bundle” war, officially making its DirecTV Now package available to the public beginning November 30. And analysts say the potential day of reckoning for the existing pay-TV ecosystem may finally be here.
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Study: OTT, MVPD Can Survive Together; SVOD Grows in 2016 
NEW YORK – A new report from market research giant GfK says over-the-top (OTT) services and multi-channel video programming distributors (MVPD) can get along.
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Future of FCC, Net Neutrality Uncertain in Trump Administration  
WASHINGTON – Questions about the future of both net neutrality and the Federal Communications Commission (FCC) itself are looming amid a blog post from a Donald Trump adviser on telecom policy.
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Studies: Local TV Ads Will Slide in 2017 
WILLIAMSBURG, Va. – Double-digit percentage declines are expected for traditional local TV advertising, given that 2017 will be an off-political and off-Olympics year. Borrell Associates says traditional local TV advertising will drop 16.7 percent in revenues in 2017.
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NEWS CORNER

The latest DRMA member case study – from Shopper Approved – detailing its work with FTD, is online now at: http://www.responsemagazine.com/drma/case-study-shopper-approved-gives-peace-mind-ftd

Hybrid Media Services, a leading direct response radio agency, hires Jessica Grauso as senior account supervisor. Grauso has spent 10 years in the industry and began as a media buyer.

NBCUniversal invests $200 million to grow advertising sales for BuzzFeed. The money will also go toward production of short-form, cross-platform digital video content for advertisers working with NBCU’s content studio. NBCUniversal will represent BuzzFeed’s entire inventory to advertisers.

Standard Media Index reports national TV advertising sales saw a strong October – nearly 10 percent higher versus the same month in 2015, with sports and political programming a major factor. The broadcast networks’ take grew 6.3 percent, while cable climbed 12.9 percent – a total TV advertising improvement of 9.8 percent.

Video doorbell cameras, surveillance cameras, security systems, and smart detectors will be big sellers over the holidays, says Argus Insights. But sales of smart home hubs, like Amazon Echo, will be down.

Facebook users are more than twice as likely to read fake news as news from reputable news publishers, says web analytics firm Jumpshot. It examined more than 20 popular fake news sites and three reputable ones (The New York Times, CNN, and the Huffington Post) and found Facebook referrals accounted for 50 percent of the user traffic to the fake news sites, but only 20 percent of the traffic to the reputable ones.

Despite rumors of blogging’s demise, blog-like publishing platforms are on the rise. One platform, Medium, created by Twitter co-founder Evan Williams, saw more than a dozen independent sites migrate to its publishing platform, including The Awl, Pacific Standard, and The Bold Italic. Medium has raised more than $130 million in funding.

A new publishing platform from messaging app Telegram launches its new “Telegraph” publishing tool that lets users create and post content without having to create an account, by simply visiting the web site, telegra.ph. Visitors are invited to claim authorship for their pieces, but not required to, meaning they can publish anonymously or under pseudonyms.

Advertising is set to spread to screens facing drivers in the back seats of cars, particularly Uber and Lyft, says a new survey by Reportlink. Marketers may be more interested in rideshare advertising, since millennials are less likely (78 percent) to own a car compared to 91 percent of older generations.

Snapchat ads average less than three seconds per view, leading some advertisers to wonder whether that's long enough to win over consumers, AdAge reports.

Pivotal Research Group reports that major broadcast TV networks’ reach metric of young consumers rose “significantly” in October. There was a 2-percent to 4-percent gain among 18-to-34-year-old viewers – with hikes of: 4 percent at Fox (62.6 percent reach among those viewers); 3.9 percent at CBS (61.8 percent); 3.5 percent at NBC (to 61 percent); and 1.7 percent at ABC (58.3 percent).

Comcast's one-terabyte-per-month data cap, which is now rolling out in many markets, won't be enough for many consumers, says Jeff Binder, CEO of over-the-top startup Layer3 TV. He says it will only enable consumers to stream 15-20 hours of 4K ultra high-definition video.

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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: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 11/25/16
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Position: Assistant Director of Annual Giving - Virginia Tech University
Location: Blacksburg, Va.
Posted: 11/23/16
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Position: Associate Director of Development - Johns Hopkins University
Location: Baltimore
Posted: 11/23/16
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