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Response This Week October 12, 2016

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12 Oct, 2016

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INDUSTRY NEWS
Studies Share Stats on 2016 Holiday Season; Black Friday Loses Luster 
SAN FRANCISCO – Move over Black Friday – you have some competition. It appears the biggest shopping day in terms of holiday sales this year will be Friday, Dec. 23, while the biggest day in terms of store traffic is expected to be Saturday, Dec. 17, according to RetailNext Inc., a big data analytics company.
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FCC Chief: ISPs Need Affirmative Consent to Target Based on Browsing History 
WASHINGTON – Federal Communications Commission (FCC) Chairman Tom Wheeler’s newest proposal for broadband privacy rules calls for internet service providers (ISPs) to get users’ affirmative consent before using data about their “sensitive” activity for ad-targeting purposes.
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Live Sports Streams Grow but Twitter and Linear TV Losing the Game 
NEW YORK – New numbers from media consulting giant Magna Global say live stream viewing of sporting events continues to rise but it’s not making up for viewing losses in traditional linear TV.
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Monthly $35 Rate for OTT Could Yield 10 Million Subscribers 
NEW YORK – A new study says targeting 45-to-54-year-olds with a $35 per month price for over-the-top (OTT) TV service featuring a core of TV networks – such as one proposed by Hulu – could pull in as many as 10 million subscribers at launch.
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Facebook Launches ‘Marketplace’ to Bring Buyers and Sellers Together 
MENLO PARK, Calif. – Facebook is launching Marketplace, its own online mobile app and venue for users to buy and sell things across their social networks.
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NEWS CORNER

Response Magazine welcomes Peter Feinstein – founder, president, and CEO of Phoenix–based Higher Power Marketing – to its Advisory Board.

R2C Group, a data-driven creative and media agency, earns the prestigious title of Premier Google Partner, Google’s highest designation for an agency. Google added the designation this summer to recognize partners who manage an extensive portfolio of ad campaigns for clients.

Hawthorne Direct expands both its Los Angeles and Iowa office locations and designed them to offer open, collaborative, and private office spaces plus team areas that include foosball and ping pong tables that embody a culture of, “Work hard and have fun while doing it.”

Ad agency Icon Media Direct adds Seth Klein as chief financial officer/chief operations officer. Klein will focus on expanding the company’s operations and in-house attribution/optimization platform.

Hybrid Media Services, a leading direct response radio agency, hires Rich Kagan as vice president of business development. He’s a 16-year veteran of CBS radio sales, founder and director of sales of the Howard Stern unwired radio network, and most recently, founder and partner of Wingman Advertising.

Twitter discloses an “upfront” deal with The CW and Ford Motor Co. for its Twitter Amplify effort. The CW network is creating social media videos – weekly recaps, highlights, fan tweets, and CW sneak peek content – for its shows including “Supergirl,” “The Flash,” “Arrow,” and “Supernatural.” Ford advertising will appear on the videos, which will be posted on the network’s Twitter accounts.

Katz Broadcasting and Mediaocean announce a deal providing direct access to Katz’s Grit and Escape network advertising inventory through Mediaocean’s Spectra media-buying management system. While not an end-to-end programmatic media buying solution, the move will greatly automate the ability of agency media buyers to access inventory on the networks, which are distributed across the digital spectrum of local TV stations, but are owned and operated by Katz. Grit, which targets men 25-54 and features Western and action-oriented movies, reaches 108 million U.S. TV households, or about 93 percent national coverage.

Mixpo, a social, display, and video ad firm, says in a study that outstream advertising – video advertising occurring outside of in-stream video content such as native video, in-feed video, or in-banner video – is gaining popularity. More than a quarter of advertisers and agencies currently buy outstream ads, and another 18 percent are planning on buying them next year primarily because of premium inventory. Nearly three-quarters of advertisers and agencies see outstream video ads increasing next year.

Amazon gives its Prime members free access to digital content, including popular magazines, books, comics, and short-form literary works from its Kindle Singles selection. The new feature, called Prime Reading, is essentially a stripped-down version of Amazon’s more complete Kindle Unlimited subscription service, which costs $9.99 per month on top of the usual Amazon Prime subscription fee of $99 per year.

The New York Times expands its Flex Frame Everywhere cross-device digital advertising solution to run across desktop and smartphones. The Wall Street Journal reports this is the paper’s strategy to phase out banner ads – now considered by many to be a bland ad format losing its popularity on its site. They will be replaced with Flex Frame, its own proprietary, native display ad offering.

AT&T will expand its fiber optic broadband service into to portions of Southern markets. All told, revamped gigabit deployment will land in at least 67 metros – 45 by the end of this year.

YouTube launches a feature that lets creators disclose paid promotions by way of a small notice that appears in the bottom-left corner of the video player. But YouTube warns its creators of laws about disclosure vary depending on the country they’re in.

UPCOMING DR EVENTS

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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: Senior Associate Manager, Marketing Analytics - Essilor of America
Location: Dallas
Posted: 9/27/16
View/Apply

Position: Marketing Director - Zeus Industrial Products
Location: Orangeburg, S.C.
Posted: 9/20/16
View/Apply

Position: Marketing Coordinator (Spanish Speaking) - Mid-Sized Law Firm (Anonymous)
Location: Los Angeles
Posted: 9/15/16
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View All Jobs:
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