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Response This Week October 17, 2012

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17 Oct, 2012

DIGITAL EDITION

Response Magazine October 2012

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INDUSTRY NEWS
Senator, DMA Spar Over Data Brokers Probe 
WASHINGTON – When Senator John D. Rockefeller IV (D-WV) announced last week that he had opened an extensive investigation of nine well-known information brokers, it didn’t take long for the fur to fly. The New York Times reported that Linda A. Woolley, the acting chief executive of the Direct Marketing Association (DMA), wasted little time shooting off an E-mail to the senator calling probe “a baseless fishing expedition.”
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Political Ad Spend Rises in Local TV, Boosts Ad Economy 
NEW YORK – As annoying as they are, political ads do have an upside: they’re adding some muscle to an otherwise soft advertising market. Media services giant Magna Global reports total local TV political advertising in second-quarter 2012 surged nearly 30 percent to almost $274 million compared to 2010 political advertising results.
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DMA Announces Data-Driven Marketing Institute  
LAS VEGAS – On Monday, the Direct Marketing Association (DMA) announced it is launching a new initiative to advance and protect data-driven marketing. Acting DMA CEO and President Linda A. Woolley announced the program during her opening address at the DMA 2012 Conference and Exhibition at the Mandalay Bay Resort and Casino.
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BVN President Pleads Guilty to $1.9 Million Infomercial Fraud 
WEST PALM BEACH, Fla. – The South Florida Sun Sentinel reports that the president of Business Vision Network Inc. (BVN) pled guilty last week to his part in a $1.9 million investment fraud scheme involving TV infomercials, according to federal prosecutors.
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30-60 Second Video Ads Top Engagement; 1-2 Minute Spots Top Viewing 
NEW YORK – A new study reveals that brands are growing more sophisticated in how they’re using online video ads, moving from vague metrics like “viral pass-along” to a focus on tangible results like website visits. The most recent set of data, says the report from Jun Group, shows some important shifts, both in how advertisers are thinking about online video and how consumers are responding.
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NEWS CORNER

Inter/Media Advertising and Inter/Image Productions, subsidiaries of the Inter/Media Group of Companies, collaborated to win two Aurora Awards in an international competition. The company earned an Aurora Platinum – Best of Show – for its “Living Alone” spot featuring newswoman Joan Lunden for the client A Place for Mom. The second award – a Gold Aurora – was the latest in a collection of trophies that Inter/Media’s “Top Twenty” spot for Travelzoo has garnered.

Inter/Media Entertainment announces it has joined the family of Inter/Media Group of Companies, allowing the company to provide celebrity deal making services to marketers looking for the right celebrity partner. Hot on the heels of closing deals with Larry King, William Devane, Joan Lunden and Joe Theismann, Inter/Media Entertainment seeks to help consumer marketers and lead generation companies looking to connect with a celebrity to represent them in advertising, marketing campaigns, branded entertainment, corporate events, sales promotions, trade show appearances, employee motivation and more.

A new study by the Interactive Advertising Bureau (IAB) and mobile advertising company InMobi finds that men are more likely to view trailers on their phones than women (41 percent vs. 27 percent), more likely to use their mobile device to helping them pick a movie (71 percent vs. 69 percent), and more likely to check social media to see what friends thought of a movie (38 percent vs. 33 percent).

Netflix agrees to offer closed captioning on all streaming video by September 2014 so it can settle a lawsuit filed by the National Association of the Deaf. The deal, approved last week in U.S. District Court, resolves a complaint alleging Netflix violates the Americans with Disabilities Act by failing to provide closed-captioning. The agreement also requires Netflix to pay $755,000 to the National Association of the Deaf's for attorneys' fees and court costs.

In the first half of 2012, online ad revenues climbed 14 percent year-over-year to an all-time high of $17 billion, according to the latest figures from the Interactive Advertising Bureau (IAB) and PwC US. Digital video, a component of display-related advertising, saw an increase of 18 percent year-over-year – bringing in a little over $1 billion in revenue in the first two quarters of 2012, compared to nearly $900 million in the first six months of 2011.

Google reports that every dollar invested in YouTube’s TrueView in-stream ad format, which allows consumers to skip in-stream pre-roll ads and only charges advertisers for those ads that consumers actually watch, returned (on average) $1.70 in sales – 2.4 times more efficient than TV ads. Google also reports that TrueView ads led to a 36-percent increase in site visits on average, and a 36-percent boost in searches for featured brands.

uSamp, an online research company, finds that men are more likely than women to purchase items over their mobile devices: 27 percent of males purchase consumer electronics on mobile vs. 8 percent of females; 23 percent of males purchase movie and event tickets on mobile vs. 11 percent of females; 30 percent of males purchase digital content on mobile vs. 20 percent of females; 13 percent of males purchase food and drinks on mobile vs. 8 percent of females; 8 percent of males purchase office supplies on mobile vs. 4 percent of females.

Berkery Noyes, an independent investment bank, says that total volume of media deals sank 5 percent in the third quarter from the second quarter, to 381 transactions. Total transaction value, however, climbed 42 percent from to $23 billion.

U.K. cable company Virgin Media unveils an app that forms part of the provider’s upcoming “Virgin TV Anywhere” strategy that will let subscribers view live and on-demand TV on devices other than their cable-connected TV.

This year, 44 percent of online shoppers surveyed about their holiday shopping plans say they plan to use tablets – double the rate from last year, according to digital catalog platform provider Zmags. The top two destinations for tablet shoppers are retail sites, cited by 46 percent of respondents, and online catalogs (30 percent).

Media Magazine says the deadline for entry into its Creative Media Awards program is Nov. 2. Any media campaign that was launched during the qualifying period (November 1, 2011 through November 1, 2012) is eligible. Entrants can submit ads, promotions, campaigns and websites for as many categories as they like and multiple entries for each category are allowed. To learn more, visit www.mediapost.com/creativemediaawards.

UPCOMING DR EVENTS

COMING UP:

DMA:2012
October 13-18, 2012 | Las Vegas, Nevada
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ad:tech New York
November 7-8, 2012 | New York, NY
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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, DRTV - Media Stream Direct
Location: Sherman Oaks, CA
Posted: 9/18/12
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Position: Director of Client Services, DRTV - Media Stream Direct
Location: Sherman Oaks, CA
Posted: 9/18/12
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Position: Media Director - DRTV, Media Stream Direct
Location: Sherman Oaks, CA
Posted: 9/18/12
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