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Response This Week October 19, 2016

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19 Oct, 2016

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INDUSTRY NEWS
Magna Global: U.S. Ad Spend Growing at Best Pace in Six Years; 6.5% Leap Predicted 
NEW YORK – Magna Global, Interpublic’s research arm, is predicting the largest increase in United States ad spending since 2010.
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As Internet Usage Slows, Digital Ad Strategy May Need Tweaks 
NEW YORK – During second-quarter 2016, growth in minutes spent on the internet in the U.S. slowed to single digits across all devices – a first – says a new report from MoffettNathanson Research. This news could signify a major change in the way digital ad media is sold, says Michael Nathanson, senior analyst at MoffettNathanson.
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Democratic Senators: FCC’s BDS Proposal May Stymie Competition 
WASHINGTON – A group of five Democratic senators say the Federal Communications Commission’s (FCC) proposed business data services (BDS) re-regulation could squelch emerging competitors from extending broadband networks to rural markets in states where competition is limited.
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Ad Industry Slams FCC’s ‘Counterproductive’ Privacy Proposal 
WASHINGTON – Several ad trade groups are slamming the Federal Communications Commission’s (FCC) revised proposal for privacy rules.
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Obama Administration: Text-Spam Law Is Constitutional 
WASHINGTON – Earlier this year, a consumer accused Facebook of violating the Telephone Consumer Protection Act (TCPA) by sending unwanted text messages about his friends’ birthdays. The TCPA prohibits companies from texting people without their express permission, so the man, Florida resident Colin Brickman, brought a class-action complaint.
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NEWS CORNER

comScore announces an agreement with Cambridge Analytica (CA), which will use comScore’s television information as a component of TV campaign strategies for political and commercial advertising clients. CA will merge its behavioral psychology and data analytics platform with comScore’s television measurement for media planning, buying and return on media investment research. comScore’s Advanced Demographics will share CA insights into which programs, stations and dayparts deliver the highest densities of the targeted audiences that the company’s clients seek to influence.

The self-regulatory group Digital Advertising Alliance (DAA) intends to start enforcing the industry’s privacy code for cross-device tracking in February 2017. The code offers privacy rules governing ad networks, publishers, and other companies that collect data from one type of computer – like a laptop, smartphone, or tablet – in order to serve ads to different devices used by the same consumer. In general, online companies engaging in that type of “cross-device” targeting must notify users about the practice and allow them to opt out.

GfK, the consumer-market researcher, says 16 percent of TV homes have multiple subscription video-on-demand (SVOD) services. So-called “self-bundlers” are paying for combinations of Netflix, Amazon Prime, and Hulu, as well as other streaming services. Nearly half of the TV viewers subscribe to at least one of these services. Some 17 percent have Netflix and Amazon Prime, while 9 percent have Netflix and Hulu. Some 5 percent have all three of the major services.

Pinterest hits 150-plus million users – up from around 100 million about a year ago. More than half of users and 75 percent of new signups are from outside the United States. Nearly half are men – a 70-percent increase year-over-year. The new growth figures come amid speculation that Pinterest is setting the stage for a forthcoming IPO.

The Federal Trade Commission (FTC) asks an appellate court to reconsider its recent decision dismissing the agency’s lawsuit against AT&T over mobile data slowdowns. That ruling could leave the FTC unable to police “high-tech threats” to privacy, including threats posed by cable companies, e-mail providers, and cloud storage services, the agency says in papers filed last week with the Ninth Circuit Court of Appeals.

The Association of National Advertisers (ANA) forms the Alliance for Inclusive & Multicultural Marketing (AIMM) to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT, and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America. “As the marketplace becomes increasingly diverse, the ANA recognizes that the strategic evolution of multicultural marketing becomes even more important to brands,” said ANA President-CEO Bob Liodice.

Nielsen releases data-tallying conversations on Twitter and Facebook about network TV’s premiere week shows, with NBC’s “This Is Us” topping the list – unless you look at it another way. Then it’s E!’s “Rob & Chyna” and FX’s “Atlanta.” Nielsen’s data dump makes good on a promise in January to begin including Facebook info, which turned the once-titled Nielsen Twitter TV Ratings into Nielsen’s Social Content Ratings.

Salesforce CEO Marc Benioff stops speculation that his company might buy Twitter. He told the Financial Times that Twitter wasn’t a good fit for the cloud company and that they will not be pursuing a bid.

WPP programmatic media unit Xaxis agrees to buy Triad Retail Media, a supply-side platform (SSP) for retail commerce sites that want to sell ad inventory to brands. Citing unnamed sources, The Wall Street Journal reports that Xaxis is paying $300 million for TRM, and that Xaxis told the paper it is the largest deal it has ever done.

LiveRamp launches IdentityLink, a product that unifies siloed data across online and offline channels. LiveRamp also loads all data from any channel, including addressable TV, direct mail, programmatic advertising, point of sale, mobile, CRM, and social, to hundreds of marketing platforms, painting a stronger picture of the end user.

A new survey from tech talent placement company Mondo says chief marketing officers’ salaries will range between $40,000 and $238,000 next year. Chief marketing technologists will take home between $140,000 and $241,000; vice presidents of digital marketing, $96,000 to $206,000; vice presidents of e-commerce, $133,000 to $226,000; vice presidents of interactive, $97,000 to $185,000; and vice presidents of marketing communications, $106,000 to $203,000. Proofreaders will see a 10-percent increase; social media directors, 9 percent; and copy editors, 7 percent.

Digital publishing platform Flipboard launches Storyboard, a new ad product that lets brands deliver messages combining articles, images, gifs, video, and audio, to form engaging multimedia narratives.

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