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Response This Week October 26, 2016

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26 Oct, 2017

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INDUSTRY NEWS
Industry Reaction to AT&T’s Reported Time Warner Acquisition Varies 
NEW YORK – The ripples of reaction to AT&T acquiring Time Warner continue throughout the advertising world. And while many say the merger will impact how TV content is distributed and consumed, some believe it won’t bring any massive change – at least early on.
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TV Ad Spend Slips in September as Overall Q3 Ratings Sink  
NEW YORK – National TV ad spending fell to an index of 163 in September, down from 175 in August, while overall media grew 4 percent, according to Standard Media Index.
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Google/YouTube Start New TV Service, CBS to Offer Content 
MOUNTAIN VIEW, Calif. – Google’s YouTube is starting up a new TV service that offers a “skinny bundle” of TV networks – and CBS is one of the first TV content providers to sign up in a carriage deal, The Wall Street Journal and Reuters report.
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ANA Attendees Get an Earful From Vaynerchuk, Liodice 
ORLANDO, Fla. – Attendees at the Association of National Advertisers (ANA) Masters of Marketing conference last week got an earful about the job they’re doing and a scolding from a well-known entrepreneur.
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Groups Ask FTC to Ban ‘Influencer Marketing’ Aimed at Kids 
WASHINGTON – Advocacy groups are asking the Federal Trade Commission (FTC) to ban influencer marketing aimed at children – where companies pay celebrities and other influencers to endorse products, without disclosing that the endorsements are actually ads.
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NEWS CORNER

Atomic Direct releases a TV ad campaign for the all-new NanoProMT – a new line of high-performance lubricants, greases, and coolants with automotive, marine, and do-it-yourself applications that reduce friction, heat, wear, and corrosion. The campaign features both a 30-second spot and a 60-second spot.

a2b Fulfillment hosts 27 delegates from the Japan Warehousing Association (JWA) at its corporate headquarters in Greensboro, Ga. The JWA chose a2b as one of only a handful of third-party logistics providers to visit during its tour of the states. “We remain extremely humbled and honored that the JWA chose to visit a2b Fulfillment,” says Ayal Latz, a2b president.

Teads, an outstream video advertising company, is helping advertisers turn existing TV spots into vertical video for both Android and iOS devices. Vertical video is video shot on a mobile phone in portrait mode – a tall video vs. a widescreen format. Traditionally video creators, marketers, and creative agencies haven’t used vertical video has because it didn’t fit the aspect ratio of web-based video players such as YouTube.

Videology, a company that provides software for converged TV and video advertising, releases the latest installment of its educational series dubbed “Knowledge Labs.” It aims to offer a deeper understanding of the new players in data-enabled TV (overlaying data segments on traditional linear TV to more effectively deliver ads to the desired strategic target) and addressable TV (implementing one-to-one targeting at the household level).

The Association of National Advertisers (ANA) recognizes the 2016 recipients of its Rising Marketing Star Award for their valuable contributions to the overall excellence: Kira Clayborne, senior manager, digital, Church’s Chicken; Michael Reese assistant manager, marketing, Western Union; Sara Sindelar, next gen intrapreneur, IBM; and Matt Sutton, vertical marketing manager, Facebook.

NBCUniversal reportedly plans to invest another $200 million into digital publisher BuzzFeed. This puts the value of BuzzFeed at about $1.7 billion. “Those are roughly the same numbers NBCUniversal used last year, when it first invested in BuzzFeed – except that deal gave BuzzFeed a post-money valuation of $1.5 billion,” Recode reports. Yet, “since those deals, some … investors have become more wary about betting on digital media companies.”

The National Basketball Association (NBA) says it will broadcast one basketball game per week in virtual reality where viewers can watch in 360 degrees with the right technology installed. The requirements to access the virtual reality include an NBA League Pass subscription, Samsung Gear VR headset, and Samsung smartphone.

Google’s latest survey product lets marketers target specific surveys to groups of users who previously were exposed to certain content about products or services. Marketers could use the tool to help with product development or to judge the impact of branded content or a campaign.

DoubleVerify, an ad-tech firm that authenticates media quality and performance across digital and social platforms, expands its mobile in-app viewability offering to include newly certified partners AOL, xAd, Pocketmath, and Ubermedia. The goal is to offer brand advertisers more transparency into how their digital ads are being viewed across mobile in-app, mobile Web, and desktop platforms.

There will be more than 2 billion fixed consumer entertainment devices (TVs, digital media adapters, Blu-ray players, and video game consoles) by 2019, says a new report by IDC for Telus International. The most common current uses of home networking applications are wirelessly connecting to the internet, streaming TV shows, movies or other video from the internet to a TV, and sharing a printer among computers.

Facebook launches its ad campaign for Facebook Live with TV and out-of-home spots – including billboards and bus wraps – as well as digital spots that will run both on and off Facebook’s flagship property. The campaign was created by The Factory, Facebook’s in-house creative team. The focus of the effort is authenticity and how Facebook Live helps people capture their authentic selves.

Retail brands that command the most loyalty among consumers according to the 20th annual Brand Keys loyalty leaders list: Amazon, Zappos, Ralph Lauren, Sephora, and Trader Joe’s. Across all categories, Google took the first spot, followed by Amazon, Apple, Netflix, and Facebook. Of the top 100 brands that make up the ranking, 17 were retail companies, with a number of different sectors – from online to wholesale club – represented.

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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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