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Response This Week October 28, 2015

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28 Oct, 2015

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CASE STUDIES
Invoca

The Digital Marketer’s Guide to Call Intelligence

In a mobile world, consumers are omnichannel – and your analytics must be too. You need the same level of attribution and analytics for calls that you have for digital. Invoca's new eBook helps you learn how call intelligence fits into today’s mobile marketing strategy. Click here now to download!

 

INDUSTRY NEWS
Analysts: Advertisers to See Soaring Ads Rates in 2016 
NEW YORK – For all you cynics out there, here's one more reason to hate democracy: 2016 political ad spending will likely cause a hefty spike in ad rates.
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TiVo, Comcast to Release Set-top Demographic Ratings Data 
SAN JOSE, Calif. – TiVo reports it will share free demographic ratings data gathered on more than 2 million set-top boxes in the first quarter of 2016 as a way to "celebrate" the proposed merger of research companies comScore and Rentrak.
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YouTube Unveils Ad-Free Monthly Subscription Service 
SAN BRUNO, Calif. – YouTube's new premium version of its site, YouTube Red, opens October 28.
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Yelp Backs FTC In Fight Against 'Gag Clauses' 
WASHINGTON – Last month, the Federal Trade Commission (FTC) alleged in a groundbreaking lawsuit that pointed the finger at weight-loss product marketer Roca Labs' attempts to prohibit consumers from "from speaking or publishing truthful or non-defamatory negative comments or reviews" as an unfair practice.
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Instagram Takes Top Honors from Social Marketers 
NEW YORK – And the social marketing winner is … Instagram, according to the latest findings from eMarketer.
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NEWS CORNER

Sky Hanstein joins Concepts TV Productions as a producer. He has worked at several syndicated talk shows such as The Ricki Lake Show, Who Wants to be a Millionaire, and ABC News 20/20

Hybrid Media Service, a direct response radio agency located in Armonk, N.Y., welcomes Neil Hurwitz as vice president of business development. 

A new company established by Thane Direct CEO Amir Tukulj and members of Thane’s management team agrees to acquire the Thane business. Thane Direct is a leading global direct response consumer product developer/manufacturer/marketer. The transaction is expected to close by the end of 2015 and will be financed by Thane and a syndicate of Canadian financial institutions. The move is expected to have minimal impact on any of Thane’s operations or workforce. 

DISH Media Sales begins a beta test of its new “impression by impression” programmatic TV marketplace in an effort to attract digital marketers. DISH partners with digital ad tech provider Iponweb on the marketplace build, while also teaming with three demand-side platforms for the test: DataXu, Rocket Fuel, and TubeMogul.

Instagram rolls out Boomerang, a new app that loops one-second videos that play forward and then in reverse in an endless back-and-forth cycle. Users press a button and Boomerang takes a burst of photos and fixes them together into a tiny video. 

People magazine launches “People Shop,” an online retail hub focused on home and lifestyle products and accessories, all inspired by the celebrity universe. It includes 18 brand partners and includes like Frends headphones, Julep eyeshadows, Quay sunglasses, and Baublebar jewelry.

Amazon.com’s fiscal third-quarter sales increased 23 percent to $25.4 billion and the online retailer and tech giant posted huge improvements in profitability. Operating income increased to $406 million in the third quarter. Net income increased to $79 million. The company expects fourth quarter sales to increase between 14 percent and 25 percent, to $33.5 billion to $36.7 billion.

Publicis Groupe continues to lag behind its peers in organic growth for 2015. The company reports just 0.7-percent organic growth for the third quarter and 1 percent for the first nine months. By comparison, Omnicom posted growth of 6.1 percent for the third quarter and 5.5 percent for the first nine months. CEO Maurice Levy said growth reported in September was nil due to an unusually large number of clients downsizing accounts and postponing or even canceling campaigns.

A new study from Distil Networks says roughly one-third of all online ad spending gets hijacked by fraudulent ad schemes using bots – automated programs that interact with online ads to (for example) generate fake click-throughs. The figure is based on a survey of 138 publishers and advertisers asked to estimate what proportion of their Web traffic and campaign spending was captured by fraudsters. The study cites data showing that 22.7 percent of all Web traffic was due to “bad bots,” rising to 32 percent of traffic for online publishers. 

ZenithOptimedia predicts mobile ad spend will leapfrog radio, magazine, outdoor, and newspaper spend by 2017, making mobile the world’s third-largest medium after television and desktop. Mobile’s total ad spend will rise to $89.5 billion by 2017 from $29.8 billion in 2014, which will account for 44 percent of Internet expenditures and 15 percent of all expenditures, says the report.

Twitter announces a partnership with CBS News to provide data on audience reactions and allow viewers to ask questions in real-time during the upcoming Democratic debate scheduled for November 14. Twitter commentary will appear as part of CBS News’ coverage of the debate. The microblogging site is encouraging users to identify their tweets with the hashtag #DemDebate, allowing them to pose questions and interact with each other and CBS reporters during the debate.

The top-25 scripted TV shows lost an average 25 percent of their Nielsen 18-49 C3 measured audience. C3 is the average commercial rating plus three days of time-shifted viewing. 

UPCOMING DR EVENTS

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ad:tech New York
November 4-5, 2015 | New York
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December 8, 2015 | New York
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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: Direct Response Marketing Manager - Vitamin T
Location: La Jolla, Calif.
Posted: 10/3/15
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Position: Director of Direct Response Marketing - Harvard Group International
Location: Dallas
Posted: 10/1/15
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Position: Assistant Director, Parent Philanthropy & Engagement - UC Berkeley
Location: Berkeley, Calif.
Posted: 7/29/15
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