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Response This Week October 5, 2016

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5 Oct, 2016



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Set-Top Box Proposal off the Table for Now, but Remains ‘Under Consideration’  
WASHINGTON – The Federal Communications Commission (FCC) will not take up a proposal touted as the beginning of the end of expensive cable set-top boxes, but FCC chairman Tom Wheeler says it will remain under consideration.
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TV Viewers Prefer Free, Ad-Supported TV vs. Other Platforms  
CHICAGO – A new study from Hub Entertainment Research says 53 percent of TV consumers prefer free, ad-supported TV, with 40 percent preferring a monthly/yearly subscription, and 7 percent preferring to pay for individual shows.
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AT&T and Hulu Give Info on Skinny Bundle Streaming 
NEW YORK – AT&T and Hulu are giving potential cord cutters yet another reason to sharpen their scissors in the coming months by sharing details on new over-the-top (OTT) skinny bundle offerings.
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Appeals Court: Affiliate Marketer Responsible for ‘Fake News’ Sites 
NEW YORK – A three-judge panel of the U.S. Second Circuit Court of Appeals ruled that the affiliate marketing company LeadClick is responsible for fake news sites that promoted weight-loss products. The judges rejected LeadClick’s argument that it didn’t create the fake news sites and therefore shouldn’t be held responsible for duping consumers.
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ANA CEO: Facebook Video Views ‘Troubling’ 
NEW YORK – Bob Liodice, president and CEO of the Association of National Advertisers (ANA), says Facebook’s disclosure that it overestimated video viewing for two years is troubling; he’s also calling for an audit and accreditation of the social platform’s metrics.
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NEW Winter Bash 468



The LiveFronts (, an invitation-only event of content creators, executives, advertisers, and innovators who’ll share insights on live streaming, will be held in New York on October 25 at The VINE at the Kimpton Hotel Eventi, 851 Avenue of the Americas.

Saddle Creek Logistics Services selects cloud-based customer engagement software solutions on a single platform from Enspire Commerce to enhance its omnichannel supply chain capabilities. By leveraging the Enspire solution, Saddle Creek distribution centers will be able to better facilitate seamless interactions with retailers and their suppliers, stores and customers.

Facebook plans a major ad campaign, including TV spots and billboards, to encourage more of its 1.7 billion users to stream live video on the social network. Facebook Live launched in April and many publishers and public figures have adopted it – some of whom are paid millions of dollars by Facebook to produce a specified number of live videos monthly.

Videa, a “supply-side” programmatic TV sales platform incubated by Cox Media Group, launches to let advertisers and agencies plan and buy full local TV schedules on a forward reserve basis, leveraging the same kind of consumer segmentation data they use to buy, analyze, and optimize digital programmatic media. About a dozen agencies and a similar number of demand-side platforms are currently working with the platform.

ESPN becomes the first network to land a major agency to pay for out-of-home viewing. Eric Johnson, ESPN’s executive vice president of global multimedia sales, tells Advertising Age that ESPN took out-of-home deliveries to market this summer and one major agency holding company is willing to recognize out-of-home viewership as a valid source of gross ratings points.

Nielsen announces a plan to begin introducing portable people meter (PPM) measurement to its local market TV ratings service for both in-home and out-of-home viewing in 2017. PPM equips panelists with a personal meter they carry throughout the day. Nielsen will license PPM to its rival comScore for eight years as part of a consent decree related to acquiring Arbitron.

Tapad, a provider of cross-device marketing technology, announces a new metric for cross-device marketers called Viewable Exposure Time (VET) that measures across screens and ad formats, identifying the optimal amount of time consumers spend with an ad before they take action. Marketers in the consumer packaged goods, auto, telecom, and retail categories are using the metric in beta.

Apple adds Search Ads to its App Store so developers can showcase their apps to potential users. The App Store is expected to expand dramatically during the next few years and has increased by 73 percent since its start in 2008. Today, the store includes 5 million apps.

Walmart consolidates its $900 million U.S. media assignment with Minneapolis-based Haworth Marketing + Media, which relinquished the Target account this spring.

New data from Advertiser Perceptions, a research firm that provides advertiser insights to media companies, says 58 percent of marketers plan to review their agencies in the next 12 months. The research is based on surveys of more than 300 marketers, representing 90 percent of AdAge’s 100 top spenders., a new mobile social network and chat service for children under age 3, launches. It lets kids connect with friends and share texts, photos, and videos. Brands can join the network and connect with young fans after they have been reviewed and approved by the network’s administrators.

Time Inc. enters a partnership with Jash, a comedy production company, to create “a multi-platform comedy content creation engine for advertisers.” Jash will bundle its content with Time Inc.’s digital media and offer it to Time Inc.’s digital audience and advertising partners.



DRMA Winter Bash
Dec. 6, 2016 | New York
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&THEN: DMA 2016
Oct. 16-18, 2016 | Los Angeles
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ad:tech New York 2016
Nov. 2-3, 2016 | New York
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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

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

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

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