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Response This Week September 26, 2012

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26 Sep, 2012

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INDUSTRY NEWS
FTC Has Its Eye on Kid Food Ads 
WASHINGTON – The Federal Trade Commission (FTC) has announced it is keeping a close eye on food advertising targeting children because of rising childhood obesity rates, according to a report in the Wall Street Journal last week.
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‘Unified Planner’ Unveiled for Better Media Planning  
NEW YORK – An online video technology company unveiled what’s called a “unified planner” last week that’s being billed as a “comprehensive media planning solution” so advertisers and agencies can more easily develop media plans for digital video to reach specific targets and campaign goals.
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Internet Association Goes to Washington  
WASHINGTON – The Internet Association, the nation’s first trade association representing the interests of the Internet economy, has joined forces with some of the country’s biggest Internet companies including Amazon.com, AOL, Facebook and Google, to beef up its ability to strengthen and protect “a free and innovative Internet.”
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One Hot August: Consumers Viewed 37.7 Billion Web Videos 
RESTON, Va. – August couldn’t have gotten much hotter in Web video viewing: a record 188 million U.S. consumers watched 37.7 billion of them, including 9.5 billion ads, during the month, reports comScore, a digital measuring company.
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Connected TVs Deliver Interested Audience for Advertisers 
REDWOOD CITY, Calif. – An ad effectiveness study has found that ad clutter, creative content and context hold a strong influence on ad recall for those who use connected TV, linear TV, PCs and smartphones.
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As Seen On Response TV

NEWS CORNER

Response This Week will be on hiatus next week. The E-newsletter will return on Wednesday, October 10.

The Los Angeles Business Journal nominates Revenue Frontier and Media Design Group CFO Patrick Romagnano as one of 2012’s top CFOs. The publication honors CFOs in both small and large private companies, small and large corporations, and nonprofit organizations. Romagnano was recognized for his leadership as one of the founders of Media Design Group and for his financial success with Revenue Frontier.

DMW Direct, a DR ad agency specializing in marketing to those over age 50, announces four new hires: Karl See, vice president of fundraising; Joann Hoffsis, account director; Sue Maloney, account executive in fundraising; Caryn Crump, machine operator, fulfillment center.

Online affiliate network Ads4Dough will pay $1 million to settle charges that marketers in its network used “fake news” sites to dupe people into purchasing acai berry as a weight-loss supplement. Ads4Dough also agreed to tightly police the affiliates within its network, in order to settle the case. The deal resolves a Federal Trade Commission complaint alleging that Ads4Dough (also known as Codeadium) acted as an intermediary among affiliate marketers who created fake news sites and online retailers who sold acai berry as a weight-loss supplement.

Consumers will buy $157.8 billion worth of merchandise on Alibaba, the online retail platform, Jack Ma – Alibaba Group founder and chairman – predicted last week. Those sales will take place on Taobao, China’s equivalent of eBay, and on Tmall, a platform Alibaba launched in 2008 for larger Chinese and Western brands targeting the rapidly growing Chinese middle class.

Federal Trade Commissioner (FTC) Julie Brill said in a speech delivered at the State of the Net West conference last week that ad networks should spell out why they say they must collect market research data from consumers who don’t want to be tracked. “On numerous occasions, the FTC and other stakeholders have asked the advertising networks for specific market research and product improvement uses that require retention of linkable consumer data,” she said. “The advertising networks are the only ones who can make the case for such use; without input from them it will be hard to see how such uses can be justified when a consumer has opted out of tracking.”

Nielsen says its online campaign ratings service designed to enable online ad networks to improve their ability to set up audience guarantees is growing. The company reports it has 15 advertising platforms/networks as clients for its new service.

Facebook announces plans to launch a real-time bidded (RTB) ad marketplace allowing advertisers to reach users on the social network based on their browsing history. Through the Facebook Exchange (FBX), users visiting third-party sites can be shown ads related to their travels around the Web when they go back to Facebook.

A new forecast from ShopperTrak predicts a good holiday shopping season. The Chicago-based company, which analyzes foot traffic as well as sales at leading malls, says it expects that U.S. retail foot traffic will climb 3.3 percent in November and December, with actual sales getting a 2.8 percent bump. It expects apparel – a perennially popular category for gifts – to be especially strong, with sales rising 4 percent and foot traffic advancing 3.5 percent.

Local advertising by retailers will grow while direct response and newspaper budgets will continue to decline, so says BIA/Kelsey. It also reports that retailers will spend $4.2 billion this year in online marketing – including mobile – a 13-percent share of an estimated $26.8 billion in all local TV advertising spent by retailers. This will climb to a 16-percent share in three years. Direct response marketing – far and away the largest local marketing category for retailers – will dip. Its share is projected to sink slightly, to 41.5 percent from 42.5 percent this year.

IBM has combined a number of its online marketing software programs into a unified service, called the IBM Marketing Center. The company has designed the service, an IBM Smarter Commerce offering, for organizations to outsource their online marketing efforts, removing the need to develop marketing software in house and hire an IT team to manage it.

A new study from comScore estimates some 85.9 million Americans bought products via mobile commerce in July. The study looked at adults 18 and older using smartphones, and four out of five smartphone owners shopped with their fingers. Amazon dwarfed all other brands, with 49.6 million unique visitors, followed by 32.6 million visiting eBay; 17.7 million going to Apple sites; 16.3 million shopping at Wal-Mart; and 10 million at Target.

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: Chief Development Officer, Mayo Clinic Health System
Location: Eau Claire, WI
Posted: 8/27/12
View/Apply

Position: Media Buyer - DRTV, Media Stream Direct
Location: Sherman Oaks, CA
Posted: 8/23/12
View/Apply

Position: Affiliate Marketing Coordinator, Entertainment Benefits Group
Location: Aventura, FL
Posted: 8/3/12
View/Apply

View All Jobs

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