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Response This Week September 28, 2016

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28 Sep, 2016



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Response Expo Scores Another Knockout: Sugar Ray Leonard to Keynote 2017 Event 
SANTA ANA, Calif. – Sugar Ray Leonard – 1976 Olympic gold medalist and six-time boxing world champion – will welcome attendees to Response Expo 2017 next April with an inspirational and motivational keynote address. Presented by Havas Edge, Leonard will appear at 5:30 p.m., Tuesday, April 25, 2017, at the Hilton San Diego Bayfront to kick off the three-day event.
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Facebook, Dentsu Flubs May Trigger Digital Ad Industry Changes  
MENLO PARK, Calif. – Facebook’s confession that it miscalculated how long site visitors watch video ads and Dentsu’s admission of overcharging clients for digital media services by placing fewer ads than promised could trigger monthly audits in the ad industry.
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Sinclair Reduces Forecast Due to Weak Political Ad Sales 
HUNT VALLEY, Md. – Weaker-than-expected political advertising sales has caused Sinclair Broadcast Group, the largest TV station group in terms of number of stations, to lower its revenue forecast for the third quarter.
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ANA: FCC Set-Top Box Plan Could Boost Piracy 
WASHINGTON – The Association of National Advertisers (ANA) says the Federal Communications Commission’s (FCC) plan to enable consumers to watch pay TV without cable boxes could boost piracy.
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Nielsen’s Total Audience Measurement Coming March 2017 
NEW YORK – Nielsen says it will roll out its total content ratings (TCR) for all of its 210 designated market areas by March 1.
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The third annual Friends of Mobility Gala, a Sept. 17 fundraiser for Global Mobility, a nonprofit chaired by Launch DRTV’s Drew Plotkin, raised enough money to fund more than 300 new custom-fit complex rehabilitation wheelchairs. The group also announced it will host a charity golf tournament at Los Angeles’ Mountain Gate Country Club on March 27, 2017. For more information on the nonprofit and the upcoming golf tournament, visit:

Argo Marketing Group hires Jeff Velodota as vice president of sales. He works remotely out of Savannah, Ga.

DNA Response merges with Bluewater Digital to form Zahalo, a new company that will offer digital marketing, web development, marketplace management, distributed e-commerce, and analytics.

AT&T and Scripps Networks Interactive reach a multi-year, multi-platform agreement for continued distribution of Scripps Networks channels, both live and on-demand, for DirecTV and AT&T U-verse customers. The deal covers programming from HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel, and Great American Country. The companies also agreed on expanded digital rights to include the networks on the DirecTV NOW and DirecTV Freeview streaming services when they launch later this year.

AT&T AdWorks will add addressable ad inventory from DirecTV mobile/TV Everywhere video content to its traditional addressable TV offerings during fourth-quarter 2016. Already offering nearly 14 million addressable TV households through DirecTV, AT&T will add DirecTV TV Everywhere content through its app and third party mobile websites on some 30 million mobile devices.

Commercial advertising loads per hour continue to rise, says Pivotal Research Group. In August, loads were up 2.4 percent with total TV commercial impressions up just under 1 percent. The average number of minutes per hour devoted to advertising grew to 10.9 from 10.6 in August 2015. In percentage terms, AMC Network grew the most – 5 percent to 12.7 minutes from 12.1. Discovery was also higher – 4 percent to 10.1 advertising minutes per hour.

comScore partners with The Digital Entertainment Group (DEG) for comScore’s Digital Download Essentials Industry (DDEi) service in North America. The DEG-DDEi service provides movie studios, TV networks, distributors, and other subscribers with title-level consumer transactional information from major studios, a growing number of broadcast and cable networks, and leading independent distributors. The service will let subscribers compare the performance of their electronic sell-through and internet video-on-demand (VOD) content to the rest of the industry in order to independently make more informed decisions regarding the distribution of their own content, including windowing, merchandising, acquisitions, marketing, and overall digital strategies. 

“The September 2016 Holiday Retail Report” from Radial and CFI Group says 91 percent of respondents said they would be willing to increase the size of their online orders to qualify for free shipping. And 89 percent are willing to wait up to 10 days for their package to arrive if it keeps shipping costs low. More than three-quarters are likely to share their online shopping experiences on a social media platform.

Integral Ad Science (IAS) reports the Media Rating Council has given it accreditation for sophisticated invalid traffic detection for online mobile and desktop traffic. IAS was also granted accreditation for mobile web and in-app viewability measurement for display and video ads, as well as continued accreditation for brand risk monitoring. 

The Interactive Advertising Bureau (IAB) releases an overhaul of the “IAB Standard Ad Unit Portfolio” for public comment. The goal is to address brands’ growing need to reach consumers across multiple screens at scale, with ad units that integrate aspect ratio-based flexible ad sizes. Flexible ad sizes allow for creative to adjust to a variety of screen sizes and resolution capabilities. 

The Direct Marketing Association (DMA) releases its Cross-Device ID (XDID) template, which outlines the questions marketers, agencies, and publishers should ask cross-device vendors. The association is calling it an “exposure draft” designed to generate conversation across the industry and solicit input to inform refinements. 

Mediasmith, an independent digital agency in San Francisco, pulls out of the American Association of Advertising Agencies (4As), citing the trade association’s failure to support the Association of National Advertisers’ (ANA) media-buying transparency recommendations. MediaSmith follows Cincinnati-based Empower MediaMarketing’s withdrawal. That came days after the 4As issued what some saw as a tepid response to an ANA-commissioned study by K2 Intelligence and Ebiquity and recommendations by the ANA to fix the problems revealed by it. 



DRMA Winter Bash
Dec. 6, 2016 | New York
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ALSO COMING SOON: Annual Summit 2016
Sept. 26-28, 2016 | Dallas
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&THEN: DMA 2016
Oct. 16-18, 2016 | Los Angeles
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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 Marketing Coordinator - SmithGroup JJR
Location: San Francisco
Posted: 9/17/16

Position: Digital Marketing Analyst - Talent Solutions Group
Location: Chicago
Posted: 9/16/16

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

View All Jobs:
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