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DRMA Voice July 2017

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18 Jul, 2017

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Legal and Regulatory Voices of DRMA
A Click in the Pants: How Employers Can Fight Employee Click Fraud 
Your employees may be engaging in click fraud against you or your competitors. Either can cost you money and create possible legal liability. Here is what you can do about it.
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Does the FTC Have the Legal Right to Take Your Money After All? 
The FTC has been using the cudgel of disgorgement as an enforcement tool – and as a source of consumer restitution – for so long, and so successfully, that it has become an almost unspoken assumption within the FTC, the judiciary, and the business community that its right to separate a defendant from his money rests on legal bedrock and is beyond dispute. But what if it does not? What if the legal foundation is shakier than anybody thought, and could even sit on quicksand?
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Committee Corner
The Copper Pan Battle Sizzles On 
Copper pots and pans continue to be the latest sensation in cookware. Big sellers such as Copper Chef (Tristar Products Inc.), Red Copper (TELEBrands Corp.) and Gotham Steel (Emson) have devoted significant resources to promote these competing products. However, with so many cooks in the kitchen, someone is bound to get burned.
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Direct Response Takes Ads ‘Over the Top’ 
It’s no secret consumer behavior in the TV space has shifted. Viewers are watching content on-the-go across multiple devices. As video consumption continues to evolve, it is essential for direct response advertisers to change their media buying strategies so they can find their increasingly hard-to-reach audience.
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Swing for the Fences This Summer 
As we move into the heart of the summer season, it can be easy to take the foot off the gas, roll down the windows, and coast through the months of July and August. The weather is great, email is quieter, and the beach is calling our names. After the rush of Response Expo and the crush of post-show follow-up, it’s easy to understand why we might want to relax a bit before the madness of fourth quarter is again upon us.
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

In the newest addition to our DRMA member case study/white paper page, DRMetrix and SciMark team to present their midyear 2017 True Top 50 ranking of DRTV campaigns: DRMetrix and SciMark Present the Mid-Year True Top 50

Another recent addition is a white paper from Fosina Marketing Group that touches on acquisition strategies in the growing subscription box space: Effective Acquisition Strategies Critical for Subscription Marketers

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

The Eighth Annual DRMA Summer Bash celebrates a new location this year: aboard the historic Battleship U.S.S. Iowa in Los Angeles on Tuesday, July 25, from 6-9 p.m. The event is sponsored by Digital Target Marketing, DirectAvenue, Motivational Fulfillment & Logistics Services, Pacific Media Technologies, and Strategic Media. The Port of Los Angeles was home to the United States battle fleet from 1919 to 1940, until it was transferred to Pearl Harbor, Hawaii, and more recently to the Long Beach (Calif.) Naval Shipyard. The Battleship U.S.S. Iowa is the only battleship museum on the West Coast and the namesake of the last class ever constructed. Built more than 70 years ago, she stands as a testament to American ingenuity and engineering. Known as the Battleship of Presidents, the Iowa promises Summer Bash attendees a unique and memorable experience on the waterfront. Please visit to RSVP for the Summer Bash today.

Horizon Media, the media services giant, forms a direct marketing entity named Horizon Next. Gene Turner, executive vice president, will lead it. “The Horizon Next name reflects the company’s pursuit to ensure that tomorrow outperforms today,” Turner says.

Direct response company Tristar Products Inc. hires Astrid Hunton as director of customer services and Jim Myers as general counsel. Both are long-time consultants to Tristar. Hunton will manage customer service for DRTV, web, and retail outlets. Myers will manage Tristar’s response to legal issues.

DRMetrix – a research partner of Response – releases its latest build of AdSphere, which retains copies of all commercial airings for 10 days. Previously, outside of airing detail exports, the system would always playback the original master of the commercial, which typically dates back to the date of first airing. Additionally, the company reports AdSphere surpassed the detection of more than 20 million spot airings in just two-and-a-half years and its 28.5-minute detections are now more than 225,000. AdSphere has identified more than 25,000 unique DR creatives (in all spot formats up to five minutes, and including 28.5-minute long-form) that are available to stream, as well as the identification of more than 6,500 brands and 3,600 advertisers.

Dish Network’s virtual MVPD player, Sling TV, controls the lion’s share of subscribers in the nascent vMVPD market with more than 2 million subscribers, comScore reports. The research company says Sling TV, AT&T’s DirecTV Now, and Sony’s PlayStation Vue have around 3.1 million users among them. 



DRMA Summer Bash
July 25, 2017 | Los Angeles
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eTail East 2017
August 14-17, 2017 | Boston
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Affiliate Summit East 2017
July 30-Aug. 1, 2017 | New York
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NACDS Total Store Expo 2017
August 19-22, 2017 | San Diego
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LeadsCon New York 2017
August 21-23, 2017 | New York
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