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DRMA Voice November 2016

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8 Nov, 2017

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DRMA Winter Bash: Tuesday, December 6, 6-9 p.m., New York. Click here to RSVP!

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DRMA Benefits and More

Take just one minute to check out our new animated video designed to drive DRMA membership — and once you've taken a look, share it with your fellow business leaders as we drive the DRMA to become the industry's most inclusive and wide-ranging organization: http://www.responsemagazine.com/drma/benefits-drma-membership

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To find our more about these benefits and the many others available to DRMA members, please visit our DRMA Member Benefits page today!

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Legal and Regulatory Voices of DRMA
A Tale of Two Statutes: ROSCA as Written, and ROSCA as Enforced 
Enacted in 2010, the Restore Online Shoppers’ Confidence Act (ROSCA) requires online retailers to clearly and conspicuously disclose the terms of an online negative option transaction before obtaining the consumer’s billing information, obtain express informed consent before charging the consumer, and provide a simple mechanism to stop the charges.
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Appeals Court Upholds First FTC Judgment Against an Affiliate Network 
In a big victory for the FTC, the trial court granted summary judgment against LeadClick on a theory of principal liability for its publishers’ false advertising.
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Marketers of Health Supplement Settle FTC Deceptive Ad Charges 
The Federal Trade Commission (FTC) recently announced a settlement with Supple LLC over charges that the manufacturer employed false advertising to promote its eponymous liquid health supplement, including that the product “provided complete relief from chronic and severe joint pain caused by arthritis and fibromyalgia and was scientifically proven to eliminate joint pain.”
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What to Do When Your Processor Won’t Pay You? It Depends … 
Every week, I get a call from an agent or independent sales organization (ISO) – whom we will simply call the “agent” – complaining that an ISO or other upstream processing partner – whom we will simply call the “processor” – owes the agent money but won’t pay. They are invariably asking what they should do. Although the question is simple, the answer is complicated and extremely fact-specific.
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Committee Corner
How Addressable Advertising Brings Data and ROI to DRTV 
At the foundation of a DRTV buy is the need to drive measureable action from consumers who have directly viewed a brand’s commercial.
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Native Video Ads: The New ‘Digimercials’ 
“I am an ROI marketer selling products and services on TV and on the internet, so why should I care about sponsored content and native advertising? It’s not really a direct response vehicle.”
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

A DRMA member case study from Mojo looks at the solid digital success of My Shiney Hiney: Mojo Helps My Shiney Hiney Bring Sexy Back

Response Magazine research partners DRMetrix and SciMark Report team up to present the industry's most accurate scorecard ever: the True Top 50. Check out the rankings for the first half of 2016 here: DRMetrix and SciMark — The True Top 50

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

DRMA Member News

Response Magazine welcomes Peter Feinstein – founder, president, and CEO of Phoenix–based Higher Power Marketing – to its Advisory Board.

R2C Group, a data-driven creative and media agency, earns the prestigious title of Premier Google Partner, Google’s highest designation for an agency. Google added the designation this summer to recognize partners who manage an extensive portfolio of ad campaigns for clients.

Hawthorne expands both its Los Angeles and Iowa office locations and designed them to offer open, collaborative, and private office spaces plus team areas that include foosball and ping pong tables that embody a culture of, “Work hard and have fun while doing it.”

Ad agency Icon Media Direct adds Seth Klein as chief financial officer/chief operations officer. Klein will focus on expanding the company’s operations and in-house attribution/optimization platform.

Hybrid Media Services, a leading direct response radio agency, hires Rich Kagan as vice president of business development. He’s a 16-year veteran of CBS radio sales, founder and director of sales of the Howard Stern unwired radio network, and most recently, founder and partner of Wingman Advertising.

Nielsen releases data-tallying conversations on Twitter and Facebook about network TV’s premiere week shows, with NBC’s “This Is Us” topping the list – unless you look at it another way. Then it’s E!’s “Rob & Chyna” and FX’s “Atlanta.” Nielsen’s data dump makes good on a promise in January to begin including Facebook info, which turned the once-titled Nielsen Twitter TV Ratings into Nielsen’s Social Content Ratings.

Atomic Direct releases a TV ad campaign for the all-new NanoProMT – a new line of high-performance lubricants, greases, and coolants with automotive, marine, and do-it-yourself applications that reduce friction, heat, wear, and corrosion. The campaign features both a 30-second spot and a 60-second spot.

a2b Fulfillment hosts 27 delegates from the Japan Warehousing Association (JWA) at its corporate headquarters in Greensboro, Ga. The JWA chose a2b as one of only a handful of third-party logistics providers to visit during its tour of the states. “We remain extremely humbled and honored that the JWA chose to visit a2b Fulfillment,” says Ayal Latz, a2b president.

NBCUniversal reportedly plans to invest another $200 million into digital publisher BuzzFeed. This puts the value of BuzzFeed at about $1.7 billion. “Those are roughly the same numbers NBCUniversal used last year, when it first invested in BuzzFeed – except that deal gave BuzzFeed a post-money valuation of $1.5 billion,” Recode reports. Yet, “since those deals, some … investors have become more wary about betting on digital media companies.”

National Merchants Association, a global merchant advocacy group and a leader in merchant services, launches its new Chargeback Control Platform™ – a tool that intercepts inbound disputes before they become chargebacks by automating the refund process and handling alerts instantaneously, effectively saving business owners money and keeping their merchant accounts in good standing.

Horizon Media takes an equity stake in Spotlight, a software-as-a-service solution for organizing and enhancing photos, videos, and media. It is targeted to organized youth activities such as sports leagues, camps, and other events and experiences. Spotlight is one of three companies created through the agency’s incubator program, and the first to emerge as a full-time venture. In exchange for its stake in the venture, Horizon will advise Spotlight and provide resources within advertising, e-commerce, and data as the software company continues to scale and grow its client base.

Welcome New DRMA Members!

In a new DRMA Voice feature, we're excited to welcome the newest members of the DRMA. We thank and salute you for joining the Alliance for Performance-Based Marketers! DRMA Members who joined us in September and October 2016 are:

Blue Jiraffe Marketing

Casual Precision

d2h Partners LLC

Direct Response Pros

Epath Digital LP

Infogroup Media Solutions

IntelliVision Inc.

iSpot.tv Inc.

MedHealth Direct

Megabite

MeritDirect

NBCUniversal

OptiConversion LLC

ScreenVision Media

The Schwartz Group

Two-D.com

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