Editor’s Note: Introducing the ‘Metrix’ System: New Research for All Marketers Using DR1 Mar, 2015 By: Thomas Haire Response
Last month, Response debuted a research page created in conjunction with an impressive new company that’s not only attempting to fill a void in direct response television research but also to bring TV media research more closely in line with the digital research available in the market.
The company — California-based DRMetrix — reached out to us early in 2014 to share its plans to bring true 24-7 monitoring of more than 100 cable networks, a vast improvement over the traditionally accepted “snapshot” monitoring provided by the few researchers borne out of the DRTV market. At the same time, the company’s leaders talked knowledgeably, and at length, about the expansion of traditional branders utilizing direct response methodologies on television that DRMetrix believes are not being wholly counted by major TV researchers.
We’re excited to be an exclusive media partner with DRMetrix. Why?
The key aspect for the long-time DR marketers whom we count as some of our longest-term and most loyal readers is the vast expansion of measurement capabilities that DRMetrix offers compared to previous DRTV research. As I noted in a story that appeared in conjunction with the research page’s debut last month, “DRMetrix monitors both short-form and long-form advertisements on more than 100 national cable networks; discerns whether ads are running in local or national breaks; and tracks the network and ROS daypart, creating the most comprehensive and accurate spend index ranking for direct response brands.”
But for the vast majority of our current reader base — those who have come to us in recent years as their brands began to dip a toe into the tenets of direct response marketing, either through online or offline methods — DRMetrix’s research technology signifies a first real step in including lead-generation, retail-driven and brand-response campaigns as part of the direct response research universe.
Credit must go to Joseph Gray, founder of DRMetrix. I remember a conversation with him more than a decade ago, when he was at the helm of one of the leading media companies in the DR space. Gray was resolute that someone or something — or some company — needed to fill the research void in direct response. While he wasn’t in a position to take on that task then, as soon as he stepped down from his prior role, he turned all of his attention to this passion project. The technology he and his team have built — in conjunction with Enswers, a subsidiary of Korea Telecom (KT) — behind these research and verification products is truly worth a long look by marketers and agencies alike.
DRMetrix’s latest look at leading DR products and marketers can be found this month by clicking here. Take a look and let us know what you think!
Thomas Haire, Editor-in-Chief