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Direct Response Marketing

Field Reports - August 2011 Issue

1 Aug, 2011 By: Thomas Haire, Jackie Jones Response

MOTYIt’s Eleven for ’11 as Top Marketers Vie for Third Annual DRMA Marketer of the Year

Winner to be announced at Las Vegas’ hot new club, Chateau, on Sept. 14

SANTA ANA, Calif., and LAS VEGAS — The Direct Response Marketing Alliance (DRMA) and Response Magazine are proud to announce the top 11 nominees for the Third Annual DRMA Marketer of the Year Award.

Last year’s champion and two other finalists — Your Baby Can LLC, BJ Global Direct and FitnessIQ — return to the competition, joining eight other companies with spectacular success stories: American Telecast Products LLC, EMSON Corp., Hampton Direct, Hearthware Inc., Sensa Products LLC, TELEBrands, Time-Life and Thane Direct.

“We’re thrilled to have 11 of the very best marketers in the direct response space as part of the Third Annual DRMA Marketer of the Year competition,” says John Yarrington, publisher of Response and co-founder of the DRMA. “After allowing our Editorial Advisory Board to enter initial nominees, these 11 companies have stepped up to the plate and shown what industry leadership truly is. Not only that, but it’s a real thrill to have all three finalists back from 2010.”

MOTY PhotoThe prestigious award recognizes the outstanding performance, accomplishments and innovation of a marketing company in the direct response industry. Your Baby Can LLC earned 2010 honors, while Allstar Marketing earned the inaugural award in 2009. This year’s winner will be determined by an industry-wide E-mail vote that takes place this month. DRMA members along with other industry leaders will take part in the balloting, and the finalists and winner will be announced during a special event on Sept. 14 at the gleaming new nightclub Chateau, inside the Paris Las Vegas resort.

Chateau Nightclub & Gardens combines classic French opulence with modern eclectic style, offering a sophisticated and unparalleled nightlife experience. Since opening in March, the club has hosted shows and parties with musicians, athletes and celebrities including Nicki Minaj, T-Pain, Nelly, DJ Khaled, Michael Madsen, Adrian Grenier and Amar’e Stoudemire.

The event — sponsored by REVShare, Imagine Fulfillment Services, Dial 800, West Direct, OrderMotion and Manatt Phelps & Phillips — will begin at 9 p.m. on Sept. 14, and will include cocktails, networking and the awards ceremony. Last year’s event at HAZE nightclub in Las Vegas drew nearly 1,000 guests. All guests must RSVP by Sept. 9. Please visit to RSVP today.

By Jackie Jones ( and Thomas Haire (

medialFDA Seeks Input on Mobile Health and Medical Apps

WASHINGTON, D.C. — The U.S. Food and Drug Administration (FDA) is seeking public comment on its proposed oversight of certain mobile applications in the medical and health sectors, the agency announced.

The FDA’s approach encourages the development of new apps for smartphone and mobile computing devices, focuses only on a specific group of apps and will not regulate the sale or general consumer use of smartphones and tablets, the FDA said.

“The use of mobile medical apps on smartphones and tablets is revolutionizing health care delivery,” said Jeffery Shuren, director of the FDA’s Center for Devices and Radiological Health. “Our draft approach calls for oversight of only those mobile medical apps that present the greatest risk to patients when they don’t work as intended.”

Mobile medical apps are defined as those that perform a variety of functions such as monitoring calorie intake, helping consumers maintain a healthy weight or allowing doctors to view medical and patient information via their smartphones, according to the FDA. Nearly 500 million smartphone users worldwide will be using such health care apps by 2015, according to Research2Guidance 2010.

The FDA draft guidance defines a small subset of mobile medical apps that do or could impact the performance of currently regulated devices as those mobile apps that are used as an accessory to medical devices already regulated by the FDA or those that transform a mobile communications device into a regulated medical device by using attachments, sensors or other devices.

Examples include a mobile app that allows a health care professional to make a specific diagnosis by viewing a medical image from a picture archiving and communication system on a smartphone, or an application that turns a smartphone into an ECG machine to detect abnormal heart rhythm, the FDA said.

The public has until mid-October to comment on the agency’s approach.

iphoneiPhone Leads Mobile Ad Results, MediaMind Technologies Finds

NEW YORK — The iPhone is currently leading the mobile marketing industry, delivering higher click-through rates than devices with other operating systems, according to a new study released by MediaMind Technologies Inc.

Devices based on Apple’s iOS operating system achieved twice the performance of phones based on Google’s Android operating system and five times the performance of Blackberry phones, according to the “Tiny Screen, Huge Results” study. In addition, mobile ads achieved a click-through rate of 0.61 percent, while standard display banners for PCs recorded a click-through rate of just 0.07 percent.

“Mobile is proving to be one of the most financially rewarding formats in the media mix,” said Gal Trifon, president and CEO of MediaMind. “This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.”

The study also found that most verticals achieved a high click-through rate, with entertainment, retail and financial services standing out as the highest-performing industry verticals on mobile, while apparel and government had the lowest, according to MediaMind’s report.

MediaMind reviewed about 230 million mobile impressions from the fourth quarter of 2010 through the first quarter of this year. Other notable results of the study included:

  • PC browsing peaks during business hours, between 9 a.m. and 5 p.m., while mobile browsing soars during the evenings.
  • Mobile click-through rates reach their peak during evening hours as well, but still maintain a higher click-through rate than PCs at any time of the day.

Consumers Should Control Their Data on Social Media, FTC Leader Says

WASHINGTON, D.C. – The Federal Trade Commission (FTC) believes that consumers on social-networking sites should be able to control their data posted online and what to do with it.

“We think generally people ought to have control over their data,” David Vladeck, head of the FTC’s Bureau of Consumer Protection, told Advertising Age last month. “If you wanted to leave a social-networking site at some point, you ought to be able to. If you want to delete your profile, you should be able to, unless the site has a legitimate business interest in maintaining it.”

“We want people to take the time and effort investing in populating a site,” he continued. “It would be to the consumer’s benefit, if he or she thinks there’s a better social-networking site that better meets their needs, to be able to move it. But this is not something we’ve suggested is required by law.”

There still isn’t a clear-cut legal answer on who owns a consumer’s profile on social-networking site. “Ownership question is one that has bedeviled legal scholars. The real question is, ‘Who has control over that information?’” Vladeck said. “Our view has always been that consumers ought to have control over that kind of personal information and share it with whom they want.”



Internet-Connected Television Will Soar in 2011, Analysts Predict

LONDON — Internet-connected television sets have been increasing in popularity in the past year, and by the end of this year, more consumers will own a connected TV than a video game console, according to the U.K.-based Informa Telecoms & Media.

By the end of 2011, about 52 million connected TV sets will be sold to consumers around the world, according to Informa’s research, signaling the advancing technology’s increasing move toward a mainstream audience.

“The absence of a cross-device, cross-manufacturer platform has not inhibited new services and devices entering the connected home,” said Andrew Ladbrook, research analysts at Informa Telecoms & Media. “The stakes continue to be raised as connected devices become ever more commonplace and each of the big boys attempt to establish themselves as the definitive gatekeeper of premium content.”

By 2016, there will be 1.8 billion in-home video devices, including tablets, that will be sold — an 800-percent increase, according to Informa’s projections, which means that nearly 70 percent of all in-home video devices sold to consumers will have the ability to connect to the Internet, MediaPost News reported.

Challenges for the relatively newer technology do exist, most notably the need for platforms that work across all video devices, Informa said.

“As connected devices become more popular, the greater the need for video services — be that pay-TV or OTT — to deliver services to them,” Informa said in an overview of its report. “However, the challenges of delivering video in and around the connected home are many. For OTT players, the greater concern remains how to get to the TV in the hope that revenues will follow. Pay-TV operators, having already overcome that hurdle, are looking to effectively and cheaply deliver multi-room experiences.”

News Corner

David Hackett

> Curtis Granderson, outfielder for the New York Yankees, is the new face of the AKOO Clothing Ambassador Program.

> 3PL Worldwide names Paul Race as vice president of contact center operations.

> Sales Portal adds Latin America-based contact center Vixicom to its end-of-call revenue enhancement online platform.

> David Hackett and Gary Pilla join R2C Group as new creative directors.

> DMW Direct promotes Kortney Cruz to vice president.

Gary Pilla> Cannella Response Television announces the addition of five new staff members at its Burlington, Wis., headquarters: Jessica Straube as senior media programmer for the Cannella shopping channels, Jeff Austwick as IT manager, Rebecca Faust as human resources manager, Lauren McIntosh as media assistant, and Lauren Booth as media associate.

> State Farm Insurance announces that it increased its broadcast media value for the fourth year in a row during the 2011 State Farm Home Run Derby event, earning more than $45,000 in exposure time.

> TV Genius announces the launch of its Facebook-integrated TV guide solution, the Content Discovery Platform.

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