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Direct Response Marketing

News Corner April 24, 2013

24 Apr, 2013 By: Doug McPherson


Michael Pierce joins Irvine, Calif.-based Exacta Media as vice president of new business development and will lead TV and digital media buying initiatives for the agency.

bareMinerals kicks off its nationwide “GO BARE” tour this month. Dubbed a one-stop shop for beauty tips, tricks, treats and more, the company will be setting up shop at community events during a six-city tour running through October, with complimentary foundation fittings, personalized application tips and deluxe samples to women.

TV shipments into the United States are expected to drop again in 2013 for the second straight year, but 2014 looks better. According to market research firm IHS iSuppli, TV shipments into the United States will hit 36.6 million in 2013, down from 37.6 million in 2012. But in 2014, shipments will jump to 37.8 million, thanks to light-emitting diode TV, which will start appearing in the first half of this year. Though initial shipments of OLED TVs will be relatively low, the higher prices could mean higher revenues for the industry, IHS iSuppli says.

A survey from Aisle A, a media solutions company, finds that 85 percent of U.S. online users agree with this statement: “When shopping online, I’m receptive to online ads for products or services that I am currently considering buying.” More than 60 percent agree with this statement: “When shopping online, I’m receptive to additional products or services that are relevant to me (even if I’m not currently considering buying them) and targeted to my interests and buying preferences.”

The U.S. mobile ad market grew 88 percent last year to $4.5 billion, and mobile’s share of digital advertising increased to 11 percent from 7 percent in 2011, says global marketing intelligence firm IDC. Mobile advertising is projected to rise 55 percent to 65 percent this year to $7 billion. Facebook was tops among mobile publishers in display advertising, with $234 million in gross revenue, followed by Pandora ($299 million) and Twitter ($117 million).

Facebook will use digital entertainment service Rovi in its platform, reports The Next Web. The partnership means Rovi’s information database of movies, TV shows and celebrities will tie into Facebook profiles. Plus, application developers will be able to leverage entertainment data for their apps, and Rovi customers will be able to link to Facebook content when looking up specific movies or TV shows.

People spend a lot more time with social media than shopping when they’re online, says Experian Marketing Services. The company’s report covers the United States, the United Kingdom and Australia throughout 2012. The findings generally follow the same patterns among the three countries. In the United States, for instance, consumers spent about 16 minutes of every hour online (27 percent) visiting social networks or forums. That’s down from about 30 percent in 2011, Experian says. Shopping accounts for 9 percent of that online time for U.S. consumers, a slim increase from 8 percent last year.

Facebook is testing how consumers respond to ads in the results of Graph Search, the search engine it began rolling out earlier this year. It offers personalized results based on a user and his or her friends’ photos, places and interests shared on the social network. When Facebook users taking part in the test does a Graph Search, they will see a row of two or three ads when their results fill more than one page, just below the fold.

Digital out-of-home (DOOH) media growth in the U.S. has been strong, but in China it’s even stronger, says research from PQ Media. Chinese DOOH advertising revenues were on track to increase 40 percent in the third quarter of 2012 compared to the same period in 2011, PQ Media notes, which means the Chinese DOOH marketplace may have increased to more than $2 billion last year. That would make it second only to the U.S., and with a much steeper trajectory.

Ask.com launched a national TV campaign Monday showcasing common questions and answers in uncommon themes and unexpected settings to catch the attention of consumers. The ads – inspired by popular television shows and movies across multiple genres – pose questions like “What does gluten-free mean?” or “How do fish sleep?”

Amazon Inc. says 80 percent of its most-streamed instant videos this past weekend were among the 14 original TV pilots it produced and released last week on Amazon.com. Viewers left thousands of reviews about the shows, 80 percent of which included four- or five-out-of-five star ratings. Customer feedback will ultimately determine which shows Amazon develops into full series, the retailer says.

Digital video recorders (DVRs) could soon be in 50 percent of U.S. homes by the start of the new TV season, says Nielsen, which estimates that 46 percent of homes now have a DVR, marking a 9-percent increase over the prior TV season.


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