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Direct Response Marketing

News Corner April 5, 2017

5 Apr, 2017 By: Doug McPherson


Response Publisher John Yarrington recently joined RadioMD network’s Life’s Too Short to discuss the direct response industry and opportunities for inventors and more. You can catch the interview, hosted by Melanie Cole, MS, online by clicking here.

To begin offering its live online TV service, Verizon is buying up streaming rights from TV networks, Bloomberg reports. “The telecommunications giant plans to start selling a package with dozens of channels this summer,” it writes. “The live, over-the-internet TV service would be a first for Verizon – separate from go90, a YouTube-like streaming-video service aimed at teens – and also independent of its FiOS home TV offer.”

TV news consumption rose sharply in 2016, due to the presidential election, says Nielsen. It reports an 18-percent gain in news media consumption in 2016 compared to 2015 – to 72.5 billion minutes. The bulk of this came from viewers watching TV cable news networks.

Since the Nov. 8 U.S. presidential election, media/entertainment companies continue to outperform broader indexes. Dow Jones’ U.S. Broadcasting & Entertainment Index is up 21 percent, and the Dow Jones U.S Media Index has added 18 percent during the period from Election Day though March 31. By comparison, the Nasdaq composite index is 17-percent higher, while Dow Jones Industrials are 15-percent higher, and the S&P 500 has gained 13 percent. Local TV station groups have witnessed stellar gains, with Sinclair Broadcast Group soaring 60 percent; Nexstar Media Group rising a massive 48 percent; Tegna 38-percent higher; and Tribune Media up 21 percent.

GroupM media executives start their own addressable TV company, called one2one Media – launched by advertising company Cross MediaWorks. Michael Bologna will be president of one2one Media, and Jamie Power will be COO. The new company will offer a turnkey addressable video solution for brands and agencies, including addressable video planning, implementation and campaign measurement.

Snap launches a new search feature that lets users search more than 1 million unique stories on Snap’s flagship Snapchat app. Facebook added ’Stories’ to its flagship app last week. Like Snapchat’s Stories, Facebook’s new offering encourages users to share multiple photos and videos as part of a “visual collection” atop their News Feed. Like Snap’s offering, Facebook’s Stories will also disappear 24 hours after users post them.

The United States Postal Service announces its Informed Delivery service will be available at the end of April. It lets consumers choose to receive photos of their mail every morning via email.

To help advertisers target audiences more efficiently, Screen6 launches a new data feature that will let it identify all devices within a household. The provider of cross-device identity technology said the “advanced householding” combines user-identification techniques such as intra-device connectivity, location, and usage patterns to track and cluster groups of connected devices with similar behaviors.

Roku says it will guarantee demographic targeting for TV advertisers, advancing its video ad platform capabilities. Marketers can now measure campaigns on the Roku platform using detailed demographic metrics comparable to linear TV with Nielsen Digital Ad Ratings. The offering expands on a two-year-old relationship with Nielsen and strengthens two core strategies for Roku.

The National Retail Federation reports Americans will spend more than ever as they celebrate Easter nearly three weeks later this year than last. Spending for Easter is expected to reach $18.4 billion, up 6 percent over last year’s record $17.3 billion – a new all-time high in the survey’s 14-year history. Those celebrating plan to spend an average of $152 per person, up 4 percent from last year’s previous record of $146.10

Out-of-home media company TSN Advertising offers a Lyft-to-Work program that allows its employees to commute to and from work solely by using Lyft. TSN employee Jeremy Camilloni says, “I’m able to start my day before I even arrive to the office. Also, sitting in L.A.’s rush-hour traffic is a much better experience when I’m able to finish some of my work or just simply kick-back and relax on my way home.”

ABI Research reports the virtual reality and 360-degree video markets have more than 460 companies operating within them. Of those, more than 60 percent are focused on creating VR applications, content distribution, or the VR systems themselves. More than a third (35 percent) of VR and 360-degree video companies are involved in the media and entertainment industries, and 10 percent are focused on marketing and retail. Other areas of focus include architecture, construction, and real estate.


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