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Direct Response Marketing

News Corner August 20, 2014

20 Aug, 2014 By: Doug McPherson

a2b Fulfillment, a third-party logistics provider, adds 100,000 cubic feet of climate controlled warehouse space in Greensboro, Ga. .

Chief Media welcomes two new members to its direct response team: Christine Adams as account director and Alison Brawner as account executive.

KitchenTek®, manufacturer and marketer of the Wolfgang Puck Pressure Oven™, announces a partnership with DNA Response Inc., a multi-channel commerce company, to manage its retail presence as an exclusive channel partner in North America.

To meet continued and growing demand, brand response agency Quigley-Simpson opens an office in midtown Manhattan.

Holster Brands chooses multi-channel distribution specialists Elevar Global as its global master distributor.

Deborah Felmey will join Newton Media Associates in Chesapeake, Va., as assistant account executive and client services support in September. Felmey was formerly with ABC Family Channel and has almost 30 years of experience in sales and marketing in the broadcast and cable industry.

Anderson Direct Marketing of Poway, Calif., changes its name to Anderson Direct & Digital to better showcase its full range of capabilities.

Twitter admits that as much as 8.5 percent of its user base – some 23 million accounts – is bots that automatically ping the site with updates, but the company has also revealed that more human users are seeing ads served on the site than originally believed. The 23 million accounts could include useful news service or earthquake updates, alongside spam accounts. Twitter estimates false or spam accounts represent fewer than 5 percent of its monthly active users.

To make buying inventory across the Web comparable with more traditional media, the Interactive Advertising Bureau (IAB) will release a set of guidelines in the fourth quarter that will state the length of a video ad that a user needs to have seen before it can qualify as an impression. The new standard follows April’s release of the IAB’s “Viewable Impressions Guidelines,” which state that 50 percent of a display ad must be visible for one second.

AudienceXpress, a TV audience-buying platform, partners with TubeMogul, a programmatic ad platform for digital video, to allow advertisers using TubeMogul to buy TV inventory in addition to digital video.

Dynamic Yield, an automated real-time content optimization engine, launches a platform that enables online publishers to give readers a personalized news experience by optimizing content in real-time to adapt to the specific needs of each visitor. Publishers can test different factors that impact journalistic content – such as headlines and photos – and automatically make adjustments in real-time.

Spotify adds a buy button to its service so its listeners can buy direct from musicians.

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