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Direct Response Marketing

News Corner December 5, 2012

5 Dec, 2012 By: Doug McPherson


Media Design Group welcomes another director of business development to its team: Caroline Lacsamana Cook comes from a background working with Fortune 500 companies and joins the direct response team to strategize and develop new and campaigns.

John Whitlock, the former Viacom Media Networks director of sales, joins Bellatrix Media to head up West Coast sales for the company’s unwired networks, including the American Target Network® (ATN) covering the cable TV footprint.

NPD DisplaySearch reports that this is the season when tablet sales will finally outpace laptop sales in the U.S. Senior Analyst Richard Shim writes in the company blog this week that in Q4 tablet shipments will hit 21.5 million units – not only matching but far surpassing the 14.6 million projected for notebook sales.

Digital magazine newsstand Next Issue (which launched earlier this year with an all-in-one app strategy that gives subscribers unlimited access to titles in the newsstand for either a $9.99 monthly fee for most of the titles or $14.99 for additional “premium” titles) is adding seven new titles to its app-based newsstand: ESPN The Magazine, Fast Company, Food & Wine, Men’s Fitness, Men’s Journal, New York Magazine and Travel + Leisure.

J.R. McCabe joins Time Inc. from Meredith Corp. to run a new digital video unit. As vice president and chief video officer at Meredith, McCabe helped the company build and launch Meredith Video Studios, where he oversaw all branded entertainment development, broadband video sales, syndication and ad sales for MVS.

A group working to set standards to implement a do-not-track mechanism has tapped privacy expert Peter Swire to forge a consensus between privacy advocates, computer scientists and industry representatives. Swire, a law professor at Ohio State University, will serve as co-chair of the World Wide Web Consortium’s Tracking Protection Working Group.

Vanson Bourne, a U.K.-based marketing and research outfit, finds – in a survey of consumer attitudes in the U.S., U.K., Australia, France, and Germany – that 65 percent of respondents would stop using a brand if it annoyed them on a social media site.

Nearly 80 percent of marketers report shifting into branded content either at a moderate or aggressive pace, according to the Custom Content Council in partnership with ContentWise. “The stability of brand content spend in the face of overall marketing budget decline proves the staying power and efficacy of content marketing,” says Lori Rosen, executive director at the Custom Content Council.

Spectrio, which specializes in video-based marketing, announces it has chosen Wovenmedia to provide cloud-based video publishing support that will allow Spectrio to create and manage branded video channels for digital out-of-home display nationwide, including place-based networks reaching audiences in healthcare, automobile, and quick-service-food venues.

BIA/Kelsey predicts that social media advertising spending will jump from $4.6 billion in 2012 to $9.6 billion in 2016 – a cumulative annual growth rate of 19%, with social display advertising of various kinds increasing from $3 billion to $5.4 billion over the same period.

Data tech platform Invodo, which provides video commerce solutions for brands and retailers, says consumers who watch product videos on mobile devices are three times as likely to make a purchase. Invodo analyzed 30,000 ratings of videos from more than 100 retailer and brand clients and found that about 55 percent of complaints in comments came from consumers who said the video didn’t present a complete description of the product.


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