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Direct Response Marketing

News Corner January 16, 2013

16 Jan, 2013 By: Doug McPherson


The Direct Marketing Association (DMA), the trade association of data-driven marketing, announces that Linda A. Woolley has taken the helm as DMA’s president and CEO, effective immediately. Woolley had served as DMA’s acting president and CEO since May 14, 2012. “DMA is more firmly committed than ever to serving [marketers’] needs,” said Woolley. Under Woolley’s leadership, DMA has come to the forefront as the champion and protector of the data-driven way of life – including launching the Data Driven Marketing Institute, an innovative new program designed to set the record straight about the countless ways that data-driven marketing benefits consumers and drives economic growth. Woolley helped found the Digital Advertising Alliance, a self-regulatory program that provides notice and choice to consumers about online behavioral advertising.

Media Design Group earns “Bronze” recognition out of more than 400 entries in the “Most Innovative Company of the Year” category, for the Best in Biz Awards, the only independent business awards. Media Design Group won based on its approach to short- and long-form Web tracking. Since its debut in 2011, Media Design Group’s proprietary Web tracking algorithm HIT (Hyper-Internet-Targeting) has increased results across 90 percent of MDG’s clients.

Delivery Agent, a shopping-enabled entertainment company for more than 350 global media brands, announces a partnership with Samsung Electronics Co. Ltd. that will allow Samsung Smart TV owners to shop the shows they watch in real time. For example, while watching FOX’s “New Girl,” viewers can buy clothing and accessories that a character is wearing by clicking the remote or by going to the application called “shop the shows” app.

Media Horizons Inc. hires direct marketing professional Paul Masse as vice president of account services. Masse brings more than 25 years of direct marketing experience to Media Horizons, having served successfully on both the agency and client sides of the industry. Masse will oversee production and creative services departments, manage key accounts and assist in the company’s new business development initiatives.

Concurrent Technologies Corporation has teamed with InfoTech Solutions to provide worldwide intelligence for a $5.6 billion contract with the Defense Intelligence Agency on the Solutions for Intelligence Analysis II contract. Leaders for both organizations said they view the contract and newly formed relationship as an opportunity to leverage past performance with the Department of Defense to develop and implement new and innovative projects and solutions for the intelligence community.

Hawthorne Direct, a full-service brand response advertising agency, welcomes Gail Simon as senior vice president/account director in its Los Angeles office. Simon has experience in big and small brands alike, specializing in developing and executing marketing strategy, social media strategy, brand management, strategic partnerships and campaign metrics and analysis.

Adap.tv, the video ad startup, names Tim Morse chief financial officer. Morse comes from Yahoo, where he held executive vice president and CFO positions from mid-2009 through last October. Morse will oversee finance, mergers and acquisitions, and human resources. Morse says he was attracted to Adap.tv because “no other company has wired more of the world’s largest agencies, brands and publishers together on a unified platform.”

eMarketer Daily is holding a free webinar on Thursday, Jan. 24, at 1 p.m. EST called, Trends in Video Advertising and Measurement, featuring eMarketer principal analyst David Hallerman, who’ll share an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience. Click here to register: https://www1.gotomeeting.com/register/156849393

There were 5,641 announced layoffs last year in the “media” industry (including TV, movies, print journalism and music) category, down from 7,720 the year before, according to the firm Challenger, Gray & Christmas, which uses announced layoffs in calculating its data. That’s 14-percent fewer layoffs in the U.S. in 2012 compared with 2011, and in media the improvement was substantially better than average, according to the firm’s report. The report breaks down layoffs in 28 different industries, and only seven of them boasted fewer layoffs than media in 2012.

In 2013, advertisers are expected to siphon more from their print budgets to use in online advertising as a kind of a test kitchen for campaigns, to help decide which of its pitches are working best, according to Tremor Video, an advertising services company that uses the cost-per-engagement model for tablets, laptops and mobile phone and TV advertisers.

Despite strong sales early in the season, NPD, a market research firm, reports that sales of consumer electronics fell 7 percent during the 2012 holiday season – to $13.7 billion. NPD excludes some of the industry’s hottest segments, including Kindle, iPads and Surface, as well as mobile phones. It’s the third year in a row that sales slowed as the season wore on, with 46 percent of purchases occurring in the first two weeks of the shopping season – the highest share in the past four years.

Audience measurement firm Rentrak announces a deal to begin measuring the mobile broadcast TV audiences of stations and networks in local markets. The deal, unveiled last week, will provide mobile broadcast TV ratings to 12 major broadcast television groups that operate the Dyle mobile television service. The service, which is operated by Mobile Content Venture, is active in 35 U.S. media markets and represents more than 93 stations from broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media (all of which are part of the stand-alone entity known as Pearl LLC), as well as FOX, ION Television and NBC.
 


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