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Direct Response Marketing

News Corner January 29, 2014

29 Jan, 2014 By: Doug McPherson


Swipe Payment Solutions names Curtis Kleinman chief operating officer to set future strategic direction and implement new policies to further improve efficiency. Swipe also announces the hiring of Drew Handley to work in sales and marketing.

Script to Screen names Alex Dinsmoor executive vice president and chief strategy officer.  Dinsmoor previously served as a senior marketing executive with Script to Screen for 10 years

OpenJar Concepts Inc., a direct response and brand development firm, promotes Tony Young to vice president, network, where he will oversee media relationships.

DIRECTV and DISH Network partner to offer an addressable advertising platform to allow political campaigns to target their TV ads at the household level within 20+ million DIRECTV and DISH homes. The arrangement will focus on TV ads only, while the companies’ other media sales efforts will continue to operate independently.

The IMS Report, a DRTV research, tracking and analytics resource, starts publishing its weekly national infomercial grids daily. Gold and platinum members can access it on the IMS online platform.

R2C Group, a transactional brand-building agency, hires Steve Diamond as executive creative director.

Horizon Media, the ad agency known for accounts including Burger King, Sleepy's and Vonage, says its fastest-growing division is its direct-marketing operation, which has doubled in size (staff and billings) during the past two years. Estimated annual direct marketing billings are now $550 million.

Facebook begins working with a small group of advertisers to run ads in third-party apps, marking the latest step toward launching its own ad network business. “Our aim is to demonstrate even greater reach with the same power of Facebook targeting for advertisers both on and off Facebook,” states the company’s business blog.

Google and Viacom are asking a federal judge to dismiss a potential class-action lawsuit accusing the companies of violating privacy laws at Nick.com, NickJr.com and NeoPets.com. The lawsuit, brought on behalf of children under 13, stems from allegations that the companies place cookies on sites visited by kids. The complaint alleges that Viacom and Google "developed, implemented and profited from cookies" that tracked video viewing by children.

Global advertising spending rose in the third quarter of 2013 year-over-year, according to Nielsen's quarterly Global AdView Pulse report. TV continues to be the favorite medium for advertisers, commanding a 57.6-percent share of all spending and growing 4.3 percent.

Roughly $1.9 billion of multi-screen video ad spending came via “programmatic systems” in 2013, according to a recent report from AccuStream Research. That equates to just less than 27 percent of multi-screen video ad spend. Video ad networks accounted for 17.2 percent of the spending.

McDonald's launches a social campaign, dubbed #CheersToSochi, encouraging fans worldwide to visit www.cheerstosochi.com and send personalized greetings to their favorite Winter Olympics athletes and teams.


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