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Direct Response Marketing

News Corner January 30, 2013

30 Jan, 2013 By: Doug McPherson


TV and Web retailer HSN Inc. redesigns its website, HSN.com, to let shoppers have their say on practically every page via mobile and social media updates. For example, a “trending now” bar across the bottom of each page shows a rotating set of popular products. Jill Braff, executive vice of digital commerce, says, “The site … improves the customer experience for traditional E-commerce, mobile and social. The old design was about capturing the customer experience on our website, but the new design extends our reach into social media and mobile commerce and expands our relationship with customers and how they want to shop.”

Canis Media announces the European product launch of the first product for its American client, Florida-based TVGoods Inc. The Ascella LED Light Bulb launched as the “today’s special value” last week on QVC Italy. The bulb can function during power outages. Canis Media, which formerly operated TV shopping channels in the UK, Australia and New Zealand, has remained an advisor to TV shopping companies around the world.

Elevate Digital partners with Media Ventures Group to expand its network of street-level interactive digital displays throughout the United States. Elevate Digital will tap Media Ventures Group’s expertise in out-of-home advertising, existing client and agency relationships, channel partnerships with media owners, licensing agreements and deals with municipalities.

According to the PQ Media global product placement spending forecast 2012-2016, U.S. marketers continue to up their investments in product placement to connect with consumers who are using digital and wireless technology to consume content more often and to view advertising less frequently. Strong growth in four of the past five years fueled a 12.6-percent compound annual growth rate for global product placement spending in the 2006-11 period, driven by a 12.8-percent compound annual growth rate for paid product placements in the U.S.

A new study from Weber Shandwick with KRC Research says 65 percent of those looking to buy consumer electronics consider brands that weren’t part of their original deliberation. The average buyer consults 11 consumer reviews on the path to purchase. Bradford Williams, president of Weber Shandwick, says the study sheds new light on shoppers’ use of user reviews and traditional editorial reviews in the purchase process. He noted a majority are concerned about the authenticity of consumer reviews (80 percent), leading them to conduct considerable analysis before making their decision.

The Listrak fourth annual study of the Internet Retailer 1000 companies’ shopping cart abandonment practices finds that 30 percent more companies adopted shopping cart recovery tactics in 2012. Also, 19 percent of these companies sent at least one E-mail to re-engage shoppers, up from 14.6 percent in 2011 – a 30.1-percent increase.

A recent online survey by market research company Lab42 finds that 39 percent of Americans say the ads are their favorite part of the Super Bowl, versus 28 percent who favor the game. The ad preference is more pronounced among women: 44 percent of women say they prefer ads to any other aspect of the game, while 41 percent of men prefer the game itself. To not miss ads, 38 percent of all respondents prefer to take bathroom breaks during the game; 23 percent prefer to take them during commercials.

ConnecTV, the social TV network for television fans, announces a new SocialTV timeline that syncs with mobile devices to whatever shows users are watching. It also accesses celebrity tweets and guest star chat with stars from hit programs “Pretty Little Liars,” “Dancing With the Stars” and “X-Factor,” as well as Super Bowl and Heisman trophy-winning sports celebrities. “ConnecTV is primarily focused on a great user experience that enhances television viewing – rather than distracting you,” says cofounder Ian Aaron.

Hal Altman, president and CEO of Motivational Fulfillment & Logistics Services, announces that the company has added 310,000 square-feet to its existing complexes, now totaling more than 1 million square feet in Chino, Calif. “The continued rapid growth of both our direct response and retail distribution business has allowed us to continue our expansion and growth over the last couple of years,” Altman says. The company also has shipping facilities in Trumbull, Conn.

Innovid, a company that helps clients create, deliver and measure video campaigns in any format, is accredited by the Media Research Council (MRC) for its video ad server measurement systems for digital video and display advertising. MRC accreditation certifies that Innovid's digital video and display ad impression statistics comply with the minimum standards for research published by the MRC, as well as the ad impression measurement guidelines of the Interactive Advertising Bureau (IAB).

Adidas, Hugo Boss and Superdry are among a number of brands set to launch a virtual fitting room function aimed at improving the online shopping experience for customers. Shoppers can use the tool, created by Fits.me, to enter their measurements – including height, weight, bust, hip and waist size – to see an an accurate reflection of what a particular item will look like on them. It uses robotic mannequins to model garments and photographs each item to show how clothes fit all size and shape combinations.

Nielsen contends global advertising enjoyed a strong first nine months of 2012, with television advertising still holding the biggest share of advertising dollars and outperforming overall global growth. Nielsen says ad spending rose 3.3 percent from January to September last year, with TV advertising up 4.3 percent during the period.


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