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Direct Response Marketing

News Corner July 16, 2014

16 Jul, 2014 By: Doug McPherson

Infusion Brands Inc., a consumer product brand marketing company, operating under the public company As Seen On TV Inc., appoints Mark Ethier president and chief operating officer and Lee Zoppa as vice president of direct response marketing.

Global digital/direct marketing agency HackerAgency says it will execute a marketing campaign for home lender Ditech Mortgage Corp.

YANGAROO Inc., a digital media management and distribution company, hires Emilienne Gray, former senior vice president of music and talent programming and strategy at MTV and VH1, as a special consultant and broadcast advisor to establish relationships with new broadcasters.

Research firm Gartner says tablet shipments worldwide are expected to surpass those of PCs in 2015, although PCs will enjoy something of a rebound in sales this year. Almost 321 million tablets will be shipped next year compared to 261.7 million traditional PCs (desktop and notebook computers).

MediaPost News reports Ultra HDTV (sometimes called 4K TV) has four times the quality of standard HDTV and is poised for big expansion. In four years, it could represent 25 percent of all TVs that are shipped.

Discovery Fit & Health will become Discovery Life Channel – the second cable network this summer to announce a name and content change. The network’s health, medical and factual programming will expand into new non-fictional content about broader life issues.

ABC appoints Mike Dean as its vice president of programmatic and data-driven sales, a new position at the company. ABC has been an active player in the programmatic marketplace in recent months, beginning with its announcement at the TV upfronts that it partnered with FreeWheel to help launch a sell-side marketing service that’s currently being tested.

Cinema advertising network Screenvision is expanding its offerings for clients to include creative services with the launch of a new outfit, 40 Foot Solutions, which specializes in branded content and media programs centering on the big screen. The new division will focus on developing branded content and creating graphics and animation to amplify brands’ presence in Screenvision’s new Front & Center preshow packaged of entertainment and advertising.

While almost 60 percent of digital advertising dollars this year have a direct response objective, per eMarketer, by 2017, digital advertising dollars will be almost equally split between branding and direct response objectives.

According to Mintel’s annual comparative audit report, “American Lifestyles 2014,” renewed consumer spending is in line with pre-recession trends and consumer optimism is higher than it’s been in years. The outlook for 2014 continues the positive trend with spending expected to increase 3.6 percent, more than three times the projected rate of inflation for the year.

About 68 percent of online video viewers watch YouTube video, while 51 percent view video from TV broadcasts, and 49 percent are Netflix video viewers, according to a survey from Adroit Digital, a video advertising company. Women are more avid Netflix consumers than men (56 percent of Netflix video users are women).

A study by VisionEdge Marketing says 85 percent of marketers worldwide believe the pressure to measure marketing’s business value and contribution has increased. Just 14 percent say the level of pressure has stayed the same.

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