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Direct Response Marketing

News Corner July 23, 2014

23 Jul, 2014 By: Doug McPherson

Hawthorne Direct, a full-service brand response advertising agency, creates a new TV commercial and several branded videos for its client, :DentalPlans, to support the launch of a new brand.

CoreMedia Systems, a media and response management software provider, adds eight new DRTV agency clients and passes a new milestone in the company’s growth. Core’s clients currently manage more than $5.5 billion in direct response media spend, generating 300 million consumer responses.

The Direct Marketing Association (DMA) is expanding its communities program to foster industry leadership and networking opportunities for DMA members. The program offers roundtable discussions and knowledge sharing among data-driven marketers, while giving members thought-leadership, speaking and writing opportunities.

Walgreens is testing a new digital program that sends customers coupons related to weather via E-mail or SMS. For example, on high-pollen index days, consumers would be sent coupons for Claritin and Allegra.

The Broadcasters’ Audience Research Board tests a ‘peoplemeter’ that records how many people are in the room as part of a wider push to uncover new TV data capture methods. The tool features both audio fingerprinting and watermarking to determine what’s being watched and by how many.

Only a third of consumers regularly consider sustainability in their purchasing decisions, according to a global study by Accenture. 

CBS lost its lead among viewers 18-49 this past TV season to NBC, but it maintained a strong position in the just completed upfront market and touts good creative momentum. Nina Tassler, chairman of CBS Entertainment, says CBS tops all major broadcast networks when it comes to Emmy nominations (47) – second to HBO’s 99 nods.

Alibaba Group Holding Ltd. announces it has decided to push back its initial public offering – which analysts project could raise more than $20 billion – until after Sept. 1.

Online video startup FilmOn X is now arguing that it’s entitled to a compulsory license to broadcast television shows. FilmOn X says the recent Supreme Court ruling against rival company Aereo supports the view that the streaming video startups are “cable systems,” which qualify for licenses.

Nielsen reports Americans aged 18-24 watched a weekly average of a less than 22 hours of traditional TV during the first quarter of 2014 – a 95-minute drop from first-quarter 2013, which in turn had been down by 80 minutes from the year before.

The Interactive Advertising Bureau (IAB) says Americans are choosing original digital video programming over news, sports and daytime TV. Nearly a quarter of American adults watch original digital video each month. IAB Vice President Sherrill Mane concludes, “This consumer enthusiasm translates into increased ad dollars into original digital video.”

Basic cable network, WE TV, enters the original scripted programming arena with the premiere of “The Divide,” an eight-episode legal drama series.

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