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Direct Response Marketing

News Corner June 26, 2013

26 Jun, 2013 By: Doug McPherson


Monarch DR, a direct response media buying agency, announces that its short-form direct response campaign Ultimate Detangling Brush by Michel Mercer ranked No. 3 for the week ending June 14, as reported by the Infomercial Monitoring Service (IMS). Monarch purchased media for and managed the media strategy for the campaign.

Univision promotes of Kimberly Thompson and David Katz to the sales service executive. Thompson is now handling sales for Bandamax and TLNovelas, and Katz assumes the sales responsibilities for Univision Deportes.

As Seen On TV Inc., a multi-platform product marketing company and online shopping destination, announces it will partner with white-label crowdfunding software provider Launcht Inc. for a first of its kind platform that will let inventors connect with consumers who then vote to support products with their pocketbooks. Inventions that are successful through the As Seen on TV crowdfunding platform will be sold through various distribution channels, including AsSeenOnTV.com

IMS, a direct response television analytics company, has expanded its coverage into the Latino marketplace. Beginning in July, the IMS Report will include both Spanish and English-speaking ad spaces. While the Spanish channels will initially be reported separately, the company envisions an eventually consolidated report. 

Media giant Gannett is planning to expand by creating its own TV programs that "will likely incorporate aspects of social media in their mix," writes Michael Malone. "I think there's an organic relationship between TV viewing and social media," Gannett Broadcasting president Dave Lougee tells Malone. "It opens up a whole new genre of programming. It's a large opportunity for our industry."

Raymond Entertainment Direct, a direct response agency and production studio, announces the launch of its latest skin care campaign: Stemáge, the surgeon-developed, adult human stem cell derived skin care system that features former supermodel Kathy Ireland as its brand ambassador. 

Google will end 2013 with 56 percent – about $8.85 billion – of worldwide investments in mobile advertising, eMarketer reports. The research firm estimates Google earned $4.61 billion in mobile Internet ad revenue last year, more than triple its earnings in 2011. It also netted $32.7 billion in digital ad revenue in 2012, nearly 31.5 percent of total worldwide digital ad budgets.

Mobile ad firm Mojiva will open its Mocean mobile ad-serving platform to advertisers and agencies in addition to existing products for publishers, ad networks and app stores. The new service, dubbed Mocean for Advertisers, allows brands, agencies, demand-side platforms and trading desks to integrate with its mobile-ad serving technology.

Dispop, an online ad design firm, unveils an ad design platform marketers can use to tap into a network of designers. Dispop promises quality designs and allows for testing of multiple banner variations. Ayal Ebert, co-founder and CEO of Dispop, says, “It can be surprising to see that ads we think are better-looking are actually not very effective. It’s really impossible to guess which ads do best without the tests.”

Apple's newest version of its operating system for mobile devices, unveiled last week, has new features that could make it harder for ad networks to track consumers. The privacy features affect app developers that use ad-targeting technology other than Apple's own advertising identifier – a tracking mechanism rolled out last year that lets consumers limit ad targeting.

The Pew Research Center reports that 34 percent of American adults ages 18 and older own a tablet computer, nearly double from one year ago. The report says ownership spikes in the 35-44 age bracket, and appears to rise alongside educational attainment and household income level.

Mobile rewards network Kiip adds a self-serve option for advertisers aimed at attracting more small- and medium-sized businesses to the rewards-based platform. The new tool will enable companies to create and manage campaigns that run in more than a thousand iOS and Android apps. The Kiip network reaches consumers with offers and discounts at what it calls “engagement moments,” such as when they are moving to a higher level in a gaming app, logging a workout in a fitness app, or completing a to-do list.
 


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