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Direct Response Marketing

News Corner June 4, 2014

4 Jun, 2014 By: Doug McPherson


The recent fires in San Diego caused the evacuation of Havas Edge, an integrated marketing firm, and the homes of many of its employees. To show its appreciation for the Carlsbad Fire Department, the company’s long-form department recently held a BBQ and presented a $540 check to the fire fighters.

Cannella Response Television promotes the following employees: Christine Bennett to account executive; Ben Orlopp to media program scheduler; Kamille Serrano to client services associate; and Amanda Sudfeld to media program scheduler.

Listen Up Español, a bilingual call center for the U.S. Hispanic market, welcomes Adam Abbott as an account executive, Tammy Tharp as a set-up specialist and Jose Andres Martinez Rodriguez as general manager. The company was also listed in CUSTOMER magazine’s Top 50 Teleservices Agency Ranking edition.

Hawthorne Direct welcomes Trista Torrez-Laing as its new senior vice president of marketing and new business development. She will be based in the company’s Los Angeles office.

Jeff Meltzer, founder of Meltzer Media Productions, was on “The Real Housewives of NYC” last week, which also featured Jay Cardiello of “Get Your Bodyback.”

Extreme Reach and Group IMD announce a partnership that they say creates the largest unified, global video ad delivery service for TV commercials. They add that advertisers and agencies will be able to manage and deliver television commercials anywhere in the world through a single service.

Omnicom Media Group announces a first-of-its-kind deal with Twitter that integrates the agency’s programmatic ad-buying unit Accuen with the social network’s mobile ad exchange MoPub, which reaches more than 1 billion devices a month. The two-year deal, worth $230 million, will strengthen the social site’s global position and make it a formidable partner to help agencies integrate offline and online media. 

Republican-centric marketing firm Targeted Victory strikes a deal with Rentrak to match TV viewing data with voter viewing information through Targeted’s “Audience Exchange,” a consumer and political database from research providers such as i360, Datalogix and Lotame.

New York City is dusting off an old tax law and applying it to billboard advertisers in Times Square for the first time in decades, in a move that will raise at least $18 million for the city. The city government said it will begin collecting a 6-percent commercial rent tax on 22 companies that advertise on outdoor signs, mostly concentrated in New York’s iconic Times Square, reports the New York Post.

FreeWheel and AOL’s Adap.tv announce a partnership that will see Adap.tv’s demand-side platform integrated into FreeWheel’s “FourFronts” private marketplace. The deal is significant because it sets up Adap.tv to power the buy-side of the programmatic video program ABC announced during the TV upfronts, which is expected to roll out this summer.

Nielsen reports Sundays ranked highest for primetime TV usage with an average of 125 million Americans using their TV sets. Monday hit 120 million viewers; Friday (107 million) and Saturday (108 million) had the least number of viewers using their TVs during the 2013-2014 season through January. Americans watched an average of 155 hours of traditional TV a month during the fourth quarter of 2013 (five hours a day).

Research from Accenture Interactive says 80 percent of consumers believe total privacy is a thing of the past and about half are willing to give up some personal information in exchange for more targeted offers from companies. Still, 64 percent are concerned about websites tracking their behavior and 56 percent still input their credit card information on a purchase-by-purchase basis as opposed to having the details stored online to safeguard their information.


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