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Direct Response Marketing

News Corner March 29, 2017

29 Mar, 2017 By: Doug McPherson


Motivational Fulfillment & Logistics Services, which combines direct response and 4PL retail distribution, announces it has been selected for the third consecutive year to receive the award as the Best Fulfillment and Logistics Company in Chino, Calif. The company also reports it has been issued a Certificate of Compliance for achieving full compliance with the PCI Data Security Standard v3.2 for the ninth consecutive year.

Sling TV enters programmatic advertising by partnering with Adobe’s newly unveiled Advertising Cloud to let brands bid in real time on livestreaming and video-on-demand (VOD). The offering will let marketers bid on Sling’s inventory via a private marketplace. Advertisers will also be able to target audiences on a cross-channel basis using first- and third-party data such as demographics, network and genre.

DRMetrix, a research partner of Response, announces its AdSphere Awards to honor the top network cable advertisers and brands in the direct response marketing industry. The awards will be presented at Response Expo 2017, which takes place April 25-27 in San Diego. The AdSphere Awards are the first awards program to include the entire DRTV industry, with advertisers such as Nutrisystem, Liberty Mutual, Dollar Shave Club, and many others. Learn more here: http://www.drmetrix.com/adsphere-awards.html

Lindsey Carnett, president and CEO of Los Angeles-based Marketing Maven, will join four other social media experts as part of a panel discussion on how social media data offers the most revealing audience profiles at XLIVE’s Data and Analytics Summit on Tuesday, April 4 in Beverly Hills, Calif. Carnett and her fellow panelists take the stage from 4:50-5:45 p.m.

Digital identity firm Drawbridge and outstream video provider Teads partner to help marketers and agencies access and use programmatic video inventory on both desktop and mobile devices. They seek to make every web page (whether in-app, mobile Web, and/or desktop browser) across all consumer devices (smartphone, laptop, tablet, etc.), available for video inventory.

IPG Mediabrands names Arun Kumar chief data and marketing technology officer, a new role inside Interpublic’s media operations. Kumar will oversee all data-driven solutions and the analytics infrastructure of Mediabrands.

The U.S. will continue to be the primary engine driving the global ad economy for the foreseeable future, says the latest prediction from Publicis’ Zenith unit. The forecast projects the U.S. will contribute 28 percent of worldwide ad expansion through 2019 – which is significant considering how mature the U.S. marketplace is relative to big developing nations. China is projected to be the second-largest contributor, with an estimated 24 percent of global ad growth.

Demand for U.S. advertising soared to an all-time high for any February on record, according to the latest monthly edition of the Ad Market Tracker, a collaboration of MediaPost and Standard Media Index benchmarking ad volume based on a pool of actual spending data from most of the big agency holding companies.

The National Retail Federation (NRF) predicts record spending for the upcoming Easter holiday, and expects Americans who observe the event to spend $18.4 billion, a 6-percent hop from last year’s $17.3 billion. That works out to about $152 per person – a 4-percent gain – and it also marks the highest level since the NRF started tracking Easter spending 14 years ago.

The U.S. traditional pay-TV industry is expected to drop 5 percent in subscribers by 2022 to 90.7 million, according to Digital TV Research. North America pay-TV revenues – subscriptions and per-per-view – peaked in 2015 at $108.6 billion. Estimates are revenues will fall by 12.7 percent – $13.8 billion – to $94.8 billion in 2022.

Meredith raises its full-year and third-quarter 2017 earnings outlook, in light of strong digital advertising in its national and local media groups, which include the company’s magazine and TV station divisions. Meredith’s CEO Stephen M. Lacy states that “performance for our digital activities is surpassing expectations,” adding that the company’s other business activities are delivering results as “originally anticipated.”

A Forrester Research study says that 19 percent of consumers identified search as the most influential channel when researching their most recent purchase, compared with 7 percent who said the same for any form of offline media. Forrester found that search is often omitted from the media mix. Forrester expects the global online population to grow from 3.4 billion users in 2016 to 4.2 billion in 2019, and eMarketer estimates that paid search will reach $34.9 billion in digital ad spend in 2017.


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