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Direct Response Marketing

News Corner March 8, 2017

8 Mar, 2017 By: Doug McPherson


Direct response tech and research company DRMetrix releases its first major update for AdSphere in 2017. The update includes customized reporting for filters related to creative length, networks, and any combination of phone, web, SMS/text, and mobile app.

HSN names 360i its digital agency of record as the brand looks to drive more demand on digital and mobile channels. HSN reviewed seven agencies and chose 360i for its "innovation and abilities to shift the dynamic landscape within retail."

Pew Center research says American news consumers are slightly more likely to access digital news through an organization’s website or app (36 percent) than they are to get it through social media (35 percent). One-fifth gets news via a search engine. Also, consumers are more likely to remember the name of the news organization from which a story came if they followed a link from an email, text, or other alert from the organization. The average rate for recall was 78 percent. But the rate was 52 percent if the link came from social media.

Marfeel, which helps monetize mobile traffic, announces technology that lets publishers integrate their news feeds with Apple News, which pulls the publisher's content into Apple's mobile app. Apple News now allows app users to purchase subscriptions to a variety of publishers, making a range of news available in one location. News is available on the iPhone, iPad, or iPod touch. Subscriptions are paid for through the iTunes Store.

Coherent Path announces Content Library, a new email marketing optimization tool that repurposes old email content for new campaigns. The library analyzes all content history of a retailer’s email marketing program to identify under-exposed products and services to keep marketing content fresh.

PACO Collective announces that Flawless Beauty LLC, the new hair care line co-owned by actress Gabrielle Union, has selected it as social media agency of record. PACO will be responsible for all social media efforts including social strategy, content management and creation, social engagement, and blogger management.

Chicago's Fusion92 acquires ADS Media Group. ADS Media will continue to operate out of its San Antonio headquarters, but will seek to open a Chicago based-sales office.

U.S. House Democrats introduce three bills: the Cybersecurity Responsibility Act to require the Federal Communications Commission (FCC) to adopt rules on cybersecurity protections for communications networks; the Interagency Cybersecurity Cooperation Act to create an interagency committee to review cybersecurity incidents, recommend investigations into such incidents, and report on the results, including with any policy recommendations; and the Securing Internet of Things Act to require that that the FCC come up with cybersecurity standards for IoT devices, in collaboration with the National Institute of Standards and Technology.

Pivotal Research Group analyst Brian Wieser says 15 of the world’s top 200 advertisers have taken media buying away from their agencies and brought it in-house because of their ability to buy it programmatically. “This appeared to us as a relatively significant escalation from the last time we explored the topic,” Wieser wrote, though he did not disclose when his last benchmark was conducted.

NBCUniversal invests $500 million in the social media company Snap Inc. The company’s Snapchat platform is producing short-form digital series tied to “Saturday Night Live” and “The Voice,” and E! News’ The Rundown. Steve Burke, CEO of NBCUniversal, in a memo sent to employees on Friday, said: “We expect to launch even more Snapchat shows with additional NBCU brands in the coming weeks among other projects. On the heels of that success, we are already planning an expanded partnership with Snapchat and BuzzFeed for the 2018 Winter Games in South Korea."

Ad insights and intelligence company MediaRadar reports lingering disenchantment with native advertising – two-thirds of advertisers who try it don’t return for seconds.

The Adweek Project ISAAC Awards competition is accepting entries through May 1 for work in marketing, advertising, and media. Visit www.isaacawards.com for more information.


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