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Direct Response Marketing

News Corner May 14, 2014

14 May, 2014 By: Doug McPherson


InfoTech, a software house and system solutions company headquartered in New York, delivers its Web-based Media Management System (MMS) to D2H Partners, a new direct response agency in Los Angeles. D2H’s co-managing partner, Marcelino Miyares, says, MMS will allow D2H to “fully leverage our industry-leading expertise in Spanish-language media and deliver the best return on investment to our clients.”

Media Properties Holdings, the parent company of REVShare, the TV advertising network that brings the accountability of Internet advertising to television, promotes three executives to lead the expansion of its programmatic TV buying platform, AdMore. Sean King is now the chief revenue officer, Stephanie Hanson is senior vice president of media relations, and Shannon Nelson has been named COO of REVShare’s parent company, Media Properties Holdings.

Time Warner has had talks about acquiring Fullscreen Inc., a popular YouTube video network, but it’s got to get in line with Yahoo and Relativity, according to Bloomberg News.

Google acquires Adometry, which specializes in online advertising attribution, to help advertisers better understand the conversion impact of cross-channel and multiscreen campaigns.

AOL enters an agreement to acquire Convertro, a consumer-tracking platform with attribution modeling technology. AOL says Convertro will help marketers track and manage consumers across all channels.

The Kellogg Co. agrees to drop the words “all natural” and “nothing artificial” from the labeling and advertising for some Kashi products, as part of a settlement of a class-action suit. The suit, filed in California in 2011, accused Kellogg of false advertising, given that some products using those terms included ingredients like pyridoxine hydrochloride (vitamin B6), calcium pantothenate (a form of vitamin B5), and soy oil processed using hexane, a component of gasoline, reports the New York Times.

Following Vermont Gov. Peter Shumlin’s signing of a law requiring mandatory labeling of foods containing genetically modified organisms (GMOs) Thursday, the food industry immediately declared that it will fight the law in court. The Grocery Manufacturers Association (GMA) announced it will file suit in federal court against Vermont to try to overturn the law.

Facebook expands its ability to target users based on their demographic traits, geography, and purchase history. The new Audience Insights service can analyze trends across Facebook, which the social giant considers relevant to brands’ current and potential customers.

A Flurry Analytics’ study shows that tablets have become highly portable, always-on entertainment hubs. In fact, TV-style prime time (7 p.m. to 11 p.m.) only accounts for 33 percent of tablet usage, compared to upwards of 70 percent usage for traditional TV. And tablets’ broad application appears to span generations.

A study by Converseon analyzes direct user interactions with 20 leading global brands and finds that 55 percent of those that took place on Twitter were positive. On Facebook, 49 percent of interactions were positive, with Google+ falling in the middle. On all three networks, interactions were more likely to be neutral than negative. At most, one-fifth of all such interactions went badly.

Adgooroo, an advertising insights firm, says flower and gift advertisers spent more than $15.4 million on Google AdWords ads in first-quarter 2014 on desktops/tablets. The heavy hitters: 1800Flowers.com, ProFlowers.com and FTD.com garnered a total of 50 million impressions.

An online survey of 2,051 U.S. adults conducted by Harris Poll for Soasta, a cloud testing company, says consumers shopping for Mother’s Day gifts were about as likely to buy via mobile and online as in a store. Almost as many (29 percent) Mother’s Day shoppers planned to buy via mobile or online compared to 30 percent who planned to shop at brick-and-mortar stores.


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