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Direct Response Marketing

News Corner May 29, 2013

29 May, 2013 By: Doug McPherson


The International Academy of the Visual Arts announces the winners for its 19th Annual Communicator Awards, awarding Gold to brand DRTV advertising agency Atomic Direct for its fall 2012 Kobalt Tools campaign. Atomic has also announced the release of two new campaigns. Of the Gold, (awarded in the “Business to Consumer TV Commercial Campaigns” category) Atomic CEO and President Doug Garnett says, “Successful direct response television can be great advertising to drive retail impact. We are thrilled that IAVA has chosen to honor a campaign that’s been so successful in delivering results to our clients.”

ValueVision Media Inc., the multichannel electronic retailer operating as the ShopNBC brand, announces it’s rebranding its business as ShopHQ (www.shophq.com). The visual experience of the new brand began last week on TV, online, mobile and social platforms, with a gradual transition to the new brand and Internet URL to be completed during the next few months, supported by a marketing campaign.

National Public Radio (NPR) launches its mobile website to augment its digital platform. The new mobile design drops the use of abridged content for full versions of each story, along with easier links to audio, photos and video. The site is designed for iOS and Android devices. Currently, only about 18 percent of NPR’s online traffic comes through the mobile website – a number that jumps when NPR’s news apps are added into the mix.

Smartphone and tablet penetration are rising fast in Canada, but the country dramatically lags similar economies in mobile ad spending, according to eMarketer. But spending is ramping up, with projections of large annual growth rates through 2017. In 2013, eMarketer projects, spending will grow by 88.6 percent, reaching $251.5 million (Canadian).

According to broadband services provider Sandvine, only 9 percent of in-home Internet traffic went to mobile WiFi devices last year, but that shot up to 20 percent this year. “We predict from this data that 2013 will be the year long-form video will make its move onto mobile networks,” states Sandvine CEO David Caputo.

Time Warner says two of its cable networks – TBS and TNT – will begin streaming on-air shows live this summer on their websites and apps. To use the feature, viewers have to prove they're subscribers of a cable package that includes the channels.

A group of Android users who are suing Google for allegedly violating their privacy beef up their complaint with new claims that the company wrongly transfers users' names and contact information to app developers. “In February 2013, it was revealed that Google sent personally identifying information of users, including contact information, to app developers after a user has purchased the developer's app,” the consumers allege in their latest court papers.

According to a new survey from The Integer Group, 16 percent of Hispanic consumers use their mobile devices for purchases, compared with 12 percent of general market consumers. Age and early adoption of technology are the main drivers behind the trend, the report finds.

Amazon announces that its Amazon Appstore is now available in nearly 200 countries worldwide.

While North American pay TV subscribers continue to show little or no growth for the first quarter, worldwide pay-TV business is climbing. Pay TV subscribers – business from cable, satellite and telco businesses – grew by 8 percent in 2012 to 800 million, according to the Scottsdale, Ariz.-based Multimedia Research Group. China, India and Vietnam added 40 million new subscribers alone in 2012.

The ninth annual Internet Retailer Conference & Exhibition returns to Chicago at McCormick Place West on June 4-7. Organizers expect 10,000 E-commerce professionals to attend. Visit IRCE 2013 for more information.

Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a federal judge ruled. The court rejected Coca-Cola's argument that the consumer's allegations were too vague to warrant further proceedings.
 


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