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Direct Response Marketing

News Corner May 3, 2017

3 May, 2017 By: Doug McPherson


Sling TV announces a programmatic partnership with supply-side platform Tremor Video. The news follows Sling TV’s programmatic debut in March.

DirectAvenue, a Carlsbad, Calif.-based direct response media buying company, celebrates 10 years in business and thanks its employees, clients, and partners.

tandemROI, a marketing agency, hires Venessa Arellano as a media buyer and planner for direct response and general TV media. Arellano was formerly at HSN.

Direct Marketing News (DMN) names Erica DePalma, vice president of digital marketing at Media Horizons, as a 2017 Woman-to-Watch honoree.

Several TrueCar investors plan to sell 7.5 million of the company’s shares at an unannounced upcoming date, worth $118.9 million. The online car-pricing website’s secondary offering will be used to raise funds for general operations and is worth about $15.9 million.

Data driven creative and media agency R2C Group hires Patrick Acosta as senior vice president, media director. Acosta will over a team of 60-plus media planers and buyers and will report to CEO and recent DR Hall of Fame inductee Michelle Cardinal.

TELEBrands invents a revolutionary anti-leak valve for its Easy Einstein Balloons, “The World’s Smartest Water Balloons,” which were launched in March.

A new multiscreen viewability study by Nielsen and video ad tech firm YuMe that measured consumer attention to advertising reveals that overall attention to pre-roll ads is highest among connected TV (CTV) watchers. Eye tracking showed that 89 percent of a CTV pre-roll ad was viewed, compared to 81 percent on mobile and 78 percent on desktop. CTV ads achieve a higher level of attention, recall, favorability, and purchase intent, all key brand metrics.

ESPN’s layoff of some 100 employees is largely due to declining subscriber numbers, according to Nielsen estimates. ESPN now has about 88 million pay TV subscribers – down from 100 million in 2011.

AT&T’s AdWorks unit unveils its Media Lab, packed with interactive technology demos, including connected TV, smart home appliances, and a virtual reality experience. AdWorks said the Media Lab, located at Rockefeller Center in New York, is a place to bring clients and partners to demonstrate how consumers are diving into cross-screen experiences and the advanced targeting capabilities addressable TV, among other ad technologies, can offer.

California-based Consumer Watchdog calls on the Federal Trade Commission (FTC) to investigate reports that Uber could identify specific iPhone devices even after users deleted the ride-hailing app. The group alleges that Uber’s practice would be considered ”unfair or deceptive” to its users and therefore violates a statute in the FTC Act designed to protect consumers from substantial and avoidable harm.

Walmart’s new startup investment arm, called Store No. 8, names Jenny Fleiss as the chief executive of its first portfolio company. Fleiss is the co-founder and former head of business development for Rent the Runway. Store No. 8 will work with startups that specialize in areas that include robotics, virtual and augmented reality, machine learning, and artificial intelligence.


About the Author: Doug McPherson


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