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Direct Response Marketing

News Corner November 20, 2013

20 Nov, 2013 By: Doug McPherson


Direct marketing industry authority Peter Koeppel of Koeppel Direct (and a member of the Response Advisory Board) will contribute to the Wharton Future of Advertising Program's Advertising 2020 project which asks thought leaders to answer two questions: "What could/should advertising look like in 2020?"; and, "What can we do now for this future?" The intent is to challenge practitioner visionaries and innovators from around the world to look beyond prevailing mental models of advertising.

Blue Vase Marketing, a direct response firm in Beverly, Mass., served as a platinum sponsor for the North Shore YMCA’s annual gala. The company’s president and CEO, Michael Alden, hosted a video about YMCA’s programs in which he shared his personal story, much of which is included in his inspirational book “Ask More, Get More.” The event raised more than $200,000 to send kids to YMCA camps.

Mercury Media promotes Itai Sutker to vice president of campaign management and operations for its Santa Monica, Calif., team. Sutker has been with Mercury Media team for more than eight years, starting as a controller then as an account director.

a2b Fulfillment, a third-party logistics provider specializing in consumer-direct order fulfillment and customer care, appoints Katherine Meyer as director of contact center services.  Ayal Latz, president of a2b Fulfillment, Inc., says, “Katherine has been an integral member of the team since the center was launched in November 2011 and instrumental in helping us achieve high levels of service success.”

WideOrbit Inc., a provider of advertising management software for media companies, announces the integration of WO Automation for Radio, a radio automation platform, with NextRadio® and TagStation® to support free radio on select Sprint smartphones. The move offers an enhanced experience to listeners, new revenue opportunities to radio stations and places stations on par with other music apps that deliver album content and other interactive elements. The company also appoints Jean Callahan as product development manager for digital.

The Accenture 2013 holiday shopping survey says 65 percent of shoppers will browse online and then go to a store to buy. Nearly 40 percent of shoppers will head to stores on Thanksgiving Day, though a large number (41 percent) won’t be out until 6 p.m. or later.

Adobe’s 2013 online shopping forecast predicts Cyber Monday will yield an E-commerce tally of $2.27 billion. Online retailers will continue to cut a higher holiday profile in 2013, the company predicts; this includes a 21-percent increase in Thanksgiving sales, to $1.1 billion, and a Black Friday rise of 17 percent, to $1.6 billion.

U.S. data from Millward Brown Digital says 60 percent of mobile consumers conduct research via mobile in their homes. Retailers should anticipate an average of six visits from prospective consumers to their mobile sites during their purchase path, 50-percent more than PC-based consumers.

AOL and set-top-box start-up Roku plan to co-launch a news channel that will reside on Roku’s home screen and will feature original fare as well as content from more than 1,000 publishers, including The Wall Street Journal, The Associated Press and Reuters. The news service should be available free of charge in the U.S. on the new Roku LT, Roku 1 and Roku 2 players. It is slated to automatically roll out as a free software update in the coming weeks to all current-generation Roku devices.

StartMeApp, a mobile advertising network, announces its acquisition of digital advertising trading desk AdNubo. The deal will bring AdNubo's technology for desktop real-time bidding to StartMeApp's mobile ad offerings.

Publishers Clearing House releases a mobile advertising platform for Web and apps using first-party member profile data. The platform, a mobile advertising optimization engine, aims to turn underperforming ads into high-performing ads through first-party verified data that members provide when they sign up to use the sites.

IHS’ Worldwide TV Tracker, a business research group, reports the TV set market will decline 5 percent for 2013 to shipments of 226.7 million TVs. Earlier estimates predicted a 2-percent drop in 2013. This follows a 7-percent decline in 2012.


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