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Direct Response Marketing

News Corner October 11, 2017

11 Oct, 2017 By: Doug McPherson

Chief Media, a direct response marketing agency, announces technology that lets marketers access, build, and optimize efficient, audience-based TV media plans in real time using first-party data while gaining a deeper knowledge and true understanding of active viewership.

DRMetrix reports its AdSphere technology now has tracking and alerts that allow its customers to tell AdSphere what categories, advertisers, brands, or networks they want to track. AdSphere will send emails when any new brands or creatives are discovered.

Hybrid Media Services, a direct response agency in Armonk, N.Y., celebrates 10 years of success across the radio dial.

Jim D’Antoni joins DISH as director of media sales and leads national ad sales efforts for DISH’s general market and advanced advertising initiatives. Previously, he was with ESPN. He’s also produced films for ABC, CBS, and USA.

Modus Direct LLC, a direct response media and creative agency, buys the media assets of the legacy direct response agency Zephyr Media Group Inc.

AT&T announces the launch of 13 broadcast network affiliates on DirecTV Now. AT&T said it now offers at least one local station on its virtual MVPD service in 75 percent of the country. Last month, AT&T added 40 network affiliates, a gain that put its virtual service at around 170 local stations. 

Major League Baseball names YouTube TV as a World Series partner. As the presenting sponsor, YouTube TV will have commercials and callouts during each game running on Fox, beginning Oct. 24. The YouTube TV channel lineup also will include ESPN. YouTube TV launched in April and serves 49 TV markets, representing two-thirds of the country.

AutoWeb Inc., a digital automotive services company connecting car buyers with dealers, completes the change of its name from Autobytel Inc. to AutoWeb Inc. The company’s stock ticker symbol is now “AUTO.”

Scripps Networks Interactive announces it will develop premium lifestyle shows for Watch, a new platform for mid-form video on Facebook, as well as its Spotlight section. The company will produce shows inspired by popular Food Network, HGTV, and Travel Channel content, as well as shows created exclusively for Facebook.

The Trustworthy Accountability Group, an advertising industry initiative to fight criminal activity in the digital advertising supply chain, releases a study that says anti-piracy steps taken by the digital advertising industry have reduced ad revenue for pirate sites by between 48 and 61 percent, notable progress against the $2.4 billion problem of infringing content.

Brands experience greater revenue growth when companies use a networked marketing structure with cross-functional teams versus matrixed organizations with top-down silos, says a new study from the Association of National Advertisers (ANA). The study says only 38 percent of respondents use a networked structure, while almost two-thirds use either a matrixed approach or a “command and control” structure in which directives are issued from the top down and functions operate in silos.

Digital TV Research reports the global outlook for online TV episode and movie rentals for 138 countries is set for a major growth surge, reaching $83 billion by 2022. This year alone will see growth of $9 billion. 

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