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Direct Response Marketing

News Corner September 19, 2012

19 Sep, 2012 By: Doug McPherson


Songwhale, an interactive technology company in Pittsburgh, Pa., says it’s offering the first “text-to-buy” model for DRTV. Reportedly it lets consumers pay for DRTV goods via text messages. Songwhale is partnering with Cannella Response Television to offer what it calls “the first ‘text–to–buy’ model for DRTV.” Called Paywhale, the platform allows consumers to text key words given in ads to order and buy a product.

Media Design Group contends that since the debut its proprietary Web tracking algorithm “HIT” (Hyper Internet Targeting) in 2011, it has increased results across 90 percent of MDG’s clients. HIT is the brainchild of MDG’s executive vice president, Ben Zimmerman, who found that often, clients didn’t know that 60 percent of their sales were being driven by Web traffic.

Pivotal 5, an industry leader in wellness and handheld fitness products, purchases fitness brand Kettleworx, a kettle bell training brand. Pivotal 5 has been long–time partner with Kettleworx in both product supply and retail distribution.

Inter/Media Advertising has landed a national TV campaign for Care Concepts, launching its 2-in-1 talking glucose meter and blood pressure monitor. The product eliminates the need to have two separate pieces of equipment for diabetics to monitor vital statistics while maintaining their health.

A new eMarketer forecast projects Twitter will take in $129 million in U.S. mobile ad revenue this year compared to $72 million for Facebook. But both will trail companies with more established mobile ad platforms. For example, Google is expected to reach $1.4 billion in mobile ad sales, fueled by the expansion of its huge search advertising business to mobile devices.

Consumers continue to flock to more long–form premium TV and movie content. Movies, TV and sports programming now account for more than 60 percent of total time Internet users spend watching video online, according to Ooyala, a digital video technology company that looks at research from 200 million online viewers from the second quarter of 2012.

Google reports that about 43 percent of consumers who responded to a recent survey often start a video on one device and finish it on another. The survey found that consumers are most likely to start watching videos on their smartphones, and then continue on a computer, with only a small portion continuing the activity on a tablet.

R2C Group earned six wins at the 2012 Moxie Award ceremony held by the Electronic Retailing Association (ERA) in its annual competition on September 13, for clients including Euro-Pro, GameFly, NordicTrack, Protection 1, Blount and ICON Health & Fitness.

Nielsen is looking to extend its measurement capabilities for mobile devices to include apps, which would join tracking Web browsing on tablets and smartphones. The company contends its year–old Online Campaign Ratings are proving to be “unerringly accurate” while providing TV–style daily data on age, gender, reach, frequency and geographic data for digital usage.

CBS CEO Leslie Moonves says the company will ultimately drop its flagship network from DISH Network unless the satellite operator discontinues its Auto Hop ad–skipping device. CBS has joined in litigation with other networks to thwart the device, but even if that proves unsuccessful, CBS could simply decline to renew a carriage deal with DISH when the current contract runs out.

Some studies suggest that nearly 90 percent of U.S. companies will market on social media this year, but measuring success beyond soft metrics like engagement is still far away for many, according to Econsultancy and Adobe. Their study found in August that 57 percent of companies around the world said the deepest level at which they could track the effectiveness of social media marketing was in terms of engagement, such as the number of followers, comments and time spent on social pages.

Apple is planning to launch a digital radio service to compete with Pandora, including customized listening and on-demand options, according to The Wall Street Journal, citing three unnamed sources familiar with the project. Apple has formed relationships with most major music publishers in support of its iTunes business and is negotiating terms for digital music rights for its planned radio service, the same sources tell the WSJ.

Dijit, a social TV startup led by Jeremy Toeman, has launched NextGuide, a new iPad app that connects viewers with shows they may want to watch based on their interests, geography and personalities rather than times and channels. Dijit, which built its expertise by allowing viewers to actually control their TV from the app, says the new app features a display of a scrollable mosaic of TV show graphics.


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