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Direct Response Marketing

News Corner September 25, 2013

25 Sep, 2013 By: Doug McPherson

The Federal Trade Commission (FTC) approves Nielsen’s $1.3 billion acquisition of Arbitron on the condition that Arbitron make its Portable People Meter (PPM) available to third parties for cross-platform measurement for the next eight years. The agreement, announced late last week following nine months of reviews, allows a cross-platform media-measurement project involving ESPN, Arbitron and comScore to continue. It also allows other third parties to license Arbitron’s PPM and related software and data on similar terms over the next eight years, AdAge reports. Arbitron and comScore would need to find an alternative to Arbitron’s software and data after eight years. Another third party could only replace comScore if it drops out of the cross-measurement program. comScore, or that successor third party, could expand the program to other media companies besides ESPN. Nielsen said it expects the deal to close by Sept. 30.

Veteran media technologist Charlie Walter joins the CoreMedia Systems executive team as chief operating officer. Walter assumes the title from Jim Paull, who remains president of CoreMedia Systems.

Northern Response Intl. Ltd. reports that its aggressive growth into U.S. retail continues with best-selling kitchen item Pyramid Pan, which has ranked as high as No. 3 on the IMS media report. Retail success and penetration in the U.S. continues as Pyramid Pan rolls out to major retailers.

Delivery Agent welcomes Kristofer Johnson as vice president of business development, direct response, where he’ll support the company’s T-commerce service offering for direct response marketers.

Barry Marketing Group, an advertising and marketing firm, is working with Little Giant Ladder Systems Inc.

Private equity firm Sun Capital Partners Inc. acquires the Gem Shopping Network for an undisclosed sum. Frank M. Circelli, founder of the network, says he’s confident that Sun Capital will “ensure the business continues to achieve solid growth.” The network’s sales have grown 45 percent during the past three years, Sun Capital says. Gem Shopping Network reports reaching more than 40 million households and its broadcast streams live online with programming to sell gemstones and jewelry.

WideOrbit announces that more than 100 Entercom Communications stations are live on WO Analytics, WideOrbit’s business analytics solution that offers management teams with a high-level and detailed view of their business. The Dallas radio stations of Cumulus Media have also selected WO Mobile, WideOrbit’s mobile campaign platform, to help drive listenership and engage their audiences.

Four LinkedIn users, including a former ad sales executive for The New York Times, have sued the social networking service for “hacking” into their E-mail accounts in order to send invitations to their friends. The consumers, all Gmail users, allege that LinkedIn asked them to provide an E-mail address when they signed up for the service, and then proceeded to harvest the E-mail addresses of everyone they had ever exchanged messages with. The users say that LinkedIn never asked them for their passwords, but was nonetheless able to retrieve addresses of thousands of their contacts.

TiVo Research and Analytics (TRA) says TV drives more new customers to make purchases, while digital media gets more business from existing customers. When it comes to media exposure via TV, nearly 70 percent of purchasing household gains came from new customers that were new to the brand and category. Digital media activity gets more sales activity from existing brand customers than new customers.

A new Forrester study says teens who engage with brands on Facebook are more likely to have made a purchase from those brands and to consider and recommend them than their peers who don’t. Almost six in 10 of those between the ages 12 and 17 engage with a brand on a social networking site and have high expectations of companies.

To help demonstrate the relationship between mobile advertising and actual sales, Millennial Media is rolling out a new set of analytics tools that attempt to link exposure to mobile campaigns with offline shopping activity. To do this, Millennial has turned to third-party analytics partners, including Placed and Neustar.

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