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Response This Week March 19, 2014

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19 Mar, 2016

DIGITAL EDITION

Response Magazine February 2014

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CASE STUDIES
INDUSTRY NEWS
Trudeau Headed to Federal Prison  
CHICAGO – It appears infomercial viewers have seen the last of Kevin Trudeau – at least for a decade. That is unless he can find a way to broadcast from prison that “they don’t want you to know about.”
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Twitter to Offer ‘Click-to-Call’ Direct Response Option 
SAN FRANCISCO – Twitter says it will soon become an effective direct response advertising medium that will create leads, drive app downloads, collect consumers’ E-mail addresses and prompt incoming calls from customers.
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CBS Might Go Web-Only with Aereo Win  
NEW YORK – CBS chief Les Moonves threatened last week to make CBS a Web-only model if over-the-air broadcaster Aereo prevails in the Supreme Court this June.
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Facebook Adding Muscle to Compete for TV Ad Buyers 
MENLO PARK, Calif. – Facebook appears primed to compete for TV ad buyers – expanding its video ad program, adding TV-like targeting tools, and testing video ads and working with brands to increase engagement levels.
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February Not Bad for Cable, Broadcast Nets 
NEW YORK – Cable networks’ ratings gained 3.5 percent in February 2014 versus February 2013 in the key 18-49 demo, with average viewers reaching 21.2 million during prime time, says the Nielsen C3 metric, the average commercial ratings plus three days of time-shifted viewing.
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NEWS CORNER

Mojo Now welcomes Eric Stracener as director of sales. Stracener joins Mojo Now following a 16-year tenure in the telemarketing industry with West Corp. and Inpulse Response Group.

InterMedia Entertainment™ announces pro volleyball and fitness icon Gabrielle Reece is the new spokesperson for KOWA’s NutriDiet® dietary supplement.

brand new media, a global digital media company, acquires Los Angeles-based direct response creative agency and production studio Raymond Entertainment Direct.

During its run on exhibit at the International Home + Housewares Show this week in Chicago, Perfect Bacon™ Bowl announced it is expanding to many of the nation’s top retailers including Walmart and Bed, Bath and Beyond, as well as its huge success at Ellen’s Stardust Diner in New York, which started offering Perfect Bacon Bowl creations at breakfast, lunch and dinner in February and have been selling 200 orders a day.

DitchTheCan (DTC), the company behind new energy drink, KAOS Gold Energy, and the concept “Social Network Marketing,” teams up with TVA Media Group Inc. (TVA) – one of the top independent media companies in North America – to launch a national ad campaign this spring. Including a 28:30 infomercial, supported by 30- and 60-second DRTV spots, TVAs work promotes both DTCs product and their unique network marketing opportunity that allows people to get paid daily to drink and promote energy drinks.

One year after introducing a programmatic TV audience-buying platform, AudienceXpress is striking deals with Nielsen and Neustar so advertisers and agencies can programmatically buy TV with the same precision they buy online media. The deal with Nielsen offers access to two consumer purchasing data sets – Nielsen Buyer Insights and Nielsen Catalina Solutions – allowing buyers and sellers using AudienceXpress to segment TV inventory based on how well they index on actual product purchasing behavior. A deal with Neustar enables them to tap into the same kind of online user data used by DSPs, agencies and trading desks to buy audiences over online programmatic exchanges.

Moving to enlarge its digital business efforts, growing TV station company Nexstar Broadcasting Group agrees to buy digital publishing platform Internet Broadcasting Systems for $20 million.

Starbucks will start testing a service that lets customers place orders ahead of time via smartphones at some of its U.S. stores later this year. The step would build on Starbucks’ burgeoning mobile payments business and loyalty program. The company processes almost 5 million mobile transactions a week through its payments app.

The Hallmark Channel announces that because its two scripted drama series, “Cedar Cove” and “When Calls the Heart,” have done so well, it will feature another on Easter Sunday – “Signed, Sealed and Delivered.”

Pinterest introduces a new “gifts” feed showcasing all things users can buy through the visual social platform.

A recent study examining Google AdWords clicks says the top 1 percent of search advertisers in the categories of retail, hotels & resorts, and computer hardware drive an average of 82 percent of search clicks in each category across the United States, the United Kingdom and France.

Sen. Jay Rockefeller (D-W.V.) sends a letter to the Internet Corporation for Assigned Names and Numbers that says no one should be able to create a website that ends with the term .sucks. Such a top-level domain “has little or no socially redeeming value,” he wrote.

UPCOMING DR EVENTS

COMING UP:

ad:tech San Francisco 2014
March 26-27, 2014 | San Francisco
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NAB Show 2014
April 5-10, 2014 | Las Vegas
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Response Expo 2014
April 29-May 1, 2014 | San Diego
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Cable Show 2014
April 29-May 1, 2014 | Los Angeles
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JOB BOARD

Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Brand Manager, Direct Mail Communications - Capital One
Location: Richmond, Va.
Posted: 2/23/14
View/Apply

Position: Account Executive, Direct Response Television - Delivery Agent
Location: New York
Posted: 2/18/14
View/Apply

Position: Motion Graphic Designer - Great HealthWorks
Location: Fort Lauderdale, Fla.
Posted: 2/14/14
View/Apply

View All Jobs

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