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DRMA Voice May 2017

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16 May, 2017

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Legal and Regulatory Voices of DRMA
Health and Wellness Products: How the FDA Decides What to Regulate 
Consumer demand for products that maintain and improve their health and wellness has grown steadily during the past decade. Notably, this is reflected in marketing reports talking about the category’s size in terms hundreds of billions of dollars. Against this backdrop, companies have developed and marketed products that seek to meet the consumer’s desires. These products however enter a hazy regulatory environment as some general wellness products are regulated by the Food and Drug Administration (FDA) as a medical device – and some are not.
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Court Pulls Plug on ‘Electronic DJ’ Telemarketing 
Electronic dance music (EDM), featuring disc jockeys who make music simply by pressing buttons on a console to stream together seamless selections of pre-recorded tracks, has revolutionized the art of making music. Its acceptance and place in the pantheon of American pop culture is symbolized by numerous Grammys that have gone to EDM artists, as well as a groundbreaking performance by EDM DJ deadmau5 (pronounced “dead mouse”) at the 2012 awards show.
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Continuity Plans Receive Renewed State Scrutiny 
A proposed amendment to Section 17602 of the California Business and Professions Code that recently passed the California State Senate and is now winding its way through the Assembly could leave marketers who use continuity-based offers feeling like they have recurring nightmares.
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Committee Corner
Text as a Response Mechanism Has Arrived 
The idea of adding a texting option to a direct response advertisement’s call-to-action has been met with swift and enthusiastic acceptance from the marketing community. Is it any wonder?
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DRMA Member Benefits Don’t End at Response Expo 
For many of us, the closing party at last month’s Response Expo marked the end of months of preparation for one of our industry’s most important meetings. Whether you were planning a booth, preparing for a speaking engagement, identifying prospects and setting meetings, or just learning more about the industry, the odds are you leveraged your DRMA membership benefits as you prepared for the Expo.
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E-Commerce Best Practices in a Stay-at-Home Economy 
For years, DRTV marketers have observed a phenomenon known as the halo effect, where sales in non-related channels spiked as a result of TV advertising. Though a lot of things changed when e-commerce began to replace brick-and-mortar stores, this hasn’t. Pairing the reach and resonance of TV with the targeting and tracking of digital allows you to integrate TV media with social media and search engine marketing (SEM) in ways that can increase your sales exponentially.
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

A DRMA member case study from Mojo looks at the solid digital success of My Shiney Hiney: Mojo Helps My Shiney Hiney Bring Sexy Back

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

DISH Media Sales names Brian Norris vice president of DISH Media Sales, overseeing the organization, including DISH and Sling TV’s advertising sales, analytics, and operations. Norris is also a member of the Response Advisory Board.

Hulu spent $38.3 million in national TV advertising – more than double the $16.2 million it spent over the same time period a year ago – from the beginning of 2017 through April 5, according to Also, Hulu and Scripps Networks Interactive (SNI) complete a distribution agreement that will see SNI’s U.S. networks included on Hulu’s new live TV streaming service. The deal gives Hulu both live and on-demand rights for SNI’s HGTV, Food Network, and Travel Channel at launch, as well as DIY Network, Cooking Channel, and Great American Country.

PremiumMedia360, a cloud-based data reformatting software, introduces artificial intelligence (AI) into its TV Media Data Hub that standardizes the network data, corrects all errors, and automatically adds any incomplete or missing data. John Bowser, CEO of PremiumMedia360, estimates that media buyers and advertising agencies collectively spend millions of dollars each month trying to fix these problems.

The editors of Multichannel Merchant (MCM) name a2b Fulfillment a Multichannel Merchant top third-party logistics provider for the second consecutive year. Ayal Latz, president of a2b Fulfillment, says, “We’re remaining ahead of the curve within a highly competitive industry by maintaining an emphasis on both speed and accuracy, as well as catering to the individual needs of our customers.” The company also promotes Kari Bahr to director of client services.

Sling TV announces a programmatic partnership with supply-side platform Tremor Video. The news follows Sling TV’s programmatic debut in March.

DirectAvenue, a Carlsbad, Calif.-based direct response media buying company, celebrates 10 years in business and thanks its employees, clients, and partners.

tandemROI, a marketing agency, hires Venessa Arellano as a media buyer and planner for direct response and general TV media. Arellano was formerly at HSN.

Data driven creative and media agency R2C Group hires Patrick Acosta as senior vice president, media director. Acosta will over a team of 60-plus media planers and buyers and will report to CEO and recent DR Hall of Fame inductee Michelle Cardinal.

TELEBrands invents a revolutionary anti-leak valve for its Easy Einstein Balloons, “The World’s Smartest Water Balloons,” which were launched in March. The company also files a lawsuit against the Taiwanese maker of the Everstar “Star Laser.” The lawsuit charges that Everstar Merchandise Co. Ltd. is in violation of two of TELEBrands’ U.S. patents. This is the fourth federal lawsuit brought by TELEBrands to protect Star Shower.

AT&T’s AdWorks unit unveils its Media Lab, packed with interactive technology demos, including connected TV, smart home appliances, and a virtual reality experience. AdWorks said the Media Lab, located at Rockefeller Center in New York, is a place to bring clients and partners to demonstrate how consumers are diving into cross-screen experiences and the advanced targeting capabilities addressable TV, among other ad technologies, can offer.

YANGAROO Inc., a digital media management and distribution company, announces preliminary and unaudited numbers indicating 2017 Q1 revenues in the range of $1.65 million to $1.7 million. The ad division ended the first quarter with record revenues increasing approximately 50 percent over the same quarter in 2016 and up approximately 20 percent over the prior quarter – driven primarily by new customers and increased use by current customers.

Welcome New DRMA Members!

We're excited to welcome the newest members of the DRMA. We thank and salute you for joining the Alliance for Performance-Based Marketers! DRMA Members who joined us in March and April 2017 are:

Account Acumen

Bell Media

Emerging Networks LLC

Frontline Processing Corp.

HAAN Corp.


Jordan Direct TV

MDF Holdings

Media Wire Marketing



Tiffany Andersen Companies


Walker Advertising

Westfall Intl.



CNP Expo 2017
May 22-25, 2017 | Orlando, Fla.
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IRCE: Internet Retailer Conference & Exhibition 2017
June 6-9, 2017 | Chicago
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Chief Marketing Officer Summit 2017
May 17-18, 2017 | Seattle
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License Expo 2017
May 23-25, 2017 | Las Vegas
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INPEX 2017
June 13-15, 2017 | Pittsburgh
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