There comes a time in every DRTV product’s lifecycle when the big question arises: “Is now the right time to leverage beyond a single product?” One look around the industry reveals a high number of goods that started out with a single idea. Pillow Pets, OxiClean, Proactiv Solution and Space...More>>

It seems that every day I read about a new over-the-top (OTT) television service. Just weeks ago, I read about Barry Diller, a media pioneer, investing in Aereo, a service that allows you to stream broadcast TV stations to your iPad or any other Web-connected device.More>>

Direct response is all about getting consumers to take action. Pick up the phone, visit a website, respond to an ad on a mobile phone — these are all responses that direct marketers focus on as they develop campaigns. It just makes sense that quick response (QR) codes would have a place in a DR...More>>

One outcome of our country’s divisive political discourse is that the money spent on television advertising escalates with each political season. Candidates, major parties and political action committees (PACS) could combine for an estimated $3.2 billion during the current election, according to...More>>

When someone copycats a legitimate DRTV product, everyone loses. Consumers get inferior products and may even get hurt by the counterfeit versions. The original marketer loses sales, incurs legal expenses and winds up with a damaged reputation. The industry as a whole gets a black eye as customers...More>>

As retailers nationwide struggle to rise above the economic downturn, a quick glance at the shelves of your local Wal-Mart, Walgreens or Bed Bath & Beyond paints a telling picture of what retailers think about DRTV products. The big retail players don’t open up too much publicly about the...More>>

Disintermediation is the elimination of intermediaries in the supply chain — the so-called cutting out of the middleman. Amid intensifying economic pressure, the practice has gained traction. Media fragmentation has made it more difficult for brands to establish a presence, and that has played...More>>

Today’s consumers want a cohesive shopping experience. They want to know that the products, colors, sizes and prices they see on television match those that are being sold on the Web, on the shelves of their favorite retail stores and in the print magazine ads that they read while sitting in the...More>>

DSP, RTB, DMP, SSP ... OMG! What does it all mean? With a little bit of knowledge and the right partner, you can be up and running in a short time, but before you begin working with a DSP, it is important to understand how they work.More>>

It’s hard to imagine, but there was a time in the not-so-distant past when the DRTV industry was deathly afraid of the Internet. How dare this new direct medium come in and invade a turf that was held sacred for decades? Sales cannibalization was just one of many different fears swirling around...More>>