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Direct Response Marketing

Field Reports

4 Mar, 2010 By: Thomas Haire, Jacqueline Renfrow Response


News Corner

> Mercury Media is named the agency of record for Hoveround Corp. It will be responsible for all aspects of DRTV advertising media buying for the designer, manufacturer and distributor of mobility vehicles for seniors.

> Avalanche Creative Services Inc. is selected for the 2009 Best of Business Award in the advertising agencies category by the Small Business Commerce Association (SBCA). The program recognizes the top 5 percent of small businesses throughout the country.

> Listen Up Español (LUE), a U.S. Hispanic call center specializing in DRTV campaigns, increases its service offering to include outbound and Interactive Voice Recognition (IVR) calls.

> ShopNBC launched a new mobile E-commerce site, as well as a second version of its ShopNBC iPhone application. Both initiatives will enable new and returning customers to shop and place orders directly from mobile devices.

> Horizon Media is awarded media responsibilities for Green Dot Corp., the provider of prepaid financial services for America’s financially underserved community.

> Inter/Media Advertising signs Super Bowl champion coach and “FOX NFL Sunday” host Jimmy Johnson as the new spokesperson for its client ExtenZe, the $150-million male enhancement brand.

> Epsilon provides a direct-to-consumer marketing solution, including database and data management, consumer data integration, permission-based E-mail marketing services, multi-channel campaign management and interactive Web services to Kraft Foods Inc., the world’s second-largest food company. Also, Quinn Jalli joins as vice president of deliverability and ISP relations.
 

Google Calculating DR Ads

By Jacqueline Renfrow (jrenfrow@questex.com)

NEW YORK — The Google TV Ads platform can now automatically provide an advertiser with a cost-benefit analysis for a direct response ad, reports MediaPost. Users will receive a spreadsheet that breaks down the cost-per-call an advertiser receives per spot.

All data that is generated for an ad will also carry a Google-provided toll-free phone number. Data collected provides a guide for users of the auction-based TV Ads system to determine which networks, dayparts and programming might yield better response rates. Ads run on this platform can air in some homes that have national cable networks and all homes served by Dish Network television.

The goal for Google, as it has been since the platform launched, is to generate an increasing interest in TV Ads from small business owners that have never advertised on television before. And advertisers have always been able to do cost-per-call calculations through Google TV Ads, but now the automated service has made it easier.

“For small business owners, just sitting down and doing that math is taking time out of their day, and they’d rather be running their business,” says Steve Stukenborg, senior product manager at Google TV Ads. “That’s why we think the automation is a big [advantage].”

Google also accommodates for larger DR advertisers by partnering with CoreMedia Systems to help with analytics and comparisons to other media buys.

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