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Direct Response Marketing

Jacqueline's Journal

13 Aug, 2008 By: Response Contributor Response This Week

The Interactive Advertising Bureau (IAB) and Bain & Company release a study that suggests that online publishers are increasingly turning to sales intermediaries known as ad networks to sell off excess inventories. The use of ad networks went up from 5 percent of total ad impressions sold in 2006 to 30 percent in 2007. Online publishers continue to experience growth rates of 20 to 30 percent in ad revenue, leaving publishers with an excess of inventory, which they are selling through ad networks at up to 90 percent discounts versus direct sales rates.

According to a survey released from the Pew Internet, search engine use is growing, with 49 percent of Internet users saying they use search engines on a typical day, up from 29 percent in January 2002.

Portland, Ore.-based Euro RSCG unveils its digital and DRTV arm, Euro RSCG EDGE. The company’s new identity highlights its core services: strategic planning, long form, short form, DRTV creative and production, direct marketing, online marketing and Web development.

Philip Donahue is hired as president of Direct Response Media Inc. Most recently, Donahue was vice president of strategic accounts and development for Lorel Marketing Group.

Midwest fulfillment operator Thill Logistics appoints Nicola de la salle as vice president of strategic sales and marketing. De la salle, who most recently served as executive vice president of international for Livemercial, will be responsible for the overall management of sales and marketing for both Thill Logistics and its sister company, Customer Service Direct. 

Tim and Kevin Harrington announce that their new company, LLC, has entered into a consulting agreement with OmniResponse Inc. The Harringtons co-founded OmniReliant in November 2006, prior to their relationship with ResponzeTV PLC.

Novus Print Media Network and Tribune Media Net announce an expanded partnership to provide local online advertising to Novus Network’s roster of direct response, national and retail clients. The two companies have a long-standing partnership that will now include Tribune Web sites, which draw 15.5 million visitors a month.

GSI Commerce Inc., the National Football League’s (NFL) partner in managing and operating the NFL Shop, online and offline, reports more than 6,500 Brett Favre New York Jets jerseys were sold online at on Aug. 7. This sale marks a single-day record for an NFL player’s jersey on, breaking the previous record when 900 Tony Romo jerseys were sold on November 11, 2007.

Acorn Media Group announces Peter Clinch as the new president of Acorn Direct, the company’s direct-to-consumer division. Clinch has an extensive career in the catalog industry, most recently as senior vice president of direct marketing and inventory management at J. Jill.

Coca-Cola partners with Pioco to offer the first Bluetooth interactive media marketing campaign during the Olympic Games in Beijing. Pioco, one of China’s Bluetooth media companies, has wired thousands of hotspots around the Olympic stadiums, hotels, restaurants and clubs, to broadcast Coca-Cola Bluetooth video commercials to Bluetooth-enabled cell phones.

Kingstar Media, the DRTV advertising agency for Oreck Canada, has helped Oreck attain the ranking of 54th on Profit Magazine’s 2008 list of Canada’s fastest growing companies. Oreck Canada has achieved close to double-digit growth annually since its inception in 1997.

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