Field Reports1 Jun, 2007 By: Thomas Haire, Courtney Beth Pugatch Response
Response Expo Set to Blow the Doors Off of San Diego
Andariese: The growing popularity of DR makes it a great source of income for the nets we work with. We pitch clients all the time, and our reputation is excellent. We are selective when it comes to working with clients, and we also dig in on the technology that we bring to our daily practices. We have our own automated pricing systems that allow us to preempt and make adjustments on the fly. We put more energy into our service for those we represent and remain accountable to our clients. We treat our DR spots as if we're selling Nielsen-rated shows.
How does what TVi does help draw corporate marketers into the DR space?
Andariese: We've seen an evolution of a lot of the upscale companies — computers, financial services — that are interested in immediate results and don't care about ratings accountability. What is surprising is how many DR advertisers are on the air 26, 36, even 52 weeks a year. It's all a function of the public's response.
Jeff Norman: On the technology and TV side, one thing we've seen in the past couple years are major firms tapping into relationships with DR experts. Promotion of mobile marketing in conjunction with TV campaigns has grown. We've worked with Voodoovox, a Disney-backed company, on in-call advertising on mobile. Voodoovox believes in-call advertising is the next billion-dollar ad channel. We educate our clients on how mobile and interactive technology can grow their business.
What are some of the most successful campaigns you've seen come through TVi?
Andariese: It's clichE9, but it's those who sustain long-term commitments to campaigns. Quicken Loans is an example. Their spots are on all the time. Nutrisystem also loves the opportunities our relationships provide. We even had an upfront offer that exceeded $1 million last year from a client. We've also enjoyed a lot of great relationships with blue-chip financials, and with the Dells and Gateways of the computer world.
What does the future hold for TVi Media?
Andariese: We are positioning ourselves to be aware of direct response as it applies to the digital area.
Norman: We want to continue being that outsourced solution for smaller cable nets. We're a turnkey model for some of the networks we work with now. We're working with a company called Games Media Properties on an opportunity combining TV with interactive for The World Series of Video Games 2007 Tour, airing on CBS Sports. It reaches out to major gamers to put them in a competition online, with a televised championship event. On the first airing on CBS last fall, we broke through to the hard-to-reach 12-24 and 16-34 demos. We measured the promotion online prior to airing the show. Gamers paid a fee to go online and play. About 600,000 saw the online promo. And the movement away from online to TV measured almost directly to about 600,000 viewers.
If you believe your company's story is worthy of a Response Q&A, contact Response Editor-in-Chief Thomas Haire at (714) 338-6722 or via E-mail at [email protected].