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Direct Response Marketing

Field Reports

1 Nov, 2007 By: Thomas Haire, Courtney Beth Pugatch Response


SAN FRANCISCO — Google is finally planning to cash in on its $1 billion investment with video-sharing Web site YouTube.com. In mid-October, the company announced plans to allow Web sites in its ad network to embed relevant videos from YouTube content creators.


Under the new plan, Web sites or blogs about specialized topics (such as quilting) have the option of embedding videos from YouTube. This is the first time since Google's purchase of YouTube that Google has chosen to use YouTube as an advertising option.

AdSense, Google's successful online advertising network, is the main draw of the advertising plan. Creators of the videos chosen from YouTube would receive a share of the revenue from the ads, though Google has yet to mention how large the percentage is.

"We are creating incremental distribution for our content providers," said Christian Oestlein, product manager for AdSense. He also said the system would allow publishers to make their Web sites more compelling and give advertisers a new way to reach customers.

Google won't disclose the participants in the test-run of this new marketing plan, but none will be large media companies. The company has name dropped Expert Village, a producer of how-to videos; Ford Models, a modeling agency; and Extreme Element, which creates videos about extreme sports; as the first companies to embrace the idea.

 

ERA Celebrates Successful Las Vegas Event

 

By Thomas Haire (thaire@questex.com)

LAS VEGAS — Attendees who descended on the Electronic Retailing Association's (ERA) 17th Annual Convention at the Venetian Resort from Sept. 30-Oct. 2 were welcomed by a bustling city, many company-sponsored cocktail receptions and a series of ERA-planned and hosted seminar sessions. During its meetings with fellow attendees and ERA members, Response staff noted a positive buzz about the event, which also included a trade-show floor featuring more than 100 of direct response's leading companies.

IFS' Andy Arvidson (white) hosted an officially ERA sanctioned event at Mandalay Bay's rumjungle.
IFS' Andy Arvidson (white) hosted an officially ERA sanctioned event at Mandalay Bay's rumjungle.

Perhaps the biggest draw of the association's planned events was the Opening Session featuring advertising legend and TV host Donny Deutsch with a panel of superstar pitchwomen for Guthy-Renker — Cindy Crawford, Leeza Gibbons and Susan Lucci. Hundreds of attendees watched as Deutsch and the ladies bantered intelligently and amusingly about their experiences in the DR business.

Exhibitors, such  as InfoTech, chatted with old clients and industry counterparts on the show floor.
Exhibitors, such as InfoTech, chatted with old clients and industry counterparts on the show floor.

Many major companies in the DR space, including Synergixx, Argo Marketing, Datapak, Zephyr Media, West, REVShare and JBT Media, threw lavish cocktail receptions during the event, thanking clients and saluting their companies' successes for 2007. And Discovery Networks and LiveOps held major late-night club events.

West Corp.'s cocktail party at the Mirage's Jet was one of many on a busy party circuit.
West Corp.'s cocktail party at the Mirage's Jet was one of many on a busy party circuit.

One of the biggest events for attendees, though, was the party thrown by Imagine Fulfillment Services (IFS) at Mandalay Bay's rumjungle on Oct. 1. As part of the event's official schedule, the IFS party drew more than 600 attendees.

The event drew to a close on Oct. 2, with the annual ERA Awards — this year titled, "A Night at the Opera." The event honored the best achievements in the direct response marketing industry.

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