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Direct Response Marketing

TV Marketing Shifts to PC

26 Aug, 2009 Response This Week


NEW YORK – In recent years, consumers’ TV watching habits have drastically shifted. With that, more and more TV marketers are employing a blend of event marketing, digital marketing and social media to keep in touch with fans and help gain new ones.

“The opportunity to interact with fans on Facebook is such a better use of the money and space as opposed to running a bunch of display ads,” says Laurel Bernard, senior vice president of marketing for Fox Broadcasting, reports DMNews.com.

Fox has recently infiltrated social networking sites like Facebook and Myspace to promote its fall season line-up. For instance, to promote a new musical comedy, “Glee,” the broadcaster created a summer campaign that included Myspace Karaoke using the music from the show, a fan page on Facebook, a presence at the Comic-Con conference, a mall tour and a mobile contest.

Rating these new efforts is difficult, but this spring Nielsen conducted a study that measured a variety of metrics for a display advertising campaign for a popular program that used interactive video on the Google Content Network and YouTube.

The study found online metrics were strong, with a 438-percent increase in visitation to the show's site within 21 days of exposure and an increase in viewership of 134 percent among adults age 18-49, and 79 percent among regular viewers.


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