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Direct Response Marketing

Response Enters the Online Video Market With a Bang!

1 Apr, 2008 By: Thomas Haire Response

As you've heard from many breathless opinion leaders, market observers and Web junkies in the past year, we've entered the YouTube age. Online video and its capabilities have exploded in the past 18 months, leading many to believe that today's Internet is quickly becoming "Television V2.0."

Thomas Haire
Thomas Haire

While it remains questionable if any medium will ever truly replace television in America's living rooms, the growth and expansion of the online video market has opened up new avenues for both content producers and marketers — especially direct response marketers, who have grown used to driving consumers to the Web as an adjunct (and, at times, a replacement) to the traditional toll-free phone number.

In recent years, with the help of a growing number of Web marketing agencies, DR marketers have been leading the way for all marketers into the online video space. In 2008, if the spot or long-form video from your direct response campaign is not viewable on your Web site, you are simply behind the times.

Late in 2007, Response began to consider the power of the online video space for its readers, its advertisers and consumers interested in direct response products. As we looked around at all of the disparate Web sites that include DR product videos, we saw a distinct need in the business for a single Web site dedicated to DR online video — a "YouTube of direct response," if you will.

On March 19, after months of preparation and hard work on the part of the staff (especially our research maven, Shay Moftakhar) and our parent company, Response proudly debuted, which today features more than 200 long-and short-form DRTV products. The exclusive online video library is built to provide an objective one-stop shop for marketers and consumers to locate and view ads for all DR products.

The site's debut stirred great buzz across the industry and with the response we've received, we expect to be able to grow our video library to more than 500 ads and products by year's end. At the same time we serve marketers and consumers, also will provide the Response staff with a bevy of new research on the Internet's most popular and successful DR products.

In the end, this latest service under the Response banner — which also has come to include, in the past two years, Response Expo and the Direct Response Marketing Alliance (DRMA) — is designed to help our readers and advertisers grow their businesses. The kicker, when it comes to this new video site, is that not only are we serving our readers and advertisers, we are also now serving the consumer, who will be able to search through this trove of products and simply click "Buy Now" to visit any product's single-page sales site to make a purchase. Isn't that what direct response is all about?

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