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Direct Response Marketing

News Corner November 6, 2013

6 Nov, 2013 By: Doug McPherson


For the second time in the past three years, Venable LLP is named the “Law Firm of the Year” for advertising law by U.S. News – Best Lawyers® “Best Law Firms.” Venable is also a “Tier 1” firm for advertising law, both nationally and in Washington, D.C.

David G. Mallen, who spoke at Response Expo 2013 in his previous role as deputy director of the National Advertising Division (NAD) of the Council of Better Business Bureaus (BBB) and an advertising and consumer protection law attorney, joins Loeb & Loeb as a partner in the New York office. The firm’s leaders say Mallen’s 15 years of experience at NAD will strengthen Loeb & Loeb's services involving the convergence of advertising and promotions, emerging media, technology, privacy and consumer protection law.

Marketsmith, a direct response marketing firm specializing in harnessing the power of data-driven technology, is one of New Jersey’s 2013 50 fast-growing companies according to NJBIZ, a leading New Jersey business news publication.

Janelle Kreider joins Mercury Media as account director in its office in King of Prussia, Pa.

Valpak partners with Samsung to enable consumers to save digital coupons from Valpak to Samsung Wallet on their smartphones. Valpak’s mobile app allows users to search for coupons by category, business name, and location, among other criteria, and download and redeem them at the point of sale.

Targeted mobile advertising company Adelphic adds mobile video inventory so agencies and brands using Adelphic can now buy mobile video ads programmatically. Adelphic leadership says programmatic trading will increase the “efficiency and effectiveness” of the ad format. Adelphic claims that more than 1 billion mobile video ad impressions will be available each month for real-time bidding.

Infectious Media, a company that specializes in real-time advertising, reports that 54 percent of digital ads aren't viewable. "Viewable" is defined as meaning at least half of the ad must be in view for a minimum of one second.

Time Warner Cable, the second-biggest U.S. cable operator, posts mixed third-quarter results. Revenue rose 2.9 percent to $5.52 billion – largely as a result of gains from its high-speed Internet business, which climbed 14.2 percent to $1.46 billion. Its bigger business – residential video sales – sank 4.5 percent to $2.6 billion.

New research from Retention Science says promotional E-mail offers should be sent in the afternoon when consumers are in more of a buying mood. Offers sent on Tuesdays and Fridays perform best (28-percent and 26-percent conversion, respectively). Saturday was the lowest-performing day, with just a 3-percent conversion rate, followed by Sunday (6 percent). Also, free-shipping offers trump percent-off offers for conversion.

California resident and software engineer Cecilia Abadie becomes the first person in the country to get a ticket for driving while wearing Google Glass. She says she’s leaning toward taking her case to court. "The law isn’t clear, the laws are very outdated," she says, according to the Associated Press.

Ad inventory for ABC's March 2 broadcast of the Academy Awards is sold out, according to sources cited by Brian Steinberg, with record fees ranging from $1.8 to $1.9 million for a 30-second spot.  The 2013 show had rates from $1.65 million to $1.8 million.

In three years, about half of all media campaigns are expected to be multiscreen campaigns, according to a study from the Association of National Advertisers (ANA) and Nielsen. Multiscreen is defined as two or more screens – TV, computer, tablet, mobile phone and digital place-based media – running in a similar time frame. Estimates are that only 20 percent of current ad campaigns are multiscreen campaigns.


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