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Direct Response Marketing

News Corner October 10, 2012

10 Oct, 2012 By: Doug McPherson


Media Design Group promotes Michelle Murphy to vice president of client services and Karen Libson to director of media.

Dial800 CEO Scott Richards has been named the chairman of the Radio Council for the Electronic Retailing Association (ERA).

WorldLink will exclusively oversee direct response ad sales for the Pac-12 Networks. Launched on Aug. 15, the Pac-12 Networks comprise a group of seven college sports TV networks providing coverage of Pac-12 Conference athletic teams.

Digital video ad network YuMe reports that the number of smartphone and tablet ads it provided in the second quarter nearly doubled from the quarter before. The network serves about 750 million video ads each month across more than 2,000 publishers. Mobile impressions accounted for 7 percent of ads served in the second quarter, up from 4 percent in the first quarter.

Online video ad spending will keep rising rapidly over the next two years, according to ZenithOptimedia, an ad market forecasting company. Overall ad spending in the U.S. in 2012 should rise 4.3 percent this year, an upward revision from ZenithOptimedia’s 3.6 percent prediction this summer. Online video spend should rise 29 percent this year compared to 2011, with another 29 percent year-over-year growth forecast for 2013, and 27 percent growth for 2014.

R2C Group establishes a media agency exclusivity agreement with Tommie Copper, creator of a unique line of copper compression clothing designed to provide relief from arthritis and other joint pain.

KPI Direct, an integrated direct marketing and brand management agency welcomes Aaron Baker as integrated media manager and Vince Dargush as manager of consumer sales.

Jay Kordich, spokesman for the Powergrind Pro Juicer, won the Best Male Presenter honor at the 2012 Moxie Awards in Las Vegas on Sept. 13. Kordich was honored for his work in the infomercial “How to Live to be 100,” produced by the Seattle-based marketing firm Cesari Direct.

New York area-based Cablevision Systems announces it has completed a programming/content distribution deal with the Walt Disney Co. The deal covers 70 properties, traditional networks and platforms and looks to future digital efforts.

Last week, NBC News Digital began pitching a new audience targeting scheme based not on the classic age, sex and income descriptors that have been used as the currency of Madison Avenue for the past half century, but on the behaviors and “personas” of news consumers. The news consumer personas, developed by NBC’s sales and research teams along with third-party research suppliers, put news consumers into four main groups: “Always On” (Consumers constantly connected to news feeds), “Reporters” (A smaller segment who take pride in breaking news to their friends via their own social media postings), “Skimmers” (Those not passionately connected to news), “Veterans” (Consumers who primarily rely on traditional media as a trusted source for news).

An executive with Innovative Marketing was hit with a $163 million judgment for helping to sell “scareware” to Web users. Ads told consumers that the malware could be fixed by buying software that cost between $30 and $100. Between 2004 and 2008, around 1 million consumers bought programs like WinFixer, WinAntiVirus and Popupguard.

Sprint announces a new advertising service called “Pinsight Media+” that lets customers get targeted messages from brands on Sprint online and mobile properties. Subscribers can opt in to share anonymous information about their interests, location and mobile use to receive more relevant ads. People sign up to participate in the ad program through Sprint’s My Choices site or by enrolling by phone.


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