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Direct Response Marketing

News Corner October 23, 2013

23 Oct, 2013 By: Doug McPherson, Thomas Haire


Viacom Inc. names Mike Tedone executive vice president, national and direct response sales, for Viacom Media Networks Music and Entertainment. He will oversee the group’s direct response business and provide sales leadership and guidance for the company in the upfront and scatter markets, reporting to Jeff Lucas. He moves into the role from his previous position as chief operating officer of ad sales for Viacom Media Networks Music and Entertainment.

Argo Marketing Group, a leading customer engagement center, ranks No. 1,467 overall and is one of just 13 companies based in Maine to make the Inc. 500/5000 annual list of fastest growing private companies. With three-year revenue growth of 272 percent from 2010-2013, Argo says its success is built on its innovative strategies and partnerships for industry leading customer engagement. 

MoffettNathanson, an independent equity research firm covering media stocks, says that by 2015 Viacom, CBS, Discovery Communications, Time Warner, Walt Disney, and 21st Century Fox will derive around 30 percent of their overall revenue from national TV advertising efforts. Viacom is estimated to have 31.1 percent of its overall revenue coming from national TV advertising; CBS, 29.0 percent; Discovery, 28.3 percent; Time Warner, 18.3 percent; Disney, 14.6 percent; and Fox, 14.4 percent.

Microsoft is reportedly developing proprietary technology that would facilitate ad tracking across any Windows-run computers and mobile devices, Xbox, Internet Explorer, and Bing, AdAge reports. Google is currently working on a similar alternative to cookie-based ad tracking. Microsoft is also unveiling several new ad formats, including in-banner video that will let advertisers incorporate video into their ads.

Amazon offers a new service that lets its 215 million customers buy on the Web by entering only their Amazon username and password, sidestepping the hassle of entering address and credit card information over and over again across the Web.

A study from Videology says people 65 and older are most likely to click on an online video ad, and among the most likely to see it through to completion.

Netflix is reportedly in talks with big cable operators to provide its service on set-top boxes – with one caveat: Cable companies have to use Netflix technology that includes a private content delivery network, ensuring the best-quality video. Insiders say such an agreement could slow cord cutting and aid faster broadband speeds for cable operators. Plus, cable operators could use Netflix as a negotiation tactic against TV networks and stations that increasingly demand higher retrans fees.

Google announces revenue of $14.9 billion for the third quarter, a 12-percent jump from the same period last year. Clicks on ads served on Google and its network members' sites increased by 8 percent since the second quarter and by 26 percent since 3Q 2012, but the average cost-per-click dropped 4 percent since the 2Q 2013 and 8 percent since the the same time period a year ago.

Hearst Corp. joins AwesomenessTV, recently acquired by DreamWorks Animation, to re-launch Seventeen magazine's YouTube channel as part of a broader network of digital channels targeting teen girls.

AOL unseated Google as the top online video ad property in September. AOL served up 3.7 billion video ad impressions – the largest number by a single property ever recorded by comScore. Insiders say the findings are the direct result of AOL’s decision to buy Adap.tv earlier this year for $405 million.

More than half of moms use retailer apps (compared to a third of the general population), while 38 percent use apps for product reviews (compared to just 22 percent of the general population). The findings, from Research Now and parenting site BabyCenter.com, say 47 percent of moms look up prices online while in-store, a full 72 percent report visiting retailer and shopping websites on their mobile phones, and a third use mobile to help decide where to buy specific products and services.

Macy’s is turning its mobile application into a digital personal assistant to help holiday shoppers plan their shopping trips in advance and help them find their way once inside stores. Beginning Nov. 21, app users will be able to see the retailer’s Black Friday specials on their mobile devices and create customized shopping lists that can be edited and shared with friends.
 


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