Media

Comcast announces a technology advancement that allows for more dynamic ad placement in their on demand offerings. These shorter duration buys could prove to be a new testing platform for direct response advertisers.

In radio advertising, the difference between a successful or failed direct response campaign could come down to the toll free number.

Seems odd to say, but a strong upfront is not necessarily a bad omen for Direct Response TV (DRTV) advertisers.

For the life of me, I can’t understand how Direct Response (DR) continues to be such a mystery to most marketers. I see it as the most accountable and transparent means to market products and services.

Ever since I can remember, I have been challenged with defending the relevance of radio. However, in the end, it’s the results that speak volumes.

Authentic loyalty is built by connecting to what’s relevant and meaningful to your stakeholders, thereby triggering them to do more of what positively impacts your organization. If you’re not taking the time to look at your business differently—through the loyalty lens—then you are leaving revenue on the table. After all, you too are in the business of loyalty marketing.

If you’re an entrepreneur building a direct response company, you hear all sorts of talk and claims about the importance of “strategic media”. However, the strongest advocate for your success will focus on the far more critical questions that you must address first.

I found myself making this statement recently to the head of analytics for one of our clients. They were surprised by this statement. It goes against what many have been told or led to believe about broadcast advertising, and radio in particular. But in reality… Frequency actually hurts response!

When I moved into the business of direct response, I was really compelled by the possibilities I was seeing for message testing in the often underutilized and under appreciated medium of radio – a highly efficient channel that allows you to rapid test real messages with real consumers.

Have you ever stopped short of advertising on TV because of the high cost of testing on that platform? It doesn’t have to be that way. Here’s how.