media buying
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Why direct response television ads remain viable
Monday, October 15th, 2007
DRTV ads once relied almost exclusively on viewers’ picking up the phone. Now many also steer consumers to Web sites. “If you give the customer a choice of an 800 number or a Web site, about 30 percent, on average, now go to the Web site,” says Peter Koeppel, president of Dallas-based Koeppel Direct Inc., [...]
What to Look for In an Infomercial Media Buying Agency
Monday, October 1st, 2007Infomercial media buying is a highly specialized type of media-buying. General advertising agencies do not have the expertise to buy infomercial time. They are familiar with buying general advertising that is designed to build awareness. In researching an infomercial media buying agency, look for a firm with the following capabilities: Make sure you align yourself [...]
More Accountability for Offline Advertising
Tuesday, September 4th, 2007Google has demonstrated their expertise at delivering online advertising where performance can be tracked, adjusted and measured. They are now trying to bring more accountability to offline advertising through their auction platform that incorporates targeting and tracking systems. Direct marketers and their media buying partners already have embraced the principles of direct response advertising that [...]
Direct Response Print Advertising
Saturday, June 9th, 2007Next to word of mouth, direct response print advertisements are perhaps the oldest means of marketing a business. They used to be the most effective, too. Not anymore, though. “I am an avid newspaper reader — three papers every morning with my coffee,” Bailey says. “Yet, I believe the historic form of newspapers are d-e-a-d.” [...]
Buying Media Time
Friday, May 4th, 2007When buying media time it’s important to work with a media buying agency that has extensive experience buying media for other products or services in your category of business. Buying media effectively for a branded advertising campaign involves knowing how to reach the target audience cost efficiently. Buying media for a direct response advertising program [...]
Does Media Buying for online video actually pay off?
Monday, April 23rd, 2007There is a lot of debate over whether online video actually pays off. Direct response media buying experts are wary of the cost associated with rich media video ads, which tend to occupy premium ad space on the major networks and have a costlier CPM than traditional banner ads. Despite the higher-than-average conversion ratio of video [...]
Trends in Media Buying
Wednesday, April 18th, 2007Savvy marketers are increasingly looking for media buying firms that have the ability to buy all forms of media, whether its direct response television (DRTV) or traditional TV buys, print, online or radio. They are also seeking media buying firms that have the ability to track, measure and optimize results in real time. A multi-channel [...]
Maximizing the Return from Media Buying
Monday, April 16th, 2007Media buying is no longer a process where you can make media buys for the quarter and sit back and hope your media buying expertise delivers the results you are looking for. Media buying in today’s media environment is an ongoing process of monitoring, tracking, reporting and optimizing media buys based on performance. Marketers are [...]
Build Brand Value through your Direct Marketing Media Buying
Friday, April 13th, 2007Direct response marketing provides media buyers with the opportunity to both sell and brand their products simultaneously. If you have a hot drtv brand, it allows you to branch into new product areas. It’s allowed OxiClean to launch a full line of products, Google to branch into radio and video, Apple to offer video and Motorola to [...]
Direct Response Media Buying and Wal-Mart
Thursday, March 29th, 2007A CHANGE OF COURSE Wal-Mart is looking to simultaneously target “low-price loyalists and high-income customers,” as reported in the WSJ. It wants to appeal to higher income customers without losing the customers who shop at Wal-Mart because of the low prices. By utilizing a targeted direct media buying approach, Wal-Mart will be able to selectively [...]
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