DRTV Buying

Mobile Advertising Edges Out Online Advertising

admin — Wed, 29 Oct 2008 04:25:45 +0000

JumpTap, a leading mobile search and advertising provider, has officially confirmed just how effective mobile advertising can be.

Together with Research and Analysis Media (RAM), the company’s study reveals that mobile advertising is an innovative promotional tool marketers can use for branding, recall and determining purchase rates.

A whole new way to advertise. Results are what matter to advertisers looking for proof that mobile devices can keep them connected to consumers.

In fact, JumpTap mobile advertising is providing new customers with a unique opportunity to participate in ongoing brand research insight just for signing up and participating in mobile advertising campaigns. This way, they can see first-hand how well it works.

How mobile ads affect advertiser recall, intent to purchase. The RAM research study began with a sample group of 300 Swedish Telia SurfPort users testing consumer advertiser recall, purchase intent and mobile advertising quality.

Consumers reviewed ads from EMI, Eurobate, Plutolife (Mobilove) and Discovery Channel Sweden. About one third of the participants were not familiar with these ads prior to the study.

The results:

• The Study revealed JumpTap ads had an average of a 20 percent higher recall rate than comparable mobile ads.

• Mobile users are more likely to continue searching for more information after viewing the JumpTap ads. This includes 10 percent of 16 to 24 year olds and 28 percent of 45 to 79 year olds confirmed that the ads inspired them to continue searching for more information.

• Female mobile users were more likely to make purchases from the JumpTab mobile advertisements than from others. The results included ages 16 to 24 year olds, which was most significant since nine percent of the participants confirmed that they would likely make a purchase compared to zero percent from the other mobile advertising groups.

Direct Response Television Advertising and Viewer Fragmentation

admin — Fri, 12 Sep 2008 02:58:18 +0000

Television advertising is becoming more challenging for the advertiser looking for the best mix (as far as advertising and media buying) as the industry continues to change and evolve.

Viewership is greatly affected by the growing popularity of satellite and cable TV. Even digital recording devices like TiVo have significantly changed the way people view programming. Viewers can simply watch prerecorded programs whenever they like, how they like (e.g., skipping through all of the commercials).

Successful even in the face of change. For the most part, direct response television advertising (DRTV advertising) manages to be a successful advertising medium despite these challenges.

Special events. However, this year, for instance, there are two additional events (some may say hurdles) that advertisers must deal with: the Olympics and political advertising.

Both of these monumental events/trends threaten to increase the incidence of viewer fragmentation. They will reduce the number of spots available for direct television advertising campaigns.

Good advertising strategy = effective advertising strategy. In response, the smart advertisers will develop an effective advertising strategy, such as blending direct response television advertising (DRTV advertising) with other complementary advertising methods in order to continue effectively promoting and selling their products and services.

Video and online gaming continue to grow among all age groups

admin — Tue, 13 May 2008 20:52:07 +0000

Both video and online gaming continue to grow among all age groups, even seniors. People are spending more time involved in gaming. A new “Online Gaming 2008″ report from the NPD Group finds that 72 percent of the US plays video games, a dramatic increase from the 63 percent who said they played in the previous year, according to Ben Kuchera from ars technica. Most online games are played through a PC, followed by games played through a game console and games played on a cellphone make up only a small share of the marketplace.
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I find it interesting to analyze businesses that are thriving during difficult times, since understanding the dynamics of those businesses can often help spur ideas that might improve your business or lead to new product ideas that appeal to consumers in a depressed economic environment. Savvy direct marketers with the right products also have the potential to thrive in this environment, since consumers will be spending more time at home watching TV and online and more DR inventory should become available as general advertisers cut back.

Peter Koeppel is Founder and President of Koeppel Direct, a leader in DRTV direct response television, online, print and radio media buying, marketing and campaign management. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop direct marketing campaigns to increase profits.

Peter started Koeppel Direct in 1995 and has built it into one of the leading infomercial direct response media buying firms in the U.S.
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DRTV Marketing Targeting the Nutraceutical Market

admin — Wed, 12 Mar 2008 17:49:02 +0000

As the use of nutraceutical products increases, so does the amount of nutraceutical product marketers. (By the way, the term â€˜nutraceuticalâ€™ refers to a blend of nutrition and pharmaceuticals â€“ basically a food or part of a food that offers medical or health benefits.)

In fact, there are currently more than 7,000 health and natural food stores in the U.S. selling one or more nutraceutical products.

Marketers who want to stand out among other retailers in the lucrative and growing nutraceutical market can do so through the use of Direct Response TV (DRTV) advertising. In fact, they are options for DRTV more and more.

Nutraceutical campaigns relay the benefits of nutritional supplement or product through one of the most effective marketing methods available: DRTV. With direct TV advertising, advertisers pass on critical and valuable information to consumers, from information surrounding food extracts to the medicinal effects of certain products to the best supplements on the market today.

Statistically speaking, direct response media buys provide a solid forum for advertisers to present and sell their products. In fact, DRTV as a whole allows the advertiser to specifically target the nutraceutical and weight loss markets, among others.

To learn more about direct response media buys and nutritional supplement marketing, contact your media planner or media buyer.

Clinton Steps Up Campaign Efforts Following Super Tuesday

admin — Thu, 14 Feb 2008 19:47:41 +0000

In an effort to rake in more campaign money, Sen. Hillary Rodham Clinton’s political advertising campaign has kicked into overdrive. Clinton opted to donate $5 million of her own money to benefit her campaign’s political marketing efforts. The donation comes after Sen. Barack Obama managed to raise more than $30 million in January compared to Clinton’s $13.5 million News of Clinton’s personal contribution sparked a new cycle of online donations. Since the beginning of February, the former First Lady has received more than $10 million in online donations through her website. Obama, however, is still taking the lead in the political donations arena.

According to a recent story in the Washington Post, the Illinois senator’s political marketing team is utilizing those funds for media buying efforts. Clinton’s camp, however, is unfazed by Obama’s lead in campaign funds. Clinton’s campaign chairman, Terence R. McAuliffe, told the Washington Post recent donations made after Clinton’s personal contribution would be used to launch television ads in critical states

Stay tuned for the battle of the political funds!

Response Interviews Peter Koeppel

admin — Thu, 13 Dec 2007 17:38:35 +0000

Peter Koeppel (President) and Loren Wayne (Vice President of Business Development) at Koeppel Direct sat down for an exclusive interview with Richard Gant at the Response Magazine EXPO.

Google Looks for Growth from Mobile Advertising

admin — Mon, 03 Dec 2007 16:39:27 +0000

Google will be leading an effort to develop software that will make cellphones more like mobile computers with improved Internet access. Google is looking to transform the mobile industry in the same manner that the PC changed the world of computing in the 1980’s

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How to Use TV and the Internet to Tap into the Baby Boomer Market

admin — Thu, 15 Nov 2007 16:28:09 +0000

In the past, advertisers have focused on reaching consumers in the 18-49 age range. Today, that may be changing. As more and more companies are realizing the buying power that the Baby Boomer generation possesses, marketers are shifting their ad dollars and campaigns to reach this powerful market segment.

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Full Speed Ahead! The automotive industry turns to DRTV

admin — Mon, 29 Oct 2007 16:41:15 +0000

Expect to see more automakers, dealers, auctioneers and other auto-related firms using DRTV in the future, and complementing those efforts with online video and other tools that help “drive” consumers to trade in their current cars in favor of a new or used vehicle.

Why direct response television ads remain viable

admin — Mon, 15 Oct 2007 20:49:40 +0000

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., a direct-response media-buying agency. “Just a couple of years ago, it was 5 or 10 percent.” To goose ROI even more, most DRTV campaigns are also now mixed with banner ads, search campaigns and a Web site. They also include a direct-mail component, as marketers typically follow up with brochures, videos, DVDs, catalogs, coupons and other materials.
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For many companies the appeal of DRTV rests in its speed and malleability. “You see results very quickly” as customers respond or fail to do so, Burke says. Because ads use highly specific phone numbers or URLs, marketers can determine almost instantly what works and what doesn’t and can adjust campaigns accordingly. Meanwhile, growing specialization among cable networks makes it easier to target viewers. “If you’re marketing household products, you have the Food Network or HGTV,” says Koeppel. “You can be pretty precise in targeting your message to reach certain demographics.”
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Those in the DRTV industry say the fast-forward factor isn’t as big an issue as people had originally feared, largely because direct-response ads tend to run on cable and satellite stations that people don’t record as much. “We don’t advertise on regular-program stations,” says Duitch. “We do one and two-minute commercials on CNN and the Weather Channel and other stations that people just watch.”
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What’s more, certain viewers for instance, those considering investing hundreds of dollars in home gym equipment or adjustable beds are still likely to sit through half-hour infomercials, according to TiVo Inc.’s StopWatch data service, which measures program and commercial viewership in DVR-using households nationwide.
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Finally, today’sÂ infomercial ads are designed to build ongoing relationships through, for instance, automatic shipments of recurring orders and follow-up mailings with special offers and new product samples. Burke puts it this way: “It’s not just about the initial sale; it’s about everything that happens after that person contacts the seller.”