DRTV Advertising During an Economic Recession: 1973 Versus 2009
By admin | February 16, 2009
Consumer confidence has been badly shaken, stocks are plummeting and jobs are disappearing fast.
Sound familiar? Sure, this is the state of our economy today, but it also accurately describes the state of the economy back in 1973.
Ad Age shared this statement with its consumers: “Consumer pessimism is more widespread than at any time in the past 25 years, according to the latest consumer survey.
“Now that the crisis is here, there is a sudden frantic effort to visualize its implications…Government and business seem equally unsure. Our clients just don’t know what’s going to happen. We’ve never seen anything like it before.”
An economic crisis is nothing new. While the above statements seem to echo everything that is happening around us today, they actually come from and Ad Age issue back in 1973. During that time, an energy crisis, inflation and a political crisis sent the economy into a tailspin creating a recession that lasted from until 1975.
Then, as now, keeping an eye on the big picture is key.
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Wal-Mart’s Newest Advertising Strategy: An In-Store Ad Network
By admin | January 30, 2009
Wal-Mart has taken an innovative approach to in-store advertising.
The plan is to install an in-store advertising network on 27,000 screens designed to constantly stream video ads from anywhere within the store. In this set-up, the retailer has complete control over managing the ads.
What is the Smart Network? The ad network can easily be altered everyday at the retailer’s discretion. For instance, if it rains, the retailer can adjust the network to broadcast umbrellas and raincoats throughout the many different areas of the store.
Can it really boost sales? There are lingering questions about how effective the Smart Network will be: Will Wal-Mart customers actually spend time watching all of the ads on the screen?
The fact is that most shoppers just want to get inside, get what they need as quickly as possible and then leave the store. Shoppers can experience so many distractions while shopping – talking to their children or talking on the cell phone – that they are unlikely to see every item broadcasted.
This raises the question: Just how effective will the in-store ad network be?
Keeping track of purchasing trends. Traditional advertising utilizes a range of tools which includes metrics of drtv, ratings and engagement metrics. Measuring will be easier with this new network. The Wal-Mart Smart Network can help monitor the store’s cash receipts, and it can tell retailers which ads are generating the most sales.
If a spot runs in one department and the register receipts show an increase in sales from that department within the same time segment, the Wal-Mart ad team will know for sure. Even so, there is no definitive way to know for certain whether the customer watched the ad before buying an item – a shopper could have made a purchase without even seeing the ad display.
The true effectiveness of the new Wal-Mart in-store ad Network remains to be seen.
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Mobile Advertising Edges Out Online Advertising
By admin | October 29, 2008
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.
Topics: drtv, media buying | 1 Comment »
Direct Response Television Advertising and Viewer Fragmentation
By admin | September 12, 2008
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.
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Video and online gaming continue to grow among all age groups
By admin | May 13, 2008
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.
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.
Topics: Uncategorized, drtv, media buying | No Comments »
DRTV Marketing Targeting the Nutraceutical Market
By admin | March 12, 2008
As the use of nutraceutical products increases, so does the amount of nutraceutical product marketers. (By the way, the term nutraceutical refers to a blend of nutrition and pharmaceuticals 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.
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Clinton Steps Up Campaign Efforts Following Super Tuesday
By admin | February 14, 2008
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!
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Response Interviews Peter Koeppel
By admin | December 13, 2007
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.
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Google Looks for Growth from Mobile Advertising
By admin | December 3, 2007
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
read more | digg story
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How to Use TV and the Internet to Tap into the Baby Boomer Market
By admin | November 15, 2007
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.
read more | digg story
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