Monthly Archives: April 2017

DRTV’s Size Many Times Larger Than Previously Thought

Posted by admin on April 18, 2017
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A new study from DRMetrix examined the size of the direct response television industry and revealed it to be much larger than previously thought. After monitoring over 100 national cable networks, researchers found an average of 6.49 minutes of DR spots air every hour. “Joseph Gray, DRMetrix’s founder projects estimates for network cable direct response valuation are three to four times greater than what leading television research companies have reported based on differing philosophies of what constitutes “direct response” versus “brand”- the lines of which have been blurred over the years.”

DRMetrix research shows, among other findings:

Short-form product (call to order) = $315,559,760

Lead generation (unique 800 or web/promo code tracking) = $1,214,017,067

Brand/DR (Using vanity 800#’s) = 2,093,214,169

Brand/DR (straight web, SMS, and/or mobile app response) = $2,813,172,646

TOTAL = $6,435,963,642

To learn more, read the Response Magazine article here.

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Nielsen Says ‘Hello’ To Artificial Intelligence

Posted by admin on April 18, 2017
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In an effort to appeal to customers through audience optimization, Nielsen has launched an artificial intelligence layer to their marketing cloud. This development will help advertisers target audiences in real-time. “Nielsen AI aggregates device-linked audience data across multiple platforms, including email, social, mobile, and programmatic, while automatically optimizing audience segmentation for more targeted marketing content.”

With the ability to evaluate campaign performance and make adjustments as needed, this technology will help improve overall ROI. “The company’s marketing applications include a data Management Platform (DMP) and tools for campaign attribution, media analysis and real-time engagement metrics.”

To learn more, read the MediaPost article here.

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