DRTV Direct Response Television

NBCUniversal and the Digital “NewFront”

Posted by admin on May 02, 2012
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NBCUniversal joined a growing number of media giants hosting digital upfronts this week as it hosted its originally named “New Front” Tuesday Night in New York. At the “New Front,” NBCU unveiled new video content features, a new site tailored directly to cross content engagement, and an entire new executive team, all solely focused on marketing to women.

 

The new video related initiatives include a new web addition, called Oxygen Connect, that will allow viewers of it’s hit show “The Glee Project” to unlock exclusive interviews and chats through a series of online challenges. NBCU also owns iVillage, which will now add an original series, called My Best Idea, consisting of content curated by site editors and tips directly from iVillage users. The last of NBCU’s ideas is “StyleCandy,” a “a partnership between its Style Media and DailyCandy properties that will produce original video content featured on both the Style Network as well as social media platforms,” Says Ross Fadner of Online Media Daily.

 

The new advisory team responsible for creating and upkeep of all this is a specifically appointed board of senior executives from companies like Universal, Gilt, Neo@Ogilvy, and Google. NBCU is far from the first media mogul to pitch it’s digital content through an upfront, but it is certainly the first to tailor the entire thing to women. It will be interesting to see how these initiatives work; Oxygen may just give Bravo a run for its money.

 You can read more at mediapost.com.

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The Social Olympics: Let the Games Begin

Posted by admin on April 18, 2012
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Two new social media apps have already been unveiled for the 2012 summer Olympic games. Samsung debuted its “Olympic Genome” app at SXSW earlier this year, and The International Olympic Committee launched the “Olympic Athlete’s Hub” just today. Samsung’s facebook app allows fans to cross-reference their facebook pages (interests, hometowns, etc) with Olympians facebook pages, and discover what they have in common with them. This gives Olympic viewers a new chance to connect to athletes they may otherwise have not followed, or even heard of.

As users connect with more Olympians, they earn points to be used towards how-to videos posted by the athletes, Visa gift cards for merchandise, or even a trip to the next summer games. Samsung says the app tested well, and there is already a pre-registration page up on their website.
The second app to be announced this week comes from the Olympic Committee itself. It won’t run through facebook or twitter, but user’s accounts will be linked to them. Similar to Samsung’s, fans using this app will connect with Olympians and earn points, but will also be to view real time scores, status updates, and even participate in live chats with the athletes through their preferred media.

This is really the first Olympics we are going to see go viral, and these two new apps are the tip of the iceberg. The Olympics is going to be everywhere now, and fans are going to be more connected than ever to the Olympians. At 100 days away, we can’t wait.

You can read more at adweek.com.

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OWN and Comcast Shake Hands

Posted by admin on April 02, 2012
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Due to a recent agreement with Comcast, OWN will see an increase in distribution, adding 3 million viewers for the network. Increased distribution is always a benefit to DRTV marketers, who may have experienced less than optimal results with the network in the past.

 

 

Recently, the SNL Kagan report, suggested due to estimated losses that co-owner Discovery might step away from the network. 

 

To learn how David Leavy, a Discovery spokesperson, clarifies this statement, click here.

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Another Relevancy Revelations…Err Revolution!

Posted by admin on April 30, 2010
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User-generated content is reaching far and wide and television is not immune to its long-reaching tentacles. Former, Vice President, Al Gore, is working with Current Media to develop viewer-developed programming and advertising for the TV marketplace. The goal here is to operate much like that of YouTube, allowing viewers to become producers to make more content relevant to audiences. Current TV is not a stranger to American households, with 60 million viewers under their wing; the implementation of this program would be far reaching. User-generated programming could be used to a direct response advertisers benefit, by being able to better target its audiences by understanding what types of programming and products are of interest to them. Helping them to better craft a message that speaks to their target audience, thus making advertisers less of a salesman, and more of a friendly advisor. Relevancy is after all the core message to all things advertising and programming today! Read more at MediaDaily News.com.

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Upfront Report: General Advertisers Spending is Up, DR Advertisers Time to Strategize

Posted by admin on April 20, 2010
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Most brand advertisers plan to step up their media spending on television for the 2010-2011 season, according to a recent survey by Advertiser Perceptions, Inc. However, they are being strategic about their spending, and allocating it to larger networks, and slimming down spend in broadcast markets to allocate budget toward more digital avenues.

 

This is important for DR Advertisers, who intend to keep their media within budget and still reach their target audiences. Reaching audiences through broadcast markets can be done. The execution needs to be strategic, timely, and with enough frequency to pique consumer interest. Highly targeted demographics can be reached through the broadcast avenue. While the larger networks will still have available DR time available, more brand advertisers entering this space means higher rates. To stay in budget a strategic broadcast focus could keep a DR Advertiser in budget and still meet demographic goals. To learn more about Upfront Spending go to Media Daily News.

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XBox To Have Digital Upfront

Posted by admin on April 08, 2010
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Microsoft has announced that XBox will become a player in the bidding war for advertisers dollars, and would like a digital upfront for advertisers to begin targeting their programming to its online users.  The multimedia-set-top-box, is in 20 million homes, 72% of which are in the USA.  Adding yet another avenue for a highly targeted media campaign. To read more go to TVWeek.com.

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Tower Media to Represent CLTV Paid Programming

Posted by admin on April 07, 2010
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Tower Media is the new exlusive representative of CLTV paid programming.  To read more go to INewswire.com.

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Free Credit Reports Get A FTC Makeover

Posted by admin on April 02, 2010
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Free credit reports are getting an FTC makeover with a new law that requires them to disclose just how “free” their credit reports really are.  This new law took effect April 2, 2010. The law is meant to help consumers distinguish between credit report offers, as well as make sure advertisers are providing disclosures that comply with the CARD Act.  Television advertisers should note that September 1, 2010, they will be required to disclose within their ads that, “Free credit reports are available under federal law at AnnualCreditReport.com. To read more go to Bankrate.com.

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Univision’s World Cup Runneth Over…Almost.

Posted by admin on March 16, 2010
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Univision has announced that it has less than 10% of its inventory left for the FIFA
World Cup, beginning June 11th. This is great news considering last years down trodden television market. Major advertisers are beefing up the dollars spent during this event, as the expected television audience is approximately 50-60 million viewers. A signal that the television market is on the upswing, and hopefully the US economy, as well! Read more at BroadcastingCable.com.

 

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TV Wins Gold Medal For Viewership

Posted by admin on February 24, 2010
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The Vancouver Winter Olympic Games are attracting quite the audience in 2010. Just 11 days into the events, 171 million Americans have tuned in to watch over national broadcast counting for at least half of the American population. With 93% of viewers using television as their means to catch the latest events, this is by far the most popular medium for keeping up with the latest on Olympic coverage. NBC has also been covering the games online bringing 33 million viewers to the website. This is nearly double the online activity that was seen during the 2008 Beijing Olympic Games. This multi-platform usage shows the importance of utilizing both television and the web in campaigns as a way to catch all those interested in the same programming. Read more at AdWeek.com.

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