Archive for December, 2009

Nielsen Takes Steps Toward Measuring Performance

December 23, 2009

By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston

With marketers increasingly demanding a return-on-investment (ROI) for their marketing dollars, Nielsen Co. announced that they are forming a joint venture with Catalina Marketing, Nielsen Catalina Ventures, to combine Nielsen’s TV ratings and online-audience measurement data with Catalina’s loyalty-card purchase data.  The goal of the venture is to “allow consumer packaged goods (CPG) and media companies to more effectively link the marketing exposures consumers see with what products they actually buy.”

We at Mercury Media applaud this move by Nielsen. (more…)


Five Tips for Increasing Your Advertising ROI in 2010

December 22, 2009

By Beth Vendice, President, Mercury Media Boston

Madison Avenue saw many changes in 2009, including an iron-clad call for accountability across several industries, giving rise to Pay-for-Performance models, widespread agency reviews and closures of some of the advertising industry’s top shops.

As the new year approaches, resolve to increase your advertising ROI in 2010 with these five tips: (more…)

The Call is Queen

December 17, 2009

By: Marcelino Miyares, Director, Mercury en español, Santa Monica

It is easy to rest on the laurels of strong media performance – particularly when you are Mercury en español – but anyone aiming to replicate what we do would only know the half of it.  (more…)

Best TV Spots of the Decade? Not in Terms of ROI

December 14, 2009

By Biff Burns, Senior Director, Corporate Direct Response, Mercury Media Boston

I just finished looking at Ad Age’s “Best TV Spots of the Decade.”  And although it can be debated endlessly, they were extremely well done, grabbed attention, held it, and even gave me a more solid emotional attachment to the brands they promoted (I love Skittles and there they were!).  But none of them sold me anything and it made me think about one of the cornerstones of advertising: support and sell products for the companies that are doing and buying the advertising. (more…)

A Guide to Interactive TV Terminology

December 9, 2009


By: Chris Conderino, EVP, Director of Planning, Mercury Media New York City

Interactive TV has been bantered about for the last 10 years and seemed no more likely than beaming up to the Starship Enterprise.  Suddenly it’s all over the trades, with every sector of the advertising business either prognosticating on its future or building it.  As with any new advancement there are new words that describe new processes or redefine and expand the definition of common terms.  For example, “video” has replaced “programming” as the term for moving pictures with sound.  And “TV” has become a “channel” or “platform” rather than the only medium to use channels.

This collection of “interactive TV” terms should help you get started and ready for the new frontier. (more…)

Testing With Google TV Can Save Money

December 4, 2009


By Beth Vendice, President, Mercury Media Boston

While it appears that Google TV has little to offer in terms of consumer viewing revelations, the program has much to offer DRTV advertising executives looking to improve client results while saving both their agencies and clients money.  Real-time quality scores, second-to-second ratings and affordable beta testing of high profile programming are just a few of the many Google TV offerings that agencies can use to optimize direct response advertising campaigns. (more…)