Archive for February, 2010

Mercury Media Releases “The Power of Television”

February 25, 2010


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We’ve released the first installment of TV Perspectives, a new series of white papers, spearheaded by our Sr. Director of Research and Analytics Michael Goodman, that will explore innovations in cross-platform advertising with a focus on direct response television.   “The Power of Television” explores how innovations like Addressable TV, TV Everywhere and Interactive TV are leading the evolution toward a harmonious video delivery ecosystem that will fortify the power of television as an ad medium for years to come.  Download the complete white paper here.
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Are Olympic Advertisers Getting Sufficient Bang for Their Buck?

February 23, 2010


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

CEOs, corporate boards, and Wall Street all evaluate a company’s performance based on three main metrics – revenue, profit, and margin. Yet marketers often focus on metrics like awareness, recall, persuasion and engagement. While these metrics are certainly useful, in the end, isn’t the job of advertising to drive leads or sell product? Shouldn’t this be the success criteria upon which all ad campaigns are measured?
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DM News: DRTV plays lead in campaign strategy

February 16, 2010


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By: Nathan Golia, copyeditor, DM News

Direct response, in the context of direct response television, used to mean one thing: Consumers viewed the TV ad, dialed a 1-800 number, sent a personal check or provided credit card information and received their product or service. As the Web gained popularity as a research tool, digitally savvy consumers increasingly turned to their computers to learn more about products before buying. With the rise of e-commerce, buyers also began opting to make their purchases online.

Today, many marketers place DRTV at the center of a fully integrated approach. They are collaborating across the agency roster to optimize all channels so that the strengths of each are maximized and consumers are more fully engaged.
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Good News for DRTV Advertisers: Media Price Recovery Is Slow

February 8, 2010

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By: Ronald C. Pruett, Jr., Chief Executive Officer, Mercury Media

The economy is creating new media rules.  An economic comeback does not directly correlate to rising media prices.  As this year starts to unfold, we’re not seeing significant rises in media rates, and we buy a lot of media.  Yet, reports of pricing pressure persist in media buying. That’s because the amount of demand simply hasn’t caught up to the amount of inventory.  The situation has improved from its low point in spring 2009 when the financial crisis was at its worst.  But it has not completely recovered. (more…)

Surviving the Great Recession

February 5, 2010


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By: Ronald C. Pruett, Jr., Chief Executive Officer, Mercury Media

The U.S. — and much of the world’s — economy spent 2009 in one of the most dire economic situations since the 1930s. Beginning with the banking crisis in late 2008 and continuing through today’s troubled unemployment numbers, the Great Recession has also affected the entire advertising business, including providing the direct response industry with the greatest test of its “recession-proof” image ever.

As a member of Response Magazine’s Editorial Advisory Board, I had an opportunity to weigh in on some of the DR industry’s most pressing questions.  Visit Responsemagazine.com to read the full article by Response Editor-in-Chief Thomas Haire. (more…)

Performance-Based Advertising: Knowing What Sells and What Doesn’t

February 2, 2010


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

According to Merriam-Webster, accountability is an obligation or willingness to accept responsibility or to account for one’s actions. However, as evidenced by the actions of Wall Street, mortgage brokers, banks, insurance companies and auto manufacturers, accountability is not in vogue today–unless you are in advertising. Today’s marketers want accountability from their agencies, demanding to see a return on investment (ROI) for their marketing dollars. (more…)