MediaPost.com: DRTV’s Best Friend


Bookmark and Share

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

Two bits of good news regarding online “Direct Response” and Hispanics. First, Engage: Hispanics is keeping up the dialog on this issue. I believe it to be the most important growth opportunity in the Hispanic market, and not because of the revenues it may generate for advertisers and their agencies. This growth will continue to be organic for a few more years, because of the impact it is having on Direct Response TV (DRTV) campaigns, or what my friend and colleague, Jose Villa at Sensis, recently referred to as “the performance industry.”

And the second piece of good news … we are actually beginning to see scalable evidence of this phenomenon. In the last year alone, Mercury Media en español has integrated an online component to three campaigns on a test basis. Of these, in varying degrees, proved to be unexpectedly successful.

Read the complete article on MediaPost.com’s “Engage:Hispanic”

Marcelino Miyares is director of Mercury en español, the first full service Hispanic direct response specialty practice in the U.S., where he has expanded the agency’s current in-language direct response television offerings to include a full suite of Hispanic, in- language general market, integrated direct response services.  Miyares has developed marketed communications programs for varied clients such as Body-by-Jake, Citibank, MCI, Signature Group, Montgomery Ward, PepsiCo, Ameritech, PharMor, American Stores, Beneficial Finance, Chrysler, Chevrolet, McDonald’s, Toys R Us, Philip Morris.

Contact him at MMiyares@MercuryMedia.com

Advertisements

Tags: , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: