Archive for the ‘Results Mktg’ Category

What Makes Mercury Media The Performance Agency?

July 13, 2012


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What makes Mercury Media “The Performance Agency?” Deep insights, a staggering performance database, proprietary data analytic systems, and end-to-end campaign service – and that’s just the beginning!  Check out our new video to learn more.
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The Rest of the Story

February 13, 2012


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By: Barry Jacobs, Vice President, Short Form Direct Response, Mercury Media Santa Monica

For many years, a well-known radio commentator named Paul Harvey aired daily on the ABC Radio Network. His show, News and Comment went on at 12 noon and had an extremely large and loyal following across the country. A big part of his appeal was his signature segment, “The Rest of the Story,” which closed every show.  He utilized this segment to share little known facts on a variety of topics or provide closure to one of his earlier stories.  Taking inspiration from Harvey, my aim today is to share the next chapter to our recent breakthrough success.

Here’s “The Rest of the Story”-
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Mercury Media Delivers a New Way to Drive Retail

January 20, 2012


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By: Barry Jacobs, Vice President, Short Form Direct Response, Mercury Media Santa Monica

I was reminded today of the years when I was selling local radio and TV. I would do my best to get a meeting with the owner of a business, only to be told that he would not give up his advertising in the newspaper, because his customers would actually have a copy of the ad in their hands when they walked into the store.

Well, times have changed and Mercury Media has developed a marketing plan that actually has the modern consumer still walking into the retail store, but instead of carrying a newspaper ad, they are carrying a coupon or offer they have downloaded from the internet.
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Join Us At LeadsCon East!

July 8, 2010


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By Ronald C. Pruett, Jr, CEO, Mercury Media

The rise of the internet has put traditional television advertising on the defensive, but we aren’t resisting the trend. DRTV has proven a top channel for leveraging the lead generation capabilities of the Web with large scale audiences – turning viewers into customers at record pace.
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Mercury Media Releases “The Power of the Hispanic Consumer”

April 27, 2010


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We’ve released the second installment of our TV Perspectives series of whitepapers today, “The Power of the Hispanic Consumer,” measuring the impact Hispanic consumers are having on direct response advertisers’ ROI.

According to the 2009 Mercury Media Hispanic Index™, an aggregation of results from our agency’s long-form DRTV campaigns that ran simultaneously in Spanish and English, brands that allocated, on average, 24% of their media spend to a separate and unique Hispanic campaign saw their overall sales revenue increase by an average of 47% and their revenue net of media spend grow by 71%.
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Have Your PI and Eat It Too

April 21, 2010


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By: Doug Fox, Senior Director of Business Development, Mercury Media Boston

Mom always said you couldn’t have your Pie and eat it too.

Well DRTV advertisers these days are having lots of PI. Per Inquiry or PI’s are an important part of any DRTV effort. Companies such as RevShare and MMSI have built thriving businesses that add low risk sales to every campaign.

But PI’s are never enough.
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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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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…)

Not Your Father’s “Yell And Sell”

January 20, 2010


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

After this past weekend of football, award shows, and the standard fare or reality and crime shows, it continues to be obvious that marketers are not willing to give up TV. I’ve been in the marketing business on both sides of the desk and I can tell you that TV has always been in the mix and always will be. (more…)

Television’s CPA Model

January 18, 2010


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By: Doug Fox, Senior Director of Business Development, Mercury Media Boston

Pay-for-performance agency compensation is a hot topic these days, but what most agencies offer is a very one-sided performance equation.  If their work underperforms, the agency is paid what it is normally paid, but if the agencies’ work outperforms, they’re paid even more through a bonus.  Sounds like a sweet deal – as long as you aren’t a client. (more…)