Archive for the ‘Uncategorized’ Category

Driving Retail

August 22, 2011


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By: Beth Vendice, President, Mercury Media Performance Guarantee Group, Boston

We pride ourselves on “now.” At its most basic level, direct response TV is all about “now.” Make the call, visit the website, do it now.  All the creative, messaging, and placement is designed for “now.” To elicit an immediate response.

Which is not to say that “now” TV doesn’t have positive after effects. Branding is one of them. Retail sales are another.  Often, I am asked about the relationship between DRTV and retail sales lift.. It makes sense. Many of our most successful clients sell products or services that simply don’t have a retail component, such as ecommerce services. On the other hand, many clients have a retail product component and invariably the two go hand in hand. DRTV drives retail sales. It isn’t the science of “now”, but it is the science of DTRV’s afterburners. (more…)

Cable upfront: Expect the top networks to match broadcast in CPM increases

June 27, 2011


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Media Life’sMedia Economy Newsletter” recently called on our  Sr. VP Media Director Cheryl Green to weigh in on the evolving cable advertising landscape. Cheryl was recently honored as leading cable media buyer by CableFAX,  in their 2011 “Sweet 16 of Cable.”  Read what Cheryl had to say below:
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Mercury Media’s Cheryl Green Named to CableFAX’s “Sweet Sixteen of Cable” for a Second Year in a Row

May 23, 2011


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We are thrilled to announce that our Sr. VP Media Director Cheryl Green has been selected as one of CableFax’s “Sweet Sixteen of Cable,” for a second year in a row!  CableFAX’s “Sweet Sixteen” is an industry hot list of brand marketers and media buyers who “get it” when it comes to the power of cable as a marketing vehicle.  We have to agree – Cheryl singlehandedly brought infomercial products to primetime TV, coordinating the first ever placement of an infomercial on the Discovery Channel.  Check out her exclusive interview with CableFAX below!

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DRTV Look at Pros vs. Joes

March 15, 2011


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By:  Chrissy Ferrier, Creative Director, Mercury Media Boston

“I’m not a doctor, but I play one on TV.” The phrase was so overused a few years ago that the practice of using actors for testimonials in Direct Response ads  was viewed negatively;  however, it’s time to reconsider. Professional actors can be a positive factor in the ROI of a Direct Response TV campaign (DRTV). It’s not to say that “real customers” won’t provide the response rates and returns necessary for some products. But let’s look at the reality of the “pros vs. Joes” in DRTV.

First, professional actors are an essential part of the efficient budget choices a company makes when they budget for and then shoot creative for an effective DRTV campaign.  With real customers, you never know what you are going to get in terms of performance.  Real people are nervous when the camera is on and unless you have an exceptional director, the client runs the risk of coming up short with content, and in this case the testimonial is the content. Are you ready to risk that for the possibility that just maybe, a real customer will come up with a more authentic, grassroots tone?
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Building Your Brand through DRTV

November 22, 2010


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

Branding is not typically associated with direct response agencies, but it should be as all advertising, including direct response, impacts the brand. The challenge is leaving the right impression and doing so on purpose.

Traditional agencies and direct response agencies go about achieving this differently. Traditional agencies want to raise awareness about a product or service and create positive feelings such as “this brand understands you” or “our brand’s cool, if you use it you will be to.” Direct response agencies believe consumers respond when products and services are relevant to them. If an ad doesn’t communicate a product or service’s benefit, then the consumer has little reason to respond.

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Building Performance Measurement Discipline into your Campaign

October 18, 2010

 

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John Wanamaker, considered by many to be the father of advertising, once said “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Were John was alive today it is likely he would be a leading advocate for performance marketing and analytics.

Performance metrics and analytics serve as the foundation upon which strategic and tactical decisions should be based. They are powerful tools to improving performance and assure a positive return on your advertising dollar. Without these tools, marketers, just like John Wanamaker in his day,  must rely on gut feelings to understanding what is driving results. That is often a poor substitute for hard data. But for many companies, analytics are an afterthought compared with strategy and campaign development.
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A Guide to DRTV Terminology

August 18, 2010


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

TV is by far the most powerful medium available to advertisers as it can reach mass audiences, show dramatic visual demonstrations, and air emotional testimony.  DRTV uses the power of TV to create the “impulse to buy” and drive sales to retail, Internet and other distribution channels.
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A Guide to Games and Advertising

July 21, 2010


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

Video gamers represent a significant portion of the world’s population and, contrary to conventional wisdom, these gamers are not just adolescent males.  According to the Yankee Group, the average console gamer in the U.S. is 26-years-old and the split is 68% male to 32% female.  In comparison, the average casual web gamer is 36-years-old and split 50% male, 50% female.
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A Guide to Interactive TV Terminology

June 18, 2010


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

Interactive TV is redefining television and the lingo we use to describe it.  To help you navigate this ever-evolving platform, I have put together this official Guide to Interactive TV Terminology.
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The Old is Not New Again

May 21, 2010


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I would like us to retire two phrases soon. Phrase one: old media. Phrase two: new media.

Media. One word. We have worked the old and new media differentiators to death. For media and marketing veterans, it often felt like there were two camps operating for the same purpose. Maybe new media was cooler and younger. Maybe old media stood for TV, print, and radio. I don’t know really. I do know that it never made sense to me.
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