Posts Tagged ‘Direct Response Advertising’

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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Our New Year’s Commitment

January 24, 2011


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New Year’s predictions are over. That’s fine with me, because I don’t believe in them too much. At Mercury Media we recommitted to our resolutions long before the ball dropped on 2011. Our resolution has everything to do with clients and their customers. We’re committed to our Performance Guarantee for TV model (PGM).

Mercury Media is the only agency offering large-scale PGM advertising in North America.  So instead of paying for your broadcast media based on CPM’s or GRP’s, we will provide it to you based on a guaranteed CPL (cost per lead) or CPS (cost per sale). These are not PI’s.  We buy proven, top performing, paid media on behalf of our clients and we share the risk with them for any short-form execution.
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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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Behaviorally-Targeted Advertising, Worth the Cost?

April 14, 2010


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By: Jennifer Cove Sullivan, Group Account Director, Mercury Media Boston

The effectiveness of behaviorally-targeted media across all mediums has been heavily debated over the last few years.  A recent study by the Network Advertising Initiative (NAI) found that behaviorally-targeted advertising is more than twice as effective at converting users who click on the ads into buyers and that behavioral advertising accounted for approximately 18% of advertising revenue. While I don’t debate or disagree with the study findings, I do think it overlooks one vital truth – the effectiveness of behavioral advertising comes down to how specific and narrow your demo and product/service is and what your defined campaign goals are.
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Direct Advice for Entrepreneurs

April 5, 2010


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By:  Mark Biglow, Vice President of Sales and Marketing, Mercury Media Santa Monica

Marketers with a new product may find today’s retail landscape daunting.  With a handful of powerful bricks and mortar retailers controlling the landscape for most product categories, the magnitude of financial resources required represents a formidable barrier to entry for many.  These powerful retailers can dictate margins, inventory risk, and allowances for returns and co-op advertising that leave the marketer with little more than the proverbial lump of coal.  Fortunately, there is an alternative: direct response (DR) advertising where the marketer makes a direct appeal to the consumer, thus cutting out the middleman.
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