Posts Tagged ‘Direct Response Television’

The Rest of the Story

February 13, 2012


Bookmark and Share

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”-
(more…)

Mercury Media Delivers a New Way to Drive Retail

January 20, 2012


Bookmark and Share

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.
(more…)

Big Fish….Little Pond…The Truth

December 6, 2011


Bookmark and Share

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

In the last two months, two prospective clients have told me that they would rather be a big fish in a small pond than a small fish in a large pond.  The “small pond” media company has used the same phrase with both the clients. As part of the “large pond” company, I take a huge exception to the comment.

First of all, at Mercury we grow clients.  Our goal is not simply to buy the media; we take the time and energy to optimize every facet of the clients marketing endeavors. Let me draw an example that really dispels the concept. If you buy a tropical fish and place it in a large tank, something wonderful occurs. The fish grows and flourishes as it has space to grow and the opportunity to live a long life. If you take the same fish and place it in a small bowl, the fish stays the same size and does not live as long.
(more…)

Mercury Media’s Cheryl Green Named to CableFAX’s “Sweet Sixteen of Cable” for a Second Year in a Row

May 23, 2011


Bookmark and Share

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!

(more…)

MORE is NOT always MERRIER…

May 18, 2011


Bookmark and Share

By: Olga Ackad, VP, Director of Client Services, Mercury Media Santa Monica

Agency of Record. In the world of advertising, agencies strive for this label. However, for Long Form Direct Response, this has become a rarity. More and more, marketers are working with multiple agencies. While the upfront implications of this may appear positive, ultimately, this can harm not only one marketer’s campaign, but the general state of the industry.

Why are marketers using multiple agencies? There are two core reasons: Long Form media is finite. Any given station will only open so much time for 28:30 programming and many don’t have long form inventory available at all. Marketers seem to believe that they need more than one agency to get a sufficient quantity of media time. The second factor often has to do with creating a competitive atmosphere among their media partners so as to facilitate a “hunger” within each agency.

As with all things, there are pros and cons to this thinking. Every agency has time that’s proprietary to them. But does that third, fourth, fifth, etc. agency have enough unique time that it outweighs the risk? In most cases, the answer is no. So what exactly is at risk?  (more…)

Reaching Consumers Reeling from the Great Recession

April 12, 2011


Bookmark and Share


By: Michael Goodman, Strategic Analyst, Mercury Media

Over the course of the past three years the American economy has been laboring to get out from under a recession the likes of which we have not seen since the Great Depression of 1929-33. As a result, Americans’ are lowering their expectations about retirement and their children’s future; are becoming thriftier; and are concerned over how long it will take for their finances to recover.

According to the University of Michigan’s Panel Survey of Income Dynamics (PSID), median household wealth decreased by an estimated 19% from 2007 to 2009. As a result, consumer lifestyles are changing. According to the Pew Research Center, 62% of U.S. households have cut back on household spending during the recession and 71% of buying less expensive brands. Rather than short-term adaptations to economic circumstances these changes seem to be fundamental changes in consumer buying patterns. Forty-eight percent of U.S. households said they plan to save more and 31% say they are going to spend less once the economy recovers.

This presents both a challenge and an opportunity to marketers. (more…)

Better, Faster, Cheaper

March 31, 2011


Bookmark and Share

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

Imagine this. Your business is thriving. Revenue is up, the pipeline is full, and customer satisfaction is the highest it has ever been. Your media plan is solid; you’re gathering great data and are maintaining one of the highest conversion percentages in the company’s history. One day you get an email. Your biggest retailer in your biggest market is instituting a new policy. No longer will that account stock product in your category to provide service and selection to the current and potential customer base. The account is whittling down to one product for your category and it will be based on the lowest price.

It’s not some kind of business Twilight Zone. Versions of it have happened over the years with many Big Box retailers, but recently a severe situation is playing out between Medicare and the Durable Medical Equipment (DME) businesses like power chairs, diabetes supplies, oxygen delivery, catheters, etc.,  which relies heavily on direct response TV. Here’s the very short version: A process called “Competitive Bidding” was implemented on January 1, 2011 by Medicare in nine DMAs (Charlotte, Cincinnati, Cleveland, Dallas, Kansas City, Miami, Orlando, Pittsburgh & Riverside) in an effort for the government to control costs and cut down on fraud. The second round of bids is expected to take place within the next year or so, potentially expanding the program in upwards of 70 cities.

(more…)

DRTV Look at Pros vs. Joes

March 15, 2011


Bookmark and Share

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?
(more…)

Electronic Retailer: The U.S. Hispanic Marketplace Breaks Records in Growth, Buying Power and Success in DRTV

September 30, 2010


Bookmark and Share

Mercury Media director of Mercury en Espanol, Marcelino Miyares, was quoted in Electronic Retailer Magazine’s September feature story “The U.S. Hispanic Marketplace Breaks Records in Growth, Buying Power and Success in DRTV.”  See complete article below or on Electronic Retailer Magazine’s website.

(more…)

Mercury Media’s Cheryl Green Featured in CableFax

September 16, 2010


Bookmark and Share

Mercury Media SVP/Media Director Cheryl Green weighed in on cable leading the direct response advertising charge in the August 24th addition of CableFax Daily’s “Eye on Advertising.”  To read her complete Q&A and get insider tips and trends, click here.
(more…)