Posts Tagged ‘DRTV’

To Dub or Not to Dub?

August 17, 2012


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By: Marcelino Miyares, Jr., Director Mercury en español

Something happened in the sports world in mid-May that will go down as a watershed moment in media. It wasn’t about the NBA playoffs or the NFL draft. It was a Sports Center advertisement on ESPN.

For 17 years, the “This is SportsCenter” advertisements have always been in English. But when Yankees second baseman Robinson Cano followed the path of Tony Romo, Albert Pujols, the Manning family, and dozens of others around the ESPN headquarters, giving high-fives to staff members, it was the first time ever that the ad was broadcast in Spanish, and it marked the first time the network showed a Spanish ad on both ESPN Deportes, its Spanish-language sports channel, and its English-language sister channel ESPN2.
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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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Channel Crossing: Retail’s Road Less Traveled: Sales for Every Season

May 2, 2012


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By: Maria Eden, Senior Vice President, Director of Short Form, Mercury Media Philadelphia 

“Are we there yet?”

If this sounds familiar to you, you’re probably a parent of small children, a marketer for retail clients, or both.

When it comes to marketing, we’ve found that retailers are often single-mindedly focused on their final destination – the Q4 holiday season.  After all, more than $1 billion was spent during 10 shopping days this season, led by Cyber Monday, which ranked No. 1 for the second consecutive year at $1.25 billion.

But even as visions of Black Friday, Cyber Monday and Super Tuesday dance in retailers’ heads, it’s our job as marketers to keep them focused on their journey toward success year-round.

At Mercury, we’ve found that our retail clients perform best when they base their media strategy on a full calendar of sales, marketing and effective media. Only then can they maintain good customer data, consistent sales and mind share.

It’s no secret that marketers use DRTV to generate immediate product sales.  But the medium is also amazingly adept at driving traffic to retail stores, catalogs and the Internet.  Below are three of our most well-tread tips for your road to retail success:

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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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Video Consumption in a Fragmented Marketplace

June 30, 2011


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By: Michael Goodman, Strategic Analyst, Mercury Media

TV, Internet, smartphones, DVRs, on-demand. Today’s consumers have more viewing options than at any other time in history. While different segments of the population might prefer different devices to view on, or exhibit different viewing habits, the overall trend is clear; consumers are watching more video on TV, the Internet and mobile devices than at any other time.

But despite all the alternative viewing options available, plain old television continues to dominate viewing by a wide margin. According to Nielsen’s Q1 2011 Cross-Platform Report, persons 2+ watched an average of 35 hours and 37 minutes of television a week followed by using the internet on a PC (5:43 per week) and watching time shifted TV (2:25 per week) (see Exhibit 1). Segmenting television into quintiles shows the even the lowest quintile of TV viewers still averages an hour of TV viewing per day, while the highest quintile watches nearly ten hours a day. While some variation is seen among different demographic and ethnic groups the overarching theme remains constant – television dominates viewing.

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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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A New “Perspectiva”

June 20, 2011


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By: Marcelino Miyares, Jr., VP Mercury en español

(As printed in the May 2011 issue of Electronic Retailer Magazine)

I have been involved in marketing to Hispanics in some capacity for more than 30 years. That’s three census cycles, if you’re scoring at home. Most of my tenure has been spent in direct marketing, and every now and then I see a watershed moment that I expect will push marketing to Hispanics over the top. The release of the most recent 2010 Census results is one of those moments.  And still, as recently as last week I have spoken to marketers and agencies who still manage to hold on to outdated and unprofitable perceptions about the Hispanic market.

The 2010 Census results, released in mid-April, are mythbusters for Hispanic marketers. The market now tops 50 million and will account for 95 percent of the teen population growth over the next five years. Hispanics now outnumber blacks for the first time in most United States metropolitan cities.  Last year, Hispanics became the largest minority group in 191 metropolitan areas, as a result of the Latino population spreading to new areas of the country.  The Census Bureau also projects that by 2020 the Latino population will increase to over 65MM.

Despite all this, there are a mere $3 billion marketing dollars spent annually against $850 billion in Hispanic spending power. That’s less than one-third of one percent. The new census figures add a lot of fuel to the argument that this market is underspent and underestimated. Unfortunately for the disbelievers and marketing xenophobes who chose not to read this article, this is commercial reality, not myth. So I thought I’d take the opportunity to use the census results (or should I say facts) and some other recent research to counterpoint the stubborn myths that live on in our industry.
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DRTV: The complete player

June 9, 2011


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By: Kristi Tropp, VP, Director of Client Services, Mercury Media Boston

As marketers, we all aspire to hit home runs. We want to be part of “that campaign” that delivers immediate sales, shatters revenue projections, and maybe even wins a few awards. In the DRTV business, we certainly want those campaigns, and we want them regularly. The reality, however, is that few agencies are fortunate to get even one of those on a direct to consumer basis. But we do- because we pride ourselves more on DRTV campaigns that achieve success based on smart planning, sound media buying, real time data and analytics, compelling creative, and, just as importantly, a very strict vetting process! In short, we’re in it for the long term, regardless of whether success is immediate or a bit more hard-earned.

“Hard-earned” and “long-term” are not the sexiest words in the DRTV lexicon, but it struck me in a recent round of client meetings that we need to change that perception. In this business, we’re very good at promising,  measuring and delivering immediacy. Campaign hits on day one, sales hit in week one, increase in week two, and a campaign is optimized for successful responses in week three…… and everyone’s happy. We should aspire to more.  Four concepts are still missing from overall DRTV planning and goals that should be top of mind for every DRTV launch:
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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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