Posts Tagged ‘Mercury Media’

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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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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Big Fish….Little Pond…The Truth

December 6, 2011


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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.
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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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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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MORE is NOT always MERRIER…

May 18, 2011


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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…)