Archive for April, 2007

Media Buying, DRTV Marketing and Advertising

Monday, April 23rd, 2007

Media Buying DRTVIn this segment of Ask the Experts, we discuss the price ranges of mass advertising / media buying with one of the leading direct response and media buying agents of Koeppel Direct, Peter Koeppel. Peter points out that print, radio, and even television can be affordable mediums for advertising if you’re going about it the correct way-by using an integrated media-buying strategy. He also discusses the necessities of a good website and what you can expect to pay for website design and upkeep

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MAPP – Helping Media Buyers Track Results

Wednesday, April 18th, 2007
Koeppel Direct has developed a sophisticated audience profiling and tracking platform (MAPP). This new technology enables us to more efficiently reach the right target customer for each direct response campaign. MAPP continuously evaluates current consumer response data, which allows for the optimization of media buying throughout the course of the campaign. This translates into more profitable DRTV campaigns for our clients.
Developing More Targeted Media Plans Utilizing MAPP™
  • Media Audience Profiling Platform (MAPP™) amalgamates multiple sources of data, which are analyzed in developing media plans that are customized for each campaign. Through this process, MAPP™ pinpoints the networks, stations and programming viewed with the highest frequency among consumers, within the target demographic profile, that have purchased a similar type of product or service.
  • MAPP™ merges this data with “real time” network rankings and ratings, which maximizes the information available for identifying the best networks and programming for our media campaigns.
  • Our analytics team reviews this information in conjunction with media that has historically performed well for comparable products targeting a similar audience. This information is derived from Koeppel Direct’s 12-year database of campaign performance for all major product categories.
  • Lastly, the resulting data is integrated into customized reports. These reports consolidate demographic and competitive data, ratings and past results into a usable format, which can be easily interpreted by our strategists, buyers, and clients.

    Decline of Cable an Opportunity for DRTV Media Buying

    Friday, April 13th, 2007

    Cable TV has enjoyed consistent growth over the last 25 years as the service expanded across the country and advertisers shifted their budgets to this medium. Now those days are over according to the WSJ. Money is shifting to the Internet and Internet ad spending is experiencing double-digit growth in the range of 15%-30% annually.
    Cable Networks Diversify
    The cable networks are now trying to diversify to offset the losses in ad spending, by investing in other ventures. For example, Discovery Communications, which owns 15 cable channels and saw their ad sales and viewership drop in 2006, has started an Internet-based subscription service called Cosmeo that helps kids with their homework and is ad-free. Discovery is investing about $100 million into this venture. Other networks are selling ring tones for mobile phones and song downloads for portable music players to off-set lost ad revenue from cable TV. (WSJ)
    The weakness in cable TV ad sales could be good news for DRTV media buying experts. For years, we have seen cable ad rates increase as general advertisers shifted more of their budgets into this medium. If declines in cable ad spending and viewership translate into lower rates for DR advertisers, it would be a trend the industry would welcome, but keep in mind that declines in viewership could also lead to lower response rates. Also, fluctuations in ad rates do not always follow logical patterns. TV networks have consistently tried to raise rates, despite a loss of viewers, due to factors such as media fragmentation and viewers zapping through commercials with DVR’s.
    Adopt a Multi-Channel Advertising Approach
    Savvy DR media buyers need to try and capitalize on the weakness in the cable marketplace. They also need to realize that consumers are spending more time on the Internet and take this into consideration in their media planning. However, to put things in perspective, time spent on the Internet is still only 20-25% of total time spent with all media and Internet penetration is only 70%, so there’s still room for significant online growth (Ad Age 12/4/06). This means that a balanced, multi-channel advertising strategy, incorporating several mediums into your media mix is more important than ever if you want to succeed in today’s rapidly changing media environment.