What P&G Learned From the Veg-O-Matic and Ginsu-Knife:
Long considered a second-tier and somewhat tacky sub genre, direct-response (TV) advertising is gaining new respectability among major marketers.Et le deuxième:
(...) more marketers will start to appreciate the merits of knowing whether or not an ad was on the mark. It's a view shared by the world's largest advertiser, Procter & Gamble Co.
Already, direct-response TV -- made up largely of remnant inventory -- has soared in the past two years, and more rate inflation is anticipated for next year. So far, however, the tumult in DRTV is happening largely outside the view of the mainstream advertising industry; TNS Media Intelligence pegs direct-response advertising as a $3 billion segment that grew 16.4% last year.(...)
After about four years of growing experimentation with DRTV, P&G, the biggest conventional advertiser in the U.S., signaled a much deeper commitment last month when it named its first DRTV media-buying agency of record, Quigley-Simpson Brand Response, Los Angeles.
P&G broadens involvement
P&G quietly broadened its use of DRTV in recent years, from small efforts for low-priority brands such as Dryel to more than a dozen including Cover Girl, Iams and Old Spice.
Last year, P&G's top-spending brand in conventional advertising channels, Olay, made direct-response a major part of its media mix(...)
In all, P&G buying in the DRTV space may now be approaching nine figures, according to people familiar with the industry, though P&G and Quigley-Simpson declined to comment on the spending level.(...)
Study: Online Video Viewers Are Engaged by Ads:
(...) The numbers of those who interact with video ads is high, said a study by the Online Publishers Association and Frank N. Magid Associates. Some 40% of video viewers have clicked on an accompanying link or visited a Web site mentioned in the video.Bonne lecture.
Among actions taken, 50% of heavy viewers visited a Web site mentioned in the video, compared with just 40% of total viewers. Up to 45% of heavy users looked for more information on an advertised product by querying a search engine; only 33% of total viewers did so.(...)
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