The Value of Integrated DRTV and Marketing Channels in the Era of COVID-19

By Adam Seaborn It’s no secret that during an economic downturn, business will be faced with choices of where to cut spending and allocate resources. Decreasing your advertising spend should be your very last resort. The short-term cost saving of cutting advertising spend will have long term effects that both …

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DRTV: The recipe for Success

By Nicole Andani Many North Americans still watch over three hours of television daily. But that amount has been declining1. More importantly, the manner in which consumers watch has dramatically changed. Traditional TV watching has now changed to “personalized content on the go”. Programming is being streamed or PVR’d and …

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Getting the most from DRTV for the newcomer

By Bryan Sweeney After spending 18 years developing products and running operations for several DRTV (Direct Response TV) companies that brought you products like “The Shake Weight”, in 2011, I launched a campaign management and consulting business. I wanted to offer my experience to start-ups and medium size businesses looking …

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Direct response evolving at the speed of light

By Nicole Andani Every year new trends and innovations sweep through the direct response marketing world and 2018 is evolving at the speed of light compared to 22 years ago when I first started here at Northern Response. To understand them we have to remember what the true definition of …

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St. Joseph Communications unveils report on dynamic video advertising

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Innovative digital formats to drive global ad growth to 2019: Zenith

Social media in-feed ads, online video and other digital formats such as paid content and native advertising are leading the growth in global advertising. Between 2016 and 2019 they will drive 14% annual growth in total display advertising – a category that includes these formats as well as traditional banners …

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Unlikely allies: How digital ushered in the new age of DRTV    

At first look, it’s hard to imagine two more diametrically opposed mediums than the young yet sophisticated upstart known as digital advertising, and the old school “loud and proud” world of DRTV. But looks can be deceiving. The truth is, not only do digital marketing and DRTV share a common …

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How to create marketing videos that inspire action

In the content world, video is king. The proliferation of smartphones and tablets means consumers can (and do!) watch video anytime, anywhere. The sheer volume of available video content creates some challenges and opportunities for marketers. Audiences are becoming more discerning. Sometimes they want to be informed, sometimes engaged, sometimes …

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