Chase is planning a large-scale addressable TV advertising buy for early next year, making it the first major marketer to deliver unique TV advertising at the household address level. What makes this campaign unique is that it’s not zip-code or neighborhood level targeting - Chase will deliver unique TV advertising to each household served.
Eighty-five percent of Britain’s direct mail pieces from banks and credit card firms are opened, with people more likely to read junk mail from a bank than any other type. Seventy percent of mail from mail order companies and charities is opened.
Commerce Bank has placed an order of two million customized tissue packs from AdPack to provide free to customers at branch banks and community events.
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An estimated 99 percent of the roughly 300 billion coupons distributed each year in the U.S. go unredeemed, but the business seems to be going strong.
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More than 550 ecommerce companies allow other marketers to place promos into outgoing packages, and the practice can be phenomenally successful.
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Two new programs are available for DMers looking for insert opportunities, according to Direct Magazine. Doubleday Entertainment’s Crafter’s Choice Reactivation ride-along targets 3.6 million club members who fulfilled their purchase requirements and left the club in good standing. Only one insert per package will be accepted, and the price is $50/M.
According to Nielsen Sports’ Sponsorship Scorecard, JP Morgan Chase, top sponsor of the U.S. Open Men’s Final on CBS, achieved more impressions per hour among adults 25-54 than did the top sponsor of ABC’s Super Bowl, Motorola, Brandweek reports.
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Online advertising revenue for local TV websites was an estimated $283 million in 2005, twice as much as in 2004 - and is expected to again increase, by 39 percent, in 2006 - according to a new Television Bureau of Advertising survey conducted by Borrell Associates, writes MediaWeek (via MarketingVOX). Considering their strength in delivering online video content, local TV station websites are poised to make serious gains, according to the report titled “Benchmarking the Local Website Marketplace.”
The most popular ad categories for local TV websites are automotive and healthcare, followed by real estate and financial services.
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The holiday season’s sixth week, ended December 4, accounted for 33 percent more online shopping trips than the corresponding week a year ago, according to the Nielsen/NetRatings Holiday eShopping Index, which comprises some 100 representative online retailers across 10 categories, MarketingVox reports. Last year, the index showed shoppers visiting retail sites 348.3 million times during the week; this year, the number increased to 462.5 million.
The week’s fastest-growing category was Books/Music/Video, with the number of shopping visits increasing a whopping 238 percent from last year. Apparel was second with a 38 percent increase; Toys/Video Games, Home and Garden, and Retail each had 28 percent growth, and Consumer Electronics visits increased 27 percent.
In the first six weeks of the 2005 holiday season, the Holiday eShopping Index increased 39 percent - i.e., comparing week 1 (ended Oct. 30) with week 6 (ended Dec. 4).
Search has become a mainstay for consumers to shop, whether they ultimately purchase online, through a catalog, or at the retail level, according to DM News. The keyword “Xbox 360″ was used in 5 million searches, more than tripling those for Sony’s PlayStation. “Harry Potter” generated 4.8 million searches, “Star Wars” 2.5 million, and Barbie 2.1 million.
XM Satellite Radio is launching its biggest holiday marketing campaign to date, featuring television, print, radio, online, and outdoor advertising. The campaign, dubbed Listen Large, focuses on XM’s wide variety in programming. Heading up the campaign are two TV spots starring Ellen DeGeneres, Snoop Dogg, Derek Jeter, David Bowie, and Martina McBride, which begin airing today during prime time on broadcast network and cable TV.
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Total magazine rate-card-reported advertising revenue for the month of October increased 3.5 percent compared to October of last year, according to Publishers Information Bureau, but Ad pages were down 2.1 percent from October 2004. Year-to-date, PIB revenue closed 7.2 percent higher than the same period last year, with ad pages seeing a 0.3 percent gain.
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According to Merrill Lynch, 2005 ad spending is trailing GDP growth which is “unusual this late into an economic expansion,” Editor & publisher reports. Excluding direct mail, the research firm estimates 3.3 percent ad growth for 2005.
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To compete in the local information and ad market being tapped by Google, Yahoo and other internet companies, Gannett plans to next month introduce banner ads on its newspaper websites that can be expanded into online versions of local weekly newspaper ad circulars, writes the New York Times (via MarketingVox). The service, called PaperBoy, was created by Gannett unit PointRoll and would give national advertisers a way to reach online readers with promotions tied to neighborhood stores. Christopher Saridakis, PointRoll’s chief executive, said the company had signed 20 percent of the nation’s top 50 advertisers. “And we’ve been selling it for just about a month now.”
Total magazine rate-card-reported ad revenue for the month of September increased 4.7 percent compared to September 2004, according to Publishers Information Bureau. Ad pages were down 1.3 percent from September 2004. Year-to-date, PIB revenue closed at $16,213,532,068, an increase of 7.9 percent from the same period last year, with ad pages totaling 171,696, a one percent gain.
Seven of the 12 major advertising categories increased their PIB revenue and pages over last year. Media & Advertising generated the largest increases in both pages - 15 percent - and dollars - 23.6 percent. Other top gainers included Financial, Insurance & Real Estate - revenue up 5.2 percent and pages up 7.4, Drugs & Remedies - revenue up 16.6 percent and pages up 7.1 percent, and Toiletries & Cosmetics - revenue up 14.5 percent and pages up 5 percent.
Losers included Home Furnishings and Supplies which fell 18.4 percent in revenue and 17.8 in pages compared with last year and Automotive, which saw revenue drop 3.1 percent and pages 9.2 percent.
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A new report from Banc of America Securities says that the shift of dollars from traditional media to the Internet is happening slower than previously suggested, Editor & Publisher reports.
The research firm looked at 100 leading national advertisers that spent over $1 billion with newspapers. Indeed, more than one-third of ad dollars flowing out of newspapers are moving to the Internet. The advertisers studied spent roughly the same in 2004 as in 2003 on newspaper advertising; however, they upped their Internet spend by 29 percent.
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Some 58.4 percent of respondents to a survey by email marketing and data analytics solutions firm Prospectiv say they find coupons in newspapers and magazines; 5.7 percent get them online; and 4.4 percent receive them via email, reports ClickZ (via MarketingVox). However, nearly 22 percent of respondents say they want to receive coupons via email, and nearly 10 percent want to get them online. Moreover, that combined 32 percent who wish to receive coupons on the web and via email becomes 55 percent if the coupons are specifically tailored to their interests.
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A newly formed company, The V12 Group, is offering direct marketing services to Madison Avenue based on a couple of marketing trends, CEO Paul Chachko told DM News. The first is that dollars are shifting from above-the-line marketing to below-the-line, and the second is that advertisers can’t effectively manage several vendors to work different channels so they’re looking for consolidation.
R.R. Donnelley & Sons is acquiring catalog printer Spencer Press. The transaction is expected to close during the fourth quarter. Spencer Press produces catalogs, press-pasted booklets, free-standing inserts and self-mailers. According to the company, Spencer Press’s capabilities will complement RR Donnelley’s existing Catalog and Retail Services platform.
Consumers are adapting to increasing gas prices by changing how they shop, according to a new study by ACNielsen released Tuesday. Lower-income households have begun using coupons more often than affluent households - 23 percent compared to 14 percent - and purchasing less expensive brands of grocery and lower grades of gas, Mediapost writes. More well-to-do households are shopping in warehouse club stores more often (9 percent versus 6 percent of less wealthy households) and online (7 percent compared to 3 percent).
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Free standing inserts (FSIs) in the first half of 2005 increased 2.3 percent from a year ago, with more than 136 billion coupons delivered in Sunday newspapers - the largest number of FSI coupons distributed in any six months since 1995, the Center for Media Research reports. Consumer packaged goods remains the largest sector using FSIs, with a 3.4 percent increase in page activity. The direct response sector, which has been increasing in activity steadily for the past three years, again posted positive growth.
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