October 14, 2019

AdSphere Passes 50 Million Airings

On Sunday, AdSphere passed a new milestone: 50 million airings detected.

To celebrate, DRMetrix will be releasing its first "5x5" industry study, which stands for five years (2015-2019), five industry classifications. The study will debut at the PDMI West show in San Diego next week.

I previewed some of the study's findings in a post last week, including the finding that in 2018 "more than $12.3 billion of national ad spending went to TV commercials that ask consumers to take action."


October 04, 2019

'Act Now' Style Ads Hit $12.3 Billion in 2018

Our industry has come a long way since the bad old days of 800 numbers and mail-in addresses for checks and money orders. Today, companies of all sizes and brand strengths are utilizing our selling methods, and response mechanisms have evolved beyond Web addresses to SMS short codes and app store logos.

So just how popular has "act now" advertising become? Quite popular, according to a new study by DRMetrix:

[M]ore than $12.3 billion of national ad spending last year went to TV commercials that ask consumers to take action, such as by visiting a website or going to an app store. Moreover, that amount represents an increase of nearly 17 percent over the previous year.

The information comes from a recent press release teasing the results of a study DRMetrix will distribute at the upcoming PDMI West show in San Diego.

"Of the $45.5 billion spent on national television advertising in 2018, about $28 billion is attributed to national cable," DRMetrix CEO Joseph Gray told me. "That means, at $12.3 billion, consumer-response advertisements represent nearly 44 percent of total market dollars to the national cable industry.

Gray added that if you look at ad units instead of spending, our style of advertising represents "more than 50 percent" of total 2018 of airings.

What about pure-play DR? How big is that segment? According to the release:

[T]he study finds that 4,751 distinct brands used consumer-response TV advertising formats in 2018. Fully 40 percent of those used traditional direct-response techniques of the kind that allow advertisers to track consumer response back to specific networks, dayparts and programs.

For additional details, check out the full announcement here.

September 30, 2019

New & True: Pop N Play

Description: An interactive cat toy
Pitch: "Just like the carnival game the random, unpredictable movements entice kitty"
Offer: $19.99 for one with mouse and feather toy
Bonus: 2nd one (just pay a separate fee), free shipping
Marketer: Allstar
Rank: No. 28*
Visit Website

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* DRMetrix Weekly Top 40, Short Form Week 39 (Source: AdSphere)

New & True: NutriChopper

Description: A slicer/dicer
Pitch: "Cuts up to 10 times quicker than a knife"
Offer: $19.95 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Brand: Nutri
Marketer: Emson
Producer: Opfer
Rank: No. 10*
Visit Website

This is a brand extension of NutriSlicer, which was No. 21 on the 2018 True Top 50. It was originally tested under the name "Nicer Dicer Quick" by Genius in August of last year.

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* DRMetrix Weekly Top 40, Short Form Week 39 (Source: AdSphere)

New & True: Flawless DermaPlane Glo

Description: A dermaplaning device
Pitch: "Instantly transform your complexion ... to the radiant skin you've always wanted"
Offer: $19.99 for one with free shipping
Bonus: 6-pack of replacement heads (free)
Brand: Finishing Touch Flawless
Marketer: IdeaVillage (2019 True Top Marketer)
Producer: Blue Reef
Rank: No. 2*
Visit Website

This is the fifth rollout in this billion-dollar line.

The other products in the line are: Finishing Touch Flawless, Flawless Brows, Flawless Legs and Flawless Body (No. 37).

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* DRMetrix Weekly Top 40, Short Form Week 39 (Source: AdSphere)