Tim Hawthorne's blog
If there’s one thing about DRTV marketers, they know and understand the value of measurement, metrics and accountability. Born out of the need to keep close track of campaign performance and media spend, this attention to accountability should carry over into the other advertising mechanisms that marketers are employing in this Web 2.0 era. And while DR marketers may indeed be applying their metric-centric approaches to online video, content marketing and social media, the broader population of marketers is not.
As the number of emerging digital advertising methods and mechanisms continues to proliferate, interactive video ads have carved out a name for themselves in the cluttered online world. And if a new report is any indication, these video ads – defined by eMarketer as those that include some type of give-and-take and/or two-way communication between advertisers and audiences – can help DRTV advertisers eke just little bit more out of their production and media investments.
Why DRTV marketers should be building websites that are optimized for use across thousands of different screens.
Direct response marketers have long known the value of testing. In fact, the “test, test, then test again” philosophy has been all but engraved in the minds of most marketers, producers, and media buyers who strive to develop creative treatments, offers, and calls to action that result in the best possible outcomes.
Game controllers in hand, a group of twentysomething guys strategically position themselves around a big screen TV as Call of Duty Elite’s story line unfolds, courtesy of Xbox Live. Suddenly, one of the players gets a mischievous look in his eye, pokes the console’s pause key, and says to the group, “I’m hungry. Let’s order some pizza.” Without getting up from their comfy couches, the gamers pull up the Xbox Live dashboard, click on the Pizza Hut app, and place their order.
Here are four valuable lessons that DRTV marketers can take away from the world’s largest, most successful brands.
As a DRTV marketer, everything you do makes a statement about your brand – even if your mainstay is traditional, “have your credit card ready” direct response advertising. Put your brand first and you effectively borrow a page from playbooks of the Coca-Colas, Apples and WalMarts of the world, to name just a few of the companies that have spent billions to build and protect their brands.
Los Angeles, CA, July 2013 -- Hawthorne Direct, a full service brand response advertising agency, has named Tina Wisner as the company’s Director, Data Science and Analytics. Wisner will be based out of the company’s headquarters in Los Angeles. The announcement was made today by Hawthorne Direct’s Chief Operating Officer Jessica Hawthorne-Castro.
Fairfield, Iowa, June 4, 2013 –Hawthorne Direct, a full service brand response advertising agency, has promoted Jessica Hawthorne-Castro to Chief Operating Officer. Hawthorne-Castro had been the company’s Vice President of Operations & Client Services. The announcement was made today by Tim Hawthorne, Chairman/CEO and Founder of Hawthorne Direct.
Los Angeles, California & Fairfield, Iowa, June 18, 2013 – Hawthorne Direct, a full service brand response advertising agency, has named Kathi Moore as the company’s new Vice President and Account Director. The announcement was made today by Tim Hawthorne, Chairman/CEO/Founder, Hawthorne Direct.