Media Buying For Mobile Devices

Recently posted a news story anouncing that Yahoo had signed a deal with MobiTV. This deal could mean big things for media buying experts. It could be a way to target your indvidual direct response audience and customize your infomercial to reach a specific group of the population.

Yahoo has signed an advertising deal with MobiTV, a company that specializes in video content on mobile devices. Yahoo will serve as MobiTV™s primary network for advertising sales and distribution. MobiTV™s video service will be fully integrated with Yahoo™s recently launched Mobile Publisher Services.

As we progress, we will deploy additional features including next-generation interactivity, location-awareness and click-to-act – maximizing the currency this alliance offers brand advertisers, said Jack Hallahan, MobiTV™s VP of advertising in a statement.

Yahoo will begin integrating ads with MobiTV™s free and premium programming over the next few months. According to MobiTV, the company has generated more than a million subscribers since it launched in 1999.

With the addition of this latest client, Yahoo will be able to offer multiple media buys through its system that includes text banner and mobile video. The Mobile Publisher system lets mobile publishers display banner, video and in-game ads on their mobile sites and applications. Other partners at launch include web browser developer Opera and location-based mobile content network, go2.

Peter Koeppel is Founder and President of Koeppel Direct

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Media buyers have always wanted to get inside consumers minds.

It’s the media buyers Holy Grail: being able to read your target customers minds. Although that exact ability may yet elude our grasp, current research is bringing us remarkably close to that precognitive reality.
“In the past, we’ve used things like focus groups,” says Akshay Rao, General Mills professor of marketing at Minnesota’s Carlson School of Management. “Now, I can actually look inside your brain as you look at an advertising piece that has yellow, green, and blue versus a black and white piece, and tell whether the yellow, green and blue piece is generating more neural activity.”
To accomplish this, Rao uses a functional Magnetic Resonance Imaging (fMRI) scanner to peer into consumers brains. Basically a giant doughnut-shaped magnet, an fMRI scanner enables researchers to see how much oxygen different parts of the brain are using while the test subject lies on a narrow table with his or her head in the “hole” of the donut. The most active areas display the most oxygen flow and “light up” on the scanner.
Advocates of neuromarketing research say that its results are more objective and accurate than results gained using customary research methods such as surveys and focus groups. “With traditional marketing research techniques, people do not always express their true feelings, so information is often not reflective of what the consumer is actually thinking,” says Peter Koeppel, president of Koeppel Direct, a firm that provides multi-channel direct-response services.
“Neuromarketing allows media buying experts to understand the impact of their ad on the consumer’s brain,” he says. “By reviewing and analyzing this information, the marketer can change the marketing campaign to improve consumer response, which translates into a better return on investment.”
That improved understanding of how campaigns affect consumers is the first step toward creating more intimate relationships, says Rao, who is also the director of the Carlson School’s Institute for Research in Marketing. “When I do consulting work for companies, I tell them to develop consumer intimacy,” he says. “With neuromarketing, we have a physiological means of assessing whether those intimate relationships have been established.”

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Marketing Firm Announces Integrated Media Buying Services

Nationally recognized direct response media buying firm, Koeppel Direct, introduces their breakthrough Multi-Channel Direct Response approach to media buying.
Koeppel Direct, a leader in direct response media buying for the past decade, is launching a new service: Multi-Channel Direct Response media buying. The announcement will take place at the upcoming Electronic Retailers Association meeting. This new service combines direct response media buying for television, online media, print and radio. This industry-transforming announcement of Koeppel Direct’s new media buying approach will enable direct marketers to maximize profits from their direct response advertising.
As part of their Multi-Channel Direct Response media buying services, Koeppel Direct has formed Koeppel Interactive, a specialty division providing online buying for direct marketers. The combination of direct response TV, online, print and radio media buying services allows Koeppel Direct to maximize campaign performance for direct marketers.
“Our Multi-Channel Direct Response media buying approach brings together a full range of media options and allows us to find the channels that perform best for each campaign,” touts Peter Koeppel. “This helps optimize clients’ media campaigns and maximize their return on investment.”
Koeppel Direct is headquartered in Dallas, Texas, with satellite offices in Detroit, Austin, Iowa and Chicago. The Electronic Retailers Association meeting will take place in Las Vegas, Nevada, on September 9th – 12th.
Peter Koeppel is Founder and President of Koeppel Direct, a leader in direct response media buying, marketing, campaign management and creative strategies. With over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop marketing campaigns to increase profits. Peter is a Wharton MBA and has improved the media buying strategies and advertising for clients such as H.J. Heinz, DIRECTV, Hair Club, Ben Hogan Golf, and Little Giant Ladder.

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Develop an Ongoing Advertising Campaign with a Consistent Message

Don’t run a TV ad one day where you call your company the “low-price leader,” and then do a radio ad where you call your company the “solution for the discerning customer.” Those are two completely different brands and images, and you’ll only end up confusing your prospects. Realize that no brand is born overnight. It takes lots of repeated messages to get the brand into people’s minds. So be consistent with your advertising messages. Additionally, advertise on a continuous basis. That’s the only way people will become familiar with you, thus increasing your name and brand recognition.
Use Public Relations to Get Your Name Out There
Along with media buying and advertising, you need to do some public relations to make your name known. One great way is to write and publish articles about your business and industry. You can also be a featured guest on radio and TV programs. A good PR firm can help get you in the media’s limelight. Without a doubt, public relations is a great and easy way to increase your name recognition.

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