Marketsmith is rolling out a new analytical framework to DRTV retailers, agencies and media buyers to improve media performance and control upfront costs. In a head to head comparison, Marketsmith delivered 28% higher MER for DRTV client using our proprietary media analysis methodology. Marketsmith employed our Tier Report analysis to identify the media outlets, dayparts, and cost strategy that guided agency media buying for major DRTV merchant. Over the course of one flight, compared with traditional practices, our proposed buys improved overall MER results by 28% to 30%.
Monica C. Smith, President and CEO of Marketsmith, stated, “We are very excited about the opportunities for lifting performance in the DRTV arena with the insight we can provide agencies and media buyers through our new analytical framework. We gain real improvement in results as well as gain cost control over future media expenditures for our clients. Our Tier Reports offer a breakthrough view of how DRTV can be harnessed for increased performance for multiple product categories.”
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