Category Archives: Direct Response

Before You Worry About Match Rates…

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading

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Worst Ad Ever?

Who writes an ad without a headline? David Ogilvy said that when you have written your headline, you have spent 75% of your money. Continue reading

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Decent Direct Mail

Every once in a while you get direct response that’s properly targeted. It restores my faith in humanity, even if the direct mail piece isn’t technically the best I’ve ever seen. Continue reading

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AdTech Beware: The Rise of the Sophisticated Buyer

The sophisticated advertising buyer will be the death of ad tech. Using ad tech by itself doesn’t make you a sophisticated buyer. Continue reading

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Ignore “Three Rights” At Your Campaign’s Peril

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading

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2017 Snapchat Buys: Cui bono?

The digital tsunami continues. Word today is that Snapchat is asking for commitments from the big agency holdcos for commitments to spend as much as $200 million on buys in 2017. That’s advertiser money, by the way. Why is Snap … Continue reading

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Where’s the Digital Tear Sheet?

Digital advertising is a mess. Your ads aren’t likely to be seen because: Ad fraud is out of control and getting worse Most of our ads are shown to bots Only 35% of ads actually shown to humans are viewed … Continue reading

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(Occam’s) Razor-Sharp Targeting

A straight razor–used properly and with care–can do the job as well (or better) and far more cheaply than one of the newfangled five blade gizmos being sold by the big consumer products companies. Likewise, sometimes the best targeting and … Continue reading

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Full circle: data cards for PMP and programmatic buys!

More proof that even programmatic media needs to be sold, and is not just bought. I received an email from Kantar Media that looks just like the ads I used to see in DM News touting new-to-market files. The email … Continue reading

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Rediscovering Direct Mail

I get a kick out of articles like this one. The BBC author appeared surprised that A/B testing for marketing was invented–I’d say perfected–in direct mail. I guess us old dogs are responsible for some “new” tricks after all! Takeaway: … Continue reading

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