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April marked the first full month of lock down for most of the world. As advertisers adjust TV spend and creatives to reach and engage with consumers watching increasingly more video across all screens, what trends have emerged? Source: https://info.tvsquared.com/rs/597-QOT-387/images/COVID-TV-Insights-April-2020.pdf?mkt_tok=eyJpIjoiTm1aa01qQTFNVE15T1RCaCIsInQiOiJFSDBXNlwvcFFGNnRCWUI4bEI0T1o0RXlpRE1cL3phcG5zNnY0ZEpyQzkrcGM0emJqSHU0VjROOVlIWlV0Q2w1Um9kT2ttaWt5cU92UWRYVnRXSFVIMHlIVEFXd2lcL2FGYnVmUk95YzltTGdNQzJidk9DeTY3NUZrcWpjOXlNWUdQTCJ9
Moving quickly on creative testing is critical to maximize ROI. Modus methodically tests creative knowing the difference in performance on 1 creative compared to another can be well over 300%.Changes in creative could be small items such as Music, Voice Over, Offer, Call to Action, Colors, End Cards, other variables or completely new executions. IBM's…
According to Kantar Media over $6.75 billion was spent on Television and Radio media promoting the 2018 mid-term gubernatorial and U.S. Senate races. Before this number even came rolling in we knew it was going to be a challenging 2018 media environment – especially for our clients that advertise locally. The media tightening started in…
Don’t get caught up in the big data hype. It could be costly. Since 1994 I have been reviewing the performance of client advertising campaigns – mostly direct response.  In 1994 campaigns utilizing direct response principles were typically direct mail, television (with a TFN only), print and radio. In those days, tracking performance was relatively…
Political Dollars Affecting Your Media Buys? Try this! [caption id="attachment_13333" align="alignright" width="285"] Start TV Network Logo (PRNewsfoto/Weigel Broadcasting Co.)[/caption] Check out this article on Weigel Broadcasting Co.’s new multicast entertainment television network- Start TV.  Start TV could be a another TV option for challenged Media Buyers during these Politically charged times. Local Political advertising is very…
We believe in a balanced scorecard. Why? Because it is what is best for our client’s.  As direct response television experts we are constantly challenged with “why television”, “why not put it all in digital”. We also hear a lot about how no one is watching television anymore. Well, if that was true Facebook would…
Top 3 TV Strategies any Healthcare Organization can use to Build Loyalty, Awareness, Engagement and Ultimately Bring in New Patients. All three of the below strategies are the foundation of a strong television campaign. The execution of a direct response television campaign is built to cost effectively build your brand, awareness, loyalty, engagement and deliver…
Jingles are back, and they do work! Modus Direct currently has a radio client, Bradley Dworkin, that is using radio to support their advertising efforts. Over a year ago, we introduced a :30 Jingle into the creative rotation. When the Jingle was introduced, the calls increased 18%. That Jingle was the most consistent creative week-over-week…
With the advent of the internet of things, wearable devices, and a pervasive need for more information the world generates over 2.5 quintillion (that’s 2.5 followed by 29 zeroes) Bytes of data every day.  Surprisingly, only 0.5% of that information is never used.  While Modus Direct doesn’t analyze quite that much data, we receive a lot! Despite…
  With over 129 million smartphone users in the United States (55% mobile market penetration) as of January 2013, Direct Response advertisers now more than ever need to include mobile and tablet consumer engagement strategies into their response mechanisms. With the constant evolution of multi-window experiences (TV, Phone, Tablet, PC), and the access to web…
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