The Dallas-based media buying agency’s longstanding
focus on research and groundbreaking profiling
software keeps them at the top of their game in
successfully integrating TV and online for DR clients.
Koeppel Direct, a Dallas-based direct response media buying firm founded in 1995, provides DR advertisers and Fortune 1000 companies media buying and planning services for DRTV, online, radio, print, drive- to-Web, drive-to-retail and lead-generation campaigns. Location: 16200 Dallas Pkwy., Dallas, TX 75248 Phone: (972) 732-6110 Website: www.koeppeldirect.com
new trends in the marketplace,” Koeppel says. “By planning
in advance and in anticipating certain conditions, it helps
our clients to maintain their lead flow or ROI through more
difficult times, and we’ve been able to weather difficult ups
and downs more efficiently than some other firms.”
The latest Nielsen statistics show that 60 percent of
people who are watching TV also have a computer on in the
same room, and a brand’s Web activity often increases when
a television campaign is running, according to Koeppel. In-
tegrating the two is key to a better ROI, he says.
“By having a Web team that works closely with our TV
buyers, we take advantage of that activity, and it helps to
increase conversion for our clients,” Koeppel says.
The shift of consumers to online platforms does provide
its own set of challenges for marketers in terms of tracking
and understanding their customers’ behavior, something
Koeppel Direct anticipated early on and sought to remedy
with its attention to research and the creation of a social
media division that provides insight into Web behavior.
“There are a lot of changes in consumers’ consumption
and purchase habits lately — there are people who don’t
watch as much television or read newspapers, and it’s across
all age groups, so we’re trying to stay ahead of that,” Koeppel
says. “Because we have an online-specific team and we can
integrate that information into the client’s metrics, we have
a pretty good handle on how to best optimize in the current
multi-channel media environment.”
The success of drive-to-Web and drive to retail has also
seen more traditional brand advertisers turning to direct re-
sponse to grow sales, Koeppel says.
“A lot of CMOs are under an increasing amount of pressure and are looking for ROI from their advertising, and
that’s what we can bring to the picture,” Koeppel says.
Koeppel Direct’s success ultimately comes from going
above and beyond the duties of just media buying and planning, those in the company say.
“What really sets us apart from our competition is that
the account services team as a whole really understands
both sides of the business, both in the form of analytics and
in how media is purchased offline and on,” Garduno says. “It
comes down to the integration of the two and how you tie it
“We really act as a marketing partner with our clients.
We don’t just buy media. We get involved in formulating
break-even analyses, listening to phone calls, optimizing
telemarketing scripts and staying ahead of the latest trends
in the industry,” Koeppel adds. “We feel that if we act in
that manner, it’s going to produce better results for the cli-
ent and it will enable them to be more profitable. And if
they’re profitable, we’ll do well also.” ;
What is MAPP?
MAPP, the Media Audience Profiling Platform
developed by Koeppel Direct, evaluates current
consumer response data, pinpointing the networks,
stations and programming viewed with the highest
frequency among customers within the target
demographic profile that have purchased a similar
product or device. To ensure ROI efficiency, MAPP:
; Can be customized to capture, track and measure
relevant information to effectively manage each
; Produces concise maps that track consumer
response on many levels, such as nationally
or by state, county, city or ZIP code, and
incorporates responses by network and station.
; Tracks response by demographic.
; Identifies “hot spots” of high response levels
while national campaigns are airing, allowing
Koeppel Direct and clients to supplement a
national media buy with a local schedule.
; Incorporates traditional media research tools
such as Nielsen, Cluster Analysis and TNT+