Field
Reports
NEWS
CORNER
A pair of agencies, Script to
Screen (STS) and M2 Marketing and Management
Services, celebrate two awards
won by their client, Gwynnie
Bee. The plus-size clothing rental
service earned the 2017 AdSphere
Award for Best Infomercial
— Miscellaneous (which was
presented during Response Expo in
April) and also earned a 2017 Jordan Whitney Greensheet Award
for Best Fashion Infomercial.
Yangaroo Inc., a secure
digital media management and
distribution company, announces a
29-percent year-over-year revenue
increase in its ;rst-quarter 2017
results. The company also notched
consecutive pro;table quarters for
the ;rst time.
Brand response creative boutique Avalanche Creative
Services expands its digital
reach with the announcement
of four new employees: Noah
Schoer as account coordinator;
Nirvana Sayers in graphic
design; Christopher Alincas-tre in marketing; and Deanna
Brigandi in art and copywriting.
Sprint chooses Horizon
Media as its new media agency.
Previously serviced by Mediavest/
Spark, Sprint spent an estimated
$700 million on media in 2016,
according to Response research
partner Kantar Media. Horizon Media also announces the formation
of a direct marketing entity named
Horizon Next. Gene Turner,
executive vice president, will lead
it. “The Horizon Next name re;ects
the company’s pursuit to ensure
that tomorrow outperforms today,”
Turner says.
Matti Kon, CEO of Info Tech
Solutions for Business
Inc., shares cyber security tips
via Cheddar, an online news
network. Kon has 30-plus years
of experience in developing and
integrating computer systems for
both corporate America and the
industrial-military complex and
is a regular contributor to media
including WPIX 11, ABC News,
Al Jazeera, and others. You can
;nd the interview here: www.
infotechfb.com/press/video/
cheddar-on-cyber-security-and-technology/
Blue Vase Marketing and
Great Falls Marketing, both
DR sales and customer retention
services in New England, announce that Great Falls will absorb
Blue Vase’s call center capabilities.
Consistent client growth has given
Great Falls the opportunity to open
multiple call centers throughout
Maine in recent years.
Direct response company Tristar
Products Inc. hires Astrid
Hunton as director of customer
services and Jim Myers as
general counsel. Both are long-time consultants to Tristar. Hunton
will manage customer service for
DRTV, web, and retail outlets. Myers will manage Tristar’s response
to legal issues.
DRMetrix releases its latest
build of AdSphere, which retains
copies of all commercial airings for
10 days. This is how the company
is able to make airing level videos
available within airing detail exports. Previously, outside of airing
detail exports, the system would
always play back the original
master of the commercial, which
typically dates back to the date of
;rst airing.
ASTRID HUNTON
JIM MYERS
NOAH SCHOER
Google, Facebook, Microsoft Spent More
Than Two-Thirds of 2016 Ad Dollars on TV
BY DOUG McPHERSON
NEW YORK — Google, Microsoft, and
Facebook — three of the biggest in-ternet/digital companies in the world
— combined to spend more than 69 percent of their ad dollars on TV in 2016,
according to a new report from Response
research partner Kantar Media.
Providing more proof of the power
of TV’s scale to drive consumers online,
Google spent $260 million on TV in
2016 — up from nearly $180 million in
the prior year and more than 74 percent
of its total media spend of $350 million.
That total TV spend was up from $232
million in 2015 and $227 million in
2014.
Microsoft spent $506 million on TV,
up from $472 million in 2015. That
total represents more than 67 percent of
Microsoft’s $746 million in overall media
spending (which was up from $700
million in 2015 and $617 million in
2014). As part of that, Microsoft-owned
LinkedIn invested 80 percent of its $2.2
million TV ad expenditure — about
$1.7 million — on a single ad during the
Oscars.
Bing, Microsoft’s search engine, spent
nearly $7.8 million in Google search
during 2016 — up from $5.6 million in
2015, and nearly $3.9 million in 2014.
