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their newly ad-monetized map service.;
Smith says the signs that techs would
spend big on TV have been apparent.
Google, for example, allocated nearly
80 percent of its $569 million U.S. ad
budget to TV spots in 2014. And during
just two months in 2016, Amazon spent
approximately $135 million on TV
spots, $16 million more than Walmart
and $32 million more than Target.
“To put that into context, Amazon’s
entire ad budget a few years ago was
$156 million for an entire year;—;in-
cluding TV, digital, and OOH. In 2015,
they spent only $8 million on TV and
radio,” Smith writes.
Ed DeNicola, an op-ed contributor
with MediaPost News, is also bullish
on TV advertising, citing an increase
in addressable ad inventory with more
TV homes are becoming addressable-enabled. “Today, addressable TV is
available in approximately half of U.S.
TV homes and in all 210 U.S.
markets,” DeNicola writes.
“Data-enabled linear TV is
also on the rise.”
He points to start-ups like
TRA and Rentrak, which, he
says, “proved that as target
audience density increases, so
does the impact of advertis-
ing. It is no longer a question
whether advanced TV ad targeting
DeNicola adds, “TV never died — so
a resurrection is impossible. Born again
might be a more apt analogy. Whatever
you call it, the TV industry is on the
right track, and its future is anything but
dire. The best years of television are still
Recently, Response caught up with Ken
and Barbara to chat about the first 30
years of Script to Screen — and the next
Q What was the most memorable
moment of Script to Screen’s first
Ken Kerry: It’s difficult to choose just
one, but when we were hired by General
Motors in the mid-1990s stands out. This is
when we knew that both Script to Screen
and the format had arrived, so to speak, in
that one of the largest and most recogniz-
able brands saw the value in what we
were doing. This memory is connected to
others, as the same story unfolded each
decade with our work for Pfizer in the
early 2000s and then Comcast in 2012. In
each case, the brands themselves made
the decision to pursue the format, but
directed their agencies of record (AORs)
to find the right people to do it.
Barbara Kerry: The other significant
moment that we remember all too well
was filming the first Bare Minerals info-mercial on September 11, 2001. We had
several key on-camera talent that were
from the East Coast. They and the crew
all were incredibly professional and once
everyone was satisfied that family members were safe, we got down to business
on a day where everyone likely remembers where they were.
Q What have been the biggest surprises during Script to Screen’s history?
Ken Kerry: Like most people in our
business, it would have been difficult to
envision the dramatic changes that have
taken place over three decades. We’ve
seen significant changes in the number
of consumer touchpoints, the various
platforms to reach consumers, and new
industries that have largely been built by
direct response. The one constant in this
evolution, which some may find surprising,
is the proven response and optimization
strategies that continue to drive consumer
Looking Back Fondly, Looking Ahead Excitedly
After 30 years of success, Script to Screen’s Ken and Barbara Kerry relish
the opportunities provided by the changing marketing landscape.
BY THOMAS HAIRE ( THAIRE@QUESTEX.COM)
In 2016, Santa Ana, Calif.-based agency Script to Screen celebrated its 30th anniversary. Founded by husband and wife team Ken and Barbara Kerry, the company set out then to be a different kind of company: one that would not only stretch the boundaries of
direct response marketing, but also achieve enviable successes for its clients. Its continuing mission is to produce results by creating successful television and online campaigns.
Google, Amazon Spend Big
on TV Ads
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