Two-D offers award-winning
Production Services and
to build awareness, engage
the buyer, increase loyalty,
and initiate an action!
capabilities. That has allowed us to develop our own algorithms
that interpret the data with greater precision. This is an ongoing
commitment we will continue to make into the years ahead.
Lee: THOR Associates has incorporated iCloud technology for
almost every aspect of our business, with clients and internally
for our team, which is virtual in five states. It’s a game changer!
In the next 12 months, we plan on utilizing information from
software-as-a-service (SaaS) dashboards that provide us data and
put it into a unified database that will allow our team to have
intelligence at their fingertips.
Norris: Our company is part of changing the definition of TV
and, with it, the definition of TV advertising. With Sling TV,
we entered uncharted territory two years ago — dynamically
inserting ads in a live, digital TV world. Much of this technology is brand new and incredibly complex. At this point, we’ve
completed campaigns for thousands of brands and introduced
real-time programmatic buying to premium, live TV. And we’ve
just hit the tip of the iceberg in terms of OTT’s ad capabilities.
How can agencies and service providers with
their genesis in the DR space better reach
out to marketers who are looking to integrate
offline and online performance-based media
campaigns within their overall marketing
Abusaleh: We need to educate traditional, impression-based
advertisers on the benefits of accountable advertising that generates a tangible return on investment. The work being created
by the producers in our space currently has been able to sell the
unique benefits of products or services while maintaining brand
Besasie: I would like to see our industry associations invest more
in research and publishing white papers to promote the virtues
of direct response.
Sarnow: The two things marketers need more than ever are operational efficiency and great content strategy. DRTV producers,
media buyers, and logistics firms truly have the best experience
for people that are looking to take their businesses beyond the
first million dollars. Recently, I listened to a panel of online
gurus in Austin, talking about their success in the web marketing space. I was shocked how rudimentary their “a-ha” moments
were. What they were talking about as keys to success were areas
that DRTV marketers were thinking about 15 years ago.