Direct response on the small screen

There's nothing new about 'selling off the screen', but now it's growing and changing. This article shows why this is so, who's using it, and what's new.

Direct response on the small screen

Why it's getting bigger, smarter and easier to measure

Simon Andrews

There's nothing new about 'selling off the screen', but now it is growing and changing. This article shows why this is so, who's using it and what's new. Direct marketers are finding new technical solutions, eg. how to receive sudden large floods of telephone calls. Meantime fundamental changes in the way they think about their advertising, branding and distribution are prompting and more conventional advertisers fmcg as well as durables etc to include a direct response element in their TV...

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