Direct Response (DRTV)

The U.S. Postal Service is proposing a campaign in which it offers a refund to companies if their direct-mail advertising efforts are not successful. If it goes through with the proposal, the offer would be a chance for marketers to revisit the link between offline and online ad campaigns and how well they intersect and play off of each other.

Verizon launched a new version of its Interactive Media Guide for FiOS TV subscribers in a few small markets with several new features, including a mosaic screen displaying thumbnail videos from the most popular channels at any given time.

Online advertising self-regulation group the Digital Advertising Alliance endorsed TRUSTe's “Trusted Ads” platform on January 20, prior to the service's rollout. It is the group's third approval of an online ad platform.

Online video has been sold so hard and for so long as the familiar, safe branding vehicle that will lure TV dollars online, we rarely hear much about its direct marketing potential. But ad software and services company Panache says that with the right formats and appeals, video advertising can also take names and become a hard core DM lead generator. The company is rolling out Tuesday morning a slate new products for its publisher partners to add to the mix call Lead Accelerator.

When it comes to video ad campaigns, targeting has a far greater impact on ad performance than ad length, according to a new study from video ad tech firm TidalTV. According to a recent online study, TidalTV found that 30-second ads can far "outperform" 15-second ads, without negatively impacting consumers experience.

It is now clear that mobile is no longer just a nice to have component in a marketing program, but rather a core element. Offering just one mobile channel is not enough. This article covers some of the essential areas to consider when looking to employ a mobile marketing vendor.

While the focus at General Motors Co. in the last several months has been on the change to VP-Marketing Joel Ewanick, on re-shaping Chevrolet and Cadillac, and on the automaker's impending initial public offering, very quietly the Buick brand has become a driving force for the company.

Certainly TV is the largest medium still not interactive in the way that web revolutionized printed material and iPhone/Android have revolutionized mobile. While the last decade has seen massive changes in these other form factors, television has remained relatively unchanged. This article is an attempt to create a ‘news reel' of some of the events going in television and break down their collective meaning.

CBS Interactive is giving television the Foursquare treatment. The digital division is beta-testing TV.com Relay, a service that transplants Foursquare's combination of user check-ins and badge rewards from brick-and-mortar venues to TV shows.

Sports company K-Swiss is targeting younger males with a new mass-media campaign featuring Kenny Powers, the fictional character played by Danny McBride in the HBO series "Eastbound & Down."