Tracking response to TV campaigns can be difficult because there is not a tangible connection between the impression and the response (like a click through or cookied response online).
Nielsen tells us that some 60% of television viewers watch the tube and surf the Internet simultaneously at least once a month. To some observers, this suggests nothing more than a restless consumer brain and a divided attention span. But sophisticated marketers recognize that multitasking is enabling -- even requiring -- a powerful variation on direct response television (DRTV) called "brand response" advertising.
Wikipedia tells us that the word “vanity” means an excessive belief in one’s own abilities or attractiveness to others. So that must mean the term “vanity tracking” describes People magazine, TMZ and Entertainment Weekly, right?
Not exactly. For those of us in the DRTV business, vanity tracking represents the Holy Grail — the sweet-spot nexus of offline advertising and online commerce.
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