Toni Knight, founder and CEO of WorldLink, says that station GMs need to be thinking strategically about direct response advertising as they downshift out of a lucrative political year. She shares the view from the DR side in conversation with TVNewsCheck’s Michael Depp. A full transcript of the conversation is included.
YouTube is experimenting with new ways to make video ads actionable, drive leads to increase performance, and automate content delivery across the platform. Alphabet and Google CEO Sundar Pichai mentioned YouTube’s direct-response business during the company’s 1Q earnings call in April, saying it has been a profitable focus for the company. Advertisers requested the support.
Diginet Driver Direct Response A ‘Mixed Bag’
DR, the financial foundation of multicasting, is a bit shaky these days. DR spending and response rates are down and no hot new ad category or brand has appeared to energize the sector in some time. This is Part Three of a four-part special report on multicasting running this week. Read the other stories here.