New Study Shines a Light on the Health of the Direct Response Industry

by Dave Martin on Jun 13, 2014 11:05:00 AM ERA News, Miscellaneous

These days, much of the conversations taking place in the DR community revolve around the challenges associated with the ever-changing omni-channel environment and the long-term effects of digital on the media landscape. What does this mean for traditional direct marketers? Is DRTV in trouble?

A new joint study from the Electronic Retailing Association (ERA) and Media Analytics, titled State of the Direct Response Television Industry, sheds new light on these questions. The report was the centerpiece of a Masters Series session that took place during The Great ideas Summit 2014 this past February.

Using 2013 as the benchmark year, the State of the Direct Response Television Industry study provides new research into such key areas as: 

  • The effectiveness of DRTV in today’s multi-platform environment 
  • An analysis of long-form and short-form
  • Where DR marketers invest their online dollars
  • The state of retail and DRTV
  • The growth of the U.S. Hispanic market 
  • The state of social media and DRTV

The recently released report is part one of an ongoing study. What’s more, the second installment of the State of the Direct Response Television Industry will be the focus of the Masters Series session, titled “State of the Industry: What’s the Outlook for DR? - Part 2,” which will take place on Thursday, September 18, from 10:00 a.m. – 11:00 a.m. at the 2014 ERA D2C Convention at the Wynn Las Vegas.

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