Electronic Retailer - February 2012 - 31

But what about metrics? Well, there are a number of companies currently working on that. New ratings systems are being developed by companies such as Bluefin Labs, which has created measurements for how viewers respond online to TV. Simply put, Bluefin’s technology platform, Bluefin Signals, watches everything (or almost everything – its data covers 115 TV networks, 11,000-plus TV shows and 346,000-plus TV telecasts) on TV and recognizes all social media conversations about the programming. It then gives each show a response level rating on a scale of 1 to 10. There is also Trendrr.tv’s Total Activity, which monitors social media activity including tweets, public Facebook posts, GetGlue check-ins and Miso check-ins. “It’s the Wild West right now,” Gordon says. “There needs to be some kind of best practices or standards, some form of actionable measurement that can help the industry start to examine patterns and behaviors across multiple screens so we can see how to better engage audiences.”

instantly ‘click and buy’ or or click to visit a website, those are powerful tools to interact with the customer.” But, as Condon stresses, since viewers can be watching at any time, it is important for DR companies to be ready 24/7 with support services for consumers who aren’t watching live programming. “Consumers are so much more sophisticated about how they navigate

ads on TV now,” he says. “For DRTV, it’s all about getting the consumer to pick up the phone or call or text or visit your specific URL. Now, consumers expect to be the ones choosing when and how to contact you. You have to be ready for the consumer.” Condon closes: “At the end of the day, it raises the bar for marketers to keep up.”

Time to Get on Board
All the experts agree that now is the time for DR marketers to learn about these technologies and start making changes for the future. “The DR industry needs to become familiar with the new television landscape that’s connecting television to the web,” Gordon says. “As marketers, we can’t just be tied to traditional television, where a lot of our industry still has their heads. As TV has changed and evolved, we have to as well. The smart ones are going to use this social phenomenon to market products in general beyond DR.” Mendelson adds that DRTV is a natural fit for social TV, OTT and interactive TV, in general. “All of those technologies are about interacting, and so is direct response TV. These technologies provide a way to greatly enhance the transactional experience by making it simpler and more immediate. The ability to
565843_Kingstar.indd 1 12/22/11 1:00:04 PM

February 2012 | electronicRETAILER

31



Electronic Retailer - February 2012

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Classifieds
Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover1
Electronic Retailer - February 2012 - cover2
Electronic Retailer - February 2012 - 3
Electronic Retailer - February 2012 - 4
Electronic Retailer - February 2012 - 5
Electronic Retailer - February 2012 - 6
Electronic Retailer - February 2012 - Calendar of Events - Upcoming Industry Events February through May
Electronic Retailer - February 2012 - Your Association, Your Bottom Line
Electronic Retailer - February 2012 - 9
Electronic Retailer - February 2012 - 10
Electronic Retailer - February 2012 - Industry Reports - Connect, Collaborate and Discover with MyERA
Electronic Retailer - February 2012 - 12
Electronic Retailer - February 2012 - 13
Electronic Retailer - February 2012 - FTC Forum - Where the FTC Says Facebook Went Wrong
Electronic Retailer - February 2012 - 15
Electronic Retailer - February 2012 - eMarketer Research - Who is the U.S. Hispanic Market?
Electronic Retailer - February 2012 - 17
Electronic Retailer - February 2012 - IMS Retail Rankings - The Top 25 Shows and Spots
Electronic Retailer - February 2012 - 19
Electronic Retailer - February 2012 - Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Electronic Retailer - February 2012 - 21
Electronic Retailer - February 2012 - Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Electronic Retailer - February 2012 - 23
Electronic Retailer - February 2012 - Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
Electronic Retailer - February 2012 - 25
Electronic Retailer - February 2012 - From the Executive’s Desk - Create the Complete Package
Electronic Retailer - February 2012 - 27
Electronic Retailer - February 2012 - DR Disruption
Electronic Retailer - February 2012 - 29
Electronic Retailer - February 2012 - 30
Electronic Retailer - February 2012 - 31
Electronic Retailer - February 2012 - Bienvenido a Miami!
Electronic Retailer - February 2012 - 33
Electronic Retailer - February 2012 - 34
Electronic Retailer - February 2012 - 35
Electronic Retailer - February 2012 - Interactive TV: Just a Click Away
Electronic Retailer - February 2012 - 37
Electronic Retailer - February 2012 - 38
Electronic Retailer - February 2012 - 39
Electronic Retailer - February 2012 - What Your Consumer Says About You Matters
Electronic Retailer - February 2012 - 41
Electronic Retailer - February 2012 - 42
Electronic Retailer - February 2012 - 43
Electronic Retailer - February 2012 - Guest Viewpoint - For Hispanic Vote, the Campaign is On
Electronic Retailer - February 2012 - 45
Electronic Retailer - February 2012 - Guest Viewpoint - Own Your Own Online Media
Electronic Retailer - February 2012 - 47
Electronic Retailer - February 2012 - 48
Electronic Retailer - February 2012 - DRTV - Supporting Retail: Is This the Answer?
Electronic Retailer - February 2012 - Fulfillment - Are You Delivering a Great Customer Experience?
Electronic Retailer - February 2012 - Teleservices - Stop Losing Thousands of Leads
Electronic Retailer - February 2012 - Member Spotlight
Electronic Retailer - February 2012 - 53
Electronic Retailer - February 2012 - Advertiser Spotlight - Highlighting This Month’s Advertisers
Electronic Retailer - February 2012 - Advertiser Index
Electronic Retailer - February 2012 - Classifieds
Electronic Retailer - February 2012 - 57
Electronic Retailer - February 2012 - Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover3
Electronic Retailer - February 2012 - cover4
https://www.nxtbookmedia.com