Commentary

Verklin’s On a Roll: Targetable, Interactive TV Ads by Fourth Quarter

Noting that 95% of direct-mail credit card offers aren’t even opened, Verklin said “that’s a tragedy for marketers, for the environment,” and offered an alternative: “Imagine a 30-second interactive spot for a credit card offer that includes an RFI, a request for information, which says ‘If you’re interested in receiving more information about this offer, press A on your remote control.’” Verklin promised direct mail-type targetability plus interactivity -- “and we can deliver that, at scale, by the fourth quarter of this year.” Adding a sense of urgency, Verklin opined: “We need to get this done as fast as we can, because there’s a lot of pain in the marketplace. Local TV is tanking.”
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