Growing DRTV Industry Increases Role in Multichannel Marketplace

Growing DRTV Industry Increases Role in Multichannel Marketplace

Electronic Retailing Association Research Reveals Traditional Advertisers Embrace Direct-to-Consumer Strategy

ARLINGTON, Va., July 23 /PRNewswire-USNewswire/ -- According to a recent white paper sponsored by the Electronic Retailing Association (ERA), entitled The Evolving Role of Direct Response Television in Multichannel Marketing Execution, direct response television (DRTV) continues to grow as a marketing medium. This growth is attributable to DRTV marketers who are accelerating their adoption and customization of emerging technologies, especially in the interactive sphere. Traditional advertisers are following suit and utilizing the direct response model to improve relationships with their customers.

"DRTV is uniquely positioned to expand its impact on the marketing industry now and in the coming years," says Bruce Biegel, Senior Managing Director of the Winterberry Group.

The recent study, conducted by the Winterberry Group, was based on interviews and surveys of nearly 100 senior industry executives throughout North America to discern the rationale behind the perpetual success of DRTV.

The report identifies five leading trends that are actively reshaping the DRTV industry. Most notably the entrance of brand marketers into the DRTV space, the growing use of DRTV to develop and nurture customer relationships rather than merely sell individual products, and the increasing use of DRTV to drive Web and retail traffic.

"The success of DRTV, despite seismic shifts in the media landscape, has yet to significantly damage DRTV because the industry grasps the rules of the new consumer-controlled environment and has quickly moved to adopt multichannel strategies," commented Sieglinde Friedman, Vice President of Board and Strategy for ERA.

As a member benefit, each ERA member will receive a copy of Winterberry Group's white paper by mail. Non-member companies or individuals may purchase the study for $500. To do so, please contact Sigi Friedman at Sfriedman@retailing.org or by telephone at 703-908-1021.

For more information on the Electronic Retailing Association, please visit ERA's website at http://www.retailing.org/.

ABOUT THE ELECTRONIC RETAILING ASSOCIATION

Representing a more than $300 billion market, the Electronic Retailing Association (http://www.retailing.org/) is the only trade association in the U.S. and internationally representing major companies in the multi-channel electronic retail industry. ERA counts industry leaders like Guthy-Renker, HSN, QVC, ShopNBC, Match.com, and eBay among its member companies.

First Call Analyst:
FCMN Contact:

Source: Electronic Retailing Association

CONTACT: Lauren Meley of Enten & Associates, Inc., +1-301-913-0010 x
127, lauren@enten.com, for the Electronic Retailing Association

Web site:

http://www.retailing.org/

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