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Direct response
Fox Media has years of experience in the area of planning and buying direct response campaigns. When working on DR campaigns we seek to maximise quality responses and minimise costs.
We can advise on current interactive TV opportunities and can plan and implement campaigns in this field. We have significant expertise in running response campaigns in local and national press and radio, and have bought heavyweight (£1m+) response campaigns in colour supplements. Where appropriate we recommend the use of BTL media such as direct mail, targeted door drops, online and ambient media and have detailed experience in using geodemographic and other analysis systems.
Our user-friendly BART (Budget And Response Tracking) reporting system is a simple spreadsheet format which allows us to pull together all relevant data in an easily-assimilated working document.
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With specific objectives in terms of cost-per-response (CPR), cost-per-acquisition (CPA), etc., always to the fore, we use a wide variety of negotiating techniques and strategies to ensure that media buying discounts - and thereby payback to the client from his/her investment in advertising - are maximised on an ongoing basis.
Contact us today - and we'll show you.
Download brochure 
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Update
, 2008
Google in US-only beta test of Adsense pay-per-action (PPA) model
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Google's test of its new pay-per-action (PPA - also being referred to as CPA - cost-per-action) offering on its Adsense network can be seen as re-drawing the boundaries of direct response - and also as a threat to affiliate networks.
Currently available only to US-based advertisers on a limited basis, the system offers advertisers the opportunity to increase reach whilst paying only for actions that they define.
How it works: the advertiser creates an ad. and defines the action they want a user to perform when visiting their website, eg signing up for a newsletter or purchasing a product. The advertiser then sets the amount they're willing to pay when the specified action is completed. The installation of a conversion tracking code on the website allows for verification of the completion of the action.
Publishers in the Google content network can choose to place PPA ads. on their websites. The advertiser only pays when a user clicks on an ad., visits his/her site and completes the desired action.
The method closely resembles the response-based system used by affiliate networks, whereby the networks provide code to approved applicant websites allowing them to place banners on their sites and earn a commission percentage from sales generated, with advertisers benefitting from sales generated via responses to ads. positioned across the affiliate networks' portfolio of sites.
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