Backchannelmedia
March 23, 2005: Today Backchannelmedia, a direct response media planning and buying company enabled though web-technologies and located in Boston, releases easy-to-configure user interfaces for various client direct response advertiser work groups. This innovation of the DRTV industry ushers in the era of the "continuous loop" effect developed over a period of eight years by Michael Kokernak, president of Backchannelmedia, and Backchannelmedia.
"Continuous loop' effect is the ability for the direct response advertising companies, through easy-to-understand and easy-to-configure user interfaces, to determine and act on incoming direct response television sales and media expense data in near real time as the avail is actually airing.
Backchannelmedia's media clients can create configurable user interfaces and today client work groups can drill down into specific product offers and media outlet results in near real time and also historically. They can act immediately, as the campaign is airing, to the changing dynamics of the television campaign or as trend reports dictate.
Client company management can query and develop custom reports across all work groups and pull back campaign results into easy-to-read actionable high-level management reports directly linked to near real time data of the television sales. Backchannelmedia clients now have complete visibility into campaign, market results, media buyer performance, and product offer results instantly.
Backchannelmedia direct response clients, with the assistance of Backchannelmedia, can configure custom user web based interfaces for up to 50 of their internal users. Backchannelmedia's media buying clients can be fine tuning their media expenditures through all product categories, internal work groups, commercial length, and media types in near real time and with collaboration from Backchannelmedia's media buying unit.
"Like never before in the history of the direct response industry have direct response product companies had the ability to query real time and historical results via the web and distribute actionable reports to their work groups and foster campaign collaboration and communications in near real time thus maximizing DRTV campaign yield through a continuous feedback loop," stated Michael Kokernak, president of Backchannelmedia. "Our belief is that the 'continuous loop' effect, the ability to act on campaign results in near real time across various internal and external work groups, will become one of the core measurable metrics critical to the future growth of our industry in this age of digital television and time-shifted programming. Today, after eight years of exhaustive research, and much trial and error, the 'continuous loop' effect is available to our media buying clients."
Backchannelmedia Company Information:
Backchannelmedia believes that by leveraging the Internet, the company can provide direct response advertisers, home shopping networks, and media outlets up to the minute accurate campaign results, full disclosure accounting information on demand, and accurate campaign reconciliations. Michael Kokernak, the president of Backchannelmedia, has dedicated the past 10 years to researching and writing about the future of direct response advertising and home shopping networks. Kokernak directs the internal technology resources of Backchannelmedia. He has carefully assembled and cultivated over the past six years highly-specialized technology partnerships that today span two continents.
The company, from administrative to technology, is disciplined in rapid application development (RAD), integration, and deployment. RAD allows Backchannelmedia to develop in multiple application enhancements in parallel with its worldwide technology partners, twenty-four hours a day, with the internal technology staff tracking and scheduling the integrations so that we can bring best-in-class enhancements to DRTV marketing clients on an ongoing basis.
Backchannelmedia, located in Boston, was founded on March 4, 2000. Backchannelmedia has 30 years of combined experience in the home shopping channel and direct response television industries. The company has developed its own proprietary web application "S.T.A.R.S.". STARS, sales tracking and reporting services, assists vendors and direct response companies through robust reporting that assists clients in managing their campaigns. Backchannelmedia.com is the second most advertising agency web site in the world and the most visited direct response agency web site in the world with 3,000 daily unique visitors. In addition Backchannelmedia researches and reports on technology advances that may affect the future of direct response and television advertising in general.
Contact Information: Tel: 617.728.3626 Fax: 617.517.7777 Backchannelmedia, Inc. www.backchannelmedia.com info@backchannelmedia.com
