Successful direct response solutions, driven by your bottom line

At Mercury Media, we conduct performance-based direct response planning that is focused on generating business
results, not mere media results. We’re unmatched in our ability
to model acquisition costs and inform media plan development
for our clients.

Our deep short form direct response television experience and superior database provides a
wealth of valuable historic insight and data that we leverage in our media buying and planning process.

A penchant for short form direct response performance

We’re relentlessly focused on driving predictable and profitable business results—and it guides our short form direct response television planning, media buying and analysis efforts. The longstanding, trust-based partnerships we’ve built are also key to creating the industry’s highest-performing DR campaigns. With our extensive experience, we understand how to leverage our media partners’ needs to help our clients achieve superior financial outcomes.

Speed & responsiveness is the norm

Because of our deep expertise and performance database, we’re able to offer short lead times for developing high-performing direct response television plans—as little as one day and up to a full business week for planning and media buying.

The innovator in CPA for TV

Where it fits our clients’ needs, Mercury has designed an innovative CPA for TV Campaign. With this one-of-a-kind program, instead of paying for media based on GRPs or CPMs, we buy top-performing television media on our clients' behalf, share the risk with them in the effort and customize the business model based on cost per lead, cost per acquisition or straight revenue share based on purchase levels.

Real-time campaign optimization

At Mercury, we’re differentiated by
our ability to provide on-the-fly direct response campaign optimization, making real-time modifications to not just your media schedule but to your creative and conversion process as well to get the best results. We call it optimizing “beyond the buy”—and we’re doing it every minute of
every day.

• MediaWe start looking at media performance as soon as short form spots run, and our optimization process begins after a few days of airings. We dissect results on each network and creative to begin targeting schedules to areas of top ROI.
  
• CreativeIf results are sub-optimal, we begin evaluating every aspect of creative performance to recommend revisions that will drive maximum performance.
  
• ConversionWe also listen to calls to identify where customers are “dropping off” in the telemarketing script (for order/signup campaigns), plus evaluate clickstream data to see how web conversion can be improved.
  
  

It comes down to this: for
your short form direct response television marketing, you won’t find a stronger, more capable or more committed partner than The Performance Agency.