PremiumMedia360 and CoreMedia have Teamed up to Automate Direct Response Marketing

The new joint service from CoreMedia and PremiumMedia360 address these issues by providing a direct connection from CoreDirect to any sell-side TV advertising system.

FREMONT, CA: PremiumMedia360, the advertising data automation firm, and CoreMedia Systems, the provider of CoreDirect, the advertising industry's most extensively used performance monitoring software, today launched a new integrated product that eliminates substantial hurdles for direct marketers.Direct response marketers may now use CoreDirect software to automatically transmit media orders to networks, removing the requirement to email orders and confirm receipt while also providing visibility into order status. The service expands on cooperation launched earlier this year between CoreDirect and PremiumMedia360. The company enables direct response buyers to get pre- and post-log files (vital records of planned and actual ad airings) within CoreDirect in the initial phase of their relationship.

Although comparable electronic ordering solutions were accessible in the broad advertising sector for years, CoreMedia and PM360's current product is the first direct response industry. Direct marketers typically deliver orders to sellers via email with a PDF attachment, which sales teams must copy out of their sell-side platforms.Manual data entry is prone to bottlenecks & inaccuracies, resulting in lost orders and advertisements that do not run on time. Performance marketers, whose industry is defined by large ad loads, quick turnaround, and clear accountability, are particularly concerned about data gaps and unreliability issues.While similar computerized ordering solutions have been available in the advertising industry for years, CoreMedia and PM360's current offering is a first in the direct response market. Direct marketers provide orders to sellers in the form of a PDF attachment, which sales teams must copy from their sell-side systems.

The new joint service from CoreMedia and PremiumMedia360 address these issues by providing a direct connection from CoreDirect to any sell-side TV advertising system. Marketers may transmit orders directly from inside the CoreDirect system of record, eliminating the need to send orders via email, and networks may remove manual order processing.

"Direct Response advertising relies on accurate, fast, and dependable data—requirements that turn the already-complex DR ordering into a major challenge for agencies and networks alike," explained Kevin Gaffney, EVP, Product Strategy for CoreMedia. "By connecting across buy and sell systems, CoreMedia and PremiumMedia360 are able to provide agencies with a whole new level of efficiency, accountability and reliability. We're providing a more efficient flow of data, which is good for advertisers and sellers alike."

"With the fresh focus across all advertising on data management and accountability, direct response marketing is more crucial now than ever," added Cordie De Pascale, Chief Strategy Officer of PremiumMedia360. "Because of that renewed importance, now is the time to solve the 'last mile' roadblocks direct response teams face – so the field can continue to flourish in TV advertising's new era. Our companies are proud to offer that new solution."